Today’s MarketingMeta Pixel starts counting conversions on customer devices November 12
Meta is adding a Pixel setting called Measure conversions on customer devices, and it is already switched on for every dataset that sends events. From November 12, 2026, Meta will match purchases on the shopper’s device using details such as an email address plus temporary device data. Advertisers can turn it off per dataset in Events Manager. Meta has not said whether the recovered conversions feed bidding.
Our take
Expect Meta’s reported purchases to jump 15 days before Black Friday with no change in actual sales. Export Meta attributed purchases next to your store orders by day this week so you have a clean baseline. Keep the Conversions API running, track the ratio of Meta sales to store orders after November 12, and judge holiday ROAS on that ratio instead of the Ads Manager number.
