How to Setup Facebook Pixel Conversions API in Shopify?

What is Facebook Conversion API?

Last year, Facebook confidently launched the Conversions API in response to Apple's tracking block and privacy statement. Let's start by explaining what exactly the Facebook Conversions API is.

Facebook CAPI is a necessary integration for e-commerce websites, as it provides an easy and accurate way to reach users who have added a product to their cart but left without making a purchase. Previously, this was achievable through the Facebook Pixel. However, due to new bans implemented by Apple last year, the Facebook Pixel code no longer works fully on all Apple devices. As a solution, Facebook created and presented the Conversions API.

With Facebook CAPI, we can now easily follow all users that we were unable to follow with Facebook Pixel.

The Facebook CAPI of many e-commerce websites is not installed due to software problems or a lack of technical knowledge. Since there are no intermediate plug-ins in custom-made software, the installation process must be done manually, which is not an easy task.

If users are using intermediate integrations such as GTM + GTM Server (server-side tagging) or Exponea, Facebook CAPI can be easily installed over them. However, note that GTM Server is not a free service like Google Tag Manager. An additional fee must be paid to Google for server use.

Where is the Facebook Conversions API Needed?

To maximize your chances of success in digital advertising, it is highly recommended to set up Facebook CAPI on all websites and mobile applications. Installing Facebook CAPI can be beneficial even if you are not currently advertising on Facebook or have a regular personal or corporate website instead of an e-commerce website. By having more data, you increase your chances of success when you decide to invest in digital advertising.

How to Setup Facebook Conversions API in Shopify?

First, log in to the Shopify admin panel, and then follow the steps below.

1- Go to Apps / Applications and install the new app. The name of the application we will install is Facebook channel.

2- Once you have installed the app in your Shopify store, log in using your authorized Facebook page and ad account.

3- Next, begin setting up Facebook Shop, Instagram Shopping, and Facebook Marketing. These setups are standard and automatic. For instance, your products will be automatically imported into the newly created Facebook catalog.

4- Select your Facebook and Instagram page.

5- Select the relevant Facebook ad account from Marketing settings.

6- The final and most important step is to open the Customer Data Sharing section in the Data Sharing Settings. Here, select "Maximum" under Preferences. If you select any other option, the Conversions API will not be activated.

Which Events Will Be Tracked After Installation in Shopify

The most used events by default in Shopify and their explanations are as follows.

How Do We Check If Conversions API Is Working Correctly?

You should go to Pixel Overview overview and make sure that Browser • Server is written next to the events. If it only says Browser, it means the Conversions API is not working there. If it says Server, it means the Conversions API is running. See example;

You can access my previously published content regarding the Conversions API requirement from the link below.

You can access detailed information about Facebook Conversions API from the link below.

You can also access the Shopify Facebook Conversions API content from this link.