Meta Pixel is a small piece of tracking code from Facebook that helps you measure how well your Facebook and Instagram ads are performing. When a customer clicks on one of your ads and visits your shop, the pixel tracks what they do - whether they browse products, add items to their basket, or complete a purchase. This data flows back to Meta so you can see exactly which ads are driving real results and make smarter decisions about where to spend your advertising budget.
How to Set It Up
To add a Meta Pixel to your website, go to your Settings and look for the Meta Pixel option. You'll need your Pixel ID, which you can find in your Meta Events Manager. Paste your Pixel ID into the field provided and save - that's it. The pixel will begin tracking customer activity on your store automatically.
A note on Meta's Event Setup Tool: You may see an option in Meta Events Manager to manually set up events using their Event Setup Tool. We recommend skipping this — our platform already tracks all the key events automatically. Manually added events can conflict with the built-in tracking and may break when we update the platform.
What We Track
We automatically track the following events to help measure the effectiveness of your Facebook and Instagram advertising campaigns:
Page View - Recorded each time a customer visits or navigates to a new page on your store.
View Content - Recorded when a customer views a product detail page.
Add to Cart - Recorded when a customer adds a product to their basket or changes the quantity of an item.
Initiate Checkout - Recorded when a customer clicks the checkout button from their basket.
Add Payment Info - Recorded when a customer clicks the final checkout button, just before they're sent to the Stripe payment page.
Purchase - Recorded when a customer successfully completes an order.
Together, these events give you a complete picture of your customer journey - from first visit through to purchase - so you can see where customers are dropping off and which ads are converting best.
Tips for Getting the Most Out of Your Pixel
Give it time. Meta needs data to optimise your campaigns effectively. The more traffic your store receives, the better Meta can target your ads.
Check your Events Manager. After setting up your pixel, visit Meta Events Manager to confirm events are being received. It can take 30 minutes for the first events to appear.
Use Custom Audiences. Once your pixel is collecting data, you can create audiences in Meta based on customer behaviour - for example, retargeting people who added items to their basket but didn't complete their purchase.