Server-Side Activity Tracking for Facebook
Chrome and other major browsers are retiring support for third-party cookies, which negates the effectiveness of the current pixel-based tracking needed for the Facebook Dynamic Ads feature. To address this change, Salesforce now provides server-side activity tracking for Facebook.
Note: The Commerce Cloud server-side activity tracking for Facebook is only
applicable to instances that use B2C Commerce to inject the Facebook pixel.
Commerce Cloud Activity Tracking for Facebook is not adaptable to third-party
tracking solutions that implement custom events to Facebook. Because custom events
implemented by a third-party tracking solutions are not know to B2C Commerce,
using the b2c commerce server side tracking is not a like for like replacement to the
third party tracking.
When enabled in Business Manager, server-side activity tracking for Facebook completes
the following process.
- Collects shopper viewPage, viewProduct, addToCart, and Finish checkout events using the existing Commerce Cloud Einstein tracking mechanism.
- Transforms the events to the Facebook format.
- In real time, sends the events to the Facebook Conversions API.
To enable the server-side activity tracking and use the Facebook Conversion API with
your B2C Commerce instance, you must:
- Integrate your instance of B2C Commerce with a Facebook Business Manager account
- Enable Commerce Cloud Einstein tracking in your B2C Commerce instance
- Set up server-side tracking for Facebook in Business Manager