Facebook data sharing

The Data sharing settings in your Facebook channel lets you choose how customer data and browsing behavior is collected in your online store. Data sharing tools, such as the Facebook pixel and the Facebook Conversions API, let you track orders and other events, which can help you analyze your store traffic and improve ad targeting through dynamic ads.

Data sharing is a choice. While customer data improves campaign performance and sales tracking, not everyone wants their data shared. It's important to tell your customers how you share data, and to decide what type of data, or how much data, you want to share. Make sure that your privacy policy is up to date to provide this information to your customers.

Choosing Facebook's customer data-sharing level

The Facebook channel lets you choose how you want data to be collected and shared between your online store and Facebook. In the data-sharing settings you have three levels to choose from: Standard, Enhanced, or Maximum. For more information about customer tracking, refer to Cookies and customer tracking.

If you select Standard, then a Facebook pixel tracks customer browsing behavior in your online store. A browser-based ad blocker can prevent the Facebook pixel from sharing data.

If you select Enhanced, then a Facebook pixel collects personal information from your customers using Advanced Matching. Advanced Matching lets a Facebook pixel extract your customer's name, location, and email address, as well as their browsing behavior in your online store to improve customer tracking. Browser-based ad blockers can prevent the Facebook pixel from tracking data. For more information on Advanced Matching, refer to Facebook's documentation about Advanced Matching for Web.

If you select Maximum, then your store uses Facebook's Conversions API as well as the Facebook pixel. The Conversions API sends the purchase event between Shopify and Facebook servers. Data sent from server to server can't be blocked by browser-based ad blockers. The Maximum setting shares your customer's personal information to match users on Facebook's network. The information collected using this setting includes your customer's name, location, email address, and phone number, as well as their browsing behavior in your online store. For more information, refer to Facebook's documentation about Conversions API.

For more information on data sharing, refer to Cookies and customer tracking.

Set up Facebook data sharing

You can enable customer data sharing during the set up of Facebook Shop, Instagram Shopping, and Facebook Marketing. You can also enable and change your Facebook customer data sharing settings at any time in the Facebook channel settings.


  1. From your Shopify admin, go to Sales channels > Facebook.

  2. Click Settings.

  3. Click Data sharing settings.

  4. In the Customer data sharing section, enable customer data sharing.

  5. In the CHOOSE LEVEL section, select the level of customer data sharing that you want to enable.

  6. If you haven't connected a Facebook pixel, then click Connect on the pixel that you want to use for customer data sharing.

Customer data-sharing events

After you add a Facebook pixel in Shopify, the pixel tracks certain events on your online store, such as when a customer views a certain page. You can use the data from these events to learn more about how customers interact with your store. Learn more about using Facebook pixel events to create campaigns and track conversions at the Facebook Help Center.

Events that track an order value use an order's subtotal, which doesn't include taxes or shipping costs.

After you integrate a Facebook pixel with your online store, the pixel automatically tracks the following events.

Facebook pixel standard event descriptions
Event name Event description
ViewContent When a visitor views a page, such as a product page
Search When a visitor makes a search
AddToCart When a visitor adds a product to the shopping cart
InitiateCheckout When a visitor clicks the checkout button
AddPaymentInfo When a visitor enters payment information in the checkout
Purchase When a visitor completes a purchase and views the thank you page in the checkout

Data-sharing best practices

Because you decide how the personal information of your customers is shared, you need to make sure your customers understand how you collect and process their personal information. Include this information in a privacy policy in your store. To help you create a privacy policy, you can use Shopify's privacy policy generator.

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