What these apps do
Storeep has two apps for Meta ads on Facebook and Instagram:
- Facebook browser pixel: adds the Meta Pixel to your store, so Meta sees page views, product views, add to cart, and orders from the shopper's browser.
- Facebook API conversion: sends your orders to Meta from Storeep's servers through the Meta Conversions API, so ad blockers and iPhone limits do not hide them.
Use both with the same pixel for the best results. How the two work together is explained in What is the server-side Conversion API (CAPI) and why use it?
Before you start
- A Meta Business Manager (Business portfolio) account with an ad account.
- A pixel (also called a dataset) in Meta Events Manager. Its Pixel ID is the long number shown under the pixel name. Copy only the number.
- For the API conversion app, an access token. In Events Manager, open your pixel, go to Settings, find the Conversions API section, and click to generate an access token. Copy it right away.
Set up the Facebook browser pixel
- Open Apps, find Facebook browser pixel, and click Install.
- Open the app and click Add new pixel.
- Keep Activate on, type a Pixel name, and paste your Pixel ID.
- Pick your Markets and the Conversion event type: Lead (default) or Purchase.
- Click Add.
The shared fields are explained in How do browser pixels work in Storeep?
Set up the Facebook API conversion
- Install Facebook API conversion from Apps, open it, and click Add new pixel.
- Keep Activate on. Turn on Abandoned orders only if you want recovered abandoned orders sent too.
- Type a Pixel name and paste the same Pixel ID you used in the browser pixel app.
- Pick the same Markets and the same Conversion event type as your browser pixel.
- Paste your token into Facebook access token. The field hides the token like a password: click the eye icon to show it and check that you pasted all of it.
- Leave Activate test mode off for now, and click Add.
When you save, Storeep checks the token with Facebook. If Facebook does not accept it, you see "The access token you have entered is incorrect".
What Meta receives
- From the browser: PageView, ViewContent, AddToCart, Search, InitiateCheckout, a Lead when someone sends your contact form, and your conversion event on the thank-you page.
- From the server: your conversion event for each order and a ViewContent for the first product, collection, or landing page a visitor opens.
- Order events include the value, currency, products, and the buyer's email and phone in hashed form (advanced matching), which improves your Event Match Quality.
Meta does not accept a sale with no value, so orders with a total of 0 are not sent by either app.
If you optimize for Lead, note that contact form messages also send a Lead event from the browser.
Avoid double counting
Storeep gives the browser and server copies of each event the same event ID, so Meta counts it once. In Events Manager you should see both Browser and Server as sources with events marked as deduplicated. This only works when both apps use the same Pixel ID and the same event type.
Test your setup
- In Events Manager, open your pixel and go to Test events. Copy the test code (it looks like TEST12345).
- Edit your entry in the Facebook API conversion app, turn on Activate test mode, paste the code into Test code, and click Save.
- Place a test order on your store. The server event shows in the Test events tab.
- Turn test mode off when you are done. Test events do not count for your ads.
For the browser pixel, the free Meta Pixel Helper extension for Chrome shows which events fire on each page.
Common problems
- "The pixel id you have entered is incorrect": the Facebook Pixel ID is numbers only. Do not paste the pixel code or your ad account ID.
- Events stopped on the server side: the access token was removed or the pixel lost access. Generate a new token and edit the entry.
- Only browser events show: check the API conversion entry is Activated, covers the right market, and test mode is off.
- To verify your domain in Business Manager, use the Domain Verifier app.