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How to Use Facebook Conversions API for Your Shopify Store

BeProfit logo - a white letter "b" on a purple background
By BeProfit Staff
Joel Taylor
Edited by Joel Taylor

Published June 13, 2022.

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What kind of events can you track with the Facebook Conversions API?

With the Facebook Conversions API, users can track how well their Facebook ads are performing by measuring how many conversions they generate. A conversion is defined as any action that a customer takes after clicking on your ad, such as making a purchase, signing up for a subscription, or downloading a file.

The Facebook Conversions API allows you to measure not only the number of conversions generated by your e-commerce ads but also the value of those conversions. This makes it easy to see which ads are generating the most business for you; from there, you can adjust your campaigns accordingly.

The Facebook Conversions API can track any type of conversion, including those that occur on mobile devices and desktop computers.

Worried about overspending on your Facebook campaigns? Now you don’t have to. With Facebook campaign budget optimization, you’ll never overspend again.

How to Add and Use Facebook Conversions API on Shopify

If you haven’t already, before we get to the first step, you’ll need to set up a Shopify Facebook channel. The Facebook channel contains a product catalog for Instagram Shopping, Facebook Marketing, and Facebook Shop.

  1. To get started, head to your Shopify admin, and click the + sign next to the “Sales Channels.
  2. Click the + sign next to “Facebook” > “Update sales channel” to begin the installation.
  3. Select the “Start set up” on whichever feature you’d like to install first.
  4. Select “Connect account” and sign in to your Facebook account.
  5. Connect the Facebook assets you’d like to use for the features you’d like.
  6. Accept the terms and conditions.
  7. Finish by clicking “Finish setup.

Now that you're set up and ready to go, let’s walk through the steps of connecting your Shopify store and Facebook Conversions API:

  1. From your Shopify admin panel, select “Facebook” under the “Sales Channels” submenu option.
  2. Scroll down and find the “Data Sharing” panel, making sure the “Enable customer data sharing” is switched on, and select “Maximum” tracking level. This option enables Conversions API, “Standard” and “Enhanced” does not.
  3. Now that this is ready, open your Facebook account Ads Manager and navigate to "Events Manager" to ensure your events are populated and the server connection is enabled.
  4. To finish up, simply create a Facebook Ads campaign and let Conversions API start tracking and collecting your customer data.

If you’d like to learn about Facebook’s Dynamic Ads, see our guide, or check out these 40 best Shopify apps.

Benefits of Facebook Conversions API

And what is the importance of Facebook Conversions API to online businesses?

By tracking conversions, companies can see which ads are resulting in sales and then allocate their budget accordingly. The Facebook Conversions API is also beneficial for re-targeting, which is the act of targeting people who have already interacted with your business online—re-targeting helps remind previous website visitors about your company and can lead to higher conversion rates.

The Facebook Conversions API is also helpful for measuring the overall effectiveness of a Facebook marketing strategy. By analyzing data from the API, users can see which types of ads are driving the most conversions, what landing pages are most effective, and even which demographics are most likely to convert.

The API also provides data about the cost of each conversion and the return on investment for each ad campaign. This information can help businesses optimize their advertising campaigns and improve their ROI.

A great way to increase conversions is to attract more site traffic. To learn how, take a look at these effective ways to increase organic traffic.