Facebook & Instagram advertising
Meta Pixel, Conversions API and catalog feed for your store
Connect what customers do in your Browsables store with your Facebook and Instagram advertising — browsing, carts and completed sales — and keep your product catalog available to Meta without re-creating it by hand.
How it fits together
From the first ad click to a delivered order, each step gives Meta a signal it can learn from.
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1
Ad
Someone sees your ad on Facebook or Instagram and taps it.
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2
Store visit
They land on your Browsables storefront and browse your products.
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3
Events
The Meta Pixel reports product views, add-to-cart and checkout.
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4
Conversion
When the order is delivered, the purchase is sent to Meta from our servers.
Browser-side tracking
What is the Meta Pixel?
The Meta Pixel is a small piece of Meta code that runs in your customer’s browser while they shop. It tells Meta which actions people take in your store after seeing your ads, so you can measure campaigns, optimise delivery and build audiences.
With Browsables there is nothing to install: add your Pixel ID in the dashboard and the pixel loads on your storefront automatically.
What it measures in your store
- PageView — someone opens your store.
- ViewContent — they open a product.
- AddToCart — they add a product to the cart.
- InitiateCheckout — they start placing the order.
Each event names the products involved, their price and the currency (IQD), so Meta can match them to your catalog.
Server-side tracking
What is the Conversions API?
The Conversions API (CAPI) sends events to Meta directly from a server instead of from the customer’s browser. Browser signals can be lost to ad blockers, privacy settings or a closed tab; a server-side event does not depend on the browser at all.
Browsables uses it for the event that matters most: the purchase. When your team marks an order as delivered, our servers send the purchase to Meta.
What Meta receives for a sale
- The products bought and the order value in IQD — for products you have enabled for Meta.
- Customer matching information, protected before it is sent as Meta requires, so the sale can be connected to the ad that led to it.
- Each sale is reported once, so it is not counted twice.
Why use browser-side and server-side events together?
They answer different questions. The pixel sees the shopping journey as it happens — which products people look at and add to their cart. The server knows what actually sold, from your order records, and reports it even when the browser could not.
Together they give Meta a fuller picture than either alone: browsing behaviour for optimisation and retargeting, and confirmed purchases for measuring what your ads earn.
Product catalog
What is a Meta catalog feed?
A catalog feed is a link to a file listing your products. Meta’s Commerce Manager fetches it on a schedule you choose and keeps your Meta catalog up to date — the catalog behind catalog ads (Advantage+ catalog ads), product tags and dynamic retargeting on Facebook and Instagram.
Browsables builds the feed from the products you already manage, so you do not re-create them one by one in Meta. Change a price or mark a product out of stock and the next fetch picks it up.
What each product carries
- Name, description, brand and category
- Price, plus a sale price while a discount applies
- In stock or out of stock
- Main photo and up to ten more
- A link that opens that product in your store
Products without a photo are left out, because Meta does not accept catalog items without an image.
Product-level control
Decide which products Meta sees
Every product has its own Meta switch, on by default. Switch it off and that product is left out of everything sent to Meta: pixel events, the server-side purchase and the catalog feed. If an order mixes tracked and untracked products, only the tracked ones are reported and counted in the value.
This is useful for products you consider sensitive under advertising policies, or ones you simply do not want to promote. It gives you control over what is shared; Meta’s own policies still apply to your account.
Offline conversions
In-store sales count towards your Meta ads
Many people see your ad on Facebook or Instagram and then come to your shop instead of ordering online. When you record those sales in Browsables, they are sent to Meta as in-store purchases — so your ads get credit for the customers they bring in.
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1
Ad
A customer sees your ad on Facebook or Instagram.
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2
Shop visit
They come to your shop and buy at the counter.
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3
Recorded
Your team records the sale with the customer’s name and phone.
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4
In-store purchase
Meta receives it as an in-store purchase, separate from website sales.
Why it improves your ads
Without these sales, Meta only sees the customers who ordered online, and your campaigns look less effective than they are. With them, Meta learns from everyone who actually buys from you — online or in person — and you see the full effect of your advertising.
Your own customer records too
Every recorded sale is saved with the customer’s name and phone, alongside your online orders. Look any customer up by phone and see everything they have bought from you, wherever they bought it.
Meta links an in-store purchase to an ad by matching the customer’s phone number, which is protected before it is sent. Not every sale can be matched, and how results are attributed is decided by Meta. In-store sales are sent to Meta on the Growth plan.
How this relates to Facebook and Instagram ads
Facebook and Instagram ads are both run from Meta Ads Manager, and they share the same pixel, events and catalog. Once your store is connected, the same signals and products are available whichever Meta placements your campaigns use.
What you need to connect
- A Meta Business account with a pixel (dataset) in Events Manager.
- Your pixel and Conversions API details from Events Manager, entered once in your Browsables dashboard.
- The catalog feed link from your dashboard, added as a scheduled data source in Commerce Manager.
- The Growth plan on your store.
Browsables provides the infrastructure and the controls. Advertising results, ad delivery and policy enforcement are decided by Meta, and your ad spend is billed by Meta separately from your Browsables subscription.
Frequently asked questions
Will connecting Meta make my ads cheaper or sell more?
Not by itself, and nobody can honestly promise that. Browsables gives Meta accurate, complete signals about what happens in your store and keeps your catalog in sync. How your campaigns perform still depends on your offer, creative, audience, budget and Meta’s own delivery system.
Why is the purchase reported when the order is delivered?
Many orders are paid in cash on delivery, and some placed orders are never completed. Reporting the purchase when your team marks the order Delivered means Meta learns from real, completed sales rather than from orders that may be cancelled.
What customer information is sent to Meta?
For each purchase: the products bought and the order value, plus the customer matching information Meta uses to connect a sale to the ad that led to it. Customer details are protected before they are sent, as Meta requires. Only products you have enabled for Meta are included.
Can I test the connection before going live?
Yes. Add the test event code from Meta Events Manager in your dashboard, and server events will appear under Test events so you can check them. Remove the code when you are done.
Do I need a developer to set this up?
No. You connect Meta once from your Browsables dashboard using the details from your Meta Events Manager, and add your catalog feed link in Commerce Manager. There is no code to install on your store.
Can I send sales from my physical shop to Meta?
Yes. Record the sale in the Browsables dashboard with the customer’s name and phone, and on the Growth plan it is sent to Meta as an in-store purchase — separate from your website sales, and matched to your ad audiences by the customer’s phone number.
Can Browsables stop my ad account from being restricted?
No. Advertising policies and their enforcement are decided by Meta. What Browsables gives you is control: you can keep products you consider sensitive out of everything sent to Meta. Following Meta’s advertising policies remains your responsibility.
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