Meta Ads Setup & Implementation

Comprehensive rollout plan for Facebook Pixel and Conversions API deployment.

Overview

Meta Ads tracking relies on Facebook Pixel for client-side events and the Conversions API (CAPI) for server-side events. A dual implementation provides redundancy, improves attribution accuracy, and future-proofs against browser privacy changes. Plan the rollout around pixel ID, event configuration, and the Aggregated Event Measurement (AEM) settings required for iOS 14+ campaigns.

Implementation Phases

Discovery & Access

Confirm the Facebook Pixel ID, data sources, and whether Business Manager verification is complete.
Document who controls Events Manager, pixel ownership, and who approves production deployments.
Check consent requirements (GDPR, CCPA) and whether advanced matching parameters (email, phone) will be hashed and sent.
Review Aggregated Event Measurement settings and prioritize the top 8 conversion events for iOS attribution.

Instrumentation Build

Deploy Facebook Pixel via Google Tag Manager or direct embed in the site header with the base pixel code.
Configure standard events (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase) with required parameters.
Implement Conversions API endpoints on your server to send duplicate or server-only events (purchases, lead submissions).
Enable advanced matching by hashing user data (email, phone, first name, last name, city, state, zip) before sending.
Map event names and parameters to your tracking plan, ensuring consistency between pixel and CAPI payloads.

QA & Launch

Use Facebook Pixel Helper browser extension and Events Manager Test Events to validate pixel firing and parameter structure.
Check Event Match Quality scores to ensure proper user matching between pixel and CAPI events.
Verify domain ownership in Business Manager and configure Aggregated Event Measurement event priorities.
Monitor Events Manager Diagnostics after launch for errors, delays, or deduplication issues.
Define rollback procedures by pausing pixel tags in GTM or disabling CAPI endpoints.

Deployment Artifacts

Tracking plan listing Meta standard events, custom events, and required parameters for each.
GTM workspace link with pixel container version history and publish notes.
Environment matrix showing pixel ID, domain, consent mode settings, and CAPI endpoint by environment (dev, staging, production).
Documentation of advanced matching fields collected and how they are hashed.

Linked Runbooks

Change Log & Owners

Maintain a changelog with date, who deployed pixel updates, which pixel ID was modified, and what events were added or changed.
Record outstanding questions about custom conversions, catalog integration, or offline conversion imports.
Document Business Manager verification status and any pending domain ownership confirmations.