Facebook Conversion settings

We can use the meta pixel to track our website visitors’ actions, also known as conversion tracking. Tracked conversions appear in the Facebook Ads Manager and the Facebook Events Manager, where they can be used to analyze the effectiveness of our conversion funnel and to calculate our return on Ad Investment.

We can also use tracked conversions to define custom audiences for ad optimization. Once the custom audiences are defined, we can use them to identify other Facebook users who are likely to convert and target them with our ads.

There are 3 ways to track the conversions with the pixel:

(i) Standard events which are visitor actions that we have defined and that we report by calling a pixel function.
(ii) Custom events which are visitor actions that we have defined and that we report by calling a pixel function.

(iii) Custom conversions which are visitor actions tracked automatically by parsing our website’s referrer URLs.

The pixel’s base code must already be installed on every page where we want to track conversions.

The Facebook Conversion settings module under Extensions > Analytics is used to update the pixel id and access token to track the conversions.

1) Navigate to Extensions > Analytics > Facebook Conversion settings. Click on the edit icon to edit/add the details.

2) After clicking on the edit icon, enter the relevant details:

(i) Status: Set it to enabled
(ii) API Url: For example - https://graph.facebook.com/v10.0/ 

(iii) Pixel ID: Add the pixel id
(iv) Access Token: enter the access token
(v) Events: Tick the check box for all the events where conversions have to be tracked.

After adding the details, click on the save icon in the top right corner to save the changes.