A pixel on its own in the browser misses a share of real purchases: ad blockers, certain browsers, visitors who decline tracking — real sales that simply vanish from your advertising statistics. A server-side send catches these cases, but counts the purchase twice if nothing links the two sends. This application links them with the same identifier, so Meta only counts each purchase once.
Who the application is for
For anyone running an online shop who advertises on Meta's platforms, such as Facebook or Instagram, and wants to measure real conversions without losing them to an ad blocker or counting them twice.
What the application does
- Sends the purchase journey events — content viewed, added to cart, checkout started, purchase — with currency, value and item detail.
- Sends each event both through the browser pixel and through the server, with the same event identifier, so neither one is ever counted twice.
- Reduces the customer's email and phone number to a hash before they leave the server, as Meta requires: the plain data never leaves the site.
- Sends nothing at all, neither through the pixel nor through the server, until the visitor has given explicit advertising consent.
- Tests the connection on a single button and says whether the access token is valid, refused or expired, with Meta's own message quoted directly.
Day to day
- Fetch the pixel ID and an access token from Meta's event manager, then paste them into the site's settings.
- Click Test connection and do not go any further until it is confirmed.
- During the verification period, enter the test code given by Meta: events arrive without being counted in your statistics.
- Clear that test code before going live: as long as it is filled in, nothing is really counted.
- If Meta receives nothing, test the connection first, then check the visitor's consent and the diagnostics tab in the event manager.
What the application does not do
- It does not create any product catalogue at Meta: that is the purpose of the separate product feed.
- It does not manage audiences or advertising campaigns.
- It sends nothing to Google, and forms no partnership or certification of any kind with Meta.
Getting started
Fetch the pixel ID and an access token from Meta's event manager, test the connection before anything else, check your first events with the test code provided, then clear that code before considering the tracking live in production.
Going further
To find out whether this application suits your business and how to activate it, compare the plans or write to us.