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Meta

Intermediate

Set Up Meta Pixel and Conversions API

Install Meta Pixel and configure the Conversions API for accurate tracking and attribution

Instructions

Set Up Meta Pixel and Conversions API

Prerequisites

Meta Business Manager with Events Manager access
Access to your website codebase and backend

Steps

Create a Pixel via API. Use the Meta Marketing API to create a pixel:
```
POST /act_<ad-account-id>/adspixels
{ "name": "My Website Pixel" }
```
Note the pixel ID for installation.

Install the pixel base code. Add the Meta Pixel JavaScript snippet to every page in the <head> tag:

<script>!function(f,b,e,v,n,t,s){...}(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');
fbq('init', '<pixel-id>');fbq('track', 'PageView');</script>

Track standard events. Add event code for key actions:

fbq('track', 'Lead', {value: 50.00, currency: 'USD'});  // Form submission
fbq('track', 'CompleteRegistration');  // Sign-up

Set up Conversions API (CAPI). Send events server-side for better accuracy (especially with iOS privacy changes):

POST /v18.0/<pixel-id>/events
{
  "data": [{
    "event_name": "Lead",
    "event_time": 1711843200,
    "user_data": {"em": ["<sha256-hashed-email>"]},
    "event_source_url": "https://yoursite.com/thank-you",
    "event_id": "unique-event-id"
  }],
  "access_token": "<token>"
}

Deduplicate events. Set the same event_id for pixel and CAPI events so Meta does not double-count conversions. This is critical for accurate attribution.
Verify via API. Check Events Manager data via the API to confirm events are received from both Pixel (Browser) and CAPI (Server). Target Event Match Quality score above 6.