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Benefits, Verification, and FAQ Part 3 of 3
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June 19, 2026
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What's new in your campaigns, how to verify everything is working, known limitations, and FAQ.
📈
What improves in your campaigns?
Results with the current AFRUS implementation
↑75%
Event ID coverage in Meta
7-8/10
Event Match Quality (vs 4-5 before)
-55%
Potential reduction in cost per result*
* Maximum improvement documented by Meta for advertisers with >75% Event ID coverage. Actual improvement depends on creative quality, audience and budget.
| Métrica | Before AFRUS | With AFRUS |
|---|---|---|
| Event ID coverage in Meta | 0% | 75–100% |
| Event Match Quality | ~4-5/10 | ~7-8/10 |
| Conteo usuarios en GA4 | Collapsed — all visitors counted as one person | Real visitors |
| Meta cost per result | Línea base | Hasta -54.9%* |
🎯 What does this mean in practice?
- Meta campaigns for Lead and Purchase receive cleaner signals → Meta optimizes better → lower CPM, better ROAS
- Ads Manager reports stop inflating conversions → real metrics → better budget decisions
- GA4 reports real unique users → reliable funnel metrics and source/medium attribution
- Meta's attribution window (typically 7 days post-click) is fully leveraged
- With GTM you can send conversions to TikTok, LinkedIn or Google Ads without duplicating data
✅
How to verify everything works?
Checkpoints for AFRUS, Meta, GA4 and GTM
- ✓Panel AFRUS → Procesos → Analytics Events: shows each event sent in real time, with payload and result. It's the first place to diagnose issues.
- ✓Meta Events Manager → Test Events: make a test donation. The event should arrive with an Event ID assigned.
- ✓Meta Events Manager → Deduplicación: Event ID coverage must exceed 75% to unlock the cost-per-result improvement.
- ✓Meta Events Manager → Event Match Quality: ideally above 7/10 for conversion events.
- ✓GA4 DebugView:
purchaseevent withtransaction_idassigned. Confirm that theclient_idremains stable across events from the same browser. - ✓GTM Preview / Debug mode: with GTM in preview mode and a test donation, you should see
purchase,generate_leadand funnel events firing in the dataLayer console.
🆘 Seeing an error? Most common: missing Pixel ID, Access Token or GA4 credentials in the widget. If the event reaches the AFRUS panel but not Meta, the error is usually in the Access Token.
⚠️
Known limitations
Current implementation status — May 2026
⚠️
Cross-domain GA4 is not automatic
AFRUS landings do not automatically configure linker.domains. Bidirectional support (AFRUS landing → your site) is not implemented. Requires configuration on your side. Status: documented, not planned.
⚠️
UTMs do not appear in the thank-you page URL
GA4 attribution works via the _ga cookie, but UTM parameters do not propagate in the final URL. If you need them in the URL, contact us. Status: documented, not planned.
⚠️
Intermediate funnel events not deduplicatable from GTM
start, add_to_cart, begin_checkout and add_payment_info do not expose deduplication keys in the dataLayer. Only generate_lead and purchase are deduplicatable from GTM. Status: pending, coordinated if there is demand.
⚠️
AFRUS panel logs without browser session identifier
The Processes → Analytics Events panel does not include the browser session ID. Correlating with Meta or Google logs requires manual matching. Status: under discussion, pending privacy decision.
ℹ️
AFRUS excludes personal data from the dataLayer
Donor's name, email and phone are not published to the dataLayer. AFRUS sends them hashed directly to Meta CAPI. If your GTM tags need them for Advanced Matching, you must obtain them from your own data collection.
❓
Frequently asked questions
The most common questions about tracking, GTM and attribution in AFRUS
What event is recorded on the thank-you page?
The Purchase event (or Donate). It fires when the gateway confirms the charge. In GA4: purchase with a unique transaction_id. In Meta: Purchase deduplicated against AFRUS CAPI with the real amount (value), currency and type (one_time or recurring). In GTM: purchase event available in the dataLayer. For asynchronous payments (Niubiz, PIX, boleto), AFRUS waits for real confirmation — rejected payments are never reported.
How do I configure GTM to capture the confirmed donation?
Custom Event trigger with name purchase. It fires when the gateway confirms the charge. Then create your tags (TikTok, LinkedIn, Google Ads…) using that trigger. Use ecommerce.transaction_gateway_code as eventID in Meta and as transaction_id in GA4.
Does GA4 attribution hold throughout the entire journey?
Yes, through the _ga cookie. UTMs do not travel as parameters in the thank-you page URL — attribution lives in the cookie, not the URL.
My site and the AFRUS landing are on different domains. How do I configure it?
In your gtag.js or GTM, add web.afrus.org to the linker.domains list. This allows the _ga cookie to be shared across domains. Without this, GA4 treats the cross-domain step as a new session and loses the visit origin.
I configured my GTM tags but I'm still seeing double counting. What do I check?
- Confirm that both sides reached the event (AFRUS panel + Meta Test Events).
- Verify that the AFRUS
event_idmatches exactly theeventIDof your tag — without number-to-text transformations. - Confirm that the
event_namehas the same casing — Meta is case-sensitive:Lead ≠ lead. - Confirm that you use
transaction_gateway_codeand nottransaction_id— they are different values.
Does GA4 also deduplicate funnel events (add_to_cart, begin_checkout…)?
No. GA4 only deduplicates purchase events with the same transaction_id. For other events, GA4 has no native cross-channel deduplication. The recommendation is to disable those tags in GTM and trust what AFRUS sends.
Does AFRUS automatically send the donation amount to Meta?
Yes, always. The Purchase event includes the value (real amount) and currency without additional configuration. This enables value optimization campaigns in Meta Ads (Value-Based Lookalikes, ROAS) from the very first moment.
What happens if I only configure the widget but not the landing (or vice versa)?
Widget only, no landing: AFRUS sends events, but without _fbc Meta attribution degrades, and GA4 uses a fallback session ID.
Landing only, no widget: the PageView is recorded, but conversion events (Purchase, Lead) are not sent.
The complete setup needs both.
Do I need to do anything to activate tracking or is it automatic?
Just fill in the fields in the widget (Pixel ID + Access Token for Meta, Measurement ID + API Secret for GA4) and in the landing (Facebook Pixel ID + Google Analytics ID). For GTM, events are published automatically to the dataLayer — just create your triggers and tags.
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