How to Set up Facebook Conversion API on Shopify

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. In this article, we will take a deep dive into Facebook Pixel, Facebook Conversion API, the differences between them, their importance, best practices, and most importantly how to set up FB Conversion API on Shopify.

Why Use Facebook Conversion
API for Shopify Stores

In a nutshell, there are three core reasons based on three facts:

Fact 1

After iOS14 changes that Apple released in April 2021 (*1), Apple users have the opportunity to opt-out from tracking. As Apple states: "App developers are required to ask users for their permission to track them across apps and websites owned by other companies".

Effect on Tracking

When a visitor clicks on a website ad on Instagram and Facebook mobile apps, the website opens in a special browser called in-app Safari. Tracking is not allowed there as Safari and Instagram/Facebook are different apps. The only thing passed is the FB Click ID. However, this is of no use if the user does not immediately purchase the product.

Why Use Facebook Conversion API for Shopify Stores Fact1


FB Conversion API works on the server-side and tries to attribute the users using user data, which we will explain in more detail below.

Fact 2

27% of American internet users and 42% of global users use ad blockers.(*2) Effect on tracking: Ad blockers block the FB Pixel and all possible tracking requests.

Effect on Tracking

So when the user lands on the website the tracking is lost and no data is shared with Facebook anymore. Facebook won’t know which user added to the cart or purchased the product.

Why Use Facebook Conversion API for Shopify Stores Fact2


FB Conversion API and Shopify server-side tagging in general works on the cloud - server-side. So the ad blockers don’t block those requests.

Fact 3

Safari, Firefox and Mozilla have become stricter with 3rd party cookies. Effect on tracking: As detailed in this article, Facebook leaves a cookie on the user’s browser in order to be able to associate the further actions.

Effect on Tracking

If the visitor buys the next day rather than in the same session, the FB Pixel will recognize the user from the cookie. However, as 3rd party cookie lifetime is now very short (7 days usually), it becomes very difficult to detect.

Why Use Facebook Conversion API for Shopify Stores Fact3


FB Conversion API and Shopify server-side tagging in general works on the cloud - server-side. So the ad blockers don’t block those requests.

FB Pixel vs. FB
Conversion API

FB Pixel vs. FB onversion APIShopify App For Informed Decisions

Facebook Pixel is one of the first things to install when you create a Shopify store because you (and Facebook) want to know in what ways the visitors interact with your website. For example;

  • Which visitors clicked the ads and landed into your Shopify store,
  • What actions they took (such as page viewing, product viewing, adding to cart, starting the payment, completing the purchase),
  • Product-level information (that they viewed, added to cart or purchased) for retargeting campaigns,
  • Purchase-level information such as revenue, products, quantity, shipping cost, etc.,
  • User-level information (user’s FB click ID to associate the user to the correct campaign or ad groups)

All of this data is sent to Facebook via Pixel so that the marketing team or Shopify store owner should know which ads/ad copies/products/platforms/images perform better and calculate ROI.

However, Facebook Pixel works at the browser level. Thus, requests and data are processed through the visitor’s browser. It is vulnerable to ad blockers, iOS limitations, and browser cookie policies.

FB Conversion API works at the server level. Requests are sent directly to Facebook Servers from Shopify Server or from your own server, depending on the FB CAPI Setup Shopify method you use.

For example, when a purchase occurs, all user information (first name, last name, zip code, email, etc.) is sent to Facebook at the server level along with the purchase event. Facebook CAPI tries to find that specific user within the list of users that clicked the ad.

You can imagine this as manually checking users on both sides. Facebook already has the list of all users who saw and/or clicked on the ad. And it can not track further. Facebook CAPI, on the other hand, sends another user list together with the purchase event. In this way, FB Server tries to match the users who click the ads with the users who make purchases. Of course, this is not as simple as we described, and much more complex than that. We just illustrated it in a simple way :)

Facebook calls this technology Advanced Matching Web, and you can learn more about it on their official documentation.

How to Setup Facebook
Conversion API on Shopify

There are several ways to set up FB CAPI on Shopify stores. The fastest and easiest one is obviously the native integration using the Facebook Sales Channel. It only installs the FB CAPI on the Shopify server. Remember — this is not a complete server-side tagging setup. Therefore, you will continue to have problems with remarketing events. If you are looking for complete server-side tagging, including FB CAPI, Google Analytics, and Google Ads, then you should consider Analyzify Server-Side Tagging Add-on.

