Set Up Meta (Facebook) Pixel & Conversions API (CAPI)
Connect the Meta Pixel and Conversions API (CAPI) in Zalify so your store's views, add-to-carts, and purchases reach Meta for conversion tracking and ad optimization.
Why Use Meta Pixel?
The Meta Pixel tracks visitor actions on your store and sends that data to Meta (Facebook & Instagram) for:
- Conversion tracking — See which ads drive sales
- Audience building — Create retargeting and lookalike audiences
- Ad optimization — Let Meta's algorithm find your best customers
Before you begin
- A Meta Business Manager account with admin access to the dataset in Events Manager
- Zalify installed on your Shopify store
- A paid Zalify plan if you want the Conversions API (server-side events)
The whole setup takes about 5 minutes: grab a Pixel ID and an access token from Meta, then paste them into Zalify.
Setup Steps
Make sure the Zalify Pixel is on in your theme
Zalify loads the pixel on your storefront through a theme app embed. If you haven't turned it on yet:
- In Shopify admin, go to Online Store → Themes and click Customize on your live theme
- Click the App embeds icon in the left sidebar
- Find Zalify Pixel and turn the toggle on
- Click Save in the top-right corner
If it's already on, skip ahead.
Find your Meta Pixel ID
- Go to Meta Events Manager
- In the left sidebar, open Overview, then find your Pixel or dataset in the Datasets table
- Under the dataset name, copy the value labeled ID — that is your Pixel ID (usually 15–16 digits)
Don't have a pixel yet? In Events Manager, click Connect data, choose Web, and follow the prompts to create one.
Generate a Conversions API access token (recommended)
- In Events Manager, open the same dataset
- Open the Settings tab and find the Conversions API section
- Under Set up direct integration, keep the recommended option selected, then click Generate access token and copy the token
Use both
Ad blockers and iOS privacy settings can stop the browser pixel. The Conversions API sends the same events from our servers. With both on, Zalify deduplicates them automatically.
Open Meta Pixel in Zalify
In the Zalify dashboard, click Pixel in the left sidebar, then choose Meta Pixel on the Pixels page.
Add the pixel
Click Add Pixel in the top-right corner.
In the dialog:
- Meta Pixel ID — paste the Pixel ID from step 2
- Meta Conversion API: Access Token — paste the token from step 3 (leave it empty if you're not using CAPI)
- Keep Enabled on and click Save
Leave Track collection empty to track your whole catalog; pick a collection only if you want events for that collection alone.
Once saved, the pixel appears in the list with Enabled switched on.
Verify the pixel
- Browse a product and add it to cart on your store, then check Test events in Events Manager
- Use the Meta Pixel Helper Chrome extension to inspect browser-side events
- Watch events live with Zalify's Preview Mode
Events tracked automatically
Zalify tracks these standard events with no extra configuration:
| Event | When it fires |
|---|---|
PageView | Every page load |
ViewContent | Product page viewed |
AddToCart | Item added to cart |
InitiateCheckout | Checkout started |
Purchase | Order completed |
Every PageView Zalify sends carries an event ID, so Meta can tell it apart from page views sent by other tools.
Troubleshooting
- Pixel not firing? First confirm the Zalify Pixel app embed from step 1 is on and saved, then check the pixel troubleshooting checklist
- Duplicate events? Make sure no other app or theme code — such as Shopify's own Facebook & Instagram channel — is also sending Meta Pixel events
- Two PageViews per page, one without an event ID? The one without an event ID doesn't come from Zalify. Look for another source, such as Shopify's Facebook & Instagram channel, another app, or pixel code in your theme, and see How to cleanly remove legacy third-party Pixels code
- Low match quality? Enable the Conversions API so customer details are matched server-side