Server-side events · Setup reference

Meta Conversions API via the Facebook & Instagram app on Shopify checker

Shopify's Facebook & Instagram app (by Meta) installs the Meta pixel and, at the Enhanced or Maximum data sharing level, adds the Conversions API so the purchase event also goes server to server, where browser ad blockers cannot stop it. Enhanced and Maximum also share name, location, email and phone for matching. Events usually reach Events Manager but fail to attribute or double count when data sharing is left on Standard, or a second pixel is still hardcoded in the theme or added by another app.

Read from the official documentation on 9 November 2026. Sources are listed at the end.

Check your own setup

Limited for this setup. The Shopify app builds and sends its own Conversions API payloads, which you never see. The checker only helps if you also run your own or a third-party CAPI integration and paste that payload: it checks fbc/fbp format, the 7-day event_time window, action_source, hashing, event_id and value/currency. It cannot see the app's server events and cannot detect a pixel hardcoded in your theme. For that, paste your thank-you page or theme snippet into conversion-tag-checker, which flags a Meta pixel Purchase call.

Open the Meta CAPI Event Checker

Endpoint and authentication

Managed by the app: connect your pixel under Sales channels > Facebook & Instagram > Settings > Data sharing settings. You never paste a CAPI access token.

Standard event names

Spelled exactly as Shopify + Meta expects them. A near miss is treated as a different event.

Event	Use it for
PageView	visitor views a page
ViewContent	visitor views a product
Search	visitor searches
AddToCart	visitor adds a product to the cart
InitiateCheckout	visitor starts checkout
AddPaymentInfo	visitor enters payment information
Purchase	visitor completes a purchase and reaches the thank-you page. Shopify names Purchase as the event the Conversions API sends server to server. Order value is the order total price, including duties, taxes and discounts.

Required and recommended fields

Field	What it needs
Customer data sharing toggle	must be on before a pixel can be connected
CHOOSE LEVEL = Enhanced or Maximum	Standard is pixel-only. Enhanced and Maximum add the Conversions API, and Shopify describes Maximum as updated with Facebook's latest advertising technology.
Connected Meta pixel	click Connect on the pixel in Data sharing settings
No manually added pixel code	Shopify says to remove pixel code added through theme code before adding a Meta pixel ID through the app

Match keys and hashing

Key	Normalise and hash
name, location, email, phone number	Shared by the app at Enhanced and Maximum. The app builds the payload, so you do no hashing yourself. Meta's own rule for direct CAPI is SHA-256 after normalisation.

Click ids

Click id	Where it comes from
fbc	Do not hash. Format fb.${subdomain_index}.${creation_time}.${fbclid}, built from the ?fbclid= landing parameter or the _fbc cookie
fbp	Do not hash. Format fb.${subdomain_index}.${creation_time}.${random_number}, from the _fbp browser cookie

Deduplication

Shopify's help pages do not document how the app deduplicates pixel and server events. Meta's general rule applies: the same event name plus a matching eventID/event_id, received within 48 hours.
Because the app sends both pixel and server events, any other source of the same events (a theme-hardcoded fbq, a custom pixel, another tracking app) is NOT deduplicated by the app and will double count.

Time limits and batch sizes

Handled by the app. Meta's own CAPI limit is that event_time can be no more than 7 days old, so delayed backfills are rejected.

How to test before you trust it

Facebook Ads Manager / Events Manager: Shopify says to confirm the pixel works in Facebook Ads Manager. Data appears only after customers are active in the store.
Meta Test Events (Events Manager): Events Manager > Data Sources > your pixel > Test Events generates a test ID; send it as test_event_code and remove it before production (events with it are still processed).
Shopify customer privacy test: App pixels load only when the visitor has granted every privacy permission the pixel declares (analytics, marketing, preferences, sale_of_data). Test with consent both declined and accepted.

Why events arrive but don't attribute

Data sharing left on Standard: only the browser pixel runs, so ad blockers drop events and there is no Conversions API at all.
Pixel still hardcoded in theme.liquid (between <head> and </head>) after installing the app: Shopify warns that more than one pixel causes duplicate or incorrect report data. Remove it, or clear it under Online Store > Preferences > Meta pixel.
A second pixel from another app or a custom pixel firing the same Purchase: the app cannot deduplicate events it did not send.
Consent: Shopify's pixel manager loads an app pixel only when the visitor has granted all the privacy permissions it declares. Declined marketing consent therefore means fewer browser events by design.
Value mismatch: the app reports the order total price including duties, taxes and discounts, which may not match a revenue figure you compare it against.
Shopify notes the available privacy settings per level can differ depending on when you installed the app, so an older install may not behave like the docs.

Sources

Platforms change these rules without notice. If a source says something different from this page, the source wins.

Other platforms

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