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Meta Pixel & Conversions API (CAPI) FAQ

This article answers the most common questions about Meta (Facebook) Pixel and Conversions API tracking in EasySell.



Does EasySell send a deduplicated event_id with both the browser Pixel and Conversions API events?


Yes.


EasySell automatically sends the same event_id with both:


  • Browser-side Meta Pixel events
  • Server-side Meta Conversions API (CAPI) events


This allows Meta to properly deduplicate events and prevents double-counting conversions.


How is the event_id generated?


The event_id is generated from the conversion/order data and remains identical between the browser and server events associated with the same conversion.


Why is this important?


Without a shared event_id, Meta may count:


  • One conversion from the browser Pixel
  • Another conversion from the server (CAPI)


as two separate conversions.


Using a shared event_id ensures Meta recognizes both events as the same conversion and attributes it correctly.


✅ Browser Pixel event includes event_id


✅ Conversions API event includes the same event_id


✅ Automatic Meta deduplication support



Which event send by EasySell to Conversion API?


EasySell only send the conversion event (Purchase or Lead).


EasySell's Conversions API implementation is intentionally focused on conversion tracking.


Conversions API Events


EasySell CAPI only sends the configured conversion event:


  • Purchase
  • Lead (if Lead is selected as the conversion event)


No PageView, ViewContent, AddToCart, InitiateCheckout, or other funnel events are sent through Conversions API.


Browser Pixel Events


Additional browser-side Pixel events are optional and can be enabled or disabled from the EasySell settings.


Available optional events include:


  • ViewContent
  • AddToCart
  • AddPaymentInfo
  • InitiateCheckout


This allows merchants to use Shopify's native Meta integration for upper-funnel events while relying on EasySell for server-side conversion tracking.



Does EasySell include hashed customer data in Purchase and Lead events?


Yes.


EasySell follows Meta's Advanced Matching and Conversions API best practices.


When available, EasySell sends customer identifiers such as:


  • Email address
  • Phone number
  • First name
  • Last name
  • City
  • State/Region
  • Country
  • ZIP/Postal code
  • External ID and other supported identifiers


SHA-256 Hashing


Personally identifiable information (PII) is normalized and hashed using SHA-256 before being transmitted to Meta, as required by Meta's Conversions API specifications.


Phone Number Formatting


Phone numbers are normalized into the international E.164 format before hashing.


Examples:



This helps maximize Event Match Quality (EMQ) and attribution accuracy.



Does EasySell send fbp and fbc parameters?


Yes.


EasySell sends Meta attribution parameters whenever available.


fbp


Facebook Browser Identifier used to connect browser activity with Meta users.


fbc


Facebook Click Identifier generated when a visitor arrives from a Facebook or Instagram ad.


These parameters are included in:


✅ Browser Pixel events


✅ Conversions API events


This improves attribution accuracy and Event Match Quality.



Which event does EasySell track through Conversions API?


EasySell's Conversions API tracks only the conversion event selected in your configuration.


Purchase Mode


If your form is configured for purchases:


  • Browser Event → Purchase
  • Conversions API Event → Purchase


Lead Mode


If your form is configured for lead generation:


  • Browser Event → Lead
  • Conversions API Event → Lead


Only the selected conversion event is sent through Conversions API.



What Meta best practices does EasySell follow?


EasySell follows Meta's recommended implementation guidelines, including:


✅ Browser Pixel + Conversions API hybrid tracking


✅ Shared event_id for automatic deduplication


✅ SHA-256 hashing of customer identifiers


✅ E.164 phone number normalization


✅ Sending fbp and fbc identifiers


✅ Advanced Matching support


✅ Purchase and Lead conversion tracking


✅ Server-side conversion tracking for improved reliability


✅ Improved attribution in environments affected by ad blockers and browser privacy restrictions


✅ Enhanced Event Match Quality (EMQ)


✅ Support for Meta's conversion attribution best practices



Summary


EasySell's Meta integration is designed around Meta's recommended tracking architecture:


  • Shared event_id for browser and server event deduplication
  • Purchase and Lead tracking through Conversions API
  • SHA-256 hashed customer identifiers
  • E.164 phone number normalization
  • fbp and fbc attribution support
  • Optional browser-side funnel events
  • Strong Event Match Quality (EMQ)
  • Reliable server-side conversion attribution


This gives merchants the benefits of Conversions API while maintaining accurate reporting, clean attribution, and Meta-compliant tracking.

Updated on: 11/06/2026