¶ Facebook Pixel and Conversions API in Hummerce
Facebook Pixel and Conversions API in Hummerce send Meta (Facebook and Instagram) purchase events and other customer actions in the store - from the customer's browser (Pixel) and directly from the store server (Conversions API) - so ad campaigns measure conversions better, including when the browser blocks tracking. The integration supports consent mode, so the script can wait for the customer's consent instead of starting right away.
As of Hummerce 2.34 (Conversions API and IPv6 address support), updated 2026-09-29.
¶ Benefits and use cases
- More accurate conversion data for Meta campaigns - the purchase event is sent through two channels: from the customer's browser (Pixel) and directly from the store server (Conversions API).
- Resilience to browser blocking - when the customer's browser blocks tracking scripts or restricts cookies, the purchase event still reaches Meta through the server.
- No double-counting of the same conversion - browser and server events share a common identifier (the order number), so Meta recognizes them as a single event.
- Tracking the full customer path - page and product page views, search, adding to cart, starting an order and purchase.
- Sending only selected traffic sources - Conversions API can be limited to orders from specific sources (e.g. only Facebook campaigns), instead of sending every store order.
- Compliance with cookie consent mode - the Pixel script can wait for the customer's consent in a chosen category, instead of starting right away.
- The Pixel script loads on the store's pages once the pixel identifier (Pixel Id) from Meta Business Manager is entered.
- Tracked events: page view, product page view, category view, search, add to cart, starting an order, and purchase on the order confirmation page.
- The purchase event has an identifier equal to the order number - this lets Meta match it with the same event sent by Conversions API and avoid counting the conversion twice.
- Once sending to Conversions API is enabled, the store sends the purchase event directly from its server to Meta, independent of the customer's browser, using an API access token generated in Meta Business Manager.
- To match the event to a specific ad user, the system passes order data (amount, currency, ordered products) plus encrypted customer data - email, phone, first name, last name, city, country, postal code, the customer's IP address (including IPv6), and date of birth if the store collects it. The more such data an order has, the more accurate Meta's event matching is.
- Sending can be limited to orders from selected traffic sources, or also enabled for orders with no marked source.
- Sending works asynchronously, in the background - it doesn't slow down or block placing an order if there's a problem with Meta.
- Once consent mode is enabled, the Pixel script doesn't start right away - it waits for the customer's consent in the assigned consent category, handled by the store's consent management tool, see Cookie Consent and Consent Mode Banner.
- Without consent mode, the Pixel script runs as soon as the page loads.
- Facebook Pixel (browser tracking) - available in current platform versions.
- Facebook Conversions API (server-side tracking) and IPv6 address support - since version 2.34.
- A Meta Business Manager account with a pixel identifier (Pixel Id), and for Conversions API, an API access token.
- For consent mode - a cookie consent management tool configured to run scripts after the customer's consent, see Cookie Consent and Consent Mode Banner.
- The pixel can also be run through Google Tag Manager - marketing tag container instead of directly from the store template.
- A place in the store template for the pixel script (standard in the Bootstrap 5 and Bootstrap 4 templates).
Requires implementation - the module is enabled in the store configuration and needs Meta Business Manager account data. Scope:
- enabling the plugin, entering Pixel Id,
- for Conversions API: entering the access token, choosing which order sources to send,
- consent mode: consent category and connecting to the consent management tool,
- testing events in Meta Events Manager (views, add to cart, purchase, no double-counted conversions).
Minimum estimated time:
- Pixel alone, without Conversions API, Bootstrap 5 template - from 2 h,
- with Conversions API - from 2 h more,
- with a connection to consent mode - from 2 h more.
The time for a specific implementation depends on its scope - we quote it individually.
What the time depends on: the store template (Bootstrap 5 has a ready-made place for the script), whether the store already has a Meta Business Manager account and a generated token, consent mode and the consent management tool (already in the store or to be implemented), the number of traffic sources to distinguish, the store version (older than 2.34 has no Conversions API - an update is quoted separately).
- Without Conversions API enabled, the store only passes purchase data to Meta from the customer's browser - vulnerable to ad blockers and browser restrictions.
- Server-side event matching relies on order data (email, phone, address, IP) - match quality depends on how much of that data the store collects.
- Conversions API only sends the purchase event - other events (views, add to cart) reach Meta only through the browser.
- Consent mode requires an external consent management tool that runs the store's blocked scripts.
- We do not verify the configuration for legal compliance (GDPR, marketing consents, the store's terms of service and privacy policy, Meta's terms) - this is up to the store.
- Sending events other than purchase to Conversions API (e.g. add to cart, starting an order).
- Automatically filling in missing customer data for event matching.
- A view of sent and rejected events directly in the store panel (today, diagnostics are on the Meta Events Manager side and in the module's detailed logs).
Does Hummerce send purchase data to Meta even when the customer's browser blocks tracking scripts?
Yes, if Conversions API is enabled - the purchase event is then sent directly from the store server, independent of the customer's browser.
Does the purchase event count twice when both Pixel and Conversions API are running?
No. Both channels use the same event identifier (the order number), so Meta merges them into a single conversion.
Can the Pixel be run through Google Tag Manager?
Yes, as an alternative to running it directly from the store template.
Does the integration respect the customer's consent to marketing cookies?
Yes, once consent mode is enabled - the Pixel script then waits for the customer's consent in the chosen category.
How long does implementing Facebook Pixel and Conversions API take?
Pixel alone - from 2 h. With Conversions API and consent mode - from 6 h total.
Want to see how Meta conversion tracking could work in your store? Contact the Hummerce team (in Polish).
- Panel configuration: Configuration -> Settings, group facebookPixel:
- Pixel Id, API access token (password field, technical level),
- Send orders to Conversions API (No by default), Show detailed logs (No by default), Debug mode (Yes by default, technical level),
- Event source URL (the store's address by default),
- Send orders without a marked source (No by default), List of order sources to send,
- Consent mode (No by default), Consent category.
- Additional settings, configured technically in the module file (not in the panel): the purchase event name (Purchase by default), the content type (product by default), the order source property, the customer's date of birth property.
¶ REST API and MCP
- REST API: no dedicated operations - module configuration is a store setting, not a separate API resource.
- MCP (AI assistant - MCP server): general module configuration tools (
ec2_module_describe, ec2_config_search, ec2_config_get, ec2_config_set), requiring an account with admin permissions.
The module has no customer-facing texts of its own in the store - the script runs in the background, with no messages.
The module doesn't add its own item or customer parameters in the standard configuration - it uses existing order and customer data (e.g. date of birth, if the store collects it).