How to set up the Meta Conversions API on Shopify

The three ways to send Shopify events to the Meta Conversions API, what each sends, and how to check deduplication and Event Match Quality.

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UPDATED 6 OCTOBER 2026BY THE TRACK ATLAS TEAM

Short answer: on Shopify you can send events to the Meta Conversions API in three ways: set Shopify's Facebook & Instagram app to the Enhanced or Maximum data sharing level, install a server-side tracking app, or build your own integration. Whichever you choose, keep the Meta pixel running, give browser and server events the same event id and event name, and send hashed email and phone with each event.

What the Conversions API does

The Conversions API sends events from your server or platform straight to Meta, instead of relying only on the shopper's browser. Meta recommends using it in addition to the pixel and sharing the same events through both, which it calls a redundant setup. The server copy still reaches Meta when an ad blocker, a closed tab or a browser privacy setting stops the pixel.

Three ways to set it up on Shopify

Option	What it sends	Cost	Effort
Shopify Facebook & Instagram app, Enhanced or Maximum	Pixel plus Conversions API, with name, location, email and phone	Free	A setting in the app
Server-side tracking app	Funnel and purchase events server-side next to the pixel, often to other ad platforms too	Monthly plan	Install and connect accounts
Your own integration	Whatever you build, from your backend or order webhooks	Developer time	High: hashing, retries, deduplication, consent

Step by step with an app

Install and connect your store. The app adds a Shopify Web Pixel, which runs in Shopify's sandbox and only loads when the visitor has given the consent it declares.
Connect Meta. Choose the dataset (pixel) and grant access so the app can send server events to it.
Keep the browser pixel. Do not remove it: the Conversions API is designed to run alongside it.
Check deduplication. In Events Manager, open an event and confirm browser and server events are shown as deduplicated. Both must carry the same event_id and event_name.
Check Event Match Quality. Meta scores website events sent through the Conversions API from 0 to 10, using the last 48 hours of data.

The fields that matter

event_id: any unique string. The same value must reach Meta from the pixel (eventID) and the server.
event_time: a Unix timestamp in seconds. Events can be up to 7 days old.
action_source: website for store events, together with event_source_url.
Customer information: email, phone, name, city, state, zip, country and external id are hashed with SHA-256 after normalising (lowercase, trimmed, phone with country code). IP address, user agent, fbc and fbp are sent unhashed.
fbc: built from the fbclid in the ad click URL, in the format fb.1.creationTime.fbclid. Meta suggests keeping it in a 90-day first-party cookie.

How TRACK ATLAS does it

TRACK ATLAS installs a Web Pixel and order webhooks in your store, sends page views, product views, add to cart, checkout steps and purchases to the Conversions API next to your pixel, keys purchases on the order id so the browser and webhook copies deduplicate, sends hashed email, phone, name and address with IP, user agent, fbc and fbp, and retries temporary failures.

Questions

Does the Conversions API replace the Meta pixel?

No. Meta recommends a redundant setup: keep the pixel and send the same events through the Conversions API, with matching event ids so Meta counts each one once.

How old can a Conversions API event be?

Up to 7 days. If any event in a request is older than that, Meta rejects the whole request.

Which customer data raises Event Match Quality the most?

Meta rates email and click id (fbc) as high priority, then phone, external id, browser id (fbp) and country. Email and phone must be normalised and hashed with SHA-256.

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