Content
How to Set Up and Install Meta Pixel on Your Website
March 13, 2025
8 mins
If you are using targeting on Instagram and Facebook, you need Meta Pixel. This tool allows you to track user actions on your website and customize your ads based on real behavior patterns.
In this material, we explain in detail which types of user interactions with the website can be tracked with Meta Pixel and provide an up-to-date installation guide for Meta Pixel for 2025.
Meta Pixel (formerly Facebook Pixel) is a Meta tool that tracks the actions of visitors to your website and uses this data to customize your ads.
It is presented as a JavaScript code, and if you're new to Meta Pixel, this may seem intimidating. However, the installation on your website is straightforward, and you don't necessarily need to involve developers. We'll explain everything now.
With Meta Pixel, you can better understand the user's journey on your website — which pages they view or which products they check out. With this user data, advertising on Facebook and Instagram becomes more targeted because you know exactly who to focus on for your ads.
For example, if a customer didn't complete a purchase and you want to bring them back through ads, here's how it works:
In simple terms: Imagine you have an online store for dresses. Someone visits the site, looks at a red dress, but doesn't buy it and closes the page. Without the Pixel, you lose them. But with the Pixel, you can show them an ad for that exact dress or similar models, reminding them about it in their Instagram or Facebook feed, increasing the chances of a purchase.
This is one of the most common scenarios, but Meta Pixel can do much more. It allows you to create audiences based on user actions, attract new audiences, analyze ad performance, and optimize campaigns.
Events collected by Meta Pixel from your website can be divided into standard and custom events.
Standard events are predefined actions by Meta that can be easily integrated into your website without additional coding. These include:
If your goal is lead generation, the key event to track is "Lead", as your focus is on collecting contact details from potential customers (phone number, email, name, etc.) through forms, quizzes, or chatbots.
For registration-based goals, you should set up the "Complete Registration" event, which will track actions such as:
The full list of standard events is available in the Meta Help Center.
Custom events are actions you define yourself to track specific interactions on your website. Examples include clicking a CTA button or engaging with a particular page element. Setting up such events requires adding custom code to your website or using tools like Google Tag Manager.
“Custom events can vary depending on the business goals. For example, for lead generation, feedback buttons and form submissions should be set up as separate events, representing different conversion options. During testing, it may turn out that one of the buttons performs better, and advertising should be optimized specifically for that button”.
Anastasia Shkura, PPC Specialist at Promodo
Situation: An online store wants to increase sales of men's clothing by $50. The owner can create a custom conversion that will register every time someone makes a purchase. To do this, they need to select the "Purchase" conversion event and create two rules as outlined below.
Rule for URL: The URL of the page where the purchase takes place must contain the keyword "mens" (men's).
Rule for Parameter: The parameter value must indicate a price of over $50.
If the custom conversion occurs frequently enough, it can be used as a performance goal. This means that ads can be shown to people who are most likely to buy men's clothing priced above $50.
Log in to Meta Business Suite, click on the "All Tools" menu on the left, and select the "Event Manager" tab.
Make sure the correct ad account is selected.
Click the "Connect Data Sources" button and choose where to install the Pixel.
Meta allows you to install the Pixel for a website (Web), an app (App), offline events (Offline), CRM, or chats (Messaging).
Enter the name of the Pixel and add the URL of your website.
The Pixel name is a simple combination of words that does not affect its functionality. Choose a name that will help you quickly identify which website the Meta Pixel is linked to.
Adding the URL helps Meta determine which partner platforms (Shopify, WordPress, Tilda, etc.) your website uses and suggest the optimal method for installing the Pixel.
After that, click "Continue" and follow the instructions for Pixel setup. Meta will offer different options for installing the code: manually or using partner integrations.
Important: After adding the Meta Pixel code to the website manually, all collected data will be sent to Meta Events Manager, where you can view events, analytics, and use the data for ad setup. If you install the code via Google Tag Manager, you will be able to quickly configure and edit events in GTM, but all data will still be recorded in Meta.
By clicking on the icon, Meta will show a detailed guide.
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Tip: After installing Meta Pixel, you can also add the Conversions API — a tool that ensures more accurate event tracking and helps transmit data even when browser trackers are blocked. The Conversions API works on the server side, unlike the Pixel, which operates on the browser side.
Google Tag Manager allows you to install various scripts, tools, and metrics on your website. To add the Pixel to your site using GTM, follow these steps:
The simplest way to test your Pixel is using the "Event Testing" feature in Meta Events Manager. To do this, go to Events Manager, select the Pixel you created, and enter the URL of your website. If you see the events you previously configured, the Pixel is working correctly.
In Google Chrome, you can also use the Meta Pixel Helper extension. If the Pixel is correctly integrated, the extension icon will glow green, and you will be able to see the Pixel details: ID, events it tracks, and their status.
If the Pixel is not working, you will see an error message.
Instead of showing ads to everyone, Meta Pixel helps you find customers who are genuinely interested in your product and may have even been on the verge of making a purchase. Your advertising budget is spent more efficiently: you are not just running ads but investing in an audience that is more likely to make a purchase.
Journalist at Promodo
For over 4 years, I have been working as a journalist in the communications and marketing industry. I help brands communicate effectively through written content, engage with market experts, and create professional materials on topics related to business and marketing, sharing insights on working with marketing tools.
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