An Introduction to Facebook Server-side API on Integromat


These days, most marketing decisions are driven by data. Whether you are launching an ad campaign on Facebook, exploring keywords for a blog post, or adjusting a newsletter after looking at open rates, data is the key to better results.

It’s not hard to see why. Among other things, data allows you to understand how users interact with products, apps, and sites. This information is vital to:

  • Improve and update your offerings
  • Deliver relevant information
  • Develop frictionless online experiences

Along this line, improving the quality of the data we base our decisions on is fundamental. This exactly is what the Facebook Server-side API provides: more control over your data for more reliable results.

What Is Facebook Server-side API?

The Server-side API is a tool that enables the sending of web events from your servers to Facebook servers. It catches specific user actions in your site, with the purpose of providing cutting-edge data for your future Facebook ad campaigns.

How Do You Set Up the Server-side API?

There are two paths you can follow to set up Facebook Server-side API.

  1. Manual set up: following the instructions on Facebook for Developers you can set up the API. Bear in mind, this requires coding knowledge.
  2. Integromat: set up the API in a few steps, and benefit from the hundreds of integrations the platform offers. You don’t need to use code.

If you lack the time or resources to manually set up the Server-side API, then the best way to access it is through Integromat.

On top of facilitating the setup process, Integromat allows you to connect the Server-side API to 400+ apps and 5,000+ app modules, including:

  • Google Sheets
  • Airtable
  • MySQL
  • Shopify
  • Magento
  • WooCommerce

This is key to facilitate data flows and lay the groundwork for optimizing campaigns and audiences on Facebook.

How Do I Access Facebook Server-side API?

Assuming that you will be using Integromat to set up the Server-side API, you will need the following:

Once you have these, you will have to connect your Facebook account to Integromat. It only takes a couple of clicks using Integromat’s Facebook server-side module.


What Are the Benefits of Using Facebook Server-side API?

The Server-side API gives you access to valuable data about how users interact with your website. But what is the difference with other technologies that also allow for this, such as cookies?

The key difference is that the Server-side API collects data through the server, not the browser. This data is sent to Facebook servers for analysis, with the goal of providing you with additional insight.

Why are these insights particularly important? Simple: because they can be used to improve your Facebook marketing efforts by means of:

In other words, you can think of Facebook Server-side API as the most advanced data bridge you can build between your site and Facebook Business Manager.

Meanwhile, Integromat is the tool that lets you build and use that bridge in a fast and efficient manner.

Why Access the Server-side API Using Integromat?

Integromat allows you to set up the Server-side API without code.

Using Integromat’s visual builder, you can specify which events you want to send to Facebook, including:

  • Payment information
  • Products added to a shopping carts
  • Registration form completion
  • Products added to wishlists
  • Contact (via telephone, SMS, chat, email)
  • Location search (when someone searches for a location of your store via website)
  • Checkout initiation
  • Sign up form completion
  • Purchases
  • Pageviews
  • On-site searches

Keep in mind, there are many other events you can track. What’s, you can select which events you wish to exclude from ad optimization tasks.

In addition, you will be able to specify which data properties you want to send. For more information about this, please visit the dedicated Integromat support page for the server-side module.

To conclude, there are two other important aspects to take into consideration when deciding on how to deploy and use the server-side API:

  • App integrations
  • Cost of implementation and maintenance

Facebook Server-side API Integrations

As a leading cloud-integration product, Integromat lets you connect hundreds of different apps and modules.

Since the Server-side API is available as an Integromat app, you will be able to connect it to other apps and modules that are also part of Integromat.

For example, you could use Integromat to send Server-side data to another repository to streamline tasks like independent data analysis, reporting, and site optimization.


Cost of Implementation and Maintenance

Manual implementations of the Server-side API will likely require a professional with coding and testing skills.

Integromat, on the other hand, lets you implement without code. There is a learning curve, but ultimately you can attain a no-code deployment in little time.

This is particularly important for businesses that want to keep their costs in check; as you may already know, hiring and retaining developers can be a costly and cumbersome process.

Why Is It Important to Start Using Facebook Server-side API?

In January 2020, Google announced that third-party cookies are going to be phased out of Chrome, allegedly within the next two years. This looming limitation calls for new optimization methods, and here’s where Facebook Server-side API comes into play. It will be the future of measurement and optimization, and getting ahead of the curve is crucial.

Furthermore, there are other relevant reasons why advertisers would benefit from using this product in combination with Integromat, including:

  • More control over which events are tracked and sent
  • Increased data security by restricting access to end-user data
  • Increased flexibility in data sharing by pulling data directly from their server
  • Ensured data is not lost by not relying on pixel data or cookies alone

In case you are wondering, these are the reasons why the Server-side API is superior to Facebook Pixel alone as well.

For more information about using server data in conjunction with pixel data, please visit Facebook’s support page for deduplication of Pixel and Server-side API events.

Use Case #1: Connecting Shopify to Facebook Server-side API

Learning how to connect Shopify to Facebook Server-side API is not just getting ahead of the curve: it’s about getting the most of your data.

With this in mind, we have created a 5-minute tutorial on how to connect both services using Integromat. Enjoy:

Bear in mind, Shopify is a popular eCommerce platform, but not the only one you can connect to the Server-side API. You can also use Integromat and connect it to Magento, Magento 2, WooCommerce, PrestaShop, and Marketo, among other popular eCommerce platforms.

Use Case #2: Google Sheets and Facebook Server-side API Integration

It’s not unusual for eCommerce sites to collect purchase data on Google Sheets. With Integromat, you can use this data to optimize your Facebook Ads campaigns.

To do this, all you need to do is connect Google Sheets to the Server-side API. By doing this, the data present on your Google Sheet will be sent to Facebook, which in turn will analyze it and provide you with enhanced audience building and targeting capabilities.

Here’s a short video tutorial that shows you how to connect both services:

Final Thoughts: Integromat, Facebook, and the Future of eCommerce

We see this as an opportunity to improve how companies control, secure, and share their data, and we are determined to help them in their efforts.

What’s most, we understand that the transition doesn’t need to be painful, complicated, or expensive. On the contrary, it has to be easy, quiet, and successful.

That’s our goal, and we hope it’s yours too.

Additional Resources

Facebook Server-side API


Getting Started With Integromat