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Integration with Meta Pixel and Conversions API for a website and online store

Meta Pixel passes website visitors' actions to the Meta ad account (Facebook and Instagram), and the Conversions API sends the same events from the server. The ad system receives more complete data on product views, the cart, requests and purchases.

  • a pixel with the standard events ViewContent, AddToCart, InitiateCheckout, Purchase and Lead;
  • the Conversions API sends the same events from the website server, even when the browser blocks the pixel;
  • deduplication by a shared event ID so a purchase isn't counted twice;
  • the customer's hashed e-mail and phone for matching – when consent is given;
  • event checks in the Test Events tool in Events Manager;
  • the pixel and domain are registered in your Meta business account.

How Meta Pixel and the Conversions API work

Meta Pixel is a snippet of code that records events in the visitor's browser: a product view, an add to cart, an inquiry, a purchase. Browsers and ad blockers block some of these events, so the Conversions API is added to the pixel: the website's server sends the same events. An integration with Meta Pixel and the Conversions API combines both channels without duplicating data.

Owners search for Meta Pixel setup, Facebook Conversions API and Facebook pixel for an online store. Behind these queries is the wish for the ad system to see real inquiries and purchases.

What Meta Pixel and Conversions API setup includes

  • a pixel in your Meta business account and verification of the website domain;
  • standard store events: product view, cart, checkout, purchase;
  • Lead and Contact events for forms, calls and messengers;
  • the value and currency of every purchase for ad optimization;
  • the Conversions API with an access token stored on the server;
  • a shared event ID for the pixel and the server;
  • respect for the visitor's cookie consent.

Before launch we check that events appear in Events Manager without duplicates and with the correct amount.

How we connect Meta Pixel and the Conversions API

From you we need access to the Meta business account with permissions for the pixel and the ad account, the ability to verify the domain (a DNS record or a meta tag) and access to the website admin panel. On Horoshop, the Facebook pixel and the Conversions API are enabled in the platform settings; we check which events it sends and add the missing ones with a script. On WordPress and on a custom website, the website code sends the server events.

The work goes in four steps:

  1. an audit of existing pixels and events;
  2. setup of the pixel and the Conversions API;
  3. a check in Test Events on real actions;
  4. handover of access and a description of the events.

Cost of Meta Pixel and Conversions API setup

We calculate the cost of the setup after a free consultation and a review of the website: it depends on the platform, the number of events and the need for server-side sending. The ad account and the pixel are registered in your name, and the final amount is written into the contract. Meta's rules for advertising and data processing apply, and we go through them with you before the start. A new landing page or a template website costs from $500, and you can book a consultation on the contacts page.

Questions and answers

Is a pixel enough without the Conversions API?

The pixel works in the browser and can lose some events. The Conversions API complements it with events from the server, and we decide how to combine both channels on your website after the audit.

What is event deduplication?

The pixel and the server send one event with the same ID, and Meta counts it once. Without this, a purchase could appear in reports twice.

Is visitor consent required?

We send events with cookie consent taken into account where the rules require it. The law and the ad platform's policies apply, and we discuss the setup you need during the consultation.

Will the integration improve ad results?

The integration gives the ad system more accurate data about events. Ad results depend on the offer, the budget and the creatives, so we make no guarantees.