Experienced E-commerce Agency for Magento/ Adobe Commerce/ Shopify/ Shopware Development

Facebook Conversion API For Shopify: An Ultimate Guide To Follow

E-commerce is now a thriving industry in the age of digital technology, as more companies use online platforms to connect with their target markets. Shopify is a powerful and easy-to-use platform that stands out among the numerous other tools and platforms for creating and running an online store. 

Integrating Facebook Conversion API with Shopify might be a game-changer in boosting sales and optimizing your advertising campaigns. This blog post will explain what the Facebook Conversion API is, why it’s important for your Shopify store, and how to set it up successfully to boost your eCommerce success.

What Is Facebook Conversion API?

The meaning of Facebook Conversion API (CAPI)

The Facebook Conversion API, also known as CAPI, is a sophisticated data integration tool that enables businesses to communicate crucial online and offline events with Facebook’s servers directly. It is a supplement to the Facebook Pixel, which mainly uses browser tracking. 

It is a server-to-server system that offers a more complete and accurate picture of user interactions with your online store. With CAPI, which enables companies to communicate particular conversion events and customer interactions directly to Facebook’s servers, advertising campaigns can be tracked and their efficacy may be evaluated. 

Shopify store owners and advertisers may analyze and measure various conversion events and customer interactions on their Shopify websites thanks to a service called the Facebook Conversion API for Shopify. 

It specifically focuses on transmitting this conversion data, independent of conventional browser-based monitoring methods, straight to Facebook’s servers utilizing server-side tracking techniques.

The Advantages Of Setting Up Facebook Conversion API For Shopify

The main benefits of enabling Facebook Conversion API

For your Shopify store, enabling Facebook Conversion API (CAPI) can have several important advantages that can help you improve your advertising efforts and your understanding of your e-commerce company. The following are the main benefits of implementing CAPI:

  • Improved data accuracy: CAPI offers precise user interaction monitoring with Facebook’s servers, minimizing ad blockers and browser limitations and guaranteeing a complete picture of user behavior.
  • Cross-device and cross-browser tracking: CAPI improves cross-device and cross-browser tracking, allowing companies to comprehend user interactions across devices and browsers, enabling targeted and successful advertising campaigns.
  • Privacy compliance: CAPI lessens the danger of privacy violations by securely sending data and gathering the required information.
  • Ad campaign optimization: Facebook’s CAPI event tracking optimizes ad delivery by ensuring ads are presented to relevant audience segments, raising the likelihood of a conversion, and maximizing return on ad investment.
  • Custom event tracking: With CAPI, you can personalize the events that appear on your Shopify store and track particular actions like “ViewContent,” “AddToCart,” “Purchase,” and “InitiateCheckout.”
  • Real-time data: CAPI offers real-time data transmission, enabling you to get the most recent information on the activities on your website. This real-time data can be really helpful when modifying your advertising campaigns and tactics right away.
  • Reliability and redundancy: The CAPI system is a backup or redundancy system for client-side tracking, ensuring data collection and user interaction visibility even when one tracking technique is unavailable.
  • Better attribution modeling: CAPI helps make attribution modeling more precise. It aids in your comprehension of the customer journey and the role that various touch points have in conversions. Your advertising budget may be better allocated as a result of this realization.
  • Comprehensive reporting: You may obtain more detailed reporting that considers a wider variety of user behaviors by combining client-side monitoring (Facebook Pixel) and server-side tracking (CAPI). You can make data-driven decisions by using this comprehensive picture of the data.
  • Advantage over competitors: Businesses can gain a competitive edge by implementing CAPI technology because it offers precise data insights and helps them dominate the eCommerce market.

How To Setup Facebook Conversion API For Shopify?

It’s essential to set up the Facebook Conversion API for Shopify to precisely track and optimize your advertising efforts. You can transmit data to Facebook directly using the Conversion API, including details about purchases and other important data. 

The steps to configure the Facebook Conversion API for Shopify are listed below, along with thorough descriptions of each action:

Step 1: Access Your Facebook Business Manager

Log in to your Facebook Business Manager account

Ensure you have a Facebook Business Manager account, a Facebook Pixel installed on your Shopify store, and the required access rights to modify your website before configuring the Facebook Conversion API.

