Overview

Follow this guide to learn how to set up Facebook (Meta) as a Server Side Destination.

Prerequisites:

Before you can enable your Facebook Destination, you will need to:

• Install the Shopify Source on your store. Follow this guide to learn how to install the Shopify Source.

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Learn About the Events and Properties Elevar Sends to Facebook (Meta)

Read this guide to learn more about the specific events and properties Elevar sends to Facebook.

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Add Facebook as a Server-Side Destination

Add Destination:

• On the homepage of your Elevar Account, locate and click on the "My Tracking" tab from the left-hand menu.
• Once, in "My Tracking" select the "Add Destination" button in the upper right hand corner of the page.
  • (See Figure 1)

Figure 1

Locate Facebook Destination:

• A side bar pop-up window will appear, titled "Add Destination".
• Within this pop-up, use the search function and type "Facebook".
• Once the Facebook destination appears from the search function, click on it.

Get Started:

• After locating and clicking on the Facebook destination, you will be taken to overview screen.
• Click the "Get Started" button in the lower left-hand corner of the Overview box.
  • (See Figure 2)

Figure 2

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Capturing Match Quality Score Prior to Going Live: (See Figure 3)

After clicking on the "Get Started" button in the overview step, an additional pop-up window will appear titled "Action Required".

Ensure that you read and understanding that before continuing, please take and save a screenshot of the Event Match Quality Score report in Facebook Event Manager. This will help to analyze the before and after results of Elevar's integration.

Once you have done this, click on the "Mark as Complete" button located in the lower right-hand corner of the window.

Follow this guide to learn how to compare before and after Event Match Quality Score in Facebook!

Figure 3

Entering Facebook Setup Settings

Update Facebook Settings:

• Within the "Setup Steps" section of the page, locate the "Setup Steps".
  • Add in your Facebook Dataset ID
  • Add in your Facebook CAPI Access Token
  • Add in Your Facebook Dataset ID and Access Token
• If you have "Markets" enabled in your Shopify Source, you will see the "Markets" section in your Facebook destination.
  • Select either the "All Markets", "Specific market(s)", or the "No Market ID" button to specify which markets will send data to Facebook.
  • If you have selected "All Markets" navigate to the section titled "Destination Label" and use the text box to enter a label. This is how your destination name will appear across the Elevar app (e.g., My Tracking, Reports, History) and helps to identify your destination across our app, especially when you have multiple instances of the same destination.
  • If you have selected "Specific market(s)", navigate to the section titled "Market Groups" and use the drop down menu to select the market groups to specify which market's data will be sent to this destination. Then, navigate to the box titled "Destination Label" and use the text box to enter a label. This is how your destination name will appear across the Elevar app (e.g., My Tracking, Reports, History) and helps to identify your destination across our app, especially when you have multiple instances of the same destination.
• Click on the "Save and Continue" button at the bottom of this section.
  • (See Figure 4)

_Figure 4_

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Tip: What Facebook API Version to use?

The Facebook API Version is automatically set to the latest available by default. You'll only need to adjust this if you're using an older Facebook Conversion API Token. Facebook says their Conversion API Tokens are backward compatible with previous API Versions but not forwards compatible. So you'll want to set this to the API Version that's associated with your Conversion API Token.

If you're using an older Facebook Conversion API Token & uncertain about what Facebook API Version it associates with, we'd recommend creating a new Token so that it works with the latest API Version.

Select Events:

• To select what events you want to send to Facebook, begin in the "Setup Steps" box and click on the "Event" tab.
• Within the "Events" box, click on the button labeled "Use best practices" or "Customized".
  • Currently, our "Use best practices" recommends sending just the purchase event server-side.
  • If you do want to customize your events, you can choose what events you'd like to send to Facebook & how you'd like to send them (e.g. via server-side or via the web browser).
    • Facebook recommends sending data both via server-side & client-side. Facebook will deduplicate the data for you.
• After selecting what events you want to send to Facebook, click on the "Save and Continue" button at the bottom of this section.
  • (See Figure 5)

Figure 5

Consent Mode:

• After selecting what events you want to send to Facebook, you will be prompted to enable Consent Mode.
• To enable Consent Mode, click on the "Yes, enable for this destination" button.
  • If you've configured consent mode in your data layer settings for cookie compliance, then you can configure this option here as well. [How to make sure my server-side tracking adheres to my consent rules]
• If you do not want to enable Consent Mode in your data layer settings, click on the "No" button.
• Once you have all of selected all of the information for enabling Consent Mode, click on the "Save and Continue" button at the bottom of this section.
  • (See Figure 6)

Figure 6

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Enabling Consent Mode:

By enabling consent mode, your marketing data processing will depend on:

• Your consent platform configuration
• How your visitors interact with the cookie banner
• What geolocation they visit the store from

That's why you may see a decrease in data across your marketing platforms and lower marketing campaign performance.

