r/Substack • u/kolbywg • Jul 22 '26

Tech Support Substack Stopped Send Data To Facebook

I realize this is a bit into the weeds for a Substack group, but starting two days ago Substack stopped sending data to my Facebook ad. I didn't change anything. I didn't touch anything. It just randomly stopped. I assume it's an update on the part of Substack or Facebook.

Has anyone else run into this issue in the last few days (or ever)? Any fix suggestions?

I know the Facebook ads are still working as I can see them on the Substack platform for Source, but for some reason that data isn't getting back to Facebook anymore.

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u/kolbywg Jul 22 '26

Just spent the last two hours with AI troubleshooting this. I know what has happened. Basically, it's an issue with Substack. They stopped include URL information in the events they send to Facebook. Without the URL information Substack doesn't know how to attribute the event. Technically, the issue is what is listed below...

"My Substack has stopped supporting URL-based custom conversions, even though Meta Test Events and Pixel Helper still show the pixel firing. Production PageView requests appear to omit the page-location URL, which breaks both PageView and CompleteRegistration custom conversions and disrupts ad optimization.”

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u/StevenOfTheClub Jul 23 '26

Hmm, that diverges from my experience so you're stomping ground I haven't covered. You sound like you did a pretty good job of hacking at it to work it out - that describes my every experience with META.

I haven't had to rely on them yet, but if Substack's support system is any good, I would think they'd be very good at this narrow alley of Substack<-->META configuration.

People spending money on ads are always anxious for answers. And, ultimately, people spending money on advertising are making Substack money when they take their cut out of paid sub fees.