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How to Set Up Meta Pixel Events (Facebook Pixel)

Last Modified on February 18, 2024

Did you know you can track and send events to your website using Meta Pixel Events?

In short, Meta Pixel Events are actions that Meta Pixel (Facebook Pixel) recognizes as conversions when someone takes a particular action on your website.

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In this guide, we’ll learn to set up and send a conversion to Meta Pixel by installing it on a WordPress landing page.

An overview of what we’ll cover:

So let’s dive in!

Adding an Event from a New Website

Let’s open Meta Business Manager. We’ll add an event from the events manager section.

Go to the Menu → Events Manager.

Accessing the events manager section from the menu of Meta Business Manager

Click on Add Events. You’ll get three different options to add a new event.

Click the option to add an event From a New Website.

Configuring an event from a new website in Meta Business Manager

After connecting to a new website, we’ll also be sending events.

There are various methods to send events. However, we’ll be using the most beginner-friendly method of sending data. In this method, you are not required to code or use any third-party software like Google Tag Manager.

However, this method is potentially limited to just sending the data. Once you’ve chosen the method to add events, we’ll need to select how we’ll install the pixel code.

Choose the method to Use a partner.

Using a partner integration method to configure a new event to your website

Next, you’ll see a list containing all the various partners for adding events to the new website.

Click on WordPress.

Choosing WordPress as the integration partner for a website to add a new event

Next, if you don’t already have one, you’ll need to install a plugin called Facebook for WordPress (now called Meta Pixel for WordPress.

Open your WordPress website, and go to the Plugin section. Click on Add New.

Adding a new plugin to the WordPress portal of the website

In the search bar, type Facebook, and select the plugin Facebook for WordPress. Install it, and click on Activate once done.

Configuring Facebook for WordPress extension to the WordPress portal of the website

After activating it, go to the Settings section of the installed plugin.

Modifying the settings of the Facebook for WordPress extension

Click on Get Started to start the integration process for adding an event to a new website.

Starting the integration process of a new plugin to the WordPress portal of the website

You’ll need to enable the integration of WordPress for Meta. Enable all popups and click on Continue.

You must verify your Business Manager, Ad Account, and Meta Pixel account.

🚨 Note: Make sure to verify all your account IDs while choosing to integrate WordPress for Meta.

Usually, we’ll keep the option for Automatic Advanced Matching off.

This option allows us to send additional information to Meta, like their names, email IDs, contact numbers, and other information if the user permits.

It will allow Meta to match the correct user profile with the corresponding information, potentially increasing the accuracy of your data and allowing you to use metric-based filters for sorting and analyzing your data.

However, since this is a demo guide, we won’t be selecting the Automatic Advanced Matching option.

Once done, click on Continue.

Confirming the settings and account information for configuring a new plugin to the WordPress portal of the website

Click on Done once the process is complete.

Finishing the configuration of a new plugin to the WordPress portal of the website

Let’s also verify and see if the integration was successful.

Go to Visit Site from the WordPress portal.

Visiting the webpage from the WordPress portal of the website

It is an existing landing page that we created for Valentine’s Day.

Meta Pixel Helper Extension

We’ve installed the Chrome extension of Meta Pixel Helper to verify whether the website is firing Tags to the link clicks.

We can see that the website is firing a PageView event.

Verifying PageView for a newly added event to the Meta Business Manager

However, this setup will only enable the website to send page view events. We’ll need to modify the process to have any lead events for Meta.

Adding an Event from the Pixel

Let’s open our Meta Business Manager account.

Go to Add Events → From the Pixel.

Adding a new event from the Pixel in the Meta Business Manager account

Click on the option to Open Event Setup Tool.

Accessing the Event Setup Tool for adding and modifying events from the Meta Business Manager account

Add your website URL. Once done, click on Open Website.

Configuring the website URL to set up an event in the Meta Business Manager account

If the installation is correct, you’ll see a Meta Event Tool Setup popup when you open the website.

You’ll see two options to fire events on your website. You can either track a new button to trigger your event or directly add a URL that triggers the event.

We’ll use the option to Track a URL.

Using the Track a URL method to set up a new event from the Meta Business Manager account

It is because we’re using a HubSpot form to collect responses from the audience. Usually, these forms use embedded methods.

So, our Tag Manager tool can’t identify the button unless it is in HTML.

For example, let’s click on the Track New Button option.

Using the Track New Button method to set up a new event from the Meta Business Manager account

Notice that only a few buttons are HTML-coded and embedded for tracking. These are the ones we manually added to our website, like our homepage logo.

