Halfborg Pixel Tracking for WooCommerce

Halfborg Pixel Tracking for WooCommerce sends your store’s purchase events directly to Facebook’s Conversions API. This server-side tracking solution helps maintain accurate conversion tracking even when client-side tracking is blocked by ad blockers or browser privacy settings.

Features

• Sends purchase events to Facebook Conversions API
• Works with WooCommerce’s High-Performance Order Storage (HPOS)
• Securely hashes customer data before sending to Facebook
• Easy setup with minimal configuration

How It Works

1. When a customer completes an order, the plugin captures the order details
2. Customer data is securely hashed using SHA-256
3. The purchase event is sent directly to Facebook’s Conversions API
4. The event includes order value, currency, and attribution data

External services

This plugin connects to Meta (Facebook) to send e-commerce tracking events. This is the core purpose of the plugin and it cannot function without it. Two separate Meta services are used.

1. Meta Conversions API (server-side)

The plugin sends conversion events from your server to the Meta Conversions API endpoint at https://graph.facebook.com. This is what allows conversions to be attributed to your Meta ad campaigns even when the browser pixel is blocked.

Events are sent when a visitor views a product (ViewContent), adds a product to the cart (AddToCart), begins checkout (InitiateCheckout), and completes an order (Purchase).

The data sent with these events is: the customer’s email address, phone number, first and last name, city, state, postcode and country — each of which is irreversibly hashed with SHA-256 before it leaves your server — together with the order or product value, the currency, the product IDs, the number of items, an event ID used for deduplication, the page URL, and the visitor’s IP address, browser user-agent and Meta browser cookies (_fbc and _fbp), which Meta requires in unhashed form for attribution.

Nothing is sent until you enter a Pixel ID and a Conversions API Access Token on the settings screen. If either is missing, no server-side event is sent.

2. Meta Pixel (browser-side)

When a Pixel ID is configured, the plugin loads Meta’s tracking script fbevents.js from https://connect.facebook.net into your visitors‘ browsers, and the pixel reports page views and the events listed above to https://www.facebook.com. Each browser event carries the same event ID as its server-side counterpart so Meta can deduplicate the pair. A <noscript> image fallback to https://www.facebook.com/tr is included for visitors with JavaScript disabled.

This service is provided by Meta Platforms, Inc. Please review their terms and privacy policy, and make sure your site’s own privacy policy and cookie consent notice disclose this tracking to your visitors:

• Meta Terms of Service: https://www.facebook.com/legal/terms/
• Meta Business Tools Terms: https://www.facebook.com/legal/terms/businesstools
• Meta Privacy Policy: https://www.facebook.com/privacy/policy/