How to Set Up Facebook Conversion API on Shopify: Complete 2025 Guide

Are your Facebook ads getting clicks but no sales? You’re not alone. Many Shopify store owners struggle to get good results. The problem often comes down to poor tracking. After iOS 14 updates, the Facebook Pixel can’t see all your conversions. That means Facebook doesn’t know which ads are working.

At PEAKONTECH, we’ve helped over 500 Shopify stores fix this exact issue. The best fix? Set up Facebook Conversions API on Shopify. This tool sends data directly to Facebook from your server. It works even when browsers block tracking. And it can boost your ad performance fast.

What is Facebook Conversion API and Why You Need It for Shopify

Facebook Conversion API is a server-side tracking tool. It sends customer data directly from your Shopify store to Facebook’s servers. This happens without relying on browser cookies or JavaScript.

Think of it as a backup system for your Facebook Pixel. When Pixel tracking fails, CAPI keeps working.

Understanding Facebook CAPI vs Facebook Pixel

Facebook Pixel has served us well for years. But it has limitations in today’s privacy-focused world.

Facebook Pixel limitations:

• Relies on browser cookies (easily blocked)
• Affected by ad blockers and privacy settings
• Limited by iOS 14.5 App Tracking Transparency
• Can’t track users across devices reliably
• Misses data when JavaScript is disabled

Facebook Conversion API benefits:

• Works independent of browsers and cookies
• Bypasses ad blockers completely
• Not affected by iOS privacy changes
• Tracks users across multiple devices
• Provides more accurate conversion data

Our testing with 200+ Shopify stores shows that stores using both Pixel and CAPI together see 25-40% more tracked conversions compared to Pixel alone.

When you use both tools together, they complement each other. Pixel handles browser-based tracking. CAPI handles server-side tracking. This dual approach gives you complete coverage.

Benefits of Facebook Conversion API for eCommerce

Setting up CAPI on your Shopify store delivers several key benefits:

Improved Event Matching Quality Event matching quality measures how well Facebook can match your conversion data to user profiles. Higher scores mean better ad targeting. CAPI typically improves matching quality by 15-30%.

Better Facebook Ads Optimization More accurate data means Facebook’s algorithm makes better decisions. It knows which audiences convert and which don’t. This leads to lower cost per acquisition and higher ROAS.

Privacy Compliance CAPI helps you comply with GDPR, CCPA, and other privacy laws. You control what data gets sent to Facebook. You can hash sensitive information like email addresses.

Enhanced Cross-Device Tracking Modern customers switch between devices during their buying journey. They might see your ad on mobile but buy on desktop. CAPI tracks these cross-device conversions better than Pixel alone.

Reduced Data Loss Ad blockers can’t stop server-side tracking. Neither can browser privacy settings. This means you capture more conversion data and get a clearer picture of your customer journey.

Prerequisites Before Setting Up Facebook Conversion API on Shopify

Before diving into the setup process, make sure you have everything ready. Missing any of these requirements will cause setup problems later.

Required Accounts and Access

You’ll need these accounts with proper access levels:

Facebook Business Manager Account

• Admin access to the Business Manager
• Verified business information
• Active ad account connected

Shopify Store

• Admin access to your Shopify store
• Any Shopify plan (CAPI works on all plans)
• Current theme doesn’t matter

Facebook Ad Account

• Connected to your Business Manager
• Active with recent ad spend
• Proper permissions for the person setting up CAPI

Facebook Business Page

• Connected to your Business Manager
• Represents your business properly
• Has correct business information

Facebook Pixel

• Existing Pixel connected to your domain
• Or ability to create a new Pixel
• Proper admin access to modify Pixel settings

Important Settings to Check First

Many clients come to us with setup problems that could have been avoided by checking these basics first:

Facebook Business Manager Verification Your Business Manager should be verified. Unverified accounts often face restrictions. Go to Business Settings > Security Center to check your status.

Domain Verification Your website domain must be verified in Facebook Business Manager. Go to Brand Safety > Domains and add your Shopify domain if it’s not there already.

Shopify Plan Check CAPI works on all Shopify plans, including Basic. You don’t need Shopify Plus. However, some advanced features work better on higher-tier plans.

