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Conversion Tracking

How to setup Facebook pixel for tracking?

March 30, 2023
Google Analytics 4 Migration Via Tagmate

Social media platforms like Meta (formerly Facebook) provide website owners with unparalleled ad targeting precision across the internet. Given the fact that 77% of internet users are active on at least one of the Meta platforms, it is by far, the most important marketing avenue for most businesses.

It orchestrates website visitor tracking and ad targeting with the help of pixels, small pieces of code that drop cookies in visitors’ browsers. But setting up Facebook pixel aka the Meta pixel is fairly complicated and it often requires the help of third parties.

In this article, I will walk you through the step-by-step process of setting up a Facebook marketing pixel with plenty of screenshots to make it easy for you.

Also, I will help learn to add an event using Facebook’s in-built event setup tool.

Let's begin:

What is Facebook Pixel and Why it is used?

It is a JavaScript code that enables you to track visitor actions, behavior, and activity on your website. This JavaScript code needs to be installed on your website.

Three ways to track conversion with pixel

  • Standard Events: Actions that Facebook has defined and that you can use it. Check the full list of the Facebook standard event here
  • Custom events: Actions that you defined and that you report by calling a pixel.
  • Custom Conversions: Actions that are tracked automatically by parsing the website’s referrer URL

Step-by-step instructions to setup Facebook pixel

The drawback of using Facebook’s other tools is you will get confused by their user interface. Most of the users do not know event from where to start exploring if they need to use Facebook ads or let's say track.

Step A: Open your Facebook Event Manager.

Method 1: Go via your Facebook account

Step 1: Open your Facebook account

Step 2:  Open to  ‘Ads Manager’

On your feed page it is on left side.

Step 3: Go to Event Manager

Click on Hamburger navigation icon > Event Manager

Method 2: Go via Facebook Business Account.

Step 1: Open your Business account

  • Open URL: and log in with your credentials
  • Open your page from the drop-down list as the first item in left navigation.

Step 2: Open Event Manager

  • Click on the Hamburger icon (all tools) > Click on Event Manager

Step B: Connect to the data source

  • Go to ‘Connect data sources’

  • Select the ‘Web’ check box and click on ‘Connect’

Step C: Create Pixel

  • After selecting the web data source
  • Provide the Name of your pixel and click on create Pixel

  • Enter the Website and click on the check

Method 1: If you wish to partner integration then Click on the check box of ‘Integrate with google tag manager’ and click on next

  • Click on Finish

Check the Pixel in the settings

Method 2: Without partner integration

If you don’t want to use Partner integration then uncheck the box and click on next

  • Choose how to connect your website
  • Select ‘Meta pixel only’ if you wish to go with browser tracking.  

Step D: Install Code

Method: Manually

Copy code

Paste the code above the </head> tag on your website. Open your website code (take the help of a developer) and paste the code just above the </head> tag. If you are using a WordPress website then open your WordPress admin > Appearance > Theme file editor > Open the file called header.php OR file which has <head></head> element in the code.

Step E: Set Automatic advanced matching

Step F: Set up an Event for Facebook pixel id

  • Add Event - using the event set up tool OR you can skip this step by clicking on ‘Continue

Step G: Verify domain

  • Check Verified domain

Bonus: Add an event from the event tool!

  • Go to ‘data sources’ > choose data source > Click on Add events

  • Set up events from the ‘Add Events’ →

  • Open event Setup tool

  • Enter the website and click on Open website

  • On the event set up tool > Click on the track button OR track a URL

  • Click on highlighted area of the element you want to track (Track button)

  • Select an event

  • Configure the event and click on ‘Configure

  • Finish the setup

  • Perform the event on the website
  • Check the event after some time at the event table

Wrap Up

I hope that you will be able to set up Facebook marketing pixels without any external help after reading this article. However, implementing it on some websites can be challenging and I recommend using Tagmate as it allows you to set up Facebook pixel without putting in much effort or time.

Meta rolled out Facebook Conversions API (FCAPI) to bypass the repercussions of  iOS14.5 and Intelligent Tracking Prevention (ITP) which leverages server-side tagging. However, implementing Facebook Conversions API (server-side tagging) is a complicated process as it requires extensive programming skills and technical know-how. Soon third-party cookies will be permanently phased out and FCAPI will become a must for every website owner.

Worried? Don’t be. Try Tagmate for free and leverage its no code, quick, and automated server-side tagging capabilities to maximize your Facebook Ad Spend ROI.

Top questions people ask about Server Side Tagging
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