Online commerce is one of today’s most dynamic and innovative sectors as the digital world moves forward. Therefore, to optimize your ecommerce conversion funnel is a way of better understanding the customer’s journey within the website.

That’s why, in order to improve your conversion funnel it’s important to implement the right integrations. Meta Píxel, Facebook CAPI, and Google Tag Manager (GTM) are essential for the success of your online store.

In this article, we’ll explore a little about each integration, its benefits, and how beneficial these integrations can be for increasing your ecommerce conversion funnel.


Meta Píxel and its traceability:

It’s an essential tool for any online business looking to better understand the behavior of its visitors and customers. With Meta Píxel you can track conversions from Instagram and Facebook ads, build customized audiences for future campaigns, and redirect people to take some kind of action on your site.

When implemented on the site, it also allows you to track user actions such as page views, product clicks, and conversions.
This data is valuable for optimizing marketing strategies as well as improving the consumer’s navigation experience.

Important note: Meta Píxel is the basis for the effectiveness of Facebook CAPI due to the precision of data collection. This brings us to our second extension. 


Facebook CAPI and how to boost data collection:

The Facebook Conversions API (CAPI), expands the ability to collect detailed and reliable data on ad performance. It also continues to allow tracking of user behavior on your website or App even when cookies are disabled.
This feature is very valuable when user privacy is increasingly at the forefront, and it is also crucial to ensure a team with advanced technical knowledge.
Facebook CAPI also allows you to set events conversion directly from your site’s servers to Facebook.


Facebook CAPI types of events:


    • Search: triggered when a user performs a search within the website;

    • Content View: is activated when the user views some content on the page, such as a product or a post;

    • Lead generation: when users request more information, sign up for a newsletter, or complete a form;

    • Add to cart: set off when one or more items are added to the shopping cart;

    • Initiate checkout: when users initiate the checkout process on your website or mobile App;

    • Purchase: tracks purchases made on your website or mobile App;

    • Complete Registration: activated when a user completes a registration process on the website;

    • Add payment information: when users add payment information such as debit/credit card, ATM, PayPal, etc. And in the checkout flow, for example, “Click the button save billing information”;

    • Custom: allows you to restrict specific actions that are relevant to your business, and you can even share these events.


When should you use Meta Píxel, and Facebook CAPI?


    • Meta Píxel – it’s used and suitable for most situations. It is especially effective for tracking browser interactions and post-clicks on ads;

    • Facebook CAPI – it’s a great option to complement Meta Píxel in scenarios where user privacy is a significant concern or when you want to ensure more reliable and precise data collection.

Facebook Events Manager

Facebook Events Manager and CAPI

Overall, the best approach may be to use both integrations together to get the benefits of both tools.


GTM Ecommerce Funnel and the consumer journey:

GTM refers to the use of Google Tag Manager to track and optimize the purchasing process in an ecommerce store. This approach allows efficient management of tags and scripts without direct intervention in the code related to the stages of a sales funnel. In this way, consumer behavior can be analyzed more clearly from the beginning to the end of the purchasing process.

Google Analytics Purchase Journey

6 Benefits of investing in these integrations


    • Increasing data tracking and analysis

      By capturing customer data and behavior on your website or App, you can better understand how users interact with your content and products;

    • Optimizing the customer experience

      Understanding the behavior of your ecommerce visitors in detail is an extra value for personalizing the shopping experience, offering relevant products and precise suggestions, increasing satisfaction and conversion;

    • Adapting to digital advances

      Given the privacy concerns of online users, investing in tools that help you understand more about who your target is and what they identify with most is definitely a differential for your ecommerce;

    • Maximizing Return over Investment (ROI)

      With data collection and the ability to track conversions effectively, you can create more assertive marketing strategies;

    • Greater security and precision in data collection

      It is important in an environment where user privacy is increasingly valued to have a safe and reliable alternative for collecting data from your visitors and customers;

    • Increased segmentation accuracy

      Having access to the data provided by these integrations makes it possible to segment audiences more effectively. In this way, campaigns can be better targeted at specific groups.


Investing in integrations such as Meta Píxel, Facebook CAPI, and GTM Ecommerce Funnel is a successful strategy for your ecommerce business. In addition, these integrations offer tools for merchants to optimize data collection and increasingly personalize customer experience, thereby increasing sales as a result.


Boost conversions with an optimized Ecommerce conversion funnel!