How to Install Meta Pixel on Shopify

Meta Pixel is website code for measuring Meta advertising through website actions. On Shopify, install it through Facebook and Instagram by Meta.

According to Meta, before you begin, you need:

• A Shopify online store on the Basic Shopify plan or higher, without password protection.
• A Facebook Page for your business.
• A Meta business portfolio that owns your business's Facebook Page, with admin permissions for that portfolio.

To create Facebook ads, Shopify says you need to connect a Facebook ad account.

Before activating tracking, check the consent, notice, and data-sharing opt-out requirements that apply in the regions you serve. Review your store's privacy policy, cookie banner, and data sharing opt-out page. Shopify instructs you to set consent regions in the Shopify admin. Test your privacy controls before sharing personal information with Meta.

How do I install the Meta pixel?

Install Meta Pixel on Shopify through Facebook and Instagram by Meta: click Settings, then Share data settings, enable data sharing, and select your pixel.

To install Meta Pixel on Shopify:

1. Go to Sales channels > Facebook & Instagram from your Shopify admin.
2. Click Settings, and then click Share data settings.
3. Click the Enable data-sharing toggle in the Customer data-sharing section.
4. Select Standard, Enhanced, or Maximum in the Choose data-sharing level section.
5. Select your pixel from the list.
6. Click Confirm.

Hypothetical setup note: “Pixel: Oak Trail Store; data-sharing level: Enhanced.” Replace the sample name with your selected pixel.

How do I connect my Shopify to Meta?

Connect Shopify to Meta through the Facebook and Instagram Shopify app to set up commerce, ads, and Meta Pixel. Follow Meta's setup procedure:

To connect Shopify to Facebook and Instagram:

1. Install the Facebook and Instagram Shopify app.
2. Go to your Shopify account.
3. Click Sales channels.
4. Select Facebook and Instagram and click Add app.
5. Click Add sales channel to complete installation.
6. Click Start setup.
7. Click Next.
8. Click Login with Facebook and sign into your account.
9. Follow the prompts to install features for commerce, ads and Meta Pixel setup.
10. Accept the terms and conditions.
11. Click Submit.

Find the channel by searching for Facebook in the Shopify App Store, following Shopify's setup instructions.

Create your Meta pixel and find its ID

Create your Meta pixel in Events Manager using Meta's pixel setup procedure:

1. Go to Events Manager.
2. Click Connect data.
3. Select Web.
4. Enter a name for your pixel.
5. Click Create pixel.

Choose your customer data-sharing level

Choose Standard, Enhanced, or Maximum in Shopify's data-sharing settings. Enhanced and Maximum use Conversions API, which sends the purchase event between Shopify and Facebook servers.

Browser-based ad blockers cannot block server-to-server data.

Standard sends only customer behavior. Enhanced and Maximum send additional customer information, including name, location, and email address.

Remove previous pixel code from your theme

If you edited your theme to add a Meta pixel, remove that code before adding a Meta pixel ID using Facebook and Instagram by Meta.

1. Go to Online Store from your Shopify admin.
2. Open Edit code in the Current theme section.
3. Click the theme.liquid file to open the code editor.
4. Delete the Meta pixel code.

What Meta Pixel tracks on Shopify

Meta Pixel is website code for measuring Meta advertising's effectiveness through the actions people take on your website, according to Meta.

Why install the Meta Pixel?

Meta Pixel matters for Shopify stores because it can help improve marketing capabilities and Facebook ad performance, according to Shopify. Adding it through Facebook and Instagram by Meta lets you track customer data and behavior on your Online Store.

After you add a Meta Pixel in Shopify, Shopify says it tracks certain events on your online store, such as when a customer views a certain page. For more information on customer data-sharing events, refer to Facebook data sharing:

For targeting decisions, review the advertising options available for your connected pixel in your Meta account before planning your campaign. To investigate the effects of privacy updates on your store's tracking, compare your test events with your reporting and review the tracking controls in your connected accounts.

How to verify Shopify events in Events Manager

Verify pixel installation and event tracking on Shopify with Meta's test events tool, keeping the test events page open while checking website activity:

1. Go to Events Manager.
2. Click Data (an icon on the page)sources in the left menu.
3. Select your data's name and ID.
4. Click Test events.
5. Find the browser events section (or website events if you selected a dataset).
6. Enter your website URL and click Open website to open it in a new window or tab.
7. Interact with your website to test your set-up events.
8. Click Clear activity when finished testing.

Your interactions appear in the Test events tab. Test information remains for 24 hours or until cleared.

Clearing activity leaves it in Meta Events Manager, Ads Reporting, and Audience Creation results.

Fix missing or duplicate Shopify pixel events

Use the Diagnostics tab in Events Manager to find and resolve event setup problems, following Meta's setup guidance.

Related reading: Facebook ads campaign setup and Facebook ad reporting.

To automate campaign work after setup, Crush, our ad platform, creates campaigns, scales winners, and kills losers. Automate your Facebook ads.