Connect Segment to Meta Conversions API

Updated on 2021-12-29

In addition to our direct Shopify to Meta Conversions API connection, Littledata's Shopify source supports the Meta-specific identifiers needed for the cloud-mode Meta Conversions API destination in Segment.

You need to have both the frontend Meta Pixel code and the server-side tracking (CAPI) set up on your website. To make this all work via Segment, here are the extra setup steps you will need to get Meta Ads tracking working end-to-end.

Add Meta Pixel to all the landing pages

This is needed to track the page views and set the Meta cookies. Pixel is added automatically via Segment's tracker when you set up Segment's Meta Pixel destination. Alternatively, you can add the Meta Pixel tracking code yourself in the Shopify theme files.

Enable User matching

For the Match Rate between frontend and server-side tracking to be high, you need to pass the same External ID from the browser and the server. It can be userId or, if it is not set, alternatively anonymousId. Here are the steps to accomplish that in Segment's Meta Pixel destination.

  1. Go to the Meta Pixel connection settings
    segment fb pixel settings
  2. Turn on "Enable Advanced Matching"
  3. Turn on "Use User ID or Anonymous ID as External ID"

Match Product Categories to Meta Content Types

Segment tries to match the content type of events based on product_group, but Shopify’s Meta sales channel sets the product’s content type as product, resulting in a product catalog that can't be matched to events. To solve this you need to manually map product categories to the product content type.

  1. Go to the Meta CAPI destination settingssegment fb capi settings
  2. Click on Map Categories to FB Content Types
    map product category
  3. Add all product types from the store to map to product. Note: Any uncategorized products will be included in category all so please add that mapping as well.

Map Segment price to the Meta 'value' field

Events sent via Littledata to Segment include multiple value properties, so you need to select properties.price to map to Meta’s value property.

    1. Go to the Meta CAPI connection settings in Segment
      segment settings
    2. Click Value Field Identifier settingsvalue field identifier
    3. Select properties.price and click Save

Limitations

Littledata's Segment integration offers support the following Meta Pixel / CAPI events:

  • View content
  • Add to cart
  • Initiate checkout
  • Add payment info
  • Purchase

Other events sent by Littledata may appear as not supported or not delivered in the Segment dashboard.