Meta Pixel FAQs

What is Meta Conversions API (CAPI)?

Conversions API (CAPI) is a more recent addition to Meta’s suite of tracking tools. It allows advertisers to send web events from their servers directly to Facebook, bypassing browsers and cookies. This enhances the precision and security of data transmission. Learn more

What is the difference between Meta CAPI and Meta Pixel?

The Meta Pixel and the Meta Conversions API (CAPI) are both designed to help businesses measure the effectiveness of Facebook Ads, but they function differently and offer distinct advantages. Here's more on the difference between Meta CAPI and Meta Pixel.

Why do we need Meta CAPI in addition to the traditional Meta Pixel? I see that Meta Pixel already captures all events.

We need Meta CAPI to get more accurate, reliable data for your Facebook and Instagram ads by sending it directly from your server, bypassing browser limitations, ad blockers, and privacy changes (like iOS updates) that often block traditional Pixel data, leading to better ad performance, targeting, and measurement.

CAPI provides a crucial, server-side connection to fill the gaps left by browser-based tracking, ensuring Meta's algorithms get complete customer journey information to optimize better retargeting and audience building. In short, it's a direct connection from Shopify to Facebook CAPI. This removes the need to manually implement CAPI, as all ecommerce events are automatically captured by Zotek.

Why is my Pixel not working on Checkout page?

Shopify prohibits adding any scripts, including tracking pixels, to the checkout page. The Zotek app tracks the Initiatecheckout event, which is triggered when you click the checkout button and happens just before the checkout page loads.

Why does Meta require event verification for CartView and CollectionView events?

Because the remaining events are standard events predefined by Meta. However, for the CartView and CollectionView events, we found that there would be valuable product information for advertising. So we have provided additional options for users.

Should I turn off Shopify app Facebook & Instagram?

Yes. We recommend you switch off any duplicate Meta Pixel tracking as part of installing Zotek's Meta Conversions API connection. Using Shopify's CAPI integration (or any other CAPI third-party app) alongside Zotek TikTok Pixel Meta Pixel Feed's leads to double tracking of events and purchases. How to turn it off