Authorizing Social E-commerce Conversion Event Reporting

Social e-commerce conversion event reporting allows SHOPLINE to send customer interaction events from social commerce features to Meta through the Messaging Event API. These events help Meta better understand how customers interact with your business beyond your storefront, providing additional signals for advertising performance measurement and optimization.

After authorization, customer interactions from supported SHOPLINE features are automatically reported to Meta. This guide explains how social e-commerce conversion event reporting works and how to authorize it in SHOPLINE.

Understanding Social E-commerce Conversion Event Reporting

Social e-commerce conversion event reporting allows SHOPLINE to report customer interaction events generated through social commerce features directly to Meta.

Unlike website event tracking, which measures customer activity on your online store, social e-commerce conversion event reporting focuses on customer interactions that occur through SHOPLINE's communication and commerce tools.

These additional signals help Meta better understand customer engagement across multiple touchpoints.

Supported Conversion Events

After authorization, SHOPLINE can report supported customer interactions generated through features such as:

• SHOPLINE Live
• Post-sales services
• Message Center

The available events depend on the SHOPLINE features enabled in your store.

Benefits of Social E-commerce Conversion Event Reporting

By reporting social commerce conversion events to Meta, you can:

• Improve advertising performance measurement.
• Provide Meta with additional customer engagement signals.
• Enhance campaign optimization using more complete conversion data.
• Better understand customer interactions across multiple sales channels.

Before You Start

Before authorizing social e-commerce conversion event reporting, make sure that:

• Your Facebook account has Full Control (Admin) permission for the Meta Business Portfolio and the assets you want to connect.

• You must have a dataset created in your Meta Business Suite or Meta Events Manager. If you don’t have one yet, create a dataset before proceeding.

  Note: If you create a dataset in Meta Events Manager for social e-commerce conversion event reporting, select Messaging as the data source instead of Web when connecting data.

• You have access to Channels > Facebook in your SHOPLINE Admin.

Authorizing Social E-commerce Conversion Event Reporting

Follow the steps below to enable social e-commerce conversion event reporting:

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

2. In the Data tracking section, click Setup.

   

3. Scroll to the Social e-commerce conversion event reporting section, then click Authorize next to Messaging Event API.

   

4. A Meta login window appears. Log in with your Facebook account, or click Continue as [your account name] if you are already signed in.
5. On the Connect SHOPLINE to Facebook page, review the requested permissions, then click Next.

6. Follow the Meta Business Extension (MBE) setup flow to select the business assets required for the integration. Depending on your Meta account, these assets may include:

   

   • Business portfolio
   • Facebook Page
   • Instagram profile
   • Ad account

   • Dataset (Messaging dataset)

     Note: If you create a dataset in Meta Events Manager for social e-commerce conversion event reporting, select Messaging as the data source. Otherwise, there may be no dataset available to select during authorization.

   • (Optional) Automatic advanced matching

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

   Notes: 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 authorization is complete, click Return to SHOPLINE.

   

The Messaging Event API status changes to Authorized, indicating that social e-commerce conversion event reporting has been enabled successfully.

How Social E-commerce Conversion Events Are Reported

After authorization, SHOPLINE automatically reports supported customer interaction events generated through eligible social commerce features to Meta.

Reported events are associated with the Meta business assets selected during authorization and are used to improve advertising performance measurement and campaign optimization.

Verifying Social E-commerce Conversion Event Reporting

After completing the authorization, you can verify that the connection has been established and that Meta is receiving supported messaging events.

To verify the connection:

1. From your SHOPLINE Admin, go to Channels > Facebook > Data tracking.

2. Confirm that the Messaging Event API status displays Authorized.

   

3. Perform supported customer interactions using SHOPLINE's social commerce features, such as SHOPLINE Live, Post-sales, or Message Center.
4. Open Meta Events Manager and review the event activity for the connected dataset to confirm that supported messaging events are being received.

Important Notes

• Social e-commerce conversion event reporting complements Meta Pixel, Conversions API, and Offline Conversions API by reporting customer interactions that occur outside your storefront.
• Only supported events generated through eligible SHOPLINE social commerce features are reported to Meta.
• The types of events available depend on the SHOPLINE features enabled in your store.
• If you reconnect your Meta business account or change your connected business assets, you may need to authorize the Messaging Event API again.