In this guide · 7 sections
- 01Meta pixel vs Conversions API: what each does
- 02Shopify data sharing levels: Standard, Enhanced, Maximum
- 03Set up the Meta pixel and Conversions API on Shopify
- 04Domain verification and duplicate events
- 05Privacy: PDPA, cookie consent and your privacy notice
- 06Do it yourself or get help?
- 07Frequently asked questions
Short answer
Install Shopify's Facebook & Instagram app, connect one pixel, and set data sharing to Enhanced or Maximum to add the Conversions API. Verify your domain, remove duplicate pixels, and update your privacy policy to mention Meta.
Meta pixel vs Conversions API: what each does
Both send "events" (page view, add to cart, purchase) to Meta. The difference is where they send them from.
Meta pixel
Browser- Code that runs in the shopper's browser
- Tracks browsing events on your store
- Can be blocked by ad blockers and browser privacy features
- Included in every Shopify data sharing level
Best for: Basic tracking and audiences.
Conversions API (CAPI)
Server- Shopify's servers send events to Meta's servers
- Not affected by browser ad blockers
- Shares customer details to match users
- Turned on by Enhanced or Maximum data sharing
Best for: Accurate purchase tracking for ads.
Meta's Conversions API best practices recommend using both together and sending the same events through each, then letting Meta remove duplicates.
Shopify data sharing levels: Standard, Enhanced, Maximum
Shopify's Meta data sharing page sets out three levels in the Facebook & Instagram app.
| Level | What it uses | Customer data shared |
|---|---|---|
| Standard | Meta pixel only | Browsing behaviour; ad blockers can stop it |
| Enhanced | Meta pixel plus Conversions API for purchase events | Name, location, email, phone and browsing behaviour, to match users |
| Maximum | Meta pixel, Conversions API and Meta's latest advertising technology | Same personal information as Enhanced |
Shopify itself says data sharing "is a choice" and that you should tell customers how you share data and keep your privacy policy up to date. Most stores running paid Meta ads choose Enhanced or Maximum, because purchases missed by the browser pixel make ads look worse than they are.
Set up the Meta pixel and Conversions API on Shopify
Use Shopify's own app rather than pasting pixel code into the theme. It handles both the pixel and the Conversions API, and fits with Shopify's consent tools.
Install Facebook & Instagram by Meta
From the Shopify App Store, add the Facebook & Instagram sales channel and connect your Meta Business account, Facebook Page, ad account and Instagram account.
Connect one pixel
Pick an existing pixel (dataset) or create one. Use the same pixel your ads already optimise for, so history isn't lost.
Choose a data sharing level
In Sales channels, Facebook & Instagram, Settings, Data sharing settings, turn on customer data sharing and choose Standard, Enhanced or Maximum.
Test events
In Meta Events Manager, use Test Events while you browse, add to cart and complete a test order. Check that Purchase arrives from both browser and server.
Check order values and currency
Shopify sends the order total; confirm Events Manager shows the right amounts in SGD.
Domain verification and duplicate events
Domain verification proves to Meta that your business owns the store's domain. Meta's domain verification page (updated June 2026) offers three methods: a DNS TXT record, an uploaded HTML file, or a meta tag on the home page. For Shopify, the DNS TXT record or the meta tag are the practical choices. If an agency runs your ads, Meta says the domain should be verified in the owner's Business Manager and shared with the agency.
Duplicate events are the most common reason purchase numbers look too high. Meta's deduplication guide says it treats a pixel event and a server event as the same when the pixel's event ID matches the Conversions API event_id, and the event names match.
Meta tracking health check
Do it yourself or get help?
The Facebook & Instagram app makes a clean set-up a 30-minute job on a new store. Help is worth it when an older store has pixels added in several places, purchase numbers in Ads Manager don't match Shopify orders, the domain or pixel belongs to a former agency, or your privacy notice hasn't been updated.
Our Shopify Store package (S$1,890) sets up the Meta channel, data sharing and policies correctly on new stores. For an existing store, our Speed & SEO Fix (S$390) removes duplicate tracking scripts, which also helps page speed.
Frequently asked questions
Yes, once you install the Facebook & Instagram app and choose Enhanced or Maximum data sharing. Shopify says those levels use the Conversions API alongside the Meta pixel, sending purchase events from Shopify's servers to Meta's. The Standard level uses the browser pixel only, which ad blockers can stop.
Usually because two pixels are installed, for example one through the Facebook & Instagram app and another in theme code or an app, or because events aren't being deduplicated. Meta removes duplicates only when the pixel's event ID and the Conversions API event_id match, along with the event name.
In Meta Business Settings, open Brand Safety, Domains, and add your domain. Meta offers three methods: a DNS TXT record, uploading an HTML file, or adding a meta tag to your home page. On Shopify, a DNS TXT record at your domain host or the meta tag in the theme are the usual options.
Yes, if you are open about it. Customers should be told what personal data you collect and share with Meta and why, and you need consent or another basis under the PDPA. Update your privacy policy, use a consent banner where appropriate, and keep settings consistent with what you tell customers.
Both add the Conversions API and share the same customer details with Meta, according to Shopify. Maximum also enables Meta's latest advertising technology. If you run paid Meta ads, either improves purchase tracking over Standard. Whichever you choose, update your privacy policy to reflect it.