Browser pixels vs server-side Conversion APIs
Storeep tracks ad conversions two ways. A browser pixel fires directly from the buyer's browser, while a Conversion API (CAPI) sends events from Storeep's server straight to the ad platform. This article covers the browser pixels. For the server-side Conversion APIs (Facebook, TikTok, Snapchat) and the abandoned-order gating, see the companion article Server-side Conversion APIs (CAPI).
A browser pixel is simple to set up and works for most traffic, but it can be blocked by ad blockers, browser privacy settings, or iOS tracking limits. For the platforms that offer both, running a browser pixel and a CAPI together gives you the widest signal coverage, and Storeep sends both with a shared event ID so the platform de-duplicates them into one conversion.
Which platforms have a browser pixel
- Facebook / Meta: browser pixel and Conversion API.
- TikTok: browser pixel and Conversion API.
- Snapchat: browser pixel and Conversion API.
- X (Twitter): browser pixel only.
- Google Ads conversions: a browser-side tag (gtag.js) with enhanced conversions. There is no Google server-side CAPI in Storeep.
What a browser pixel tracks
When the pixel is active, its library loads on every storefront page and fires a PageView on load. On the order confirmation (thank-you) page it fires the conversion event you selected, carrying the order value, currency, and product line items. The pixels also fire upstream funnel events (such as ViewContent) so the platform can learn the path to purchase. The Facebook purchase pixel skips any order whose total is 0, because Meta rejects conversions with no value.
Installing a browser pixel
- Open Apps in the left menu.
- Find the pixel app you want and click Install, then confirm.
- Open the app again and click Add new pixel (or Add new tag for Google Ads) to create an entry.
Each app holds multiple entries, so you can add a separate pixel per market or per ad account, each with its own Pixel ID.
Facebook / Meta browser pixel fields
- Activate: when on, browser events are sent to Facebook. On by default.
- Ad account name: a label for your own reference only.
- Pixel ID: your Meta Pixel ID, from Meta Events Manager.
- Markets: the store markets this pixel applies to. Select one or more.
- Conversion event type: Lead or Purchase. Defaults to Lead.
TikTok browser pixel fields
- Activate, Ad account name, Pixel ID, and Markets, same as above.
- Conversion event type: Lead, Purchase, Place an order, or Complete payment. Defaults to Lead.
Snapchat browser pixel fields
- Activate, Ad account name, Pixel ID, and Markets, same as above.
- Conversion event type: Purchase or Reserve. Defaults to Purchase.
X (Twitter) browser pixel fields
- Activate, Ad account name, Pixel ID, and Markets, same as above.
- Conversion event type: Lead or Purchase. Defaults to Lead.
Google Ads conversions fields
This app loads Google's gtag.js in the buyer's browser, configures each tag with enhanced conversions (it includes the buyer's hashed email and phone), and fires the purchase conversion on the thank-you page. It does not send a page view, so it only reports your conversion action.
- Activate: when on, the tag receives conversion events. On by default.
- Tag name: a label for your own reference.
- Google tag ID: your conversion tag ID, format AW-00000000000. Find it in Google Ads under Goals, Conversions, then the tag details.
- Google tag label: your conversion label, format aA0aA0aA0aA0aA0aA0aA, shown alongside the tag ID.
Google Ads conversions has no Markets field, so an active tag fires for every order on the store. Note that the activation text in the form mentions a pixel; for Google Ads the tag is the equivalent of a pixel.
How markets scope a pixel
For Facebook, TikTok, Snapchat, and X, a pixel fires only for orders placed in the markets you selected on that entry. An order in a market you did not pick does not trigger that pixel. This lets you run a different ad account or Pixel ID per country from the same store.
Things to check
- Browser pixels have no test mode and no abandoned-order option. Those settings live on the Conversion API apps.
- You can install both a browser pixel and a Conversion API for Facebook, TikTok, or Snapchat. Use the same Pixel ID on both so the platform de-duplicates the two deliveries.
- Each entry is independent. Deactivating or deleting one entry does not affect the others.
- Google Tag Manager, Hotjar, and Microsoft Clarity are separate apps for tag management and session analytics, not conversion pixels.