Introduction to the default conversion tracking method: Pixel

By default, Facebook (Meta) tracks actions and conversions on the website by deploying a Facebook pixel, factually a piece of javascript, which sends events from your website to Facebook, such as conversion events when a shopper bought something. These events are used to create audiences in Facebook and ad performance analytics.

Nosto's Facebook integration covers the pixel management on your behalf, which means that when the integration is enabled and your Nosto account is connected to your Facebook / Meta ad account, Nosto populates your Facebook pixel with standard e-commerce events enabling the standard conversion tracking.

Optionally, enhanced conversion tracking can improve the accuracy of both conversion events and consequently audiences. By default, enhanced conversion tracking is disabled, meaning the conversion tracking is done using only the pixel.

Nosto uses Facebook's API coined as Offline conversions for the use case, which was originally designed for reporting offline store purchases. The name is perhaps a bit misleading, but in context of Nosto's Facebook integration, it covers only an online interaction and conversion.

Enhanced conversion tracking with Offline Conversions API

The enhanced conversion tracking is essentially a back-up method to the primary conversion tracking method, the pixel, and it can mitigate issues caused by browser privacy settings, browser extensions, misconfigured website check-out flows or generally any events that prevent the pixel from loading on the checkout page, sending the purchase conversion event to Facebook.

Instead of relying on only pixel events, Nosto's enhanced conversion tracking with Offline Conversions API sends purchase data from your site's backend to Facebook, basically the receipt data of an order.

In case Facebook had already registered an order by the pixel with the same orderID and timestamp, the duplicate is ignored. The mode doesn't create duplicate orders. However, if the pixel failed to load and send the conversion event, for instance due to the example reasons mentioned above, the order conversion is tracked accordingly by using the data sent through Offline Conversion API.

The benefit of the process and mode is more accurate ad analytics and audiences, as regarding the latter, shoppers who bought something can be excluded from ads or subsequently added into post-purchase targeting campaigns and flows.

How to enable Enhanced conversion tracking and the regulatory standpoint

By default the enhanced conversion tracking is disabled. This means that when you connect your Facebook account to Nosto, no receipt data is sent to Facebook by Nosto, and the tracking is solely based on Facebook pixel, which Nosto populates on your behalf.

When the toggle Facebook Data controls under Facebook integration settings and Dashboard is enabled, Nosto starts to send orders to Facebook by sending order receipt data, which includes identifiable data.

Note that when enabled, the configuration passes PII, essentially order receipt information, to Facebook instead of only the pixel events, which might require legal review and action on your behalf, related to your privacy policy and/or legislation in your area.

We encourage you to consult your privacy officer or legal counsel before enabling the mode!

How to review conversion tracking method and the pixel

Conversion tracking and pixel can be reviewed in the Nosto admin UI under Settings > Integrations > Facebook and Instagram > Go to Facebook Settings > Account & Integration details

  1. In the dashboard, review first the Facebook Pixel ID: This is your pixel populated by Nosto. In some cases this might be an old and unused pixel and you can consider disconnecting Nosto Facebook integration if it is not required anymore.

  2. Before proceeding, review the catalog name and ID: You might use the catalog for ads or for Instagram's built-in shopping features. Disconnecting the integration will also disconnect the catalog updates. Alternatively you can use integration only for product catalog without the pixel management. This requires disconnecting and reconnecting the integration by using catalog-only mode.

  3. Lastly, the Facebook Data Controls toggle enables enhanced conversion tracking. In the example screenshot, the mode is disabled.

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