Manually Adding Meta Pixel and Conversions API

Meta Pixel and Conversions API (CAPI) help merchants track customer actions on their websites and report conversion events to Meta, improving data accuracy and ad performance. In SHOPLINE, we recommend connecting these tracking tools through the Meta Business Extension (MBE) whenever possible. If you’re unable to complete the connection 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 connect them manually by entering the Pixel ID and Conversions API access token.

This article explains how to create a Meta dataset (Pixel), generate a Conversions API access token, and manually connect them to your SHOPLINE store. 

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.

Creating a Meta Dataset (Pixel) and Getting the Pixel ID

Meta now manages Pixels under Datasets. Creating a dataset automatically generates a Meta Pixel. You can create a dataset using either Business Settings or Events Manager.

Method 1: Create a Dataset via Business Settings

To create a dataset through Business Settings, follow the steps below:

1. Log in to Meta Business Suite and click Settings (gear icon).

   

2. In the left menu, go to Data Sources > Datasets & pixels, then click + Add.

   

3. In the pop-up window, enter a dataset name, optionally select your business categories, and click Create.

   

4. (Optional) Assign permissions and connect assets:

   • In the People tab, click Assign people to grant people access to the Dataset.
   • Click the Connected assets tab to connect assets, such as an Ad Account, to the Dataset.

   

5. Copy the Dataset ID displayed at the top of the page.

   

Method 2: Create a Dataset via Events Manager

To create a dataset through Events Manager, follow the steps below:

1. Open Meta Events Manager and click Connect data.

   

2. In the pop-up window, select Web and click Next. 

   

3. Click Create new dataset.

   

4. Enter a dataset name, optionally select your business categories, and click Create.

   

5. Go to Datasets > Settings and copy the Dataset ID.

   

Generating the Conversions API Access Token

To generate the access token required for server-side event tracking, follow the steps below:

1. Open Meta Events Manager, go to Datasets, and click the Settings tab.

   

2. Scroll to the Conversions API section. Under Set up direct integration, click Generate access token.

   

3. Copy the generated access token. 

   

This quick setup method includes all the basic events required for reporting. 

Adding the Meta Pixel to Your Store Website

With the Meta Pixel ID and the CAPI access token, you can now complete the data connection in your SHOPLINE admin panel: 

1. In your SHOPLINE admin panel, go to Channels > Facebook.

2. In the Data tracking section, click Setup.

   

3. In the Authorizing Pixel and Conversion API section, click Add. 

   

4. In the pop-up window, paste the Pixel ID and the access token, then click Save And Verify.

   

The connection will then be successfully established.

Verifying the Connection

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

Checking 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.

Testing 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.