Configuration

Meta Facebook Pixel & CAPI Setup

Enable Meta Pixel and Facebook Conversions API (CAPI) in a hybrid setup. Track visitor journeys on the client side and secure conversion signals from the server with automated deduplication.

Deduplication and Match Quality Strategy

Sending the same storefront action from both the customer's browser (Pixel) and your backend server (Conversions API) is necessary to combat ad-blockers, but it creates double-counting issues.

TrakIt solves this by injecting identical, unique event_id tokens into both browser tags and server-side webhook payloads. When Meta's servers receive both data streams, they automatically match the IDs and deduplicate them, preserving single-count reporting.

Additionally, TrakIt automatically reads customer first-party cookie identifiers (such as the browser _fbp and click-based _fbc parameters) along with hashed customer contacts (email and phone number). These are packaged inside every Conversions API event to maximize Meta's Event Match Quality rating.

Step-by-Step Configuration Guide

Step A: Retrieve Your Meta Pixel ID

  1. Log into your Meta Business Manager.
  2. Go to the Events Manager → select Data Sources from the left menu.
  3. Locate your active Pixel/Dataset and copy the 15-digit Pixel ID (e.g. 123456789012345).
  4. Paste it into TrakIt's Pixel/Dataset ID input field in the Configuration panel.

Step B: Generate Conversion API Access Token

  1. Inside Meta Events Manager, click the Settings tab under your pixel details.
  2. Scroll down to the **Conversions API** heading.
  3. Click the Generate access token link under the *Set up manually* category.
  4. Copy the generated long token string (starting with EAAG...).
  5. Paste it into the Conversion Api Token text area inside TrakIt.
  6. Click Save.

Unlocking Configuration Panels

Note that in TrakIt, the **Save** buttons under *Event Selection* and *Settings* are disabled until you have successfully input and saved your Pixel ID and Conversion API Token under *Configuration*.

Step C: Google Tag Manager (GTM) Container Sync

To load Meta Pixel web tracking tags onto your storefront, the tag layout configuration must be synced with your Google Tag Manager (GTM) workspace:

Automatic GTM Import (Recommended)

If your Google Account is connected to TrakIt, all Meta Facebook Pixel events and tag configurations will be imported automatically into your GTM container via GTM API. There is no need to download or upload container files manually.

If your Google account is not connected, you must download the container JSON file from TrakIt's right-hand sidebar and import it manually:

How to import manually into GTM:

  1. Open your Google Tag Manager workspace.
  2. Go to Admin → Import Container.
  3. Upload the downloaded container file.
  4. Choose Merge.
  5. Click Confirm to integrate the tag configurations.

* Note: Since we automatically import the tags into the container when the Google account is connected, there is no need to manually import it.

Offered Events Mapping

TrakIt supports the following standard events for Meta Ads. Check the boxes to activate Web or Server reporting for each event:

Event NameTrigger DescriptionServerWeb
PageViewCustomer loads any page on your storefront.-✔
ViewContentCustomer opens a product detail page.-✔
SearchCustomer executes a store search query.-✔
AddToCartCustomer adds a product to their shopping cart.✔✔
InitiateCheckoutCustomer clicks to begin Shopify checkout.✔✔
AddPaymentInfoCustomer enters payment card details.-✔
PurchaseCustomer finishes payment and completes the order.✔✔

Granular Settings & Value Customization

The **Settings** panel at the bottom of the left column provides customization options for your event parameter feeds:

Order Identifier

Define transaction names sent to Meta. Select between **Transaction ID** (recommended), **Order Number**, or **Order Name**.

Product Identifier

Align item catalog matches with your Meta Business Manager shop sync. Choose **Product ID**, **Variant ID**, or **SKU**.

Exclude Sales Channels

Filter out specific non-storefront orders from triggering Conversion API events. Select channels like Recharge, Point of Sale (POS), or Shopify Draft Orders.

Conversion Value Adjustments

Set checkable toggles to exclude taxes or shipping costs, or deduct discount values from order total amounts.

Testing Server Events via Test Code

Meta Ads settings in TrakIt include a dedicated **Test Code** input field under the Settings panel. This lets you route and verify Conversions API events inside Meta's debug dashboard in real-time:

  1. Log into Meta Business Manager and navigate to the Events Manager dashboard.
  2. Select your Pixel/Dataset data source, and click on the Test Events tab at the top.
  3. Select Confirm your server events are set up correctly.
  4. Copy the generated alphanumeric test code (formatted as TESTXXXXX).
  5. Paste the code into TrakIt's Test Code text field in the settings card.
  6. Click Save Settings.
  7. Perform testing behaviors on your Shopify storefront (e.g. click a product, add to cart, or start checkout).
  8. Verify inside Meta's *Test Events* console that server-side payloads are immediately received, displaying Conversions API as the connection method.

Remove Test Code After Testing

Always clear the Test Code field and click **Save Settings** once you have confirmed event delivery. Leaving a test code active in production will route merchant conversions to the test log rather than standard reports.

Unlinking & Tag Deletion

To remove the integration:

  1. Click Disconnect in the Disconnect panel.
  2. TrakIt automatically triggers an API removal run on your Tag Manager workspace to clean up Meta Ads tags and parameters. (If you are in manual setup mode, you will need to delete these variables inside GTM yourself).