The Meta Pixel, also known as the Facebook Pixel, is JavaScript code on your website that records what visitors do. Examples are viewing a product, adding to cart or buying. Meta uses these events to measure ads, build audiences and optimize delivery.
Meta Pixel, Conversions API and tracking pixels
| Term | Where it runs | What it is |
|---|---|---|
| Meta Pixel | The visitor's browser | Meta's JavaScript tag for websites |
| Conversions API | Your server or platform | Sends the same events to Meta from a server |
| Tracking pixel | The visitor's browser | Any small piece of code that reports a visit to a third party. See what a tracking pixel is |
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Try for Free ($0 Trial)What it collects
Meta's developer docs list what the Pixel can collect:
| Data | Examples |
|---|---|
| HTTP headers | IP address, browser information, page location and referrer |
| Pixel-specific data | The Pixel ID and the Facebook cookie |
| Button click data | Buttons clicked, their labels and the pages visited after |
| Optional values | Custom data you choose to send, such as conversion value or page type |
| Form field names | Field names such as email or quantity, not what people type |
Meta says it doesn't capture form field values unless you include them through Advanced Matching or as optional values. Tracked conversions appear in Ads Manager. There they measure ads, define custom audiences, run Advantage+ catalog ads and show where your funnel leaks.
Standard events
Meta defines 17 standard events that you track with the fbq('track') function. Each can carry parameters, such as value and currency.
| Business | Core events |
|---|---|
| Online store | ViewContent, AddToCart, InitiateCheckout, AddPaymentInfo, Purchase |
| Lead generation | Lead, CompleteRegistration, Contact, SubmitApplication |
| Subscriptions and apps | StartTrial, Subscribe |
| Services and local | Schedule, FindLocation, Search |
The list also includes AddToWishlist, CustomizeProduct and Donate. Custom events cover actions outside it. If you also run the Conversions API, Meta recommends passing an eventID with each fbq('track') call so it can deduplicate.
How to set it up
- Create a Pixel in Meta Events Manager and note its ID. Our guide shows where to find your Pixel ID.
- Add the base code to every page, or connect it through your store platform or Google Tag Manager.
- Add standard events to key actions, with value and currency on purchases.
- Add the Conversions API for the same events, using the same Pixel ID.
- Check Events Manager to confirm each event arrives, then place a test order.
Common problems
- Events fire twice. The Pixel is installed by both the theme and an app.
- Purchase value is missing. The Purchase event is sent without value and currency.
- Fewer events than orders. Some browser events never reach Meta. Meta describes the Conversions API as a more reliable connection, so add it.
Example. A store's Ads Manager shows 80 purchases in a week, while its store shows 100 orders. The Pixel's Purchase event is firing, but some browser events never arrive. Adding the Conversions API with matching event IDs closes part of the gap without double counting.
In Madgicx. Madgicx tracking sends conversions to Meta from the server, so events don't depend on the browser alone. You can also build and analyze audiences for your Meta campaigns.
FAQ
Is the Meta Pixel the same as the Facebook Pixel?
Yes. The Meta Pixel is the current name for the Facebook Pixel, and it does the same job.
What does the Meta Pixel track?
The Meta Pixel tracks the actions visitors take on your website, such as page views, add to carts and purchases. It also collects HTTP headers, button clicks and the Pixel cookie.
What are the Meta Pixel standard events?
The Meta Pixel has 17 standard events, including ViewContent, AddToCart, InitiateCheckout, Purchase and Lead. You can add custom events for anything else.
Does the Meta Pixel collect form data?
No, not the values people type. The Meta Pixel collects form field names, such as email, and Meta says it only captures values you send through Advanced Matching or optional values.
Do I need the Conversions API if I have the Meta Pixel?
Yes, Meta recommends both. Meta's recommended redundant setup sends the same events from the Pixel and the Conversions API, then deduplicates them.
Related
- In depth: Facebook Pixel events, Add a Facebook Pixel to your Shopify store and Add a Facebook Pixel with Google Tag Manager
- Answer: How to add the Meta Pixel to Shopify
- Glossary: Server-side tracking
Sources
- Meta Pixel developer documentation, Meta for Developers
- Meta Pixel API reference, Meta for Developers
- Meta's developer page on deduplicating Pixel and server events, Meta for Developers
- About Conversions API, Meta Business Help Center
