Configure the Facebook Pixel

Enable Facebook Pixel tracking on your store.

Your unique Facebook Pixel identifier.

Where to find it:

1. Go to Facebook Events Manager
2. Select your Pixel
3. Copy the Pixel ID from Settings

Select which events to track via Pixel:

Recommendation: Enable all events for complete funnel tracking.

Enable server-side event tracking via Conversions API.

Your Facebook Conversions API access token (stored encrypted).

Where to find it:

1. Go to Facebook Events Manager
2. Select your Pixel
3. Go to Settings → Conversions API
4. Click "Generate Access Token"

Select which events to track via CAPI:

Events fire via JavaScript when the action occurs in the browser:

Customer action → Browser JavaScript → Facebook Pixel → Facebook

Pros: Real-time, captures client data Cons: Blocked by ad blockers, affected by browser privacy settings

Events are queued and sent from your server:

Customer action → Magento Observer → Processing Queue → Cron → Facebook API

Pros: Not affected by ad blockers, more reliable Cons: Slight delay (queue processed every 5 minutes)

When both Pixel and CAPI are enabled, Facebook uses event_id to deduplicate events, ensuring each action is counted only once.

The following user data is captured and SHA-256 hashed before sending:

For maximum event capture rate:

• Pixel catches immediate interactions
• CAPI provides backup for blocked/missed events
• Facebook deduplicates automatically

Enable the same events in both Pixel and CAPI settings to ensure complete coverage.

Regularly check the queue for failed events:

1. Go to Marketing → Magmodules Meta → Processing Queue
2. Filter by Status = Failed
3. Check error messages
4. Fix configuration issues if needed

After setup, verify events in Facebook:

1. Go to Events Manager
2. Select your Pixel
3. Check "Overview" for recent events
4. Use "Test Events" for real-time debugging