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The Meta Pixel (formerly Facebook Pixel) tracks what visitors do on your site after clicking a Facebook or Instagram ad. If you run paid campaigns on Meta platforms, this is how you measure conversions and build retargeting audiences.

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Why use the Meta Pixel

  • See which ads actually drive results. Track signups, purchases, and other actions back to the exact ad that caused them.
  • Bring back visitors who didn’t convert. Retarget people who visited your site with follow-up ads on Facebook and Instagram.
  • Reach new people like your best customers. Let Meta build lookalike audiences based on who already converts on your site.
  • Let Meta optimize your ad delivery. The more conversion data Meta has, the better it gets at showing your ads to the right people.

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What you need

Before you start, make sure you have:
  • A Meta Business Suite account. Set one up at business.facebook.com
  • Your Pixel ID. A number that looks like 123456789012345
  1. Go to Meta Events Manager
  2. Select your pixel from the left sidebar (or create one if you haven’t)
  3. Click Settings
  4. Your Pixel ID is displayed at the top

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Add the Meta Pixel to your project

Open the chat in your Macaly project and ask the agent: 
Add the Meta Pixel to my site. My Pixel ID is 123456789012345.
The agent adds the Meta Pixel base code to your project. Once your site is published, the pixel starts tracking page views automatically.
Replace 123456789012345 with your actual Pixel ID from Meta Events Manager.

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Verify it’s working

1

Install the Meta Pixel Helper

Add the Meta Pixel Helper Chrome extension. It shows which pixels are active on any page.
2

Visit your published site

Open your live Macaly project in Chrome.
3

Check the extension

Click the Pixel Helper icon in your browser toolbar. You should see your pixel listed with a green checkmark and a PageView event.
The pixel runs in the editor preview too, but events will be attributed to the preview domain, not your published site. For accurate data, check your analytics after deploying.

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Track conversions

The pixel tracks page views by default. To measure specific actions, ask the agent to add conversion events:
What to trackExample prompt
Lead form submission”Fire a Meta Pixel Lead event when someone submits the contact form”
Purchase”Track purchases as Meta Pixel Purchase events with the order value”
Add to cart”Send a Meta Pixel AddToCart event when someone adds a product to the cart”
Signup”Fire a Meta Pixel CompleteRegistration event after signup”
These events appear in Meta Events Manager and Ads Manager, so you can see exactly which ads drive results.
Cookie consent. The Meta Pixel sets cookies to track visitors across sessions and devices. If your site has visitors from the EU, UK, or other privacy-regulated regions, you are responsible for ensuring a cookie consent solution is in place before the pixel loads. Meta’s own policies also require advertisers to comply with local privacy laws.

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Good to know

  • The pixel runs in the editor preview too, but events will be attributed to the preview domain. For accurate data, check your analytics after deploying
  • Standard events like PageView are tracked automatically once the pixel is installed
  • You can test events in Meta Events Manager under Test Events. Useful for verifying conversion tracking before launching a campaign
  • If you also use Google Tag Manager, you can add the Meta Pixel through GTM instead of directly. The agent can help with either approach