Meta Pixel installation: how to ensure accurate tracking and management of your sales funnel

Written by.

Adhand Team

Date published

May 27, 2025

Why it's necessary

Meta Pixel is one of the key tools for working with digital advertising effectiveness. It allows you to:

Track key actions on the site: product views, add to cart, purchases
Optimize campaigns by events, not just clicks
Run accurate retargeting and build lookalike audiences based on real user actions
Receive reliable data on advertising results

Step 1: Create a pixel

Go to Meta Events Manager.
Click "Connect data" → "Select the appropriate option".

Specify a name for the pixel and click "Create".

Choose a convenient installation method

Step 2: Installing the pixel on the website

If an integration is used (Tilda, Shopify, Wix, etc.):

Click "Next" and follow Meta's instructions - everything connects automatically.

If access to the platform is limited:

Select "Install manually"
Copy the base code of the pixel
Paste it into the section <head> all over the site
Once installed - set up events (e.g, Purchase, AddToCart, ViewContent) through the code or Event Setup Tool

Optional: Connection of Conversions API

Meta recommends using the Conversions API in addition to Pixel. This allows you to:

Receive data directly from the server (bypassing cookies and AdBlock)
Increase the stability of event transmission
Improve the quality of optimization and forecasting of results

Connection options:

Through e-commerce platforms (Shopify, WooCommerce, etc.)
Via Meta Conversions API Gateway
Through developer - for custom solutions

Installation requirements

Current site
Access to CMS code or settings
Connected Meta Business Manager

If the goal is to build a predictable funnel and manage the effectiveness of advertising, you can't do without the pixel and CAPI. This is the basic setup, on which everything else depends.