> ## Documentation Index
> Fetch the complete documentation index at: https://soran.ai/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Destinations

> Forward conversions to ad platforms to improve their optimization.

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.

## 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.

## 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**.

## 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](/docs/goals/forwarded-conversions) for how that join
works.

## 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.

> [!NOTE]
>
> Forwarding never changes your own reports. Soran's numbers are identical
> whether you forward or not.

## Related

> **[Forwarded conversions](/docs/goals/forwarded-conversions)**
>
> How goals decide what is forwarded.


This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.