Why do I need Server-side tracking?
With regard to Facebook, the issue of "Signal Loss" arises. The reliability of browsers for consistent conversion tracking is diminishing due to certain factors such as the 7-day expiration of cookies on browsers (e.g., Safari) and the default blocking feature of all tracking by browsers.
Moreover, the impact of iOS14 emphasizes the need for accurate measurement of the 8 conversion events (more details below).
The usage of AdBlockers is on the rise, with estimates suggesting that around 27% of users have enabled ad blocking.
So Facebook conversion API is another way to send back to Facebook, in parallel with Pixel. The CAPI will help you to fix critical tracking errors.
Consumers may visit your store multiple times before purchasing. Due to cookie expiration issues, the Meta loses signals to identify returned consumers. This leads to a much smaller audience you can retarget.
With Attribuly's 360-day first-party cookie and server-side tracking, the returned anonymous visitors now be better identified and targeted. So You can build a retargeting audience based on customer events, such as:
Add to cart
Checkout start
What data is transferred?
The conversion API supports all of your convesion events. By default Attribuly supports all the standard events with enriched data set as below:
checkout_completed
checkout_started
collection_viewed
page_viewed
payment_info_submitted
product_added_to_cart
product_viewed
search_submitted
We recommend to send the same data as your client pixel, or at least:
product_added_to_cart
checkout_started
checkout_completed
product_viewed
To comply with Facebook best practice, Attribuly also
Append FBC and FBP parameters
Use the same external_id with client pixel for better deduplication.
General Fields | Product information | Customer information encrypted | Order information |
Event_name | content_name | Order_id | |
Event_time | content_type product | Phone | Value |
Event_id | Product id | First name | Currency |
Action_source website | quantity | Last name |
|
Client_ip_address | item_price | Fbc |
|
Client_user_agent |
| External_id |
|
|
| Shopify customer_id |
|
|
| country |
|
|
| State |
|
|
| City |
|
|
| Zip code |
|
Check the status and debug
Good or great quality. We send customer information parameters as much as possible. The longer time you send data via Attribuly, the higher event match quality you will get.
3. Real time. The sooner you share events to Meta, the better the ad delivery system can evaluate how likely a person is to take your desired action after seeing your ad. So we utilize our technologies & network to reach this goal.
If you are Enterprise plan, Attribuly helps you monitor and manage the event match quality.
Setup guide
Status from Attribuly dashboard
"Server" in green background: The server-side is running well
"Server auth failed" in red background: Your Google ads authentication or Facebook token is expired, please update.
"Server" in grey background: your Facebook server-side is not configured..
"browser" in green background: Your browser pixel is running.
"browser" in grey background: Your browser pixel is not configured.
Error: Unsupported post request. Object with ID 'xxxx' does not exist, cannot be loaded due to missing permissions, or does not support this operation.
You may not have the event dataset permission, to activate that,
go to asset permission and toggle it.
Browser-side Pixel(Facebook Pixel)
Facebook conversion feed works better when your Pixel is also managed by Attribuly. To complete your pixel installation via Attribuly, follow below steps:
Customer events. Click here
Click “Add custom pixel”, name it ”Attribuly-Facebook pixel xxxx”.
Copy the pixel below and paste it to the code, save and connect it.
Run a test to make sure the configuration is successful.
Expected improvement
If you are using other server-side & browser pixels
To avoid duplication, please make sure you only use 1 server-side. If you are using Facebook & Instagram channel, switch it off.
Can I run the Native Facebook channel with Facebook conversion feed in parallel?
No, running these 2 apps in parallel will cause duplication. So you may need to turn your Facebook Channel off.
Compared with Facebook Channel, Attribuly uses all the first-party data collected from the entire customer journey. This helps Attribuly recognize return visitors from anonymous and send back to Meta. So Meta uses the data for better audience recognization, targeting, and look-alike building.
| Shopify Facebook & Instagram channel | Attribuly |
CAPI for purchase event | Yes | Yes |
CAPI for other events | No | Yes |
Multi server-side setup | No | Yes |
Cross-device event map | No | Yes |
Why do I see a warning message from the "Facebook pixel helper"?
You may see a warning message similar to the screenshot below.
We have found that the Meta Pixel Helper can't detect pixel events when using Shopify custom pixels.
So How can I confirm that the pixels events are sending?
Is the data still coming in Meta's Event Manager? If so, your pixel should work properly.
