Follow our step-by-step tutorial. You will be able to set Facebook Conversion API up on Shopify - all by yourself without an app or an expert.

You have probably heard about Facebook Conversion API (aka FB CAPI), but are still not sure whether you need it or not. Take our word for it - you definitely do. It is quite easy to set up the FB Conversion API on Shopify. Follow our step-by-step tutorial. You will be able to set it up, all by yourself without an app or an expert.  

The browser-based, classic Facebook pixel alone is no longer managing to provide accurate and consistent data since its amount has been cut down by adblockers, cookie blockers, and other masking tools. And now, Apple’s iOS 14 update is creating even more obstacles for tracking data through the pixel. Moreover, all major browsers will block or significantly limit third-party cookies by 2022.

That's where Facebook Conversion API comes in to help you properly track, attribute and improve your Facebook marketing performance. And we will show you how to set it up on Shopify.

You can check our Facebook Conversion API - Shopify page if you want to learn more about how it works and what the differences are between FB CAPI and FB Pixel.  

Required steps before setting up FB CAPI on Shopify

Before we start, we want to clarify some important points:

  • Make sure to have the official Facebook Channel App installed on your Shopify store. Click here and install if you haven't done it so far.
  • You need to have Facebook Business Manager - and have admin rights there. The same goes for Shopify.
  • FB Conversion API is quite new. You might be having some issues and seeing some errors. Mostly they are resolved over time.
  • This tutorial/post explains how to set FB CAPI on your Shopify store using the native FB App. If you want to get further information and a more in-depth setup - make sure to visit the following pages:
FB Conversion API on Shopify | Analyzify
Facebook and Instagram are the #1 sales and marketing channels for Shopify store owners. Facebook Conversion API (aka CAPI) has become an incredibly hot topic after Apple’s revolutionary data sharing and processing changes with iOS 14
Learn more about how FB CAPI Works 
Shopify Server Side Tagging | Analyzify
We have prepared this guide for Shopify merchants to understand what server-side tagging is, whether it is a good fit for them, and what they should do as next steps.
A Complete Guide to Server-Side Tagging 

How to set up FB Conversion API on Shopify using the native integration

Let's dive directly into that!

  1. Go to Shopify Admin > Online Store > Preferences > Setup Facebook
Online Store - Preferences - Facebook Pixel Section

2. Authorize your FB Business Manager account and choose the pixel

FB Business Manager Authorization & Pixel Setup on Shopify

3. Make sure to choose MAXIMUM so that all the possible data will be shared. Confirm and you are all set.

Validate your Shopify - FB Conversion API setup

The native Facebook Conversion API setup on Shopify also includes the browser pixel. That surely helps us with our validation. We will firstly check the Facebook Pixel and see if it includes the variables/data that FB CAPI needs.

Step 1: Check browser-based Facebook Pixel

For this, we will need a Google Chrome extension called: Facebook Pixel Helper. Just visit this page and add it to your Chrome browser. And then visit your Shopify store's homepage.

You need to activate the FB Pixel Helper extension; click the Extension icon on the upper right corner and then click the little PIN icon next to Facebook Pixel Helper. That will add the extension to your browser.

You need to activate the FB Pixel Helper extension; click the Extension icon on the right-top corner and then click the little PIN icon near Facebook Pixel Helper. That will add the extension to your browser.

Google Chrome - Activate FB Pixel Helper Extension 

If you are using an ad blocker, disable it because it will block the Facebook Pixel and we won't be able to debug. Visit your Shopify store and your FB Pixel Helper should look like below:

Facebook Pixel Verification on Shopify


What we should be seeing here:

  • PageView should be triggered on your homepage.
  • Ideally, ONLY one pixel. Some merchants have reasons to use multiple pixels. Generally speaking, it is not a good practice.
  • Once we click the PageView event, the Event ID should be there.
Facebook Conversion API - Pixel - Event ID

Event ID is used to de-duplicate events. You can get more information on deduplication on the official help page.

You can also visit a product page of yours and expect to see the ViewContent event on your FB Pixel Helper. Product-level data such as ID, price, name, and category should be visible just like below:

Product Level Data on FB Pixel Helper - Shopify 

Step 2: Check data on FB Business Manager

You can view all data on your FB Business Manager > Events Manager > Pixels section. However, it will take some time for the data to be visible. We recommend doing this in the following days so that you can observe a good amount of data.


Go to Facebook Business Manager > Data Sources > Events Manager

Facebook Business Manager - Events Manager

Make sure to check the correct pixel - you can compare the Pixel IDs with Step 1. Events should be listed below. Here you should be seeing "Browser - Server" in some events. Another important point is to check "Last received X minutes ago". This part is not updated instantly but you should be seeing your data here in a few hours. There is surely a problem if you received a purchase 12 hours ago and it is still not visible here.

FB Conversion API Server-Side Events 

Now, let's take a deep dive into the most important FB Conversion API Event for your Shopify store: Purchase. Click Purchase and check parameters section, the last received time - and then click View Details.

FB Conversion API - Shopify Purchase Event - 1

Your Purchase events quality score might not be above 8.5 as in this example. Shopify's native integration is usually between 7 and 8; and it is fine. If you want to achieve a better Event Match Rate; you should consider Analyzify's Shopify Server-Side Add-on.

On the Recent Activities tab, you should be seeing all of your latest sales one by one.  

FB Conversion API - Shopify Purchase Event - 2

You might want to mouse over the Event Parameters section and see which parameters are being sent and whether they are being sent correctly.


Also a lovely trick here; you will see the Order details in the URL section. In this way, you can detect which orders are being counted and which orders aren't.

Final Words

Don't frustrate yourself with missing details. Even the best integrations have some warnings on the accounts. Remember that the FB Conversion API is quite new and the FB CAPI Shopify integration will get better and better.

Thanks for reading our tutorial. Make sure to subscribe to Analyzify Hub where we share tutorials and best practices.

You can also leave your questions as comments and we will do our best to get back to you! Also feel free to share your comments, appreciations, frustrations, or any other feelings :)

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