Compare / Meta's Facebook & Instagram app
Settl vs Meta's Facebook & Instagram app
Meta's Facebook & Instagram app is free, official and installed in most Shopify stores. It syncs your catalog, runs your shops and, on the Enhanced and Maximum data-sharing levels, sends events through the Conversions API. On WooCommerce, Meta for WooCommerce does the catalog part. This isn't like-for-like: Settl doesn't replace the app's catalog and shop features. It replaces the purchase tracking, for Meta and seven other platforms. Most stores that add Settl keep the Meta app for the catalog.
What it is
Settl
Server-side pixel tracker + ROAS per ad + live view (and an optional custom checkout)
Meta's Facebook & Instagram app
Meta's own sales channel: catalog sync, shops, the Meta pixel and Conversions API
Price
Settl
€39,99/month, first month €6,99. Same price at any order volume
Meta's Facebook & Instagram app
Free; ad spend is billed by Meta
Ad platforms
Settl
Meta, TikTok, Google (GA4 and Google Ads), Snapchat, Pinterest, X, Microsoft Advertising, Reddit, plus Klaviyo
Meta's Facebook & Instagram app
Meta only
Server-side on Shopify
Settl
Yes, every paid order with the saved click
Meta's Facebook & Instagram app
Yes, on the Enhanced and Maximum data-sharing levels
Server-side on WooCommerce
Settl
Yes, with our plugin
Meta's Facebook & Instagram app
Not stated in the Meta for WooCommerce readme
Catalog sync and shops
Settl
No
Meta's Facebook & Instagram app
Yes
ROAS per ad across channels
Settl
Yes
Meta's Facebook & Instagram app
Meta Ads Manager only
Ratings
Settl
—
Meta's Facebook & Instagram app
Shopify 3.8 from 5.758 reviews; Meta for WooCommerce 2.1 from 480
| Settl | Meta's Facebook & Instagram app | |
|---|---|---|
| What it is | Server-side pixel tracker + ROAS per ad + live view (and an optional custom checkout) | Meta's own sales channel: catalog sync, shops, the Meta pixel and Conversions API |
| Price | €39,99/month, first month €6,99. Same price at any order volume | Free; ad spend is billed by Meta |
| Ad platforms | Meta, TikTok, Google (GA4 and Google Ads), Snapchat, Pinterest, X, Microsoft Advertising, Reddit, plus Klaviyo | Meta only |
| Server-side on Shopify | Yes, every paid order with the saved click | Yes, on the Enhanced and Maximum data-sharing levels |
| Server-side on WooCommerce | Yes, with our plugin | Not stated in the Meta for WooCommerce readme |
| Catalog sync and shops | No | Yes |
| ROAS per ad across channels | Yes | Meta Ads Manager only |
| Ratings | — | Shopify 3.8 from 5.758 reviews; Meta for WooCommerce 2.1 from 480 |
Meta's Facebook & Instagram app details come from their public pages and app listings, checked October 2026. Prices and plans change — always check Meta's Facebook & Instagram app's own site before deciding. Meta's Facebook & Instagram app is a trademark of its owner; Settl isn't affiliated with them.
Pick Meta's Facebook & Instagram app if…
- Meta is your only ad channel and Maximum data sharing gets your sales into Ads Manager.
- You don't want to pay for tracking at all.
- You need catalog sync and Facebook and Instagram shops (keep the app for these either way).
Pick Settl if…
- You also run TikTok, Google, Snapchat or Pinterest and want them fed the same way.
- You see a gap between your orders and Meta's purchase count and want a status per order.
- You run WooCommerce, where the official plugin has mixed reviews.
Questions
Should I keep Meta's Facebook & Instagram app if I use Settl?+
Yes, for catalog sync and shops. Just make sure only one tool sends server-side purchases for your pixel, so sales aren't counted twice.
Doesn't Meta's app already use the Conversions API?+
On Shopify, yes, on the Enhanced and Maximum data-sharing levels. For a Meta-only store that can be enough. Settl adds the saved ad click for 90 days, the same setup for seven other platforms, and ROAS per ad.
Is Meta's app free?+
Yes. You only pay Meta for your ads.
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