Keep upsells out of your Purchase count

Meta counted every upsell as another Purchase, so your first-sale cost in Ads Manager looked better than it was. RedTrack could not tell a first sale from an upsell either.

The enemy is an ad platform optimising on upsells as if they were new customers.

The Meta Conversions API integration now chooses how upsells and downsells go out: as Purchase, as a custom event (named "Upsell" unless you name it), or not at all. Every event also carries whether it was a main sale or an upsell. RedTrack can send a different type for first sales and upsells, and a {sale_type} macro is available. Only completed sales are reported, each one once, with the visitor's real click ID.

Try it: set upsells to a custom event, run a test purchase with one upsell, and confirm Ads Manager shows one Purchase and one Upsell.