  • Native Shopify Facebook CAPI Integration
  • Analyzify Server-Side Tagging Add-on
  • Analyzify Youtube Server-Side Tagging Course (to be announced soon)
How to Setup Facebook Conversion API on Shopify
Client Side Tracking Shopify

Client-Side Tracking is the typical tracking method
that almost all websites currently use.

Learn More on Client-Side Tracking vs. Server-Side Tracking
Server SIde Tracking Shopify
Server-Side Tagging

The data collection and processing happen
on your server.

Learn More on the Benefits
One-Time Fee - Including Setup, Validation, Support and, Training

Analyzify Server-Side Tagging is a great deal. We will set up everything for you, validate, deliver, maintain and train your team.

Analyzify Server-Side
Tagging Add-on

One-time fee per storeBook a Demo
What's included:
  • Google Cloud Server-Side Tagging Instance Setup
  • Google Tag Manager Server-Side Setup
  • Google Analytics (UA + GA4),
  • Google Ads Server-Side (Enhanced Conversions),
  • Facebook Conversion API Setup
  • Data Validation / Custom Adjustments
  • 12 Months Support
  • 2-Hours 1-on-1 Data & Server-Side Tagging Training

We do offer a complete server-side tagging setup that includes server-side GTM, Analytics, Google Ads, and FB Conversion API. We ask you to create a Google Cloud account and then do your complete server-side tagging on your account.

Just like the regular version of Analyzify, our server-side tagging setup will be served under your properties. We will not collect or pass any data to our properties. All the data will flow into your own Google Analytics, Google Cloud and GTM accounts. Our team will be responsible for the setup and validation.

The server-side tagging works on top of your regular data analytics setup. However, you first need to have a solid data analytics setup, data layers, and web-GTM container to run the server-side tracking. That’s why it is an add-on to our core version.

Analyzify Server-Side Tagging add-on costs $2290: a one-time fee for setup, service, and support. The core version of Analyzify is $449, also a one-time fee, in addition to 1-year support. You will also need a Google Cloud account to run the server-side tagging. It comes with a $300 free credit; but depending on your traffic, it might cost between $60 - $90/month.

The Server-side tagging is a whole another concept. It doesn’t only include Facebook Conversion API - but it also makes Google Tag Manager (sGTM), Google Analytics, Google Ads work through the server. It overcomes ad blockers and the Safari’s and iOS’ cookie lifetime limitations. Last but not least, it sends more data to Facebook (compared to the native integration) so the event match rates go higher.

Client-side tracking is the typical tracking method that almost all websites currently use. Almost every action takes place in the visitor’s browser. When a visitor visits our websites, Google Tag Manager (if installed) runs through the browser (e.g. Google Chrome or Safari), reads the data layers (if installed), and sends requests to 3rd parties along with the related data attached to it.

As for the server-side tracking, the data collection and processing happen on your server. You can check our article if you wish to learn the concept further.

After the initial setup, we have a data validation phase where we send all the data into staging properties and cross-compare it with the original data. We move your setup to production once we are 100% sure. The total process takes 5 to 7 days.

If you already have the core version of Analyzify on your Shopify store, just go ahead to the app settings and Get Started on the Server-Side Tagging add-on. Else, you can start with Analyzify and you’ll have the option to purchase the add-on after your setup is complete.

star fullstar fullstar fullstar fullstar full

“I am pretty good with tech and feel comfortable with facebook ads and getting everything to link correctly but trying to figure out Google ads / G4 with Shopify was beyond what I could handle. Analyzify was easy to set up and Murat and the team at Analyzify were great in addressing an issue with getting my add to carts to show. Highly recommended!”

star fullstar fullstar fullstar fullstar full

"These guys are the real deal; we had thrown everything at our disposal for fixing our Google Analytics tracking issues with our shopify store but nothing worked. They not only fixed the GA tracking but also setup GA4. Absolutely amazing"

