Authorizing Meta Pixel and Conversions API with Meta Business Extension (MBE)

Meta Pixel and Conversions API (CAPI) allow merchants to track customer actions on their websites and report conversion events to Meta. This data helps measure advertising performance and optimize ad delivery.

In SHOPLINE, you can connect these tracking tools through Meta Business Extension (MBE). By authorizing your Meta business account, SHOPLINE can access the required assets (such as your Business Portfolio, Facebook Page, Ad account, and dataset) and automatically configure the Pixel and Conversions API integration.

This article explains how to connect Meta Pixel and Conversions API to your SHOPLINE store through Meta Business Extension.

Understanding Meta Pixel and Conversions API

Meta Pixel and Conversions API (CAPI) are event tracking tools provided by Meta that help businesses measure customer actions on their websites and improve advertising performance.

These tools report conversion events from your SHOPLINE store to Meta, enabling better campaign measurement, audience targeting, and ad optimization.

Meta Pixel

Meta Pixel is a browser-based tracking tool that records visitor activity on your website. It tracks actions such as Page views, Product views, Add-to-cart events, and Purchases.
This information helps Meta understand how users interact with your store and allows advertisers to measure the effectiveness of their campaigns.

Conversions API (CAPI)

Conversions API is a server-side tracking integration that sends event data directly from your server to Meta.

Unlike browser-based tracking, server-side tracking is not affected by browser restrictions or ad blockers. This helps ensure that important conversion events are still reported even when browser tracking is limited.

Using Pixel and CAPI Together

Using both tracking methods provides the following benefits:

• Improved data reliability: Browser tracking may be affected by ad blockers or privacy restrictions. Conversions API helps ensure events are still reported.
• Better advertising optimization: Providing both browser-side and server-side signals helps Meta match events more accurately and improve ad delivery performance.

Before You Start

Before authorizing the connection, make sure the following requirements are met:

• You have a Meta Business Portfolio.

• Your Meta account has access to a dataset (Meta Pixel). If you don’t have one yet, create a dataset before proceeding.

  Note: If you have not yet created a Meta Pixel (dataset), refer to Meta’s official guides: Set up your Meta Pixel with a business portfolio Set up and install the Meta Pixel

• Your Meta account has permission to access the Facebook Page, Instagram account, and ad account associated with your business.

Step-by-Step Authorization Process

Follow the steps below to authorize Meta Pixel and Conversions API:

1. In your SHOPLINE Admin, go to Channels > Facebook.

2. Locate the Data tracking section and click Setup.

   

3. In the Website data reporting section, locate Authorizing Pixel and Conversions API and click Authorize.

   Note: If you’re unable to complete the authorization through MBE — for example, if you don’t have full control of the relevant Meta business assets, or if the assets are managed by an agency or another Business Portfolio — you can manually connect Meta Pixel and Conversions API using your Pixel ID and Conversions API access token. For instructions, refer to "Manually Adding Meta Pixel and Conversions API."

   

4. A Meta login window will appear. Log in with your Facebook account, or click Continue as [your account name] if you are already logged in.
5. On the Connect SHOPLINE to Facebook page, click Next.

6. On the Confirm settings page, review the assets that will be connected to your SHOPLINE store. If necessary, you can adjust the selected assets. These may include:

   

   • Business portfolio
   • Facebook Page
   • Instagram profile
   • Ad account
   • Dataset (Meta Pixel)
   • (Optional) Automatic advanced matching

   Click Continue to confirm the selected assets and proceed with the authorization.

   Notes:  If you do not see your preferred Pixel or Ad Account in the dropdown list in the Meta popup, ensure that your personal Facebook account has Full Control (Admin) permissions over those specific assets in the Meta Business Suite. If the authorization flow displays an Instagram profile option, we recommend leaving it unselected, as selecting it may cause the authorization to fail. We recommend enabling Automatic advanced matching to help Meta match your website visitors with their Facebook accounts using information such as email addresses and phone numbers.

7. Review the permissions that SHOPLINE is requesting to access your Meta business assets, then click Next to authorize the connection.

   

8. After the setup is completed, a confirmation page will appear indicating that your SHOPLINE account is connected. Click Return to SHOPLINE to go back to the admin panel.

   

Verifying the Connection

After completing the setup, verify that events are being reported correctly to Meta.

Check browser events

Install the Meta Ads Data Advisor (formerly Meta Pixel Helper) browser extension and visit your store. If the Pixel is working properly, the extension will show active events such as PageView or ViewContent.

Test events in Meta Events Manager

1. Go to Meta Events Manager > Datasets. 
2. Select the dataset connected to your store.

3. Click the Test events tab at the top of the page. You will see two sections for event testing:

   • Confirm your server’s events are set up correctly: Use this section to verify that server-side events (Conversions API) sent from SHOPLINE are being received by Meta.
   • Confirm your website’s events are set up correctly: Use this section to verify that browser events from Meta Pixel are being triggered when users interact with your website.

   

4. Perform test actions on your store (such as visiting pages or completing a purchase) and check whether the events appear in the testing panel.

If the integration is working correctly, you should see events reported from both Browser and Server sources. Meta will automatically deduplicate these events so they are counted as a single conversion.