Do you just have a new website or an online store that you have just launched? If you’re like most people, and aren’t comfortable with website development, then chances are you’ll build your website using an easy-to-use website builder.

These days there are plenty of great website builders to choose from. Sites like Webflow, Wix, WordPress and even Shopify now let you build and design a website without knowing any code. All of these Content Management System (CMS) site builders or headless cms platform work a little bit differently, but for the most part make site design easy through the use of templates, design tools and other features that make website design a breeze even for the most inexperienced people!

deals and products in online store

While all of these sites may differ in some way, they all allow you to take advantage of the Facebook Pixel and CAPI (Conversion API). The Facebook Pixel is an important analytics tool that everyone should take advantage of. It allows for a transfer of data between your website and Meta which helps improve analytics and make Facebook or Instagram ads more effective. In this article we’ll explain how to set up a Facebook Pixel on your website using the most popular CMS systems.

Why are Facebook Pixels important?

You may be wondering why we need a Facebook Pixel in the first place? Can’t your site function without it? While yes, your website can function without a Pixel, you won’t be able to effectively run Facebook or Instagram ads effectively without one.

So what is a Facebook Pixel? Facebook Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. It consists of a code that you place on your website, and it works by sending data back to Facebook when someone takes an action on your website.

Using CAPI you can use this data to track the actions people take on your website, such as when they add a product to their shopping cart or when they make a purchase. You can then use this information to create custom audiences and to create more effective advertising campaigns. Facebook ads can also be tailored to promote products to visitors who have previously searched for, viewed or added products to their cart.

Meta Tracking Explained

But let’s take a step back and examine exactly how Pixels benefit your online marketing initiatives. Let’s say you are served an ad on Instagram for a spatula you’ve been looking for, so you decide to click on it and see where it goes. Everything up and to when you clicked on the ad has taken place in Instagram, which Instagram/Meta can track because it owns the platform and its analytics. Some of the metrics Meta tracks in this case are:

  • Impressions
  • CPM (Cost per 1000 Impressions)
  • Link Click
  • CTR (Click-through rate)
  • CPC (Cost-per click)
  • Engagements

There are dozens more metrics that are tracked in this case, however without the use of a Meta pixel, the advertiser wouldn’t be able to see what happens after this.

Now that you’ve clicked on the ad you will be taken to an external site (although there are exceptions to this), which is owned/hosted by the kitchen tool company. Because Meta doesn’t own this website, they can’t see any of the analytics. That’s where the Meta Pixel comes in. By placing a Pixel on your site, it allows the transfer of data between the website and the platform to view specific actions. These actions (called “events” in Meta) track the users behavior once they landed on the site, such as:

  • Complete registration
  • Add to Cart
  • Add to Wishlist
  • Initiate Checkout
  • Search
  • View Content
  • Make Purchase
  • Lead

Let’s say in this case, you land on the product page of the spatula. You add it to your cart before continuing to browse and look at other products. You ultimately decide not to purchase it right now, so you close the ad on your phone and move on.

Remember how earlier we mentioned that pixel data allows you to tailor your ads to people who have taken certain actions? This is where the pixel data really comes in handy. The company can create an ad that targets people who added products to their cart or initiated a checkout but didn’t purchase. A day later you might get served another ad for the spatula you liked, but this time with a special discount code for 15% off. You follow the link and complete the purchase! That’s the beauty of the Facebook Pixel.

Verify your domain on Facebook

Following the release of iOS14 in 2021, Facebook requires you to authenticate your domain through Facebook. If you verify ownership of your domain, you will be able to control which links to your domain you can edit or delete. You can verify your domain for free and it only takes a few minutes to do so.

First, you’ll need to confirm a few things:

  • You have a Business Manager account
  • You are an admin of the Business Manager account
  • You have admin or developer access to the domain

There are three ways to complete the domain verifications, all with varying complexity. Here’s how to get started:

  1. Once logged in, click Business Settings and select Domains under Brand Safety
  2. Click Add, and choose ‘Request permission to access domain’ or ‘Create New’
  3. Enter the website URL without any prefixes, for example enter “”, not “” or “
  4. Select ‘Full Control’ and click Request Access
  5. Choose from one of three options to finish the verification process:
    1. Add a meta-tag to your HTML source Code
    2. Upload an HTML file to your root directory
    3. Update the DNS TXT record with your domain registrar
  6. Follow the steps in whichever of the three steps works best for you, and click ‘Verify Domain

verifying facebook domain

Getting the Pixel Set up

Now that you understand what a Facebook Pixel is and what it does, it’s time to get one created in Meta Business Manager.

  • In Business Settings, click on Pixels under Data Sources
  • Click on the blue Add button
  • Give your Pixel a name and hit continue

setting up facebook pixel

At this point, the pixel is half set up. You can close the box for now as we’ll continue the rest of the process through your CMS.

Setting up a Meta Pixel

Now that we’ve got your domain verified and the pixel created you’re ready to get started. Connecting your site to the Facebook Pixel only takes a few minutes and requires no technical skills!

Before you get started, ensure you are logged in to both your Business Manager account and the CMS account. Lets say that you have more than one Shopify account, double check to confirm you are in the correct account.

