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.
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 shares the personal information of your customers using Advanced Matching. Advanced Matching lets a Facebook pixel extract your customer's name, location, email address, and phone number, 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. Data is shared using the customer's web browser and from Shopify's servers, and is sent directly to Facebook's 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.
Data-sharing best practices