Shopify and Facebook have a direct API integration that is meant to report the conversions directly from your Shopify account to Facebook.
Yet, this integration has proven to have flaws, which is why many Shopify owners turn to AnyTrack to track and attribute their Shopify conversions with Facebook Ads.
Why is the Shopify & Facebook Conversion API flawed?
- Multi channel marketing requires conversion tracking across many tools.
- The direct integration disregard other traffic sources and marketing channels.
- You need a source of truth if you run ads on multiple ad networks or run the risk of either double counting conversions, or wrongly attribute conversions.
- Shopify has a different attribution model than Facebook.
Why should you use AnyTrack & Facebook Conversion API to pass your Shopify conversions to Facebook?
Anytrack serves as the "source of truth" for your conversion data. It syncs, orchestrates, and attributes conversions, from Shopify to all your analytics, simultaneously.
Since Shopify is not an attribution platform, it does not have the business logics and rules that can provide marketers with the insights required to run proper data driven marketing campaigns.
Shopify & Facebook Conversion API setup checklist:
- In Shopify: Disable your Facebook Pixel & Conversion API.
- In AnyTrack:
- Enable the Facebook Conversion API
- Disable the Shopify Client Side Tracking
- Update the conversion event mapping (leave default settings if you're not tracking custom conversions)
- Setup Conversion goals if you are using custom conversions (so you can use them in your Facebook account).
- In Facebook:
- Update your ads with the tracking url template
- Verify that you have all automatic matching parameters on
- Make sure your domain is verified
Can you run both the Shopify Conversion API and AnyTrack Facebook Conversion API?
Yes, you can. However, if you use the same Facebook Pixel ID, you will inevitably trigger duplicate conversions which Facebook won't be able to deduplicate.
👉 Because AnyTrack and Shopify use a different event id to deduplicate the conversion, and consequently Facebook will receive the same conversion twice, with two different deduplication event id.
Still want to use both Facebook Conversion API integrations?
👉 Simply create a separate Facebook Pixel, and connect it with AnyTrack.