You can manage your company’s Facebook assets, such as your Facebook Page, ad accounts, and pixel settings, through the Facebook Business Manager, a unified platform. Here’s how to go about it:

  1. Sign in to Facebook.
  2. Activate Business Manager.
  3. Choose or create your business.
  4. Go to your business settings.
  5. Set up data sources for your Shopify store, such as the Facebook Pixel.

Step 2: Set Up a Facebook Pixel

You need to have already installed the Facebook Pixel on your Shopify store before configuring the Conversion API. You may track several website events, including purchases, by using the Facebook Pixel, a piece of code. If you have not done so before, proceed to the installation instructions below:

  1. Go to “Online Store” in your Shopify admin and then select “Preferences.”
  2. Scroll to the “Facebook Pixel” section at the bottom.
  3. Type in your Facebook Pixel ID and select “Save.”

Step 3: Generate an Access Token

An access token is a password that enables Facebook to connect with the data from your Shopify store and send conversion events. You must generate an access token from your Facebook Business Manager to configure the Conversion API. This is how:

  1. Navigate to Facebook Business Manager.
  2. In the top right corner, select the Business Settings gear icon.
  3. Choose “Pixels” from the list of data sources under “Business Settings,” then click “Data Sources.”
  4. Toggle your pixel on.
  5. In the ‘Pixel Details’ column, click on “Event Manager Pixel ID”. This ID should be written down because you’ll need it later.
  6. Click “Set Up” under “Conversions API.”
  7. Select “Generate Access Token.”
  8. Follow the instructions to generate an access token. You must choose your Facebook Pixel and the precise events you wish to track.

Step 4: Install The Facebook Conversions API App

An official Facebook Conversions API app is available through Shopify, which makes setup easier. How to set it up:

  1. Go to the Shopify App Store from your Shopify admin.
  2. Look up “Facebook Conversions API” and select the application.
  3. For installation instructions, click “Add app” and then proceed as directed.
  4. After installation, select the app to customize your settings.

Step 5: Configure The Facebook Conversions API App

The instructions below should be used in the Facebook Conversions API app.

  1. Please enter your Facebook Pixel ID. This is the ID that you wrote down in Step 3.
  2. Insert the Access Token: Use the access token you created in Step 3.
  3. Select the Conversion Events: Choose the conversion API events you want to transmit, such as “Purchase,” “Add to Cart,” or “View Content.”
  4. Map Your Shopify Events Sync the events from Shopify with the default events on Facebook. For instance, map “Purchase” in Shopify to “Purchase” on Facebook.
  5. Select “Save.”

Step 6: Test The Configuration

To make sure that data is being sent correctly, it is crucial to test the configuration. You can accomplish this by using Facebook’s Test Events Tool. Using the tool:

  1. Visit Facebook Business Manager once more.
  2. Click “Test Events” under the “Conversions API” heading.
  3. Put in the address of your website and the name of the event (like “Purchase”).
  4. Set off the event on your website (for instance, by making a test buy).
  5. To ensure successful event tracking, use the Test Events Tool.

Step 7: Monitor And Optimize

Once your Conversion API is configured and operational, keep an eye on your Facebook ad campaigns and examine the information the API has made available. Make the most of this information to improve the targeting, spending, and creative aspects of your ads.

Step 8: Cross-Domain Tracking (If applicable)

Configure CAPI to handle cross-domain tracking accurately if your Shopify store covers numerous domains or subdomains. This makes sure that user interactions are correctly ascribed, even when they travel between several web properties.

Step 9: Event Deduplication

Be cautious of event duplication. Both server-side tracking (CAPI) and client-side tracking (Facebook Pixel) can cause events to be launched. Use logic to stop conversions from being duplicate counted.

Step 10: Monitoring And Optimization

Follow up on the effects of CAPI on conversion rates and return on ad spend (ROAS) by regularly tracking the effectiveness of your Facebook ad campaigns. Make changes to your advertising strategies as needed to achieve the best outcomes.

Step 11: Documentation And Support

If you run into any technical difficulties while configuring, familiarize yourself with Facebook’s official documentation on Conversion API and ask for help from Shopify or Facebook support.

Step 12: Backup and Redundancy (Optional)

If CAPI encounters problems, you might want to use backup tracking techniques. By doing this, you can be certain that data collection will continue even if CAPI is unavailable.

How To Remove Facebook Conversion API For Shopify?

