Why You Should Configure Facebook Conversion API for Your Shopify Store

Oct 29, 2020

Last Updated: 2020-10-29

Your store has been rocking and rolling. Making sales, and taking names. But sometimes you feel like your Facebook pixel just isn’t working? Or it’s not matching up with what you know is happening?

There’s a solution, and its easier than you might think.

With this quick article you’ll find out:

  • What the Facebook Conversion API is
  • Why you ABSOLUTELY need to configure it for your Shopify store
  • Why it doesn’t replace your current Facebook Pixel
  • The easiest way to get it going on your Shopify store

With the web changing every day, so changes the methods you’ll need to implement to get the most data back to make the best decisions.

One of the main changes coming to a web near you is how browsers are now treating cookies.

You may have already noticed a fairly significant discrepancy between your tracked sales and your actual sales.

When you’ve got almost 3 of 10 people blocking your ads, and developers expiring cookies in a week… You need an extra layer to get data in a more consistent manner.

That’s where the Facebook Conversion API comes in to play.

What is the Facebook Conversion API

According to Facebook, the conversion API is:

Conversions API works with your Facebook pixel to help improve the performance and measurement of your Facebook ad campaigns.

Improve accuracy of events sent for measurement and optimization when used along with the pixel.

In the simplest terms possible, this means that it works in tandem with the pixel you’ve already installed and adds an extra layer right as the event is occurring!

Why you should’ve set this up YESTERDAY

As stated earlier on, the main reason is that without this setup, you’re missing up to 30% of data that could be tracked. That’s a hefty percentage of people you either can’t re-target or have your automated “left in cart” email sent out.

If a large part of your marketing strategy involves a layered ad sets to target your customers throughout their whole customer journey, then missing events is something you really can’t afford. And one of the best reasons I can give to get you to configure your pixel to use Facebook Conversion API on your Shopify store.

There’s that saying, “the best time to plant a tree is yesterday, the second best is today,” so if you haven’t already hopped into your store settings and changed it already – what are you waiting for?

Conversion API easy-mode with Shopify

Luckily for you, a feature that rolled out a bit ago was the ability to change the settings for data sharing between Facebook and Shopify.

Shopify now has 3 options for Data sharing settings: Standard, Enhanced, and Maximum. You’ll need to do a bit of digging in the settings, and a helpful tidbit sent out with instructions to get the ball rolling.

Configure Facebook Conversion API for your Shopify store instructions

From these instructions, you’ll definitely need to get your settings bumped up to MAXIMUM!

There’s a few different methods to utilize and get the ball rolling to use the Facebook Conversion API with Shopify, but this is by far the easiest “set it and forget it” method. A more granular method, if that is your thing, you can set up Zapier, or another service to make Shopify and Facebook talk on a deeper level. Doesn’t require a major settings change or anything like that, but doesn’t require setting up Zapier automation.

Do you need help getting your store in tip-top shape? A quick consulting call on how to better your user experience? Or need a new store design to break away from the pack?

Contact TopOut Group to get all of Shopify needs taken care of.

Christopher Snelling

Christopher Snelling

Working as a professional developer and project manager for the last 8 years. Specializing in JavaScript frameworks and SEO, Chris has been a valuable asset to TopOut from day one.

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