FAQ: Facebook Conversions API

Updated on 2022-06-06

What is Facebook CAPI?

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

Why do we need Facebook CAPI?

Littledata's Facebook CAPI integration enables Shopify and BigCommerce 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 or BigCommerce to Facebook CAPI.

Facebook Ads, covering both Facebook and Instagram networks, is the second largest paid channel for most of Littledata's customers (larger DTC brands on Shopify and BigCommerce). Facebook Ads has invested heavily in machine learning to help you 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 event data leads to higher return (ROAS or ROI) on investment in Facebook Ads, especially dynamic product ads.

Can you share some case studies?

Facebook (Meta) has put together some useful case studies about CAPI for ecommerce:

How do I get the CAPI integration?

With Littledata, it's super-easy to add Facebook CAPI! If you're using Shopify, just install our Shopify app and then enable CAPI from the Connections tab in the app. If you're using BigCommerce, just install our BigCommerce app and then contact us for CAPI access.

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

Yep. For a complete list of events, triggers and parameters enabled by Littledata, see our Facebook CAPI Tracking Schema.

Can I use Facebook CAPI with Segment?

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

How is this better than server-side GTM?

Server-side Google Tag Manager (sGTM) requires customers to spin up their own tracking 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 maintain the connection for greater consistency and lower ongoing costs. 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 Facebook Ads.

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

Similar to how Littledata improves Google Analytics tracking by 20-30% for most stores vs. Shopify's default GA integration, our Facebook 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:

  • Only the Purchase event is sent via CAPI
  • Events can only be sent to one Pixel ID (Littledata will soon support multiple pixels)
  • Subscription events and recurring orders are missed completely
  • Customer data, to allow better linking with a Facebook user, is not complete, including customer lifetime value (LTV)
  • Unclear whether permissions given to Shopify’s inbuilt FB channel are GDPR/CCPA compliant

What does the Shopify to Facebook CAPI connection cost?

The connection is available with every Littledata plan. Please contact us for pricing and an in-depth product demo to see how Littledata improves Facebook Conversions API tracking for Shopify.