Facebook Pixel Implementation Checklist Template

Quick Answer

A broken pixel = burning money. Use this 30-step checklist to install, verify, and debug your Meta Pixel correctly. Cover browser-side, server-side (CAPI), and AEM.

Phase 1: Install (Steps 1-7)

1. [ ] Create pixel in Events Manager
2. [ ] Copy base pixel code
3. [ ] Paste into <head> of every page (use GTM if possible)
4. [ ] Verify pixel fires using Meta Pixel Helper Chrome extension
5. [ ] Confirm PageView event shows in Events Manager (live activity)
6. [ ] Install Meta Pixel Helper for testing
7. [ ] Add pixel to subdomains (m., shop., etc.) if applicable

Phase 2: Standard Events (Steps 8-15)

8. [ ] ViewContent — fires on product/service pages
9. [ ] AddToCart — fires when item added to cart
10. [ ] InitiateCheckout — fires on checkout page load
11. [ ] AddPaymentInfo — fires when payment entered
12. [ ] Purchase — fires on order confirmation/thank you page
13. [ ] Lead — fires on form submission (lead gen)
14. [ ] CompleteRegistration — fires after signup
15. [ ] Subscribe — fires on subscription start

For each event, verify:

Fires only once per action

Includes value (USD)

Includes content_ids (for product events)

Includes content_type (product, product_group)

Phase 3: Conversion API / Server-Side (Steps 16-22)

16. [ ] Generate CAPI access token in Events Manager
17. [ ] Choose integration method (direct, GTM server-side, partner like Stape)
18. [ ] Implement server-side Purchase event
19. [ ] Implement server-side Lead event
20. [ ] Add event_id parameter for deduplication (same on browser + server)
21. [ ] Send hashed user data (email, phone, fbp, fbc, ip, user agent)
22. [ ] Verify both browser + server events show in Events Manager

Phase 4: Match Quality (Steps 23-26)

23. [ ] Match quality "Good" or "Great" for all events
24. [ ] Email parameter included in 90%+ of events
25. [ ] Phone parameter included where collected
26. [ ] First name + last name + zip parameters where available

Phase 5: Aggregated Event Measurement (Steps 27-30)

27. [ ] Domain verified in Business Manager
28. [ ] AEM priority set in Events Manager
29. [ ] Top 8 events selected and ranked by importance
30. [ ] Highest-value event (Purchase or Lead) ranked #1

Verification Checklist (Run After Install)

[ ] Open Meta Pixel Helper, navigate site
[ ] Verify each event fires on correct page
[ ] No "Pixel not loaded" errors
[ ] No duplicate fires
[ ] Event values in correct currency
[ ] Test purchase shows in Events Manager within 5 min
[ ] Server-side dedup working (no double-counting)

Common Pixel Bugs (Fix These)

BUG 1: Multiple PageView fires
FIX: Check for duplicate pixel installs

BUG 2: Purchase event missing value
FIX: Pass {value: 99.99, currency: 'USD'}

BUG 3: AddToCart fires without product_id
FIX: Pass content_ids array

BUG 4: Match quality "Poor"
FIX: Add hashed email + phone to events

BUG 5: Server events not deduping
FIX: Add matching event_id to both browser + server payloads

GTM Setup Snippet (Browser)

fbq('track', 'Purchase', {
  value: {{Order Total}},
  currency: 'USD',
  content_ids: {{Product IDs}},
  content_type: 'product'
}, {
  eventID: {{Order ID}}
});

CAPI Server-Side Snippet (Node.js)

const payload = {
  data: [{
    event_name: 'Purchase',
    event_time: Math.floor(Date.now() / 1000),
    event_id: orderId,
    action_source: 'website',
    user_data: {
      em: [hashedEmail],
      ph: [hashedPhone],
      fbp: req.cookies._fbp,
      fbc: req.cookies._fbc
    },
    custom_data: {
      currency: 'USD',
      value: orderTotal
    }
  }]
};

fetch(`https://graph.facebook.com/v18.0/${pixelId}/events?access_token=${capiToken}`, {
  method: 'POST',
  body: JSON.stringify(payload)
});

Pixel Testing Cadence

Daily during launch week: Check Events Manager every morning
Weekly thereafter: Spot-check standard events fire
Monthly: Review match quality, AEM priority

Pix-Vu Checks Your Pixel For You

Connect your site and Pix-Vu runs all 30 pixel checks automatically, flags missing events, and gives you the GTM/CAPI snippets to fix anything broken.

Audit your pixel free →