Advertising · Pixel
Meta Pixel integration
Connect your Meta Pixel ID; standard e-commerce events carry ids that deduplicate with the Conversions API.
- Depends on marketing cookie consent
- Standard e-commerce events
- Deduplication with the Conversions API
What it does
Standard e-commerce events
PageView, ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, Purchase, Search and CompleteRegistration are sent with product ids, quantity, value and currency.
Follows cookie consent
The Pixel is loaded only for visitors who allow marketing cookies; when consent is granted or withdrawn, the Pixel is told.
Deduplication with the Conversions API
Every event carries an event id; for purchases the order id is used. When you also turn on the Conversions API app, Meta counts the same event once.
Product ids that match the catalog
The product id in events is the variant id, the same id used in the product feed and the Meta catalog, so it matches for dynamic ads.
How events are sent
Events in the storefront first pass through the cookie consent: if the visitor has not given marketing or analytics consent the event is not sent. With consent, the event goes to the tool you connected.
You choose which tool to connect and enter its ids in the store dashboard; you can switch it off whenever you like.
How to connect it in the dashboard
You enter your keys and ids in the store dashboard; secret values are stored encrypted and masked in the panel.
- Step 1: 1
Get your Pixel ID
Copy the 15–16 digit Pixel ID from Meta Events Manager › Data sources.
- Step 2: 2
Connect the app
On the Apps page, in the Web Tracking and Analytics Tools group, click Connect next to Meta Pixel.
- Step 3: 3
Enter the ID and activate
Paste the ID into the Pixel ID field and click Save and activate.
- Step 4: 4
Test the events
Open Meta Events Manager’s Test events tool with your store address, allow marketing cookies in the banner and check that the events arrive.
- Step 5: 5
Add the Conversions API (optional)
For measurement that browser blockers do not affect, connect the Meta Conversions API app with the same Pixel ID; the two together do not double count.
Good to know
- The Pixel runs only for visitors who allow marketing cookies. Numbers reported in Meta can be lower than real traffic.
- The Pixel runs in the browser. Ad blockers and browser restrictions can block some events; use the Conversions API app for server-side sending.
- Only standard events are sent. Custom events cannot be defined in this app.
- You manage your ad account. Audiences, campaigns and dynamic ads live in Meta; the app only sends events.
The names Meta and Facebook belong to their owner; this page does not imply a partnership or endorsement.
Meta Pixel: frequently asked questions
Do the Pixel and the Conversions API double count?
No. Both use the same event id (the order id for purchases); Meta counts matching events once.
Why does the Pixel not run for some visitors?
The Pixel is loaded only for visitors who allow marketing cookies in the banner. Meta does not see visitors who decline; that is the natural result of respecting cookie rules.
What do I need for dynamic ads linked to my catalog?
Pixel events and the Meta catalog app work together: the product id in events is the variant id and is the same as the id in the catalog, so they match.
How do I test the Pixel events?
Open the Test events tool in Meta Events Manager with your store address and allow marketing cookies in the banner; as you browse, you will see the events being listed.
Connect it from the dashboard in a few steps
Set up your store and try the integration yourself during the trial; your keys only ever work for your own store.