Social media advertising is going through unprecedented change as users demand more privacy and technology giants move away from browser based tracking toward server side tracking. As opposed to browser based tracking where data is sent to from a user’s browser directly to the destination server, server side tracking adds an additional step where data is first sent to your web server then your web server passes it to the destination server.
How to implement Facebook Conversion API in Shopify
Shopify has made it really easy to implement the Facebook conversion API using the Facebook Channel app.
There are 2 ways to enable Facebook conversion API. The first one is via the set up screen under the data sharing drop down. Turn on the data sharing setting then select maximum. The maximum setting allows Shopify to send conversion data directly to Shopify.
Once you select ‘Maximum’ you need to connect your Facebook Ad account to the Facebook channel app on shopify. You should see a drop down of all your ad accounts, select the most appropriate account and connect. This would complete the set up process linking your Facebook ad account to shopify and allowing Shopify to send conversion data to Facebook under the assigned Facebook ad account.
The other way to set up Facebook conversion tracking is via the Facebook channel app overview page under the settings tab.
Once you are in the settings tab, select marketing settings to link your Facebook ad account to the Facebook channel in Shopify
You then need to select your country and accept the terms and conditions:
Once you have configured your settings you need to select ‘Data sharing settings’ on the left panel, enable customer sharing data, choose level as maximum then confirm. This would finalise the Facebook conversion API set up process.
To confirm server side tracking is working correctly, go to Event Manager in Facebook and look at your purchase events from your pixel activity. You will see that your purchases now contain both browser and server side events.