FAQ: Meta Conversions API

Frequently asked questions about Littledata's Meta Conversions API (CAPI) connection for Shopify. Find out what CAPI is and how it works.

What is Meta CAPI?

Meta Conversions API (CAPI) is server-side tracking that works alongside Meta Pixel tracking to help you improve the performance of Facebook and Instagram Ads. Meta developed CAPI in 2021 after finding that they had been "underreporting iOS web conversions by approximately 15%".

Why do we need Meta CAPI?

Littledata's Meta CAPI integration enables Shopify stores to send accurate data to Facebook for better retargeting and audience building. In short, it's a direct connection from Shopify to Facebook CAPI. This removes the need to manually implement CAPI, as all ecommerce events are automatically captured by Littledata, including checkout funnel events, purchases, subscriptions and lifetime value (LTV).

Meta Ads, covering both Facebook and Instagram networks, is the largest paid channel for most of Littledata's customer base. Meta has invested heavily in machine learning to help you target the right shoppers, but now more than ever these algorithms need accurate and complete data about the customer journey for them to optimize marketing spend.

Simply put, better conversion data leads to higher return on advertising spend (ROAS) in Facebook Ads, especially dynamic product ads.

How is this better than server-side GTM?

Server-side Google Tag Manager (sGTM) requires stores to spin up their own servers on Google Cloud. This is a complex process that requires developers for both initial launch and ongoing maintenance. In contrast, Littledata’s server-side tracking works automatically. We keep it up to date behind the scenes, handle hosting, and kep updating the connection for greater consistency. This is why thousands of top DTC brands trust Littledata as part of their modern data stack.

An added benefit is having a single source of truth with a consistent schema. Customers already using Littledata for Google Analytics will see completely consistent data, from a single source, in Meta Ads.

How is Littledata's Meta Conversions API connection better than Shopify's Facebook & Instagram channel?

Similar to how Littledata improves Google Analytics tracking by 20-30%, our Meta CAPI connection includes more granular detail, more accurate checkout funnel tracking, better subscription tracking, and more complete lifetime value (LTV) tracking. Littledata offers a much more reliable way to sell and market across Facebook and Instagram.

Shopify's Facebook channel works okay for very small brands, but there are many limitations:

• Revenue is Shopify does not match revenue in Meta

• Subscription events and recurring orders are missed completely

• Only the Purchase event is sent via CAPI, not Adds to Cart and Checkout steps

• Customer data, to allow better linking with a Facebook user, is not complete

• Missing custom dimensions including Customer Lifetime Value (LTV)

How do I get the Meta CAPI integration?

With Littledata, it's super-easy to add Meta CAPI!

Just install our Shopify app and choose Meta as a data destination.

Current users can add the Meta connection from the Littledata app.

What exactly can I track? Is there a full schema somewhere?

Yep. See how our Meta connection works. For a more detailed schema and parameters, reach out to [email protected].

Can I use Meta CAPI with Segment?

Yes. If you are using Littledata's Shopify source for Segment you can either send data from Segment to Meta CAPI (using Segment's Meta CAPI destination) or send data directly from Shopify to Meta (using Littledata's Shopify to Meta CAPI connection) in addition to the data you send from Shopify to Segment. Read more about Segment's cloud-mode Meta CAPI destination.

Does Littledata use the fbp or fbc cookie?

Yes to both! Littledata collects the Facebook Pixel ID (fbp) and Facebook Click ID (fbc) and passes with server-side events to ensure the highest event match quality. fbp is only available for sessions where a Pixel cookie was set and fbc is only set when the user has clicked on a link from Meta Ads - so not all events will have these identifiers added. Read more about how it works.

What does the Shopify to Meta CAPI connection cost?

The integration is available as an independent connection, or as an add-on to any Littledata plan. As with all Littledata connections, pricing is based on monthly order volume with no hidden fees or setup costs. Read more about our pricing.

What's the difference between Meta CAPI and Meta Pixel?

The Meta Pixel and the Meta Conversions API (CAPI) are both designed to help businesses measure the effectiveness of Facebook Ads, but they function differently and offer distinct advantages. Here's more on the difference between Meta CAPI and Meta Pixel.

Why the revenue metric in Google Analytics does not match Meta?

While purchase events might align somewhat between GA4 and Meta, conversions and total sales will almost always differ due to different attribution methods.

• Purchase events are sent to both GA4 and Meta in a similar way, so their counts may match more closely. However, slight differences can still occur due to timing and data processing nuances.

• Conversions and total sales differ because GA4 and Facebook use different attribution models and windows. GA4 considers multiple touchpoints and uses data-driven attribution, while Meta often focuses on last-click or other specific models within their own ecosystem.