How To Implement Facebook Conversion API For Shopify - Optimize Goal

How To Implement Facebook Conversion API for Shopify

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This tutorial will learn how to implement Facebook Conversion API for Shopify Store using Native App.

Before starting, we have to understand why you need to set up FB Conversion API in your store?

  1. iOS14 has a significant impact on Facebook, now you have set up conversion event in Aggregated Event Measurement.
    Aggregated Event Measurement limits domains to 8 conversion events that can be used for campaign optimization.
  2. AdBlocker is growing and many browsers now use inbuild Adblocker through which you are not able to track accurate data.
  3. “Signal Loss” for Facebook Apple has set 7-day cookie expiration on Safari and many browsers are blocking all tracking due to inbuild Adblocker.

Due to all these problems, using Conversion API can improve the accuracy of the data, which will help you to make decisions for your business.

How Does Facebook Conversion API Work With Your Pixel

There is a lot of confusion regarding Conversion API setup and how it will work. Conversion API is not a replacement for your Standard Pixel Tracking.

When you install Pixel in your website, it helps collect various data from the user and how users are interacting with the website.

According to Facebook, they want to run Facebook Pixel parallel with Conversion API.

You might be thinking WHY ?

Facebook want to fix the gap (10%-15% difference) between the Shopify order and Facebook Conversion, which has come from Facebook Ads.

Second thought you might have that running Facebook Pixel parallel with Conversion API, what about the Duplicate Pixel and Server Side Event and captured by Facebook.

If you send both the events via browser and server, you don’t have to worry about event deduplication. Facebook will take care of things and will show you proper data in your Facebook Ads Manager. 

Deduplicate Pixel and Server Events
Source: developers.facebook.com

Implement Facebook Conversion API for Shopify using Native App

If you have installed Facebook channel in your Shopify store then you might know this is a new feature in the apps which was released in October 2020.

There are three new options to choose from in Facebook pixel settings:

shopify facebook channel pixel setting
How To Implement Facebook Conversion API for Shopify 3

Facebook’s Conversions API is only available in Maximum option.

The Facebook channel let you choose how you want to collect the data from your website and share with Facebook. Facebook Channel has three option available StandardEnhanced, or Maximum.

If you select the Standard option, then Pixel tracks customer browsing behaviour. Ads blocker can prevent the Pixel from sharing the data, and you will not get the accurate data.

If you select the Enhanced option, then the Pixel will share personal information using Advanced Matching. Facebook pixel extract your customer’s name, location, email address, and phone number, as well as their browsing behaviour. Ads blocker can prevent the Pixel from sharing the data. If you select the Standard option, then Pixel tracks customer browsing behaviour. Ads blocker can prevent the Pixel from sharing the data, and you will not get the accurate data.

If you select the Maximum option, then it will be using Conversion API and Facebook Pixel. It will take both the data from the browser and Shopify server. The data will be sent directly to the Facebook server. Conversion API will help in the conversion tracking if someone uses Adblocker. 

Let us know your thought about Facebook Conversion API. If you are facing any issue, leave a comment.

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