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Meta (Facebook) Pixel: tracking for Facebook and Instagram ads

Your store sends Meta product views, add to cart, checkout starts and purchases. Which events are switched on, how consent works and where in Events Manager you check that data is arriving.

⏱ 6 minBeginnerUpdated 8 Oct 2026

Meta Pixel is the tracking for Facebook and Instagram ads. Without it, Meta doesn't know which ad brought in a purchase and can't build audiences such as visitors who added a product to the cart but didn't buy. The module sends the standard events: page view, product view, category view, search, add to cart, add to wishlist, checkout start, registration, newsletter signup and purchase, with the amount and the products.

We set it up for you

We enter the connection to your pixel (the pixel ID and the access token for server-side sending). Add us to Meta Business Manager as a pixel manager or send us the details. You don't need to paste the code into your tracking codes.

The store also sends purchase, add to cart and checkout start from the server (Conversions API). This way Meta records a purchase even when the shopper's browser blocks the pixel. The same event from the browser and the server carries the same ID, so Meta counts it once.

What you can set yourself

Stores › Configuration › Magelan › Facebook Pixel

  1. The General group contains Enable Facebook Pixel. No stops all events.

    General group in the Facebook Pixel settings
    1. Enable Facebook Pixel - switches tracking on.
    2. Track before the visitor decides - leave at No.

  2. Leave Track before the visitor decides at No: the pixel waits until the shopper allows marketing on the cookie banner. Yes would track before the shopper decides, which doesn't comply with cookie rules.

  3. In the Conversions API group, Test event code should be empty on a live store. With a code, events only go to testing and not into reports.

  4. In the Event Tracking group, you switch each event on or off: Product View, Category View, Add to Cart, Initiate Checkout, Purchase, Add to Wishlist, Registration, Subscribe, Search. Under Disable Pageview on, choose pages where no page view is sent (for example the account page).

    Event Tracking group with individual events switched on
    1. Product View
    2. Category View
    3. Add to Cart
    4. Initiate Checkout
    5. Purchase - the purchase
    6. Add to Wishlist
    7. Registration
    8. Subscribe - newsletter signup
    9. Search

  5. Click Save Config and flush the cache.

The pixel and server-side sending are tied to the marketing group on the cookie banner (GDPR: cookies and consent). A shopper who declines marketing doesn't exist for Meta: neither their visit nor their purchase is counted. That's why Meta always shows fewer purchases than your store admin.

Where you see the data

  1. In Meta Business Manager, open Events Manager and select your pixel.

  2. Test events tab: enter your store address, open the store, accept cookies and view a product. The PageView and ViewContent events appear within a few seconds.

  3. The Overview tab shows events from the last few days, split between browser and server.

The Meta Pixel Helper browser extension shows which events the current page sends. It's handy when you're checking a particular product.

Common problems

There are no events in Events Manager

Check Enable Facebook Pixel, and that you allowed marketing on the cookie banner during your test. If both are fine, write to us.

Events only appear in Test events, not in reports

A Test event code is entered. Delete it and save.

Meta warns that a purchase has no value

Purchases are sent with the amount and currency. If Meta still warns you, send us the number of the order where this happened.

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