Meta destination was previously called "Meta Conversion Feed"
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 attributed back to Meta ads channel. By default Attribuly supports all the standard events with enriched data set as below:
Page viewed
Product viewed
Collection viewed
Search submitted
Added to cart
Checkout started
Payment info submit
Checkout completed
Sign up
We recommend to send the same data as your client pixel, or at least:
Product viewed
Added to cart
Checkout started
Checkout completed
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 |
|
FBCLID |
| Shopify customer_id |
|
|
| country |
|
|
| State |
|
|
| City |
|
|
| Zip code |
|
Check the status and debug
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. Go to the Meta Events Manager, check the Event match quality. You may expect a >6 score for non purchase events, and >8 for purchase event.
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.
Important notes: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 the server-side off.
Setup guide
Go to the Attribuly > Connections > Destinations page, click 'Add destinations', and select 'Facebook' to enter the creation process.
Check whether you are already using server-side event transmission from other tools, such as Shopify's 'Facebook & Instagram' app. If so, please turn off its server-side tracking. (To prevent duplicate data being received by the same Meta pixel ID, make sure to use only one server-side source.)
Select Meta Business Manager and Dataset.
Prerequisite: You have already connected your Facebook account on the Source page. (If you have already connected an account but no options appear here, it may be that the connected account does not have permission for the Business Manager. Please reconnect using an account that has the necessary permissions.)
Select the event types to send back (all server-side events are selected by default).
Should I check the option 'I don't have Meta browser-side pixel'?
If you haven't installed the Meta browser-side pixel through any other tool, you can check this option.
However, if you have installed Shopify's 'Facebook & Instagram' app but have already turned off 'Share data' as suggested in step 2, you should NOT check this option. This is because turning off 'Share data' only disables server-side transmission for that app—the browser-side pixel is still functioning.
After checking this option, the steps for installing the Meta browser-side pixel will appear:
Should I check the option 'Enrich event signals with AAN'?
You may check this option. Once enabled, Attribuly will use richer customer identifiers through AAN (Attribuly Audiences Network, our privacy-safe signals network) to improve signal quality and ad targeting performance. This is especially useful for the stricter clickID restrictions under iOS 26.
Set up exclusions.
By specifying order tags, customer tags, or sales channels, you can exclude order events that meet these criteria from being sent back via server-side transmission (Attribuly's server will not transmit these order events). If you have no need for exclusions, you may leave this unset.
Click the Save button, and a success message will appear.
Return to the Destinations page, and you should see the newly created Facebook feed listed.
Status from Attribuly dashboard
Status：
Active:The feed is running normally。
Error:Data feed has stopped,Your Google ads authentication or Facebook token is expired, please update.
Type：
Displaying 'Server' means only server-side has been configured.
Displaying 'Server & Browser' means both server-side and browser-side have been configured.
Configuration:
Completed:Setup is complete.
Actions:
Click the 'View data analysis' button in the Actions column to open the data feed details.
Click the 'Edit configuration' button in the Actions column to modify the settings of this feed (changes take effect immediately).
Click the 'Delete' button in the Actions column to delete this feed.
Subscriptions
When the order tags include: "Subscription, Subscription Recurring Order, Subscription Renewal Order", Attribuly will define it as a subscription order and add two new fields in the return signals.
subscription_id = order_id of first order. This makes it easy for Meta to understand the relationship between renewal orders and the first order.
predicted_ltv = customer total spend. , which makes it convenient for Meta to understand the user's LTV value.
Enrich event signals with AAN
This feature is open for all merchants, you may need to opt-in to AAN to get this feature.
Questions and replies
Can I run the Native Facebook channel with Facebook conversion feed in parallel?
If you have already installed the Facebook Channel, you don't need to install the Attribuly pixel again. Attribuly can detect the browser pixel that has already been installed and achieve deduplication.
Compared with Facebook Channel server-side, 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. Meta uses the data to improve audience recognition, targeting, and look-alike building.
| Shopify Facebook & Instagram channel | Attribuly |
CAPI for purchase event | Yes | Yes |
First-party data across 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.
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.
