Quick ask: we’re pushing a 2,500-cap comedy tour in April and seeing Meta report 4.2 ROAS while Ticketmaster shows 1.6 — has anyone gotten consistent purchase value back to Meta/Google via TM CAPI or Eventbrite pixel, or are you piping orders through GA4 server-side within 24 hours so bids shift toward real ticket buyers? I’m trying to lock budgets to what moves seats this week, so any wiring that’s working in the wild would be clutch.
We push TM order exports to GA4 (Measurement Protocol) and directly to Meta CAPI within “24h”: hash email+order_id for event_id/external_id, send net ticket value (no fees), and fire a second “refund” event on cancellations — this pulled Meta/Google ROAS within about 10%. Small caveat: timezone drift bit us, so set event_time to the purchase timestamp, not upload; want the field map?
I’ve had the same 4.2 vs 1.6 whiplash — . What moved bids for us was grabbing fbc/fbp + gclid/wbraid on the “Buy on Ticketmaster” click, appending a unique click_id to the TM/EB URL, then matching that in the next-day orders and sending net ticket value back to Meta CAPI and Google Ads offline conversions within “24h” (event_time = order time): Import conversions from ad clicks into Google Ads using files (legacy) - Google Ads Help. Match rates aren’t perfect (about 60–75%), but it’s enough to reweight toward real buyers — can you add a click_id param on those April tour links?
We closed the gap by sending cancels/chargebacks as negative purchases keyed to the original order_id and holding anything marked transfer/resale until it settles; that pulled our blended ROAS toward about 2.0. @chris7976 are you pushing reversals too, or only the initial sale?