Send funnel, quiz, and payment events to Meta using both the Facebook Pixel (client-side) and the Conversions API (server-side).
When enabled, Zellify automatically fires standard and custom Meta events as users move through your funnels.
This allows you to:
Optimize ad delivery using funnel and payment signals
Track conversions across the full funnel journey
Improve event match quality with server-side CAPI events
Build custom audiences based on funnel behavior
Attribute purchases back to specific ad campaigns
Both the Pixel and CAPI send the same events with the same event ID, allowing Meta to automatically deduplicate them.
Enabling the Integration
Meta is configured per campaign.
To enable Meta on a campaign:
Open a Campaign in the Zellify dashboard
Go to Campaign Settings
Select Meta as the traffic source
Enter your Meta Pixel ID
Enter your Meta Conversions API (CAPI) Token
(Optional) Enter a Test Event Code for debugging
When enabled:
The Meta Pixel is loaded on all funnel pages in that campaign
Conversions API events are sent server-side in parallel
This allows you to use different Pixels for different campaigns.
Finding Your Pixel ID and CAPI Token
Pixel ID
Go to Meta Events Manager
Select your Pixel under Data Sources
Your Pixel ID is displayed in the header
Conversions API Token
In Events Manager, select your Pixel
Go to Settings
Scroll to Conversions API
Click Generate Access Token
Copy the token and paste it into Zellify
Test Event Code (Optional)
In Events Manager, go to Test Events
Copy the Test Event Code shown at the top
Paste it into Zellify to verify events are received correctly
How It Works
Every event is sent through two channels simultaneously:
Pixel (client-side)
Events fire directly from the user’s browser.
Conversions API (server-side)
The same events are sent from Zellify’s backend to Meta.
Both channels send the same event_id. Meta uses this ID to deduplicate events, ensuring each conversion is counted only once while maximizing match quality.
No additional setup is required for deduplication.
Events Sent to Meta
Below is the full list of events sent to Meta.
Funnel Event
Meta Event Name
Type
Includes Value
Page view
PageView
Standard
No
Lead
Lead
Standard
No
Page completed
PageCompleted
Custom
No
Email captured
CompleteRegistration
Standard
No
Checkout presented
InitiateCheckout
Standard
Yes
Payment method added
AddPaymentInfo
Standard
Yes
Payment succeeded
Purchase
Standard
Yes
Trial started
StartTrial
Standard
No (value: 0)
Subscription started
Subscribe
Standard
No (value: 0)
Event Details
PageView
Fired on every funnel page visit.
Lead
Fired when the user engages beyond the first page.
PageCompleted (Custom Event)
Fired when a user completes a funnel step.
CompleteRegistration
Fired when a user submits their email.
InitiateCheckout
Fired when the payment form is loaded. Includes product and value data.
AddPaymentInfo
Fired when a user begins entering payment details.
Purchase
Fired when a payment completes successfully. Includes full purchase value and item details.
StartTrial
Fired when a free trial begins. Value is set to 0.
Subscribe
Fired when a paid subscription begins. Revenue is reported through the Purchase event.
Purchase Event Data
When Purchase fires, the event includes:
value — Total purchase amount (decimal, e.g. 9.99)
currency — Currency code (e.g. USD)
content_ids — Array of product IDs
contents — Array of items (id, quantity, item_price)
num_items — Number of items purchased
content_type — Always set to product
This ensures accurate revenue tracking and optimization inside Meta Ads Manager.
Advanced Matching & User Data
Zellify sends user data with every event to improve Meta’s ability to match events to user profiles.
Client-Side (Pixel Advanced Matching)
em — User’s email (after email capture)
external_id — Session ID
country — User’s country
ct — User’s city
Server-Side (Conversions API)
em — User’s email (after email capture)
external_id — Session ID
fbp — Facebook browser cookie
fbc — Facebook click ID
country — User’s country
city — User’s city
client_ip_address — User’s IP address
client_user_agent — Browser user agent
The fbp and fbc values are automatically collected from the browser and forwarded server-side, improving match rates for users arriving from Meta ads.
Event Deduplication
Both the Pixel and Conversions API send the same event_id for each event.
Meta uses this ID to automatically deduplicate events, ensuring each conversion is counted only once even though it arrives through two channels.
This is handled automatically by Zellify and requires no additional configuration.