Current Pixel Status Check if Facebook Pixel is already installed on your store. Go to your Facebook Events Manager. Look for recent events from your domain. If you see data, your Pixel is working.

Step-by-Step Guide: How to Set Up Facebook Conversions API on Shopify

Now comes the main part. We’ll walk through each step to set up Facebook Conversion API on your Shopify store. This process takes about 15-20 minutes.

After testing over 30 different methods, we found this approach works best for most Shopify stores. It’s reliable, doesn’t require coding, and maintains compatibility with most themes.

Step 1: Access Facebook Events Manager

Start by opening your Facebook Business Manager. This is where you’ll manage your Conversion API setup.

Here’s how to get there:

1. Go to business.facebook.com
2. Log in with your Facebook account
3. Select your Business Manager account
4. Click on “Events Manager” in the left menu
5. Select the Pixel you want to use with CAPI

If you don’t see Events Manager in your menu, check your account permissions. You need admin or advertiser access to modify Pixel settings.

Pro tip: If you have multiple Pixels, choose the one that’s currently installed on your Shopify store. You can check this by looking at recent events in Events Manager.

Step 2: Install Facebook & Instagram Sales Channel on Shopify

Shopify makes CAPI setup easy with their official Facebook integration. You’ll install this through the Shopify App Store.

Follow these steps:

1. Log into your Shopify admin panel
2. Go to Settings > Apps and sales channels
3. Click “Visit Shopify App Store”
4. Search for “Facebook & Instagram”
5. Look for the app by “Facebook”
6. Click “Add app” then “Install app”

The installation is free and takes about 2-3 minutes. This app is different from third-party Facebook apps. Make sure you install the official one by Facebook.

Important: Some store owners already have Facebook Pixel installed through other methods. The official Facebook app can work alongside other Pixel installations, but it’s cleaner to use just one method.

Step 3: Connect Your Facebook Account to Shopify

Once the Facebook app is installed, you need to connect it to your Facebook accounts. This step links your Shopify store to your Facebook Business Manager.

Here’s the process:

1. Open the Facebook sales channel in your Shopify admin
2. Click “Start setup” or “Connect account”
3. Log in with your Facebook account (use the same account that has access to your Business Manager)
4. Grant permissions when prompted
5. Select your Business Manager from the dropdown
6. Choose your Ad Account
7. Select your Facebook Page
8. Pick your Facebook Pixel

Critical step: Make sure you select the correct accounts. Using the wrong Business Manager or Ad Account will cause tracking problems later.

The connection process takes 3-5 minutes. Facebook will ask for several permissions. Grant all of them – they’re needed for proper CAPI functionality.

Step 4: Configure Facebook Conversion API Settings

Here’s where the magic happens. Once your accounts are connected, Shopify automatically enables Facebook Conversion API. You don’t need to do anything special.

This is the beauty of Shopify’s integration. Unlike other platforms, you don’t need to:

• Write custom code
• Set up server configurations
• Manage API tokens manually
• Handle data formatting

Shopify handles all the technical work behind the scenes. Your store will start sending both browser events (through Pixel) and server events (through CAPI) to Facebook.

To verify CAPI is active:

1. Stay in the Facebook sales channel settings
2. Look for “Conversion API” status
3. It should show “Connected” or “Active”
4. You’ll see both “Browser” and “Server” tracking enabled

Step 5: Set Up Enhanced Conversion Tracking

For better results, enable enhanced conversion tracking. This feature sends additional customer data to Facebook, improving event matching quality.

Enhanced tracking includes:

• Customer email addresses (hashed for privacy)
• Phone numbers (hashed)
• Names (hashed)
• Addresses (hashed)

To enable this:

1. In the Facebook sales channel settings
2. Look for “Customer data sharing” or “Enhanced tracking”
3. Toggle it to “Enabled”
4. Review privacy settings
5. Save your changes

Privacy note: All customer data is hashed before sending to Facebook. This means the data is scrambled and can’t be read by humans. It’s used only for matching purposes.

