Meta Pixel Guide
The Meta Pixel (formerly Facebook Pixel) is a piece of JavaScript code that tracks visitor actions on your website. It enables you to measure ad effectiveness, build audiences, and optimize campaigns.
What Meta Pixel Does
- Tracks Conversions: Measure actions like purchases, sign-ups, and form submissions
- Builds Audiences: Create Custom Audiences from website visitors
- Optimizes Delivery: Help Meta find people likely to take action
- Retargets Visitors: Show ads to people who visited your site
Getting Started
1. Create Your Pixel
- Go to Meta Events Manager
- Click "Connect Data Sources" → "Web"
- Select "Meta Pixel" and click "Connect"
- Name your pixel and enter your website URL
- Copy your Pixel ID (16-digit number)
2. Install the Base Code
Add this code to the <head> section of every page:
<!-- Meta Pixel Code -->
<script>
!function(f,b,e,v,n,t,s)
{if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};
if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0';
n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];
s.parentNode.insertBefore(t,s)}(window, document,'script',
'https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
</script>
<noscript><img height="1" width="1" style="display:none"
src="https://www.facebook.com/tr?id=YOUR_PIXEL_ID&ev=PageView&noscript=1"
/></noscript>
<!-- End Meta Pixel Code -->
Standard Events
Meta supports these predefined events:
| Event | Description | Typical Use |
|---|---|---|
PageView |
Page load | Automatically tracked |
ViewContent |
Product page view | E-commerce |
AddToCart |
Add to cart | E-commerce |
InitiateCheckout |
Start checkout | E-commerce |
Purchase |
Complete purchase | E-commerce |
Lead |
Form submission | Lead gen |
CompleteRegistration |
Sign up | SaaS, membership |
Contact |
Contact form | Service businesses |
Search |
Site search | All sites |
Example: Purchase Event
fbq('track', 'Purchase', {
value: 99.99,
currency: 'USD',
content_ids: ['SKU123'],
content_type: 'product',
num_items: 1
});
Example: Lead Event
fbq('track', 'Lead', {
content_name: 'Newsletter Signup',
content_category: 'Marketing'
});
Custom Events
For actions not covered by standard events:
fbq('trackCustom', 'DownloadPDF', {
document_name: 'Product Guide',
file_type: 'pdf'
});
Platform-Specific Setup
Installation varies by platform. Select yours for detailed instructions:
Popular Platforms
E-commerce Platforms
Conversions API (CAPI)
The Conversions API sends events server-side, improving:
- Data accuracy in iOS 14+ environments
- Reliability when ad blockers are used
- Attribution through better event matching
Learn about Conversions API setup
Debugging
Pixel Helper Extension
Install the Meta Pixel Helper Chrome extension to:
- Verify pixel installation
- Check events are firing
- Debug parameter values
Events Manager
In Meta Events Manager:
- Go to "Test Events"
- Enter your website URL
- Perform actions on your site
- View real-time event data
Common Issues
Pixel Not Firing
- Check for JavaScript errors in console
- Verify pixel ID is correct
- Ensure code is in
<head>section - Test with Pixel Helper extension
Duplicate Events
- Check for multiple pixel installations
- Verify GTM isn't firing the same event
- Look for duplicate code in themes/plugins
Event Parameters Missing
- Ensure values are passed correctly
- Check variable types (strings vs numbers)
- Verify data layer is populated before event fires
Privacy & Compliance
Cookie Consent
Implement consent management before firing the pixel:
// Only init pixel after consent
if (hasConsent) {
fbq('init', 'YOUR_PIXEL_ID');
fbq('track', 'PageView');
}
GDPR Considerations
- Obtain consent before tracking
- Provide opt-out mechanism
- Document data processing in privacy policy
- Consider Limited Data Use mode