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%".
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.
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.
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:
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.
Yep. See how our Meta connection works. For a complete list of events, triggers and parameters enabled by Littledata, check our Meta CAPI Tracking Schema.
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.
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.
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.
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.
While purchase events might align somewhat between GA4 and Meta, conversions and total sales will almost always differ due to different attribution methods.