CBSplit CMS Wiki

Facebook Pixel's server-side conversion tracking (via the Facebook Conversion API) has become increasingly useful due to growing concerns around data privacy and the evolving landscape of privacy regulations and browser updates. There are several key reasons for this shift:

1. Browser Restrictions and Third-Party Cookie Limitations Modern browsers such as Safari (via Intelligent Tracking Prevention - ITP) and Firefox (Enhanced Tracking Protection) have implemented features that limit the effectiveness of client-side tracking, particularly third-party cookies. Google Chrome is also moving toward phasing out third-party cookies by 2024. These updates have made traditional tracking methods like Facebook Pixel less reliable, as many events get blocked or missed.

Server-side tracking via Facebook Conversion API (CAPI) helps mitigate these issues by bypassing browser-level restrictions, as the data is sent directly from your server to Facebook, making it more resilient to privacy-focused changes.

2. Data Privacy Regulations (GDPR, CCPA) Laws such as the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S. have raised the bar on how businesses collect and manage user data. Companies are now required to ensure transparency and control for users over how their data is collected and shared. Server-side tracking allows businesses to maintain better control over how personal data is sent to Facebook, ensuring compliance with privacy laws.

Server-side tracking, through the Facebook Conversion API, allows businesses to anonymize data, manage opt-out requests more efficiently, and send consent-based data, all of which are vital for adhering to data privacy regulations.

3. Better Attribution and Reporting Accuracy Since ad blockers and browser-based cookie restrictions can prevent client-side pixels from firing, businesses lose visibility on key user actions, such as purchases or form completions. Server-side tracking ensures that these conversions are still captured and reported accurately. This leads to better attribution in campaigns, even if the client-side Facebook Pixel fails to record user actions due to browser or user restrictions.

By using Facebook CAPI, you can also send additional data like email addresses (hashed), IP addresses, and user agents, which can improve the quality of Facebook’s attribution and matching process.

4. Mitigating Data Loss With the rise of ad blockers and other user-side tracking preventions, client-side Facebook Pixel often faces data loss, leading to underreporting of conversion events. Server-side conversion tracking allows you to send conversion events directly from your server, ensuring these actions are captured even when blocked on the client side.

CBSplit CMS provides facebook pixel management as Addon module.

• Navigate to events manager and copy pixel id.
• Login to your cbsplit account. Navigate to Addons > Facebook
• Click + from top right of the page to configure the pixel.
• Enter Pixel Name and Pixel ID. Hit + Create

Once you add the pixel info. The conversion configuration screen will load. You can config there pixel behavior.

• Access Token you can grab by following these steps
• There are multiple options - where you could load this pixel. Any page, Selected pages or Selected page folders.
• AddToCartLinks - Enter url. Clicking that url will send conversion.
• Purchase Event Options - How purchase event sent on conversion page. select one of the option from
  • URL contains Clickbank Prouct
  • product price taken from given URL param
  • product price taken from given value
  • product price taken from given URL param OR from given value if param missing