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Facebook server-side tracking
Facebook server-side tracking
Alex avatar
Written by Alex
Updated over a week ago

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

General Fields

Product information

Customer information encrypted

Order information






content_type product




Product id

First name


Action_source website


Last name






Shopify customer_id




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:

  1. Customer events. Click here

  2. Click “Add custom pixel”, name it ”Attribuly-Facebook pixel xxxx”.

  3. Copy the pixel below and paste it to the code, save and connect it.

  4. 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


CAPI for purchase event



CAPI for other events



Multi server-side setup



Cross-device event map



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.

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