How Zappush works
The mental model behind Zappush in five minutes, plus plain definitions of every term you will meet, from events and shoppers to routes and compliant pages.
You can use Zappush without knowing how it works underneath. But a few minutes here will make every other screen make sense.
The big picture
Zappush sits between your store and the platforms you advertise on. It does three things:
- Captures every action a shopper takes on your store as an event.
- Unifies those events into a single shopper profile, even across devices and visits.
- Delivers your conversions to Meta from our servers, not just the browser, so your ads keep optimizing on accurate data.
That third step is what makes Zappush different from a normal pixel. A browser pixel gets blocked by ad blockers, privacy settings, and iOS. Sending the same conversions server-side recovers the signal the browser loses.
If you advertise in a restricted category like Health and Wellness, Zappush adds one more layer: a clean compliant page on a fresh domain that your ads point to, connected to your store by a route. Meta only ever sees the clean page, and shoppers are redirected to your store seamlessly.
Key terms
Event
A single thing a shopper did: a page view, a product view, an add to cart, a checkout step, or a purchase. Events are the raw material for everything else. See the full list in the events reference.
Shopper
One person, with one profile, no matter how many times they visit or which devices they use. Zappush stitches sessions together so a visitor who later buys is the same shopper, not three different records.
Session
A single visit. One shopper can have many sessions over time.
Pixel
Your Meta Pixel (also called a dataset), identified by its Pixel ID. It is where your conversions are recorded inside Meta. You connect it to Zappush along with a Conversions API access token. See Connect Meta.
Server-side delivery
Sending conversions to Meta from Zappush's servers instead of relying on the browser pixel. This is what keeps your data flowing when the browser pixel is blocked. Read why it matters.
Compliant page
A clean landing page, hosted on a fresh domain, that your ads point to instead of your store. It keeps a restricted-category store advertising on Meta. See compliant pages.
Route
The connection between a compliant page, your store (the destination), and the Meta pixel that should fire. See routes.
Event Match Quality (EMQ)
Meta's measure of how well each conversion can be matched to a real person. Higher match quality means better ad optimization. Learn how to raise it.
Go deeper
Privacy mode
A compliance option that stores your customers' contact details in an unreadable form, for merchants who cannot have raw customer data held by a third party.
Event Match Quality
What EMQ is, the shopper signals that raise it, and the practical steps that improve your match rate without exposing raw customer data.