Why your Facebook pixel setup matters
Since iOS 14 and browser privacy changes, pixel-only tracking misses a large share of conversions. That makes campaigns look worse than they are and pushes Meta to optimise for the wrong audience. A proper Facebook pixel setup combines the browser pixel with the Conversions API, so events are sent from both the browser and the server and then deduplicated.
What's included in my Facebook pixel setup
- Meta pixel installation on your website, directly or through Google Tag Manager.
- Standard events: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase, Lead, CompleteRegistration and Contact.
- Conversions API (CAPI) via your platform's integration, a gateway or server-side GTM.
- Event deduplication with event_id, so purchases aren't counted twice.
- Value & currency passed correctly for ROAS reporting.
- Domain verification and Aggregated Event Measurement settings.
- Event Match Quality improvements (email, phone and other customer parameters, sent securely).
- Testing in Events Manager with a short video or screenshot report.
Platforms I set up the Meta pixel on
Shopify (see Shopify pixel setup), WooCommerce / WordPress, custom websites, landing page builders, and booking or lead-form websites. I also connect GA4 and Google Tag Manager if you need cross-platform tracking.
Signs your pixel needs fixing
- Purchases in Ads Manager don't match your store's orders.
- Events Manager shows warnings, duplicate events or low Event Match Quality.
- Your ROAS dropped suddenly with no change in sales.
- You have two or more pixels firing on the same site.