Go to the Settings tab of your Events Manager, and you may see this under Conversions API…
There are now two options:
- Conversions API Gateway, which has been around for a few years
- Signals Gateway
So… What is Signals Gateway?
What is It?
This is how Meta defines it:
Build data pipelines, send data to multiple destinations and unlock additional features to control how you manage and share first-party marketing data collected by your business.
The API Gateway sends web events. The Signals Gateway is broader and can send multiple types of events to different destinations.
Here’s a visualization from Stape, which is one of the third-party integrations you can use.
Signals Gateway allows you to send pixel, file upload, CRM events, and app events to a pipeline filter for processing. Once processed, it can be sent to your Meta dataset or somewhere else, like Big Query.
Signals Gateway also requires a separate pixel, but you won’t need to set up new events. I can’t say for sure, but this feels like Meta’s steps toward pushing data responsibilities onto the advertiser — and eventually eliminating the Meta pixel without damaging attribution.
Should You Use It?
If you’re currently sending events from multiple sources, consider the Signals Gateway. Setting this up is rather simple if those separate datasets already exist. Here are a couple of links that might help:
If you’re only sending web events, it may not be necessary yet. It’s not clear if there’s any advantage to using Signals Gateway for only web events instead of API Gateway (I use Stape for the API Gateway).
Will you set up Signals Gateway?