Using Wix

In order to follow the next steps, you’ll need to pay for a Wix Premium Plan.

  1. Open up your site dashboard in Wix
  2. On the left side, find Marketing & SEO and click on Marketing Integrations
  3. Looks for Facebook Pixel & CAPI, click Connect

connecting facebook api

  1. Follow the instructions and click Continue to connect to Facebook and grant necessary permissions
  2. Once prompted, choose the correct Facebook Business Manager account, and choose the Facebook Pixel you just created. Hit Continue.
  3. Follow the next few pop ups allowing permissions, and click Done.

Using Webflow

Webflow makes pixel connectivity super simple:

  1. Navigate to Data Sources in Facebook Business Manager
  2. Locate your Pixel ID (it will be a 15 digit code). Copy this code.
  3. Open up your webflow project
  4. Navigate to Project Settings, and find Integrations then click Facebook Pixel
  5. Paste the Facebook Pixel in the field
  6. Click Save Changes

webflow and meta pixel use

Image courtesy Webflow

Using Shopify

This process will walk you through setting up a Facebook Pixel for your online store through Shopify. Before you continue, log in to the Facebook account that is connected to your Business Manager account where you verified your domain and set up the Facebook Pixel. It’s also recommended that you have a Facebook page and a Facebook Ad Account created.

  1. Log in to your Shopify account and navigate to Online Store on the left-hand side
  2. Menu options will now appear under Online Store, and click Preferences
  3. Scroll down until you see “Facebook Pixel”, click Set up Facebooksetup meta pixel on shopify
  4. This will take you to a new screen, click Add Sales Channel in the top right hand corner
  5. In the next screen, click Connect Account and log in to your personal account.
  6. Now you will see any Business Accounts your personal Facebook account is associated with. Find the correct one and select Connect
  7. Click Confirm under “Domain Verification”
  8. If you have an Ad Account, you’ll be prompted to connect it here. Click Connect and follow the steps to view and accept the terms, click Done.
  9. Now click Connect beside the correct Facebook Business Page
  10. Under “Data Sharing”, there are three options to choose from. We recommend either Enhanced or Maximum.  This will allow for maximum data sharing between Shopify and Meta

facebook pixel setup and date sharing

  1. Under “Behavior will be tracked with this pixel”, confirm the pixel ID matches the one you created (it’s a 15 digit code).
  2. Under “Facebook target country” click the country that you plan on serving ads primarily. We recommend selecting the country your company resides in.
  3. Next, view the Terms and Conditions and click Accept
  4. Click Finish Setup and you’re all set up!

Related: How to Add and Remove Users from Meta Business Suite

Using WordPress

Connecting WordPress to Facebook requires a plugin. If your site was built by someone else, confirm with them before following these steps, as there can often be multiple plugins that do the same thing. If a Facebook pixel hasn’t been connected, here’s how to do it:

  1. Log in to WordPress, and click Plugins on the left-hand side and click Add New
  2. On the plugin page, search for “Meta Pixel for WordPress”.

meta pixel setup for wordpress

  1. Click Install Now and then select Activate
  2. Navigate to the left-hand menu again and click Settings. You should see Meta as a drop down option, click that.
  3. Click Get Started
  4. In the next screen, click Continue as [Your Name] (this will be your personal account).

Facebook permissions setup

  1. Click Continue in the next screen
  2. In the next screen you’ll be prompted to confirm your settings. Choose the correct Business Manager first, then ad account and then select the name of Facebook Pixel you created. Once you’ve confirmed everything is correct, click Continue.
  3. The next screen will ask what WordPress is allowed to do. Beside “Manage Your Business” toggle the button to “Yes”. Click Next.
  4. Click Done.
  5. The popup will close and you’ll be back in the settings section of WordPress. You may see an alert that says “Connect Pending”. Check off “I Agree to share my token with this site” and click Confirm.
  6. You’re all done!

Related: Facebook users in Canada

Test your website pixel is working

Now that we’ve set everything up, now is the time to ensure that the pixel is working correctly. It’s important that you do this now, as pixel data only gathers data in real time, not historical data, so if you were to connect the pixel in a few weeks you would miss out on all actions taken place until then.

Note: Facebook recommends waiting 30 minutes after setting up your pixel before testing. So go have a coffee, take a nap or read a book for a bit before following the next steps.

facebook event manager

  • In Facebook Business Manager, navigate to Data Sources on the right hand side
  • Click on the Pixel from the available Data Sources
  • From the tabs above, click on Test Events
  • If there are events received, click Clear Activity
  • Enter your website domain in the Test Browser Events section and click Open Website

meta pixel integrations

At this point, you’ll be directed to your website. Keep the Test Events page open beside or on another screen. This will allow you to see actions registered in real-time. The first event you should see as soon as you open the page is a PageView. That will tell you at the very least if the pixel is actively connected.

Take some time scrolling through the website and activating events, for example Add a few products to cart, initiate a checkout, or enter your email in the subscription box; whichever events you would like to be tracking.

facebook meta pixel tracking

If you’re seeing results come in, then you’re all done! Congratulations – you’ve successfully connected your CMS to Facebook.

Related: Facebook Photo Sizes (Cheat Sheet)

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Originally published . Last updated .


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