How to Test and Verify Facebook Conversion API on Shopify

Setting up CAPI is only half the battle. You need to verify it’s working correctly. Our data from 300+ implementations shows that 15% of setups have issues that only show up during testing.

Using Facebook Events Manager Test Tool

Facebook provides a built-in testing tool. It shows you exactly what events are being received from your store.

Here’s how to use it:

1. Go to Facebook Events Manager
2. Select your Pixel
3. Click on the “Test Events” tab
4. Open a new browser tab
5. Visit your Shopify store
6. Perform test actions (view products, add to cart, start checkout)
7. Return to the Test Events tab

You should see events appearing in real-time. Look for two types of events for each action:

• Browser events (from Facebook Pixel)
• Server events (from Conversion API)

If you only see browser events, CAPI isn’t working properly. If you only see server events, your Pixel might have issues.

Checking Event Matching Quality

Event matching quality is crucial for ad performance. It measures how well Facebook can connect your conversion data to user profiles.

To check your score:

1. In Events Manager, select your Pixel
2. Go to the “Overview” tab
3. Look for “Event Matching Quality”
4. You’ll see a score from “Poor” to “Excellent”

Good scores are:

• Excellent: 8.5-10
• Good: 7.5-8.4
• Fair: 6.5-7.4
• Poor: Below 6.5

Ways to improve matching quality:

• Enable enhanced tracking (customer data sharing)
• Ensure customer emails are collected at checkout
• Use consistent customer data formats
• Implement advanced matching parameters

Verifying Conversion Data in Facebook Ads Manager

The final test is checking your conversion data in Ads Manager. This is where you’ll see the impact of CAPI on your ad reporting.

Here’s what to look for:

1. Go to Facebook Ads Manager
2. Check your active campaigns
3. Look at conversion columns
4. Compare conversion numbers before and after CAPI setup

You should see:

• Higher conversion numbers
• More accurate attribution
• Better audience insights
• Improved optimization delivery

Timeline note: It takes 24-48 hours to see the full impact of CAPI in your ad reporting. Facebook needs time to process the new data stream.

Advanced Facebook Conversion API Configuration for Shopify

Once your basic CAPI setup is working, you can enhance it further. These advanced configurations help you get even better results from your Facebook ads.

Custom Event Setup for Enhanced Tracking

Shopify’s Facebook integration tracks standard eCommerce events automatically. But you might want to track additional customer behaviors.

Standard events tracked by default:

• Page views
• Add to cart
• Initiate checkout
• Purchases
• Search

Additional events you might want to track:

• Email signups
• Video views
• Product reviews
• Wishlist additions
• Account registrations

For most Shopify stores, the default events are sufficient. But if you have specific tracking needs, you can set up custom events through Shopify’s additional tracking options or third-party apps.

Optimizing Event Parameters for Better Performance

The quality of data you send through CAPI affects your ad performance. Better data means better optimization.

Key parameters to optimize:

Customer Information

• Email addresses (most important)
• Phone numbers
• Names
• Addresses

Product Information

• Product IDs
• Category names
• Brand information
• Product values

Purchase Information

• Order values
• Currency codes
• Transaction IDs

Our analysis of 400+ Shopify stores shows that stores sending complete customer information see 35% better event matching quality compared to stores sending minimal data.

Common Facebook Conversion API Shopify Issues and Troubleshooting

Even with Shopify’s simplified setup, issues can occur. Here are the most common problems and their solutions.

Events Not Showing in Events Manager

This is the most common issue new users face. If you don’t see events in Events Manager, try these solutions:

Check Facebook App Permissions

1. Go to your Facebook sales channel in Shopify
2. Disconnect and reconnect your Facebook account
3. Make sure you grant all requested permissions
4. Use the same Facebook account that has Business Manager access

Verify Business Manager Access

1. Check that your Facebook account has admin access to the Business Manager
2. Ensure the Business Manager owns the Pixel you’re trying to use
3. Verify domain ownership in Business Manager settings

Connection Issues Troubleshooting

1. Clear your browser cache and cookies
2. Try connecting from a different browser
3. Disable browser extensions that might block Facebook
4. Check if your internet connection is stable

Low Event Matching Quality Problems

Poor event matching quality hurts your ad performance. Here’s how to fix it:

Common causes:

• Missing customer email data
• Inconsistent data formatting
• Privacy settings blocking data sharing
• Incomplete customer information

Solutions:

1. Enable customer data sharing in Shopify settings
2. Ensure your checkout process collects email addresses
3. Use consistent formatting for phone numbers and addresses
4. Review your privacy policy to allow data sharing with Facebook

Duplicate Events and Data Discrepancies

Sometimes you might see duplicate events or conflicting data between different reports. This usually happens when multiple tracking methods are active.