However, the Submit button isn’t available to track.

Using the track a new button method to set up a new event from the Meta Business Manager account

Therefore, this setup won’t help trigger our lead event. So we’ll go ahead with the option to track a URL.

Track a URL

Fill out the form to generate the URL you’ll need to track.

Filling the information of the website to generate the lead event

You’ll land on a thank you page upon completion of the form.

Generating a lead event on the website by clicking on the thank you gift page

The thank you page acts as an intermediate page before the products and tools page.

It is the page we use to track and trigger our events because this page marks the success of our campaign.

If you mark the final product and tool pages as your launch, you might get multiple events for the same user when they reopen the tools page.

However, this page is only opened once. So, we’ll use it to trigger our events.

Let’s click on Track a URL.

Using the Track a URL method to set up a new event from the Meta Business Manager account

Next, we’ll choose the event type.

In this case, go ahead with the Lead event.

If you have an eCommerce website, you can use the Purchase event. In this case, you can directly track the order confirmation page to verify and trigger the event.

But in this example, we have a Lead event type as our event.

Next, you’ll have two options to track a URL. URL equals, and URL contains. Choose URL contains.

It is because we know that this website contains the terms /happy-valentines/. We don’t have any other pages containing these keywords.

So we can successfully trigger the events based on our keyword /happy-valentines/.

You can also choose to add the value of the lead event or the purchase of the product. You can also add a currency.

Since this is a demo guide, we won’t add those parameters.

Once done, click on Confirm.

Configuring event information to track using a URL method in the Meta Business Manager

Now that our trigger is created, when someone lands on our thank you page that contains the keywords /happy-valentines/, it will send a lead event to our Meta account.

Click on Finish Setup once done.

Exiting the set up of a new event that tracks the URL from the Meta Event Setup tool

You may be asked for frequent surveys from the Event Setup Tool if you’re installing it for the first time.

Next, we’ll learn to test the events.

Let’s see how!

Test Events

Let’s open our Meta Business Manager account.

Navigate to the section of Test Events. Here is a tool that helps you to test the browser events.

We’ll paste the page URL in the URL section and click on Open Website.

Testing the created event by entering the URL of the website

We’re not sending any events on this page. However, since we have the Meta Pixel installed, we’ll receive a page view event in the tool.

Let’s open our Meta Business Manager again. We can see that a PageView event has been fired.

Verifying the fired PageView event on the Meta Business Manager account

Let’s also submit the form to verify whether we receive a lead event.

After filling out the form, let’s reopen the Meta Business Manager.

We can see that a Lead event is also triggered.

Verifying the fired Lead event on the Meta Business Manager account

This is because we successfully installed the Track a URL method to track lead events for pages containing the keywords /happy-valentines/.

Moreover, we’ll be able to see two different page view events because we visited two pages.

🚨 Note: If you’re receiving errors in your Meta Pixel, check out our handy guide on how to fix Meta Pixel errors.

FAQ

How can I set up Meta Pixel Events on my website?

To set up Meta Pixel Events, follow these steps:

1. Open Meta Business Manager and access the Events Manager section.
2. Click on Add Events and choose to add an event from a new website.
3. Select the method to use a partner and choose WordPress as the integration partner.
4. Install the Meta for WordPress plugin on your WordPress website.
5. Configure the plugin settings and integrate your Business Manager, Ad Account, and Meta Pixel account.
6. Verify the integration and ensure the installation is successful.
7. Use the Meta Pixel Helper extension to verify the firing of events on your website.
8. Optionally, you can add events directly from the Pixel using the Event Setup Tool.

How can I test if the Meta Pixel Events are working correctly?

You can use the Test Events section in your Meta Business Manager account to test Meta Pixel Events. Enter the URL of your website or specific pages to simulate events and verify if the events are captured by Meta Pixel.

How do I troubleshoot Meta Pixel errors?

If you encounter errors with Meta Pixel, you can refer to a handy guide provided by the blog post on how to fix Meta Pixel errors. It will provide you with troubleshooting steps and solutions to common issues.

Summary

So, that’s all you need to know about creating and sending conversions to the Meta Pixel by installing it on a WordPress landing page.

This method is helpful when tracking the data from your Meta Ad results.

Additionally, once you collect the data into your account, you can analyze the Meta Ads campaign data to modify your website performance further!

Were you able to create new events for your website? Which method did you use to create the events? Let us know in the comments below!