Meta event delivery
Máximo can send your storefront events to Meta two ways: the browser Pixel, and the Conversions API (CAPI) for server-side delivery. This page covers what each one carries and how to check delivery.
Which events go to Meta
Section titled “Which events go to Meta”Under Settings → Meta → Pixel, the Storefront events table lists the Shopify events Máximo can map to Meta, each with a toggle:
| Shopify event | Meta event |
|---|---|
| Purchase | Purchase |
| Add to Cart | AddToCart |
| Begin Checkout | InitiateCheckout |
| View Item / View Cart / View Collection | ViewContent |
| Add Payment Info | AddPaymentInfo |
| Add Shipping Info | AddShippingInfo |
Purchase, Add to Cart, and Begin Checkout are on by default. Turn any event off if you don’t want it reaching Meta, turning it off removes it from both the browser Pixel and, where CAPI applies, the server-side call, since both surfaces read the same mapping.
Browser pixel vs Conversions API
Section titled “Browser pixel vs Conversions API”The browser Pixel fires these events directly from your storefront once the Máximo Pixels theme app embed is active and the shopper has granted marketing consent. This is the primary path for browsing and checkout events today.
The Conversions API is Meta’s server-side delivery path. Máximo uses it to send your completed offline order events to Meta directly from Shopify’s order data, independent of what happened in the browser. Turn it on under Settings → Meta → Pixel → Enable CAPI; it requires the Meta Pixel to be enabled first.
Deduplication
Section titled “Deduplication”Where a Purchase reaches Meta through both the browser Pixel and the Conversions API, Máximo sends both with the same shared event ID. Meta uses that ID (together with the event name) to recognize the two as one purchase rather than counting it twice.
Verifying delivery
Section titled “Verifying delivery”- Settings → Meta → Events shows delivery counts and recent failures for events sent through the Conversions API, with a date-range picker and a link into the delivery monitor for more detail.
- To confirm the browser Pixel itself is firing, use Pixel presence.
- In Meta, open Events Manager for your Pixel’s dataset and check the event log directly, this is also where you’ll see any events flagged by Meta’s own diagnostics.
You can also verify CAPI delivery without affecting your real numbers: save a Test event code from Meta Events Manager under Settings → Meta → Pixel → Test events. While a code is saved, matching CAPI events are diverted to Meta’s test tool instead of counting as live events; turn it off from the same card when you’re done.
Next steps
Section titled “Next steps”- Enhanced match: improve how well events match to real people.
- Dataset quality: see Meta’s own scoring of your event quality.
- Offline events overview: how completed and recurring orders reach your destinations.