Avengarde Global
star fullstar fullstar fullstar fullstar full

"The analyzify team went beyond just installing G4 through tag manager. When I was trying to do it myself I realized that i needed to spend a lot time on figuring out what events, triggers and tags to install. If i were to do everything that analyzify did i would have had to spend days just learning how and what to do. The video that explains everything that they did and the suggestions given are the icing on the cake. Thank you!"

star fullstar fullstar fullstar fullstar full

"I have worked with dozens of different developers and agencies but none have been as helpful and knowledgeable as the team at Analyzify. They go over and above expectations. These guys are the real deal; Mr. Erman really took the extra miles! He is very detailed and even figured out a few issues with my Google account that I haven't been realizing! I strongly recommend Analyzify app"

Annah Hariri
star fullstar fullstar fullstar fullstar full

“If you are using Google Analytics it is incredibly important to be able to trust your data. Basing decisions on an account that isn't set up properly has such uncertainty and that is exactly where we were before using Analyzify. Erman and his team were able to quickly set up our account correctly and fix existing errors. I highly recommend taking the time and small fee is very reasonable and definitely worth the investment. Thank you Erman!”

Perkie Prints
star fullstar fullstar fullstar fullstar full

“This is a must have for every store. I'm pretty technically inclined but setting up Google Tag Manager with GA4, Google Optimize, and all other pixels is my nightmare, somehow I always screw it up. Using Analyzify has been the most seamless experience to set everything up flawlessly. The customer support aftercare is also phenomenal, they go above and beyond to make sure everything you need is working right. I will be using their services on my other store ASAP.”

Switch Research
star fullstar fullstar fullstar fullstar full

“Professional. Fast. Knowledgeable. Personalized service (It always feels like we are their top priority). A must-have.”

star fullstar fullstar fullstar fullstar full

“Outstanding App and team. Best tracking solution you can find for Shopify. Team is amazing and responsive, we are making changes in theme often and we require custom data layer and adjustment of tracking code, Analyzify team did outstanding job helping us have always up-to-date data ready.”

star fullstar fullstar fullstar fullstar full

“I first saw Analyzify in their how-to YouTube videos. They presented themselves very clear and easy to follow so I was encouraged to look at this app for my store. I had previous code and tags created over the years and did not want to duplicate anything. They offer a VERY reasonable price for the work they put in and saved a lot of time on my end. The work was fast, clean, works efficiently for me to read better data in GA. A trustworthy investment for you to get the most of your data!”

Athena Gaia
star fullstar fullstar fullstar fullstar full

"We wanted to get greater control over event tracking via GTM to improve our understanding of how customers are interacting with our store. We struggled with the frankly complicated setup until we came across Analyzify. It has been the perfect solution for our requirements and the dev team are truly outstanding. They patiently answered our queries and have been quick and efficient in resolving our support requests. Wonderful product by an even better team, highly recommend them if you wish to understand your customers better and boost your sales! "

My Scoot
star fullstar fullstar fullstar fullstar full

"I have been working with these guys for a few weeks now, and absolutely nothing short of amazing! The support is above and beyond anything I've received in any other app, and the product opens up so much data and information to drive the growth and success of the business, its hard to believe at first. The data is instantly relevant, and actionable. In todays marketplace with everyone moving to online, this is the edge businesses like mine need to stand out, and the Analyzify team have been with me every step of the way. Awesome, Amazing, Insightful and a probably the best value on the entire Shopify App Store. "

Cb Music Centre
star fullstar fullstar fullstar fullstar full

"After another app completely messed up and shopify failed to resolve we had approached Analyzify where we not only had solved the problem of the tracking but also now have much ore detailed Analytics , great app great support and after sales support. "

Kichri Store
star fullstar fullstar fullstar fullstar full

"Great plugin to have all the data on your Store and the various visitor behaviors! (and therefore do very powerful marketing actions) The support is fantastic, they customized everything for my store! Super recommended! "

Olio Sommariva
star fullstar fullstar fullstar fullstar full

"This is an analytics powerhouse of a service. Amazing people who over-deliver on everything.. Best investment we have made in understanding our stores performance."

Naturally Boosted

What Our Clients
Said About Analyzify

We are thrilled to have many happy clients. You can also check the public reviews on Shopify App Store.