In this article we will focus on the configuration of Facebook Conversions API for Shopify, we will guide you though the full setup process which includes the following steps:
1. What you need to do before setting up Facebook CAPI for Shopify (configure server GTM container, Stape's server GTM app for Shopify and sending data to the server container).
2. Configure Facebook CAPI tag in the server GTM.
3. Add trigger.
4. Verify the setup.
If you would like to look though the full list of benefits of Facebook CAPI for Shopify, please check our solution page.
Here’s a step-by-step guide about Server-side tagging for Shopify, where you can find more information about the implementation.
3. Send data to the server Google Tag Manager container. There are three most popular ways to do that:
4. Configure Facebook CAPI inside server Google Tag Manager.
Facebook tags by Stape have two behaviors: Inherit from the client and Override. If you select the inherit option, the FB CAPI tag will listen to the event data and try to parse and map all data it can identify and send to the meta. If you select override, then you must specify all parameters manually. Below are examples of configuring FB CAPI for each of these tag behaviors.
We will automatically convert your GA4 events into corresponding Facebook standard events.
I. Add a Facebook Conversion API Tag to your server GTM container by clicking Add to Workspace.
II. Create a new tag and select the tag type Facebook Conversion API Tag.
Select Inherit from client and add:
III. Add a trigger. Click triggers → + in the top right corner → trigger settings and select a custom trigger → this trigger will fire on Some Events → Client Name equals GA4. Click Save.
I. You’ll need to set up FB events manually.
Use GA4 events to trigger Facebook server events.
Example: an “add_to_cart” event and send value, currency and item_id parameters.
II. In your server container add Facebook API tag from the template gallery. Select override in Event Name Setup Method and the event type AddToCart. Fill in your:
III. Fill in the custom data that we decided to pass to Facebook. For these parameters, we will also need to make variables, but now in a server container with the type of variable “event data”.
Custom event is triggered with the event name add_to_cart that triggers on client name equals GA4. Click Save.
1. Open the web and server GTM containers debugger and click through your site. In the server GTM container, you should see events fired by Facebook conversion API Tag.
2. You can test this event inside the Facebook testing tool as well.
Overall, Shopify users have a variety of options when it comes to integrating Facebook’s conversion API. We’ve discussed each possibility thoroughly and explored how to deploy the Facebook conversion API for Shopify using the Stape Server Google Tag Manager app.
Shopify users should take the time to review their own business needs and use cases before determining which integration is best for them. Then, whether you choose a manual solution or rely on automation, implementing the Facebook conversion API will provide your company with additional insights into customer behaviors, help optimize campaigns, and deliver more engaging experiences for your customers.
To get started quickly and achieve the best results, we recommend trying the Stape Server GTM app for Shopify, which provides an easy-to-use implementation option.
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Ivanna is a Lead Content Manager at Stape, a professional writer focused on creating high-quality content about server-side tracking to help businesses optimize their strategies and analytics.
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