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How it works

From Meta ad to DoorDash order, measured at every step.

DineRoute is three layers: a branded click-through page, a server-side Pixel event stack, and (on Enterprise) a webhook relay that pushes real orders back to Meta as Purchase events.

The full tracking pipeline

Pixel event anatomy

What Meta sees when a customer taps "Order on DoorDash".

A Meta CAPI platform_click fires from our edge with full user-matching data, then immediately redirects. Match quality consistently lands at 8+/10 in Meta Events Manager, not the 3–4 most restaurant Pixels score.

  • action_source
    website
  • user_data
    IP + UA + fbc + fbp (hashed)
  • custom_data.platform
    doordash / ubereats / grubhub / chownow / toast / direct
  • event_source_url
    your branded dineroute.menu subdomain
200 OKplatform_click
Match quality 8.4 / 10Relay latency 42ms
  • action_sourceTells Meta this is a website conversion — not offline, not app. Unlocks match-back against ad impressions.
  • user_data.fbcClick ID from the ad URL. Strongest single match signal Meta has — ties the event to the exact click.
  • user_data.fbpFacebook browser ID. Cross-session match; survives nav back to DoorDash.
  • client_ip_addressIP + user-agent pair gives Meta a second match vector when fbc is missing (in-app browsers, etc).
  • custom_data.platformWhich platform the customer picked. Segmentable inside Events Manager and inside ad set optimization.
Before and after

Same ads. Real signal.

Before DineRoute14-day CPO
Meta Ads Manager
Cost per order
$18.40
Day 1Day 14
Signal
Meta only sees Link Clicks
Optimizing on
Link Clicks
Proxy event. Optimizer learns 'who clicks', not 'who orders'.
After DineRoute14-day CPO
Meta Ads Manager · CAPI
Cost per order
$11.42
-37.9% vs. before
Day 1Day 14
Signal
CAPI platform_click + order webhook
Optimizing on
Platform Clicks
High-intent event. Optimizer learns 'who orders on DoorDash'.

Example composite data · 14-day window

Walkthrough

A 60-second tour of the stack.

Loom — 00:00 / 01:00
Recording ships after launch cohort
Works with
  • DoorDash
    #1 delivery share
  • UberEats
    Highest AOV
  • Grubhub
    Corporate orders
  • ChowNow
    0% commission
  • Toast
    Direct POS
  • Direct order
    Your website
Technical

Pixel and platform questions.

Can't find yours? Email hello@dineroute.com and a human writes back the same day.

Q.01 What is platform_click, exactly?
A Meta Pixel + CAPI custom event that fires the moment a customer taps a platform button on your routing page. It carries user-matching hashes (fbc, fbp, IP, UA), the platform name, your restaurant ID, and session quality signals. Meta treats it as a website conversion event you can optimize toward.
Q.02 Why not just fire a standard "Lead" or "ViewContent" event?
Custom events lose specificity — "Lead" applies to anything. platform_click tells Meta exactly what happened: the user chose a delivery platform on your page. Custom-event specificity is how Meta's algorithm learns which creatives and audiences drive order intent vs. browse-only traffic.
Q.03 Does this work on TikTok, Google, Pinterest?
Yes. DineRoute fires Google Ads conversion actions, Google Enhanced Conversions, TikTok Events API, Pinterest Conversions, and LinkedIn Insight Tag in parallel with Meta. One routing page feeds every platform.
Q.04 How do I stop click fraud from hurting my campaigns?
DineRoute enforces a 3-second minimum session and scroll depth before firing platform_click. It also filters known data-center IPs and bot user agents. Pro and above upweight events from returning users and downweight first-touch low-quality clicks.

Make your Meta campaigns measurable.

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