Facebook Conversions API and Meta tracking
Facebook CAPI and Google Enhanced Conversions don’t need cookies. They use hashed customer data—email, phone number, name, and address—for conversion matching. WooCommerce collects all of this at checkout. The purchase event, your most important conversion, happens after you have customer data. Cookie deprecation changes how you track visitors TO the purchase. It doesn’t change tracking … Read more
If your server-side tracking captures all standard events with complete customer data, the Facebook Pixel is optional. With 42.7% of users running ad blockers and Safari limiting cookies to 7 days, server-side tracking via CAPI bypasses these restrictions entirely. For WooCommerce stores with properly configured CAPI, the Pixel adds page weight without adding value.
Facebook Conversions API fails to track 30-50% of WooCommerce purchases due to external payment redirects losing fbclid data, iOS 14+ privacy restrictions cutting attribution windows from 28 to 7 days, and cache plugins breaking event deduplication. Server-side tracking that captures purchase data directly from WooCommerce—rather than relying on thank-you page scripts—recovers these missing conversions.
