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Destinations send your conversions out. They are the mirror of data sources, which bring data in, and they are a separate top-level section of the app for that reason. The purpose is to improve the ad platforms’ own optimization. A platform bidding on what its pixel happened to catch is working from a partial picture; sending it your recorded conversions gives it better data to bid on.

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Choosing a platform

Destinations are picked from a catalog grouped by what kind of tool each platform is: Marketing, Analytics, Custom. Meta, TikTok, and Taboola are supported, alongside a Webhook destination that sends the same conversions to an HTTPS endpoint you run. Platforms shown as coming soon appear in the picker but cannot yet be selected.

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How events are delivered

Every destination sends from Soran’s servers, after the event has landed. Nothing in the visitor’s browser can block it, and it can carry a conversion the browser never saw: an order placed by phone, or completed after the tab closed. Your existing pixel remains the browser copy. Soran does not fire a pixel of its own, so a pixel you already run through Shopify’s sales channels or a tag manager keeps working unchanged. Meta pairs the two copies for you. It matches Soran’s copy to your pixel’s on the event name and the _fbp cookie within 48 hours, and that needs no setup from you. TikTok pairs the two copies only when both carry the same event ID. A pixel Soran does not control mints its own IDs, so on the steps that lead up to a purchase TikTok may count Soran’s copy and your pixel’s separately. TikTok’s page view mapping ships switched off for that reason, and you can switch off any other TikTok mapping your own pixel already covers. Two Shopify settings can send a second server copy that platforms will not pair with Soran’s:
  • Meta. Shopify’s Facebook & Instagram channel on Maximum also sends Conversions API events. Set it to Standard or Conservative.
  • TikTok. TikTok’s Shopify channel on Enhanced or Maximum also sends Events API events. Set it to Standard.

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What gets sent

A destination forwards by goal category, not by naming individual goals. What you send is therefore defined by your goals, and changing a goal’s category changes what is forwarded. See Forwarded conversions for how that join works.

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Monitoring one

Each destination has its own screen with configuration, delivery logs, and match quality, so you can see what was sent and whether the platform accepted it.
Forwarding never changes your own reports. Soran’s numbers are identical whether you forward or not.

Forwarded conversions

How goals decide what is forwarded.