Facebook Conversions API

Facebook Conversions API is a tool that allows you to send events from your website directly to Facebook. Unlike the Facebook Pixel, which tracks visitor interactions through the browser, the Conversions API collects data server-side. This provides more reliable tracking, especially with the increasing use of ad blockers and privacy focused browser features.

The key benefits of using the Conversions API include:

• Enhanced data accuracy - by sending data directly from your server, you can ensure more accurate tracking of user interactions, even if the user's browser blocks the Facebook Pixel
• Improved event matching - it allows for better matching of website events to Facebook user accounts, improving ad targeting and optimisation

ShopWired's Facebook Conversions API app allows you to take advantage of this feature and send purchase event data directly to Facebook servers.

To install the app:

1. Navigate to Apps
2. Locate the Facebook Conversions API app
3. Select Install this app

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Configuring the app

Once you've installed the app select connect with Facebook and follow the onscreen instructions to authorise ShopWired to send data to Facebook.

Use the manage pixels section to select which of your Facebook pixels/data sources you want to send event data to.

Each pixel is listed in a table that displays both the pixel ID and the pixel name. To send event data:

• You'll need to enter a conversion API token which is a string of text that you get specifically for each pixel from within your Facebook Events Manager account
• Change the status to on

Use the video below for assistance in obtaining your conversion API token.

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Export errors

If an event cannot be exported to Facebook's API successfully, it will appear in the export errors section of the app page.

For each unsuccesful event you can view:

• Reference (the order reference)
• ID (the unique order ID)
• Event type (currently only orders are exported)
• Date (the date the export was last attempted)
• Time (the time the export was last attempted)
• The pixel ID the export was attempted to
• The pixel the export was attempted to
• The event JSON
  • The event JSON displays the exact information that was attempted to be sent to Facebook's API
• The error details
  • The error details provide information about why the event couldn't be exported

If you are able to adjust your account settings to fix the cause of the export error, use the resend event option to attempt to export the event again.

If the event cannot be exported, you can use Facebook's file upload feature to upload a CSV file containing the event.

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Exported events

When the Facebook Conversions API app successfully exports an order to Facebook, it will appear in the exported events section of the app page.

For each successfully exported order you can view:

• Reference (the order reference)
• ID (the unique order ID)
• Event type (currently only orders are exported)
• Date (the date the event was exported)
• Time (the time the order was exported)
• The pixel ID the event was exported to
• The pixel the event was exported to
• The FB trace ID
  • The FB trace ID is Facebook's unique identifier for the API call from ShopWired to Facebook for the event
• The event JSON
  • The event JSON displays the exact information that was sent to Facebook's API

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The data ShopWired sends about purchases

When a purchase event (an order) is created on your ShopWired website, ShopWired sends the following information to Facebook about the order:

ShopWired Data	Facebook Conversions API Field	Notes
Order ID	event_id
Order date/time	event_time
Order billing email address	user_data.em
Order billing phone number	user_data.ph
Order billing first name	user_data.fn
Order billing last name	user_data.ln
Order billing city	user_data.ct
Order billing postcode	user_data.zp
Order billing country	user_data.country
Customer date of birth	user_data.db	Only if a registered customer placed the order and has entered a date of birth
Customer IP address	user_data.client_ip_address
Facebook click ID	user_data.fbc	Only if the visitor arrived on the website through Facebook and a click ID was detected
Facebook browser ID	user_data.fbp	Only if the visitor arrived on the website through Facebook and a browser ID was detected
Customer browser details	user_data.client_user_agent	Details about the customer's browser
Order ID	custom_data.order_id
Order grand total	custom_data.price	Includes VAT/tax
Order billing county/state	custom_data.region	Only if available
Order product IDs	custom_data.content_ids
N/A	custom_data.content_type	Always set to product_group
	custom_data.contents
Order currency	custom_data.currency	The currency of your ShopWired account
ShopWired account country	custom_data.country	The country of your ShopWired account
Total product quantity	custom_data.num_items	The total quantity of all products
Order grand total	custom_data.value