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Plug & Play

What Is The Conversion API and How The Conversion API
To Set It Up
What Is The Conversion API and How To Set It Up
How To Set Up The Conversion API
Since the IOS14 update on Apple’s devices, Facebook has been forced to adapt the way they do
How To Set Up The Conversion API tracking. With that, a lot of changes and new things come up for us advertisers.
Through Shopify Partners One of the major changes that Facebook is enforcing and encouraging users to adopt is the usage of
Integrations Conversion API (CAPI).

How To Set Up The Conversion API The Conversion API is an alternative to the standard tracking method: the Facebook Pixel.
Through Wordpress Essentially, the way the Facebook Pixel works is by inserting a little piece of code in all of your website
pages, which then tracks the users and their behaviours on your website. That is what we call “3rd
Party Tracking”, because it is not your own site that is actively tracking the users, but rather an
extension of Facebook who is tracking users through your website.

With the Conversion API, the dynamic here changes. The conversion API is a way to track users from
the server-side and then send this data back to Facebook. Meaning: your own website is the one that
tracks the user, which then sends the tracked data back to Facebook. This is considered “1st Party
Tracking”, because it’s your own server tracking things, rather than a 3rd party.

With this, you’re able to track conversions that the Facebook Pixel could have missed due to browser
blocking cookies and other issues.

In layman’s terms, what this means is that implementing the Conversion API is a way to make our
tracking more consistent and accurate.

Disclaimer: the Conversion API does NOT fix the issue of tracking the users that have chosen to opt-
out of tracking on Facebook. Although you can technically track those users from server-side, when
you send their data back to Facebook, Facebook is not legally allowed to accept it - since that would
break Apple’s privacy policies for opted out users.

How To Set Up The Conversion API

In most cases, the website builders have already added a partner integration that allows you to easily
set up the Conversion API with a few simple steps.

In this plug n play we will cover how to set up the Conversion API through Shopify’s partner
integrations and through a Wordpress plugin - since those two are the platforms the majority of our
students use.

However, there are literally countless possible tech stacks that people use, and each has a slightly
different way of setting up the Conversion API. If the one you currently use is not Shopify or
Wordpress, recommend you Google “How To Set Up Facebook Conversion API on [Insert Name Of
I

Your Platform]”. There will probably be dozens of tutorials already teaching you how to do that.

How To Set Up The Conversion API Through Shopify Partners

Integrations
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To set up the Conversion API on Shopify you first need to install the Facebook Channel.

Then, Shopify will ask you to connect it to your Facebook Account. We recommend you do that
through the store owner’s Facebook account.

Then on the next step you’ll simply need to select your Facebook Page. Once that’s done, you’ll go to
the “Data Sharing” tab, which is where we actually set up the Conversion API.

All you have to do really, is select the “Maximum” option.

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Once that’s done, you just finish the set up and the Conversion API will be up and running on your
store!

How To Set Up The Conversion API Through Wordpress

Here, we will a plugin called “PixelYourSite”. To set up the Conversions API using PixelYourSite, first
you’ll need to install and activate the PixelYourSite plugin. In your WordPress dashboard, select
Plugins in the left-hand menu. Then click Add New.

Search for PixelYourSite in the search bar. You want the plugin titled “PixelYourSite–Your smart PIXEL
(TAG) Manager.” Click Install Now, and when it finishes loading, click Activate.
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When the plugin is activated, it’ll appear in the left-hand menu in WordPress. Select the plugin and go
to the plugin dashboard.

Next, go into Facebook Events Manager and copy your Facebook pixel ID. Then paste it into the
Facebook Pixel ID field in the PixelYourSite dashboard.

Now go back into Facebook Events Manager. Under Settings, scroll down to Conversions API and
click Generate Access Token.

Copy the access token.

Paste the access token into the API Token field in the PixelYourSite dashboard and check the box
“Send Events Directly From Your Web Server to Facebook through the Conversions API.”
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Now you need to test your setup. Go back into Facebook Events Manager and go to the Test Events
tab. Copy the test code under Test Server Events.

Next, go back into the PixelYourSite dashboard and paste the test code in the “test_event_code” field.
Scroll to the bottom and click Save Settings.
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To run the test, open a page of your website in a different tab.

To see if the test fired correctly, go back into the Test Events tab in Events Manager. (You may need to
refresh the page if it’s still open from the previous steps.) If the test fired successfully, the Test Your
Events window will show the events received and “Receiving activity” with a green dot.

Ifthe browser event fired as well, you’ll see the browser event as processed and the server event as
“Deduplicated.”

If only the server event fired, you’ll see just the Server event processed.

Ifthe test fired correctly, go back into the PixelYourSite dashboard and delete the test code. Click Save
Settings when you’re finished.