Facebook Conversions API
Facebook Conversions API is a tool that allows you to send events from your website directly to Facebook through an . Unlike the Facebook Pixel, which tracks visitor interactions through the browser, the Conversions API collects data server-side. This provides more reliable tracking, especially with the increasing use of ad blockers and privacy-focused browser features.
The key benefits of using the Conversions API include:
- Enhanced data accuracy - by sending data directly from your server, you can ensure more accurate tracking of user interactions, even if the user's browser blocks the Facebook Pixel
- Improved event matching - it allows for better matching of website events to Facebook user accounts, improving ad targeting and optimisation
ShopWired's Facebook Conversions API app allows you to take advantage of this feature and send purchase event data directly to Facebook servers. Event information is sent immediately (once an order is created in your ShopWired account, it is immediately sent to Facebook's API).
To install the app:
- Navigate to Apps
- Locate the Facebook Conversions API app
- Select
install this app
Configuring the app
Configuring the app
Once you've installed the app, select connect with Facebook and follow the onscreen instructions to authorise ShopWired to send data to Facebook.
Use the Manage pixels section to select which of your you want to send event data to.
Each pixel is listed in a table that displays both the pixel ID and the pixel name. To send event data:
- You'll need to enter a Conversion API token, which is a string of text that you get specifically for each pixel from within your Facebook Events Manager account
- Change the status to
on
Use the video below for assistance in obtaining your Conversion API token.
Export errors
Export errors
If an event cannot be exported to Facebook's API successfully, it will appear in the Export errors section of the app page.
For each unsuccessful event, you can view:
- Reference (the order reference)
- ID (the unique order ID)
- Event type (currently only
ordersare exported) - Date (the date the export was last attempted)
- Time (the time the export was last attempted)
- The pixel ID the export was attempted to
- The pixel the export was attempted to
- The event
- The event JSON displays the exact information that was attempted to be sent to Facebook's API
- The error details
- The error details provide information about why the event couldn't be exported, to help you diagnose the issue
If you are able to adjust your account settings to fix the cause of the export error, use the resend event option to attempt to export the event again.
If the event cannot be exported, you can use Facebook's file upload feature to upload a CSV file containing the event.
Exported events
Exported events
When the Facebook Conversions API app successfully exports an order to Facebook, it will appear in the Exported events section of the app page.
For each successfully exported order, you can view:
- Reference (the order reference)
- ID (the unique order ID)
- Event type (currently only
ordersare exported) - Date (the date the event was exported)
- Time (the time the order was exported)
- The pixel ID the event was exported to
- The pixel the event was exported to
- The FB trace ID
- The FB trace ID is Facebook's unique identifier for the API call from ShopWired to Facebook for the event
- The event JSON
- The event JSON displays the exact information that was sent to Facebook's API by the app
The data ShopWired sends about purchases
The data ShopWired sends about purchases
When a purchase event (a completed order) is created on your ShopWired website, ShopWired sends the following information to Facebook about the order:
| ShopWired Data | Facebook Conversions API Field | Notes |
|---|---|---|
| Order ID | event_id |
|
| Order date/time | event_time |
|
| Order billing email address | user_data.em |
|
| Order billing phone number | user_data.ph |
|
| Order billing first name | user_data.fn |
|
| Order billing last name | user_data.ln |
|
| Order billing city | user_data.ct |
|
| Order billing postcode | user_data.zp |
|
| Order billing country | user_data.country |
|
| Customer date of birth | user_data.db |
Only if a registered customer placed the order and has entered a date of birth |
| Customer IP address | user_data.client_ip_address |
|
| Customer browser details | user_data.client_user_agent |
Details about the customer's browser |
| Facebook click ID | user_data.fbc |
Only if the visitor arrived on the website through Facebook and a click ID was detected |
| Facebook browser ID | user_data.fbp |
Only if the visitor arrived on the website through Facebook and a browser ID was detected |
| Order ID | custom_data.order_id |
|
| Order grand total | custom_data.price |
Includes VAT/tax |
| Order billing county/state | custom_data.region |
Only if available |
| Order product IDs | custom_data.content_ids |
|
| N/A | custom_data.content_type |
Always set to product_group |
custom_data.contents |
||
| Order currency | custom_data.currency |
The currency of your ShopWired account |
| ShopWired account country | custom_data.country |
The country of your ShopWired account |
| Total product quantity | custom_data.num_items |
The total quantity of all products |
| Order grand total | custom_data.value |
