I believe you are looking at "Increasing conversions". The usage of facebook API conversions is good thing to start with. However you can engage your customers by sharing on content view, addtocart and checkout page not just with facebook but also twitter and whatsapp too.
checkout the app at https://apps.shopify.com/customer-account-dashboard and demo at demo store you can add Facebook API app id details in app settings to conversations.
You can even view conversations stats in app dashboard
Good news guys and girls. Shopify on June 30 will be rolling out server side tracking on non-purchase events! Just select the "Maximum" creepiness in your pixel settings for the Facebook channel, and you'll be setup ready to use the new server events when they are released.
Here's the text from a Shopify email I found (but didn't get):
As of June 30, 2021, additional events will be sent from your online store to Facebook’s Ads Manager through Conversions API. These additional events include: View Content, Search, Add to Cart, Initiate Checkout, and Add Payment Info, which were previously sent through Facebook’s pixel. These events can be used for advertising, allowing you to collect and share customer data from your online store for targeting, optimizing, and measuring Facebook ad campaigns.
With Conversions API, events are sent between Shopify and Facebook servers, which is more resilient to browser-based ad blockers. Learn more about the ‘Maximum’ setting and Conversions API here. If you’d like to make any changes to your data sharing settings you can choose to do so within the Facebook channel by following these steps.