FAQ: Facebook Conversions API

Updated on 2023-11-28

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. Meta 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 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).

Facebook Ads, covering both Facebook and Instagram networks, is the second 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 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:


See exactly which events you can track with our Conversions API connection

How do I get the CAPI integration?

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

Just install our Shopify app and choose CAPI as a data destinationontact us for CAPI access

Current users can add the CAPI connection from the app. Feel free to contact us if you have any questions.

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

Yep. For an overview, see the main article on our Facebook CAPI connection. For a complete list of events, triggers and parameters enabled by Littledata, check 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.

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.

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 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 Facebook Conversions API pricing.

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

The Facebook 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. We have created an article which explains the difference between them.