Reversing the setup procedure is required to remove the Facebook Conversion API for your Shopify store. Following are the procedures to deactivate the Conversion API, along with thorough explanations for each:

Step 1: Access Your Shopify Store

Access to Shopify’s admin dashboard

Sign in to Shopify to access the admin dashboard. Follow the following steps in accessing your Shopify store administration dashboard:

  1. Open a web browser.
  2. Enter the admin URL of your Shopify store. 
  3. To log in, you will need to provide your username and password.
  4. You’ll be taken to your admin dashboard.

Step 2: Find The Facebook Conversions API App

Navigate to the “Apps” area of your Shopify admin. Locate the Facebook Conversions API app that you installed when you first set up the Conversion API.

Step 3: Uninstall The Facebook Conversions API App

Follow the following steps to delete the Conversion API app:

  1. To access the app’s settings, click the Facebook Conversions API icon.
  2. Search for a removal or uninstall option for the application. There should be a method to uninstall the program, although the precise wording may differ depending on the application.
  3. Select “Uninstall” from the menu.
  4. Follow any prompts or instructions offered by the app to confirm the uninstallation. Your Shopify store will no longer have the app.

Step 4: Revoke Access Token

It’s critical to revoke the access token you created for the Conversion API to ensure that data is no longer transferred. Take the following actions:

  1. Navigate to Facebook Business Manager.
  2. In the top right corner, select the Business Settings gear icon.
  3. Choose “Pixels” from the list of data sources under “Business Settings,” then click “Data Sources.”
  4. Find your Pixel under the “Pixel Details” section.
  5. Locate the “Conversions API Access Token” you created for your Pixel.
  6. Click “Revoke Access.”

Step 5: Remove Pixel Events

Take into account removing or deactivating any custom events you’ve configured in your Facebook Pixel for the Conversion API. This is how you do it:

  1. Choose your Pixel under “Events Manager” in Facebook Business Manager.
  2. Then, select “Events” under the “Data Sources” section.
  3. Find the custom events you made for the Conversion API.
  4. Delete or disable the events by clicking the three dots (…) next to each one. This process ensures that no additional information is gathered for these particular events.

Step 6: Remove Pixel from Shopify (Optional)

You can completely remove the Facebook Pixel from your Shopify store if you no longer intend to utilize it:

  1. Click on “Online Store” in Shopify Administrator, and then choose “Preference.”
  2. Scroll down to the “Facebook Pixel” section.
  3. Delete the Pixel ID to remove it from your shop settings.
  4. Click “Save” to save your changes.

Step 7: Check For Third-Party Apps

Review these setups and integrations to make sure they are also removed if CAPI was integrated with any third-party apps or services to improve your Shopify store.

Step 8: Verify Removal

You can check your Facebook Business Manager’s Event Manager or use the Facebook Pixel Helper browser extension to verify that CAPI has been successfully deleted. This will ensure that CAPI events are not tracked any longer and that your Shopify store is not providing information to Facebook through CAPI.

Step 9: Clear Your Cache

It’s recommended to clean the cache and cookies from your browser after deleting CAPI. This makes sure that any scripts or data cached about CAPI are completely deleted.

Step 10: Double-Check Dependencies

Examine your other marketing and analytics platforms to ensure they are not reliant on CAPI data. Adjust any integrations or configurations as necessary to maintain data tracking and reporting.

Step 11: Test Your Shopify Store

Last but not least, make sure that all features of your Shopify store are operational after CAPI removal by properly testing it. This covers analytics, event tracking, and ad performance.

Considerations When Setting Up Facebook Conversion API For Shopify

Important considerations when setting up Facebook Conversion API for Shopify

Setting up the Facebook Conversion API (CAPI) for your Shopify business involves careful preparation and execution to achieve precise tracking and optimal outcomes. When configuring CAPI for Shopify, remember the following important factors:

