TagEasy

Meta Pixel

The Meta Pixel tracks Facebook and Instagram ad conversions. TagEasy installs it via GTM and fires the five standard events automatically based on your VisualEvents.

Step 1 — Find your Pixel ID

  1. Go to business.facebook.com/events_manager2
  2. Pick the Data Source for your business (or create a new Pixel)
  3. The Pixel ID is shown at the top — a 15-16 digit number

Step 2 — Enter the ID in TagEasy

During setup (Step 5):

  • Check "Track Facebook / Instagram ad sales"
  • Paste the Pixel ID into the revealed input
  • Continue through the wizard

Or, after launch:

  • Dashboard → your website → Pixels tab
  • Set metaPixelId → Save

Step 3 — Apply pixel templates

TagEasy ships five Meta templates ready to drop in:

  • ViewContent — fires on product pages
  • AddToCart — fires on Add to Cart click
  • InitiateCheckout — fires on checkout begin
  • Purchase — fires after a confirmed order
  • Lead — fires on lead-form submit

Apply them from Website → Events → + Apply template. Each template includes the right CSS selector defaults for your platform.

Step 4 — Verify the install

  1. Install the Meta Pixel Helper Chrome extension
  2. Visit your site in an incognito window
  3. The extension icon turns green when it detects the pixel
  4. Trigger an event (add to cart, view product) — the helper logs the standard event with parameters

In Events Manager, the Overview tab shows received events within a few minutes. If you don't see events, double-check that your domain is verified under Business Settings → Brand Safety → Domains. Unverified domains can have their events suppressed.

Step 5 — Custom conversions (optional)

If you want to optimize ads for a specific page or event, create a Custom Conversion in Events Manager:

  1. Events Manager → Custom Conversions → Create
  2. Pick the source event (e.g., Purchase)
  3. Optionally filter by URL or parameter
  4. Name it (e.g., "US Purchases") — now usable as an ad objective

Event match quality (EMQ)

Meta scores each event on how reliably it can be attributed to a user. Higher EMQ = better ad optimization. The browser-side pixel delivers a baseline EMQ score that's sufficient for most clients; to push it higher, send hashed user data (email, phone) — TagEasy does this automatically on the Conversions API path below, hashing identifiers before they leave the app.

Conversions API (CAPI)

Meta also accepts server-side events via the Conversions API — the reliable way to capture conversions that ad blockers, iOS, and cookie restrictions drop from the browser pixel.

TagEasy forwards to CAPI directly. On the website's Developer tab, connect a pixel ID and a Conversions API access token, and every event you send to the server ingest API is mirrored to Meta server-to-server — with email and phone SHA-256 hashed before they leave TagEasy. See Developer tools for setup. (Business plan and up.)

Continue to Google Ads setup or back to pixels overview.