The Conversions API (CAPI) in Shopify is a tool that enables direct data exchange between Shopify and Meta (Facebook). It allows you to send customer events and actions directly to Meta servers, helping you better understand and optimize your ad campaigns. However, Shopify’s default CAPI has limited features and primarily provides basic connectivity without advanced capabilities like audience segmentation or optimization for synthetic events.

Although Shopify has default Shopify CAPI which just need a toggle on to activate, marketers need a more advanced CAPI setup such as CustomerLabs for implementing their marketing strategies and improving ad campaign performance. Adding Meta Conversions API to your Shopify store is done in simple steps. All you have to do is to integrate both Shopify store and Meta Ads with CustomerLabs in a few clicks. This way, all the data will flow seamlessly and continuously without signal loss from your Shopify store to Meta Ads.

To add the tracking code to your Shopify store, log in to your Shopify account, go to "Online store," and select "Themes." Under "Actions," choose "Edit code," open the "theme.liquid" file, search for , paste the Meta tracking code (or CustomerLabs tracking code for enhanced capabilities) above this line, and save the changes.

To check if your Meta Conversions API (CAPI) is working correctly, start by verifying the integration in CustomerLabs. Next, log in to your Facebook account, go to the Events Manager, and verify that events are being received and processed. Check if you have good EMQ score. Ensure there is continuous data flow without breaks to maintain ad campaign performance.

The Meta Conversions API sends data directly from your server to Meta servers, providing more accurate and reliable data tracking by bypassing issues like ad blockers and browser privacy settings. It offers advanced capabilities such as synthetic event optimization and improved audience segmentation, especially when used with solutions like CustomerLabs. This helps improve your Event Match Quality (EMQ) score and audience match rates. In contrast, the Meta Pixel is a client-side tracking tool that collects data from user interactions on your website but is limited by browser restrictions, ad blockers, and privacy settings. It is primarily used for basic tracking and remarketing. Combining both tools, particularly through an advanced solution like CustomerLabs, maximizes your ad campaign performance and enhances targeting and revenue growth.