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Boost Your Facebook Ads with Conversions API Installation

Published on: November 17 2023 by Ben Heath

Boost Your Facebook Ads with Conversions API Installation

Table of Contents:

  1. Introduction
  2. The Importance of Accurate Tracking in Facebook Ads
  3. The Impact of iOS 14.5 on Facebook Ads Tracking
  4. Introducing the Conversions API
  5. How to Set Up the Conversions API on a WordPress Website
    • Installing the MetaPixelatron Plugin
    • Configuring Business Manager and Pages
    • Adding an Instagram Profile and Ad Account
    • Enabling Automatic Advanced Matching
  6. Setting Up the Conversions API on Shopify Stores
  7. Integration Options for Other Website Platforms
  8. The Significance of the Conversions API for Data Accuracy
  9. The Future of Facebook Ads Tracking and Privacy Rules
  10. Conclusion


In the world of Facebook ads, accurate tracking and data are crucial for achieving successful results. However, with the introduction of iOS 14.5, tracking capabilities were significantly limited, affecting the accuracy of data obtained from Facebook and Instagram ads. To combat this issue, Meta introduced the Conversions API, a tool that helps advertisers gather and optimize data for their Facebook ad campaigns. In this article, we will explore the importance of accurate tracking in Facebook ads and provide step-by-step instructions for setting up the Conversions API on WordPress websites, Shopify stores, and other website platforms.

The Importance of Accurate Tracking in Facebook Ads

Accurate tracking and data analysis play a vital role in the success of Facebook ad campaigns. Previously, advertisers relied heavily on the pixel data provided by Facebook to optimize their campaigns. However, with the advent of iOS 14.5, the ability to track actions taken by users on iOS devices outside of Facebook and Instagram apps was severely limited. This lack of data accuracy posed challenges for advertisers in measuring conversions, determining the effectiveness of their ads, and calculating the return on ad spend. Additionally, Meta's machine learning process for campaign optimization was negatively impacted by the reduced data availability.

The Impact of iOS 14.5 on Facebook Ads Tracking

iOS 14.5, introduced a few years ago, brought about significant changes to the tracking capabilities of Facebook ads. Actions taken by users on iOS devices, such as purchasing products or signing up for services, became harder to track accurately due to increased privacy restrictions. As a result, advertisers faced difficulties in gauging the success of their campaigns and making informed decisions regarding ad optimization. This limitation also affected Meta's ability to utilize machine learning algorithms effectively, as the data fed into the system for campaign optimization was incomplete or unreliable.

Introducing the Conversions API

To overcome the challenges posed by iOS 14.5 and enhance data accuracy, Meta introduced the Conversions API. This powerful tool allows advertisers to gather additional data beyond what is provided by the pixel. By implementing the Conversions API, advertisers can track and analyze user actions outside of the Facebook and Instagram apps more accurately, leading to improved campaign optimization and better results. The Conversions API acts as an additional data source that supplements the pixel data, ensuring advertisers have a comprehensive understanding of their ad performance.

How to Set Up the Conversions API on a WordPress Website

Setting up the Conversions API on a WordPress website is relatively straightforward with the help of the MetaPixelatron plugin. Follow these steps to get started:

  1. Install the MetaPixelatron plugin from the WordPress dashboard.
  2. Activate the plugin once installed.
  3. In the plugin section, search for "MetaPixelatron" and click on "Add New."
  4. Click on "Install" and then "Activate" to enable the plugin.
  5. After activating the plugin, a notification will appear, guiding you through the setup process. Click on "Get Started" to proceed.
  6. Ensure you are logged into the correct Facebook account associated with your business manager.
  7. Grant the necessary permissions for data transfer.
  8. Verify that your business manager, pages, ad account, and pixel are correctly selected.
  9. Enable the "Send Websites Events to Meta using Conversions API" option.
  10. Finalize the setup process by reviewing your configurations and clicking "Next" until the setup is complete.

By following these steps, you can successfully set up the Conversions API on your WordPress website, ensuring accurate tracking and data gathering for your Facebook ad campaigns.

Setting Up the Conversions API on Shopify Stores

For Shopify store owners, integrating the Conversions API is a straightforward process. Once you have installed the Facebook pixel on your store, follow these steps:

  1. Access your Shopify store dashboard.
  2. Go to the "Online Store" section and select "Preferences."
  3. Scroll down to the "Facebook Pixel" section and click on "Change Preferences."
  4. Enable the "Track events using Facebook's Conversions API" option.
  5. Save your changes, and the Conversions API will be set up for your Shopify store.

Shopify provides a simple checkbox option to enable the Conversions API, ensuring accurate data tracking for your Facebook ads.

Integration Options for Other Website Platforms

While we have covered the setup process for WordPress and Shopify, other website platforms also offer integration options for the Conversions API. Depending on the platform you use, the process may vary. However, the key is to locate the checkbox or setting that enables the Conversions API tracking. If you are unsure about the setup process, consult the platform's documentation or seek assistance from a professional developer.

The Significance of the Conversions API for Data Accuracy

The Conversions API is a critical tool for enhancing data accuracy in Facebook ad campaigns. By leveraging this API, advertisers can bridge the gap left by iOS 14.5 restrictions and privacy rules. By collecting more comprehensive data on user actions, advertisers can make informed optimization decisions, leading to better campaign performance and return on investment. Additionally, the Conversions API empowers Meta's machine learning process, aiding in campaign optimization and ensuring advertisers receive the best possible results.

The Future of Facebook Ads Tracking and Privacy Rules

As privacy rules continue to evolve, the importance of the Conversions API will only increase. Advertisers will face more significant challenges in tracking user actions and gathering accurate data. Therefore, it is essential to stay up-to-date with changes to privacy rules and adapt tracking strategies accordingly. By embracing technologies like the Conversions API, advertisers can navigate these challenges and maintain the accuracy of their Facebook ads tracking.


Accurate tracking and data are vital elements for successful Facebook ad campaigns. With the limitations imposed by iOS 14.5, advertisers need to adapt their tracking strategies to ensure data accuracy. The Conversions API provided by Meta offers a valuable solution. By implementing the Conversions API on WordPress websites, Shopify stores, and other platforms, advertisers can gather comprehensive data, optimize their campaigns, and enhance the performance of their Facebook ads. Embrace the Conversions API and stay ahead in the ever-changing world of Facebook ads tracking.

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