Server-Side Tracking Simplified

If you open your Facebook Events Manager, you probably see a warning: "Pixel setup incomplete" or "Redundant events missing." The solution is Server-Side Tracking (SST) or Conversions API (CAPI).

Browser vs. Server

Browser (Pixel):

1. User visits site.
2. User's browser tells Facebook "I'm here." Problem: Ad Blockers, iOS14, Connection errors stop this signal.

Server (CAPI):

1. User visits site.
2. Your server (Shopify/Wordpress) tells Facebook "User X is here." Benefit: Ad blockers can't see what your server does. 100% data reliability.

Do I need to code this?

No.

• Shopify: It's a checkbox in the Facebook Channel settings. "Maximum Data Sharing".
• WordPress: Use a plugin like PixelYourSite or GTM4WP.
• Custom Stack: Use Google Tag Manager Server Container (harder) or a tool like Rudderstack.

Deduplication

The trick is sending both Pixel and Server events. Facebook needs to know they are the same event so it doesn't count 2 sales. This is done via an "Event ID" that matches on both sides.

Why bother?

Facebook claims CAPI improves CPA (Cost Per Action) by 13-20% because the algorithm has accurate data to learn from.