Why duplicates occur:

• Multiple Facebook Pixels on the same page
• Third-party apps also sending events
• Incorrect deduplication settings

How to fix:

1. Remove any duplicate Facebook Pixel installations
2. Disable Facebook tracking in other apps if using Shopify’s official integration
3. Check Shopify’s deduplication settings
4. Use consistent event names across all tracking methods

Best Practices for Facebook Conversion API on Shopify

To get maximum value from your CAPI setup, follow these proven best practices. These recommendations come from analyzing the performance of over 1,000 Shopify stores using CAPI.

Data Privacy and Compliance

Privacy compliance isn’t optional. It’s required by law in many regions and builds customer trust.

GDPR Compliance Steps:

1. Update your privacy policy to mention Facebook data sharing
2. Implement proper consent management
3. Provide opt-out options for customers
4. Document your data processing activities

Customer Consent Management:

• Use clear language about data sharing
• Make consent optional, not required for purchase
• Provide easy opt-out methods
• Respect customer preferences

Data Retention Policies:

• Set appropriate data retention periods
• Delete customer data upon request
• Regularly audit data sharing practices
• Keep detailed records of data processing

Optimization Tips for Better Ad Performance

CAPI gives you better data. Here’s how to use that data for better ad results:

Audience Creation:

• Create lookalike audiences based on CAPI purchase data
• Build custom audiences from high-value customers
• Use cross-device data for better targeting
• Test different audience sizes and combinations

Conversion Optimization:

• Let Facebook’s algorithm optimize with more data points
• Use value-based optimization for higher ROAS
• Test different attribution windows
• Monitor performance across different devices

A/B Testing Strategies:

• Test ads with improved attribution data
• Compare performance before and after CAPI
• Test different bidding strategies
• Experiment with new campaign objectives

Measuring Success: Facebook Conversion API Performance Metrics

Tracking the right metrics helps you understand CAPI’s impact on your business. Focus on these key indicators.

Key Metrics to Track After CAPI Implementation

Event Matching Quality

• Monitor your score monthly
• Aim for “Good” or “Excellent” ratings
• Track improvements over time
• Document changes that affect quality

Conversion Tracking Accuracy

• Compare Facebook reported conversions to Shopify sales data
• Look for closer alignment between platforms
• Monitor attribution across different time windows
• Track cross-device conversion improvements

ROAS Improvements

• Compare ROAS before and after CAPI
• Monitor trends over 30-90 day periods
• Account for seasonality in your analysis
• Track ROAS across different campaign types

Attribution Data Quality

• Review attribution reports in Ads Manager
• Compare view-through vs click-through conversions
• Monitor conversion paths and customer journeys
• Track multi-touch attribution improvements

Comparing Performance Before and After CAPI

Set up proper measurement frameworks:

1. Baseline Period: Measure performance for 30 days before CAPI
2. Implementation Period: Track the setup and initial stabilization (7-14 days)
3. Results Period: Measure performance for 30-60 days after CAPI

Key comparison points:

• Total tracked conversions
• Cost per acquisition
• Return on ad spend
• Event matching quality scores
• Cross-device attribution accuracy

Expected improvements:

• 15-40% increase in tracked conversions
• 10-25% improvement in ROAS
• Better event matching quality
• More accurate customer journey data

Frequently Asked Questions About Facebook Conversion API for Shopify

Does Shopify support Facebook Conversion API?

Yes, Shopify fully supports Facebook Conversion API through their official Facebook & Instagram sales channel. The integration is built directly into Shopify’s platform and requires no coding or technical expertise.

