Set Up Facebook Conversion API on Shopify: 2025 Guide

Privacy-focused browsers and ad blockers technologies are creating a tricky situation for Shopify brands trying to collect customer data. Because the browsers will block Facebook pixel. It's hard now to have an identity resolution. So you may find your conversion data in Facebook ads manager is not accurate.

You will start to feel the impact of your campaigns with inaccurate conversion data which is not good for optimization.

With the introduction of iOS14.5, Store owners will now need to obtain explicit permission from their customers before collecting any data for advertising purposes. This has caused a significant change in the way Shopify stores can track and measure performance, as well as its effects on Facebook Ads campaigns.

To help store owners remain compliant with Apple’s privacy policy, you'll need to set up Facebook Conversion API for all events tracking. This method is more secure and reliable than using client-side (browser-side)pixels because it relies on server-side tracking instead of browser-based tracking which can be blocked or disabled by users. Setting up this tool correctly can help ensure that your store’s data is properly tracked and reported to Facebook Ads Manager so you can continue to measure and optimize the performance of your campaigns.

The Conversions API enables you to connect key events from your server to Facebook. With a recent update to iOS 15, CAPI also became a Facebook solution addressing data security threats.

CAPI or Server-Side API (SSAPI) was implemented in response to changes in how email and web-based marketing receive and process information about conversion. It provides a secure way for Shopify stores to send conversions and in-app events data directly to Facebook Ads Manager from their servers. This ensures that any data passed on is accurate, valid, and up-to-date, eliminating the need for manual tracking or pixel implementation.

Conversion API consists of the creation and use of an API that provides a direct and reliable connection between the data of the marketing system.

The Facebook Conversion API (CAPI) offers significant advantages over the traditional Facebook Pixel, especially in the post-iOS 14.5 landscape. While the Pixel relies on browser-side tracking, which is increasingly blocked by ad blockers and privacy restrictions, CAPI uses server-side tracking to send event data directly from your Shopify store to Facebook. This bypasses browser limitations and ensures more reliable and complete tracking.

Advantage+ Shopping Campaigns, one of Meta's Advantage+ products, utilizes machine learning to help you access valuable customers quickly and cost-effectively. It is ideal for performance-focused marketers who wish to drive online sales with minimal set-up time expenditure and maximum efficiency.

The latest technology requires high-grade conversion data to feed its AI, but browser-based ad blockers, IOS14.5 updates prevent Facebook pixel from getting enough data from browser tracking. Hence Facebook CAPI is a must to maximize ads performance.

1. Use the Conversions API in addition to the Meta Pixel, and share the same events using both tools

This way, you can continue to track conversions that are not shared by browser pixel and vice-versa. It's highly recommended not only to share customer purchase events but also other important events including add to cart and checkout process.

Also, make sure to use the same parameters for each event in both the Conversions API and Pixel events. Finally, make sure to keep your event names consistent with the official Facebook Event names. For example: “AddToCart” should be used instead of “AddedToCart” or “add_to_cart”. These best practices will help ensure data accuracy and consistency in your reporting.

2. Aim high and strive for a Good or Great event match data quality rating in your events manager

Event match quality is your ultimate scorecard since it grades you as Poor, Okay, Good, or Great. The higher the rating — the better your chances of matching events to Meta accounts; thus allowing you to observe more conversions as well as reduce costs per result.

3. Increase coverage of customer information parameters.

The more events that have customer information parameters, and the more customer information parameters each event has, the more likely an event will be matched. you may collect more first party data such as customer personal information to help Facebook better identify customers.

4. Share your conversion events in real-time or as close to real time as possible.

Maximize the effectiveness of your ad delivery system with Meta by quickly sharing events. The earlier you share, the more accurately it can predict a person's likelihood to take action after viewing your ad.

Implement Facebook conversion API can be easy with some Shopify app that have built-in shopify integration for both client-side and server-side event.

Take Attribuly as an example. Being integrated with Facebook, all you have to do is install Attribuly from the Shopify app store or Attribuly website. Once installed, you can log in directly from your Shopify admin and Attribuly will start collecting customer data from both browser events and server events, maximizing your tracking capabilities. You'll be able to see real-time customer conversions at "Live events".

Go to tools-covnersion feed to set up how Attribuly share data directly to Facebook events manager.

Click "Add" to build a new conversion feed to facebook pixel. You may select the critical data sharing events. By default, select maximum event types to be sent. Attribuly not only send purchase event, but also send all the other important events to maximize performance.

Then find your Facebook pixel iD and Facebook conversion API token, the video will walk you through the process.

Attribuly has now begun sending data to Facebook, and within 48 hours, Facebook will evaluate the quality of the data matching. Attribuly utilizes various advanced technologies to adhere to Facebook's best practices and sends top-notch data to accurately identify customers.

Open your events manager from Facebook business manager, you may want to check the event matching status. How the data matches between Facebook pixel and Facebook conversion API. There are four data matching levels: poor, okay, good and great. The higher the rating — the better your chances of matching events to Meta accounts.

With Attribuly you may mostly get good and great data quality, and result in significant sales improvement after one day or two.

Setting up Facebook’s Conversion API requires the following parameters:
• Event Name: The name of your event, such as “AddToCart”. It is important to note that this parameter must match the official Facebook Event name for accuracy.
• Currency: The currency you wish to track
• Value: The value of the event. Attribuly takes the total price as event value.
• Content Type (optional): The type of content associated with this event. Examples include product, article, video, etc.
• Content ID (optional): A unique identifier for the particular piece of content associated with the event.
• Description (optional): A description or comment about the event.
• Partner Agent (optional): Information about the partner or agent associated with the event, such as an affiliate ID or campaign name.
• Event Attributes: Any additional attributes that you wish to track for the event, such as product category and price range.