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About Conversions API (Server) events

Server events send customer actions such as add-to-cart and purchase events directly from Cafe24's servers to Facebook's servers.

After completing the setup in the pop-up window in Marketing channels>Facebook Channel>Channel settings, Facebook Pixel will be installed on your store and start sending browser events such as add-to-cart and purchase actions. 
 ▶ How do I use Facebook Pixel on Facebook Channel  

However, browser events may lose data due to cookie blocking and other limitations. To ensure more accurate data transmission, Facebook Channel on Cafe24 provides both browser events (Pixel) and server events.

Benefits of using both Pixel (Browser) and Server events 

Using server events together with browser events (Pixel) provides the following benefits:

1. Reliable data sharing 

   The advertising industry is evolving to better protect consumer privacy through measures like GDPR (cookie consent), ad blockers, and iOS 14 ATT (App Tracking Transparency) framework updates.
   Facebook Channel on Cafe24 provides the ability to use server events alongside browser events to minimize the impact on customer behavior tracking and ad delivery optimization through browser-based Pixel, while supporting more reliable data sharing for users.
    

2. More accurate data delivery

   When customers leave your store to complete payment through external payment services, browser event tracking has limitations.
   Server events can send purchase event data even when customers leave your Cafe24 store to complete their order.
   This improves the accuracy of event data and enables more detailed conversion tracking. 

Available events

Facebook Channel on Cafe24 provides the following browser and server events: 

1. Browser events - Also applies to mobile stores
   Browser events available in Channel settings in Marketing channels>Facebook Channel are:
    
   • All pages: Pageview
   • Product details page: ViewContent
   • Cart page: AddToCart
   • Checkout page: InitiateCheckout
   • Order complete page: Purchase
   • Product search page: Search
   • Sign-up complete page: CompleteRegistration 
      

2. Server events - Also applies to mobile stores
   Server events available in Channel settings in Marketing channels>Facebook Channel are:
    

   • Cart page: AddToCart
   • Checkout page: InitiateCheckout
   • Order complete page: Purchase
   • Product details page: ViewContent
    

   Info

   More server event types will be added continuously. 

How do I configure Pixel/Conversion API event settings

1. Complete the setup in the pop-up window that appears when you click Channel settings in Marketing channels>Facebook Channel.
2. After completing the channel setup in step 1, select Pixel/Conversion API events in the channel settings admin screen.
3. Select the Browser + Server option under Connection method, then click Save.

Note - Precautions for sending personal information with Conversion API events

※ You can choose whether to send personal information for InitiateCheckout and Purchase events.
Personal information includes email address (em) and phone number (ph).
Sending personal information improves event matching rates and data accuracy.
This allows you to collect more accurate server event data and use it for ad targeting.

What are the benefits of configuring settings on Facebook Channel

Setup is quick and easy.
To send server events to Facebook's servers, you need to use the Conversions API.
With Facebook Channel, you can start using it immediately after completing the channel setup without manually configuring the API.
▶ Learn more about Facebook Conversions API

How can I check the performance of sent data

• You can check your data in Facebook Events Manager>Data sources.
• If you're using both browser and server events, the connection method will show as Browser · Server in the table at the bottom of Facebook Events Manager>Data sources>Overview.
• When both types of events are sent simultaneously, Facebook automatically removes duplicates and prioritizes whichever data it receives first.
• If browser and server events are sent at similar times, Facebook will prioritize browser events according to its policy.
• To view detailed data, go to Facebook Events Manager>Data sources>Overview, click an event name in the table, then click Export data.