Meta Pixel
Meta Pixel conversion tracking for Facebook and Instagram advertising.
Overview
Meta Pixel tracks customer actions at checkout and links them to your Facebook and Instagram ads. This lets you see which ads are driving purchases and optimise your advertising more effectively.
Multiple Meta Pixels can be added to a checkout — for example if you use multiple ad accounts.
Pixel Types
A type is chosen for each Meta Pixel, which determines how the pixel code is loaded at checkout:
| Type | Description |
|---|---|
| Native | The pixel code is automatically embedded in the checkout and events are sent directly. Does not require Google Tag Manager. |
| GTM | The pixel code is not embedded in the checkout. Event sending must be configured in Google Tag Manager using the events sent to the dataLayer. |
Setup
- 1
Open Meta Events Manager and select or create a pixel.
- 2
Copy the Pixel ID. It is a 15-digit number shown at the top of Events Manager.
- 3
Open the checkout's Integration settings in the dashboard and select Add Meta Pixel.
- 4
Enter the Pixel ID, select the pixel type, and enable the pixel with the toggle.
| Asetus | Kuvaus |
|---|---|
| Enabled | Enables or disables the pixel. |
| Pixel type | Native: the pixel code is embedded in the checkout and events are sent automatically. GTM: pixel code is omitted, events are configured in Google Tag Manager. |
| Pixel ID | The Meta pixel's unique 15-digit identifier. |
| Access token | Conversions API access token for server-side event sending. Adding an access token also enables the Meta Conversions API integration. |
| Test event code (optional) | Used for testing the integration in Meta Events Manager. In the format TEST12345. |
Automatically Sent Events (Native)
When the pixel type is set to Native, the checkout automatically sends the following events:
| Event | When sent |
|---|---|
| PageView | When a checkout page loads |
| InitiateCheckout | When the checkout order form opens |
| Purchase | When a purchase is successful |
Meta Pixel is only loaded if the customer has given analytics consent at checkout. See: Overview — GDPR Consent
By adding an access token you also enable the Meta Conversions API integration, which complements the pixel with server-side tracking. We strongly recommend enabling it. See: Meta Conversions API