For EU Stores: If you are making your tracking setup consent compliant for the first time, you may see a 10-80% decrease in data across all of your marketing destinations.

Content Type:

• After selecting the consent mode, you will be prompted to select the content type.
• Within the "Content Type" box, click on the button labeled "Product Group" or "Product".
  • Most merchants use Product Group as the Content Type & send the Product ID as the Product Identifier. This is the default setting for native Shopify Facebook app integrations.
  • If your Product Catalog uses Variant ID as the primary identifier, select Product as the Content Type & send Variant ID as the Product Identifier instead.
    • If you want to learn more about this setting, visit this Facebook article.
• Once you have all of selected all of the information for your content type, click on the "Save and Continue" button at the bottom of this section.
  • (See Figure 7)

Figure 7

Product Identifier:

• After selecting details for the Content Type, you need to choose a Product Identifier.
  • Click on the button labeled "Product ID", "Product SKU", or "Variant ID".
    • Currently, the Product ID is the most commonly used Product Identifier.
    • You'll want to match the product identifier used in your Facebook tracking to the product identifier you use in your Facebook Product Catalog.
    • If you change this, just be sure you update all e-commerce events to use this new product identifier (e.g. add to cart, etc).
• After selecting the Product Identifier, click on the "Save and Continue" button at the bottom of this section.
  • (See Figure 8)

_Figure 8_

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Tip: Migrating from the native Shopify <> Facebook Channel?

Then leave this as Product ID. The Shopify <> Facebook Channel uses the Product ID by default, so this will map over as you currently have it.

Filter Transactions:

• After selecting the Product Identifier, you need to choose whether or not to filter transactions.
  • Currently, our recommended practices suggests selecting the "Yes, Block some transactions" button which blocks exchange and historical import orders.
  • Or if you would like to allow specific transactions, click on the "Yes, allow specific transactions" button which includes the "web" sales channel to allow orders created on your website to be sent to this destination.
  • If you do not want to filter transactions, click on the "No, send all" button.
• Once you have all of selected all of the information for Filtered Transactions, click on the "Save and Continue" button at the bottom of this section.
  • (See Figure 9)

Figure 9

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Learn More: Filtering Transactions

Thinking you may need to block additional orders? Learn how to block these orders in this guide.

Not sure if you need to block orders? Look at what Sales Channels you have in Shopify!

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Note: New vs Returning Purchase Events Filtering

The filtering settings that you add in the filter transaction step will effect these custom purchase events, except if you filter out the Facebook sales channel.

Those custom purchase events will still be sent, because Meta does not automatically include them in the custom events but will automatically include them in the main purchase events.

Web Container Setup

• After selecting details for the subscriptions, you need to set up the Web Container.
  • First, select the button labeled "Download Pre-Built Web Tags".
    • Once downloaded, import the container into your Google Tag Manager web container. Read this guide to learn how.
    • After importing the container into Google Tag Manager, publish the new tags. Read this guide to learn how.
• After setting up the web container, click on the "Mark as Complete" button at the bottom of this section.
  • (See Figure 10)

Figure 10

[Optional] Test the Facebook CAPI Integration:

Follow this guide for testing the Facebook CAPI Integration

Go Live:

• After completing all of the previous Facebook Setup Steps, an Overview page will appear.
  • If all of the details within the Configuration Summary look correct, then click on the button labeled "Go Live" at the bottom of this section.
• A pop-up window will appear, asking for a confirmation of your changes.
• Before you go live, ensure that you capture a screenshot of your Match Quality Score report in Facebook in order to analyze before and after results of going live.
  • Follow this guide to learn more about the Match Quality Score, and follow this guide to learn how to compare before and after Event Match Quality Score in Facebook.
  • Click on the button labeled "Yes, Go Live".
    • (See Figure 11)

_Figure 11_

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Be sure to remove any pre-existing Facebook tracking setup if you haven't already done so!

If you're using native Shopify follow this guide.