Marketing and tracking

Pixels and Conversion APIs

Set up browser pixels and server-side Conversion APIs for Facebook, TikTok, Snapchat, Google Ads, and X to track conversions and feed your ad campaigns.

Browser pixels vs server-side Conversion APIs

Storeep supports two tracking methods for each major ad platform: a browser pixel and a Conversion API (CAPI).

Browser pixel: a script that fires directly from the buyer's browser when they visit a page or complete an action. It is simple to set up and works well for most traffic, but can be blocked by ad blockers, browser privacy settings, or iOS tracking restrictions.
Conversion API (server-side): events are sent from Storeep's server directly to the ad platform, bypassing the browser entirely. CAPI is unaffected by ad blockers and browser restrictions, and includes the buyer's hashed personal details (email, phone) to improve match quality for Smart Bidding and lookalike audiences.

You can install and activate both a browser pixel and a CAPI for the same platform at the same time. Running both together maximises signal coverage.

Supported platforms

The following pixel and CAPI apps are available in the Apps marketplace:

Installing a pixel or CAPI app

Go to Apps in the left-hand menu.
Find the relevant app and click Install. Confirm the prompt.
After installation, click Add new pixel (or Add new tag for Google Ads) to create your first entry.

Each app supports multiple entries. You can create separate entries for different markets, different ad accounts, or different conversion goals.

Facebook browser pixel

Fields when adding a pixel

Activate: when on, browser events are sent to Facebook from your buyers' browsers.
Ad account name: a label for your own reference; not sent to Facebook.
Pixel ID: your Facebook Pixel ID. Found in Meta Events Manager under your pixel's settings.
Markets: which of your store's markets this pixel applies to. Select one or more.
Conversion event type: Lead or Purchase. Controls which standard Facebook event fires when a conversion occurs.

Facebook Conversion API (CAPI)

Fields when adding a pixel

Activate: when on, conversion events are sent server-to-server to Facebook.
Abandoned orders: when on, abandoned orders are also forwarded to Facebook when their status changes from abandoned to any other status, either manually or automatically via the Automator app.
Ad account name: a label for your own reference.
Pixel ID: your Facebook Pixel ID.
Markets: which markets this entry covers.
Conversion event type: Lead or Purchase.
Facebook access token: your Meta Conversions API access token. Generate this in Meta Events Manager under your pixel's settings (Settings → Generate access token).
Activate test mode: when on, events are sent as test events so you can verify the integration without affecting live data.
Test code: the test event code from Meta Events Manager (for example, TEST_1234). Required when test mode is on.

Important: Disable test mode before going live. Test events appear in Meta Events Manager but do not feed the ad bidding system.

TikTok browser pixel

Fields when adding a pixel

Activate: sends browser events to TikTok.
Ad account name: a label for your reference.
Pixel ID: your TikTok Pixel ID. Found in TikTok Ads Manager under Assets → Events → Web Events.
Markets: which markets this entry covers.
Conversion event type: Lead, Purchase, Place an order, or Complete payment.

TikTok Conversion API (CAPI)

Fields when adding a pixel

Activate: sends server-side events to TikTok.
Abandoned orders: also forwards abandoned-to-other-status transitions to TikTok.
Ad account name: a label for your reference.
Pixel ID: your TikTok Pixel ID.
Markets: which markets this entry covers.
Conversion event type: Lead, Purchase, Place an order, or Complete payment.
TikTok access token: your TikTok Events API access token. Generate this in TikTok Ads Manager under your pixel's Settings.
Activate test mode: enables test event mode.
Test code: the test event code (for example, TEST_1234).

Snapchat browser pixel

Fields when adding a pixel

Activate: sends browser events to Snapchat.
Ad account name: a label for your reference.
Pixel ID: your Snapchat Pixel ID. Found in Snapchat Ads Manager under Events Manager.
Markets: which markets this entry covers.
Conversion event type: Purchase or Reserve.

Snapchat Conversion API (CAPI)

Fields when adding a pixel

Activate: sends server-side events to Snapchat.
Abandoned orders: also forwards abandoned-to-other-status transitions to Snapchat.
Ad account name: a label for your reference.
Pixel ID: your Snapchat Pixel ID.
Markets: which markets this entry covers.
Conversion event type: Purchase or Reserve.
Snapchat access token: your Snapchat Conversions API token. Generate this in Snapchat Ads Manager under your pixel's settings.
Activate test mode: enables test event mode.
Test code: the test event code (for example, TEST_1234).

Google Ads conversions

The Google Ads conversions app sends order and checkout events server-side to Google Ads along with the Google Click ID attached to each visit. This feeds Smart Bidding with accurate conversion data even when browser cookies have expired.

Fields when adding a tag

Activate: enables the tag so Google receives conversion events from your store.
Tag name: a label for your reference.
Google tag ID: your Google Ads conversion tag ID. Format: AW-00000000000. Find this in Google Ads under Goals → Conversions → Summary → Tag details.
Google tag label: your conversion label. Format: aA0aA0aA0aA0aA0aA0aA. Found alongside the tag ID in the same location.

X (Twitter) browser pixel

Fields when adding a pixel

Activate: sends browser events to X.
Ad account name: a label for your reference.
Pixel ID: your X Pixel ID. Found in X Ads Manager under Events Manager.
Markets: which markets this entry covers.
Conversion event type: Lead or Purchase.

Pitfalls to check

Each pixel entry is independent. You can have multiple entries per platform for different markets or ad accounts, each with its own Pixel ID and access token.
Always disable test mode before running live campaigns. Test events do not count toward ad optimisation.
CAPI access tokens expire on some platforms. If events stop appearing in your ad platform's events manager, regenerate the token and update it in Storeep.
The Abandoned orders toggle on CAPI apps works alongside the Automator app. If Automator is not installed, you must move abandoned orders to another status manually for the event to fire.