If Meta cannot see your sales, it cannot learn who buys, and your reports cannot be trusted. I set up the pixel and the Conversions API together, check the events match, and make sure your cookie banner is respected.
The pixel runs in the shopper's browser. Since Apple's tracking changes in 2021, and with ad blockers and cookie banners, it misses a share of sales. The Conversions API sends the same events from your shop's server as well, which fills most of the gaps.
Meta then has better information to optimise with, and you get reporting closer to what actually happened in the shop.
Shopify, WooCommerce and most shop platforms have an official Meta connection that installs both. I set it up, then check:
Want this looked at on your own account? The free audit covers your ads and your email, in writing, in five working days.
Get the free auditSee Meta Ads pricingIn the UK, advertising cookies need consent. The pixel should only fire for people who have accepted them. I check your banner and the Meta connection work together. The UK rules are covered in UK email marketing law.
It is the first job in any Meta Ads retainer, before campaign setup, because nothing else works properly without it.
Usually not. The official shop connections handle most of it. If your shop needs custom work, I will tell you before starting.
The official connections are built to have little effect on page speed.
Yes, in every Meta Ads tier.