The Events section within Funnels lets you set up and manage how tracking data is sent to Meta using the Facebook Pixel and Conversion API. This connection improves how campaigns are monitored and optimised, even when users have limited cookie tracking, helping deliver more reliable performance insights.

To view event details for a particular funnel, navigate to the Funnels tab, choose the funnel you want to analyse, and open the Events section to see its tracking configuration.

Creating Events

To set up a new event, select the + Add Event button in the top-right corner.

From there, you'll need to provide your Pixel ID and access token, define the appropriate level, and choose which events you want to track. You can also enable data sharing through the Meta Conversion API for improved tracking accuracy and better campaign optimisation.

Events Overview Table

This table gives you a snapshot of your tracking setup, including:

  1. Pixel ID: The identifier associated with your connected Facebook Pixel
  2. Access Token: The credential used to authorise data transmission
  3. Tracking Scope: Shows whether tracking applies across the entire funnel or only to selected steps/pages
  4. Tracked Events: Displays which user actions are currently being monitored

Consistent and accurate event tracking helps you better understand user behaviour and improve ad performance. You can review and adjust your settings at any time to keep your funnel running at its best.

✍️Important Notes

  1. Meta Pixel tracking in funnels supports both browser-based tracking and the Conversions API (CAPI) to provide more consistent event data and attribution.
  2. Standard events such as PageView, ViewContent, InitiateCheckout, AddPaymentInfo, and Purchase are captured based on user actions across funnel pages and checkout steps.
  3. Event logic ensures more precise tracking by limiting duplicates, especially within single-page funnel experiences.
  4. Purchase and checkout events also include detailed order data and hashed customer information to support more accurate reporting and campaign optimisation.
  5. For optimal performance, events should be configured exclusively within the Events tab. Implementing events both in the Events tab and through Settings (via custom scripts) may lead to inconsistent tracking and unreliable data.