  • Access and permissions: Verify that you have the necessary permissions to access your Facebook Business Manager and the pertinent ad accounts connected to your Shopify store. You must have the appropriate rights to create and configure events.
  • Setup of the Facebook pixel: Before deploying CAPI, confirm that the Facebook Pixel is correctly configured and tracking events on your Shopify store. CAPI collaborates with the Pixel to deliver a comprehensive data picture.
  • Privacy compliance: Become familiar with the applicable data privacy laws for your company, such as the CCPA or GDPR. Collecting and sending data safely and responsibly can help you ensure that your CAPI configuration complies with these rules.
  • Access token creation: Create an access token for CAPI in Facebook Business Manager. This token is required to link your Shopify store to Facebook.
  • Configuration for Shopify: Access the Shopify admin dashboard and select “Settings” > “Online Store” > “Preferences.” In the “Conversions API” column, paste the access token that Facebook Business Manager has generated.
  • Event customization: Use CAPI to specify the events you want to track. Customize these events according to your company’s objectives and the behaviors that are most important to your Shopify store.
  • Testing and verification: Use resources like the Facebook Pixel Helper browser plugin to thoroughly test and confirm that events are being logged appropriately before implementing CAPI. Verify that data is transmitted without interruption.
  • Cross-domain tracking: Configure CAPI to handle cross-domain tracking properly if your Shopify store spans multiple domains or subdomains. This makes sure that user interactions—even when moving between various web properties—are properly ascribed.
  • Event duplication: Use logic to stop event duplication. Both server-side tracking (CAPI) and client-side tracking (Pixel) have the potential to initiate events. Make sure conversions are not counted twice.
  • Monitoring and improvement: Keep tabs on the effectiveness of your Facebook ad campaigns, and keep tabs on how CAPI is affecting conversion rates and return on ad spend (ROAS). Adjust your ad plans according to the new information.
  • Support and documentation: For thorough instructions, consult the Conversion API’s official Facebook documentation. If you run into technical difficulties when configuring, ask for assistance from Shopify or Facebook specialists.
  • Backup and redundancy: Consider creating backup tracking techniques if CAPI has problems. This guarantees that even if CAPI temporarily goes down, you can still gather data.
  • Integration with third-party tools and applications: If you use third-party tools or apps for your Shopify store, see if they support server-side CAPI integrations. This could make setup easier and increase compatibility.
  • Clear communication: Ensure that everyone on your team, from marketers to developers to data analysts, is aware of the changes brought about by CAPI and how they may affect data tracking and analysis.

Hire Shopify Developers At Mageplaza: Find Your Best Fit

Mageplaza is a well-known and renowned name in the e-commerce business, with a track record of delivering high-quality solutions for a variety of e-commerce platforms, including Shopify. The advantages of hiring Shopify developers from Mageplaza include:

  • Knowledge: The developers at Mageplaza have extensive e-commerce development experience and are familiar with the nuances of configuring the Facebook Conversion API on Shopify.
  • Customized solutions: The team at Mageplaza will collaborate closely with you to comprehend your unique business requirements and ensure that the Facebook Conversion API is made to meet those demands.
  • Efficiency: With the help of Mageplaza’s experience, the setup procedure is quick and easy, saving you time and guaranteeing that your Conversion API is up and running without a hitch.
Hire Shopify developers at Mageplaza

The steps for configuring the Facebook Conversion API for Shopify with Mageplaza are as follows:

  • Consultation: The Mageplaza team will have a thorough discussion with you about your project’s aims, business objectives, and the particular data you want to track using the Facebook Conversion API.
  • Customization: The developers at Mageplaza will adjust the configuration to meet your particular company needs, making sure that all the events, parameters, and data are set up properly.
  • Installation: The developers will set up the Facebook Conversion API for your Shopify site and work behind the scenes to verify that data is sent to Facebook appropriately.
  • Testing: An important element in the process is thorough testing. Mageplaza’s developers will extensively test the setup to ensure that all events are tracked appropriately and data is transferred correctly.
  • Optimization: Following setup, Mageplaza’s developers will collaborate with you to analyze the data gathered and offer insights to optimize your Facebook ad campaigns for better success.




It is a wise idea to use Facebook Conversion API for your Shopify store in the cutthroat world of e-commerce. It improves data accuracy, guarantees privacy compliance, and ultimately strengthens your advertising efforts. 

You’ll be well on your way to realizing the full potential of your e-commerce company, attracting more clients, and enjoying greater success online if you stick to the instructions provided in this blog post. Don’t pass up the opportunity to utilize this priceless tool to enhance your Shopify store.


Image Description
Marketing Manager of Mageplaza. Summer is attracted by new things. She loves writing, travelling and photography. Perceives herself as a part-time gymmer and a full-time dream chaser.
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