# Meta Pixel & Conversions API

> Connect your own Facebook/Instagram Pixel so your ads can see which sales they caused — including the ones browsers block.

Guide: https://sitesplaced.com/help/payments-and-orders/meta-pixel-and-conversions-api · Section: Payments & Orders · Last reviewed: 2026-08-26

If you run Facebook or Instagram ads, Meta needs to know which of them led to a sale — otherwise it can't find more customers like the ones who bought. The **Pixel** does that from the customer's browser. The **Conversions API** does the same thing from our server, which matters because ad blockers, iPhone privacy settings and browser rules stop a large share of pixel events ever arriving.

With both connected, your ad reporting stops under-counting sales, and Meta has enough signal to optimise properly. This is on the **₹499/month Growth plan**.

## What you need

Two values from Meta Events Manager: your **Pixel ID** and a **Conversions API access token**. Both come from the same screen.

1. Open [Events Manager](https://business.facebook.com/events_manager2) and select your Pixel (called a *dataset* in newer versions). If you don't have one, create it — Meta walks you through it.
2. Copy the **Pixel ID** — a long number shown under the name.
3. Open the **Settings** tab for that Pixel, scroll to **Conversions API**, and choose **Generate access token**.
4. Copy the token. Meta shows it once, so paste it somewhere safe if you're not connecting immediately.
5. In your store dashboard open **Settings → Tracking & code**, paste both into the **Meta Pixel & Conversions API** card, and connect. We check them with Meta before saving.

> **Check it's working before you spend on ads:** The card has a **Send test event** button. Fire it, then look at the Test Events tab in Events Manager — your event should appear within a few seconds. If it does, the connection is live.

## What gets sent

- **PageView** — someone opened your store.
- **ViewContent** — someone opened a product.
- **AddToCart** — someone added something to the basket.
- **InitiateCheckout** — someone started filling in the checkout form.
- **Purchase** — an order was paid for. Sent from our server using the real order total, so it is accurate even when the browser event is blocked.

Browser and server versions of the same event carry a shared ID, so Meta counts one sale, not two. For an online payment, Purchase is sent when the payment actually clears — not when the customer presses the button — so a failed or abandoned payment never appears in your ad reports as a sale.

## About the customer data

Meta matches events to accounts using contact details. Where those are sent, they are **hashed on our server before they leave** — Meta receives a scrambled fingerprint it can match against, never a readable email or phone number. That is Meta's own required method, and it means your customer list is not being handed over in readable form.

Your access token is encrypted before storage and never appears in your website's pages — see [How SitesPlaced handles your keys](https://sitesplaced.com/help/md/payments-and-orders/how-we-handle-your-keys.md).

## Common questions

**Q: Do I need this if I don't run ads?**

No. It only exists to make ad reporting accurate. If you're not advertising on Facebook or Instagram, skip it.

**Q: Can I just paste the Pixel code into Tracking & code instead?**

You can, and the browser Pixel will work. But that's the half that gets blocked. The Conversions API connection is the part that recovers the sales the browser never reports, and it needs the access token.

**Q: My Purchase count is higher in Meta than in my Orders tab.**

Meta attributes a sale to an ad within its attribution window, which can include people who saw the ad days before buying, and it counts across devices. The numbers measure different things and rarely match exactly. Your Orders tab is the truth for revenue.

**Q: I disconnected — is the data deleted?**

Disconnecting stops any further events being sent and removes the token from our systems. Events already sent live in Meta's system; delete them from Events Manager if you want them gone.

**Q: Does this work with WhatsApp orders?**

Yes. A WhatsApp-checkout order counts as a Purchase at the moment it's placed, since payment is settled with you directly in chat.