When you connect the Facebook sales channel, Shopify automatically enables both Facebook Pixel and Conversion API. This dual tracking setup gives you complete coverage of customer interactions.

What’s the difference between Facebook Pixel and CAPI?

Facebook Pixel is browser-based tracking that runs JavaScript code on your website. It tracks customer actions through cookies and browser data. However, it’s limited by ad blockers, privacy settings, and iOS restrictions.

Facebook Conversion API is server-side tracking that sends data directly from your Shopify server to Facebook. It bypasses browser limitations and provides more reliable tracking. Using both together gives you the most complete picture of your customer journey.

Can I set up Conversion API without code on Shopify?

Absolutely. Shopify’s Facebook integration handles all the technical implementation automatically. You don’t need to write code, manage server configurations, or handle API tokens.

Simply install the Facebook & Instagram sales channel from the Shopify App Store and connect your accounts. Shopify takes care of all the complex technical work behind the scenes.

How do I verify CAPI events in Facebook Events Manager?

Go to Facebook Events Manager, select your Pixel, and click the “Test Events” tab. Then browse your Shopify store in another tab – add products to cart, start checkout, or make a test purchase.

Return to the Test Events tab and you should see both browser events (from Pixel) and server events (from CAPI) appearing in real-time. Both event types should show for each customer action.

Why use Facebook Conversion API with Shopify after iOS 14?

iOS 14.5 introduced App Tracking Transparency, which limits how apps can track users across other apps and websites. This significantly reduced the effectiveness of Facebook Pixel tracking.

CAPI solves this problem by tracking conversions on your server instead of in the user’s browser. It’s not affected by iOS privacy changes, ad blockers, or browser restrictions. This means you can still track conversions accurately even when Pixel tracking is limited.

How to improve Facebook tracking accuracy on Shopify?

Enable both Facebook Pixel and Conversion API for complete tracking coverage. Turn on customer data sharing in your Shopify Facebook settings to improve event matching quality.

Make sure your checkout process collects customer email addresses, as this is the most important data point for matching. Verify your Business Manager setup and ensure proper domain verification.

Can Facebook Conversion API boost my Shopify ad performance?

Yes, CAPI typically improves ad performance by providing more accurate conversion data to Facebook’s optimization algorithm. With better data, Facebook can make smarter decisions about who to show your ads to.

Most stores see improvements in several areas:

• 15-40% increase in tracked conversions
• 10-25% improvement in ROAS
• Better audience targeting
• More effective campaign optimization

What if Facebook tracking is not working on my Shopify store?

First, check your Facebook Business Manager connections and verify that your accounts are properly linked. Make sure your domain is verified in Business Manager and that you have the correct permissions.

Use Facebook’s Test Events tool to see if events are being received. If you only see browser events, CAPI might not be properly configured. If you see no events at all, check your Pixel installation and account connections.

Ready to Maximize Your Facebook Ad Performance?

Setting up Facebook Conversion API on your Shopify store is one of the most impactful changes you can make to your advertising strategy. The improved tracking accuracy and data quality will boost your ROAS and help Facebook optimize your campaigns more effectively.

Here’s what you’ve learned in this guide:

• How CAPI fixes iOS 14 tracking problems
• Step-by-step setup process with screenshots
• Testing and verification methods
• Troubleshooting common issues
• Best practices for optimal performance
• Key metrics to track success

Don’t let iOS privacy changes continue hurting your Facebook ad performance. Use this guide to set up Facebook Conversion API on your Shopify store today. The setup takes just 15-20 minutes, but the performance improvements will benefit your business for years to come.

Need expert help with implementation? Our team has successfully set up CAPI for over 500 Shopify stores. We can audit your current setup, implement CAPI correctly, and optimize your tracking for maximum performance. Contact us for a free consultation and get your tracking optimized within 24 hours.

Transform your Facebook ad tracking accuracy with Conversion API. Bookmark this guide, implement the steps, and watch your ROAS improve. Share this guide with other Shopify store owners who need better Facebook tracking.

Have questions about your specific setup? The Facebook conversion tracking landscape changes frequently, but the fundamentals in this guide remain solid. Start with the basic setup, test thoroughly, and optimize based on your results.