Meta (Pixel & Conversions API)

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.

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Enabling the Integration

Meta is configured per campaign.

To enable Meta on a campaign:

1. Open a Campaign in the Zellify dashboard

2. Go to Campaign Settings

3. Select Meta as the traffic source

4. Enter your Meta Pixel ID

5. Enter your Meta Conversions API (CAPI) Token

6. (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.

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Finding Your Pixel ID and CAPI Token

Pixel ID

1. Go to Meta Events Manager

2. Select your Pixel under Data Sources

3. Your Pixel ID is displayed in the header

Conversions API Token

1. In Events Manager, select your Pixel

2. Go to Settings

3. Scroll to Conversions API

4. Click Generate Access Token

5. Copy the token and paste it into Zellify

Test Event Code (Optional)

1. In Events Manager, go to Test Events

2. Copy the Test Event Code shown at the top

3. Paste it into Zellify to verify events are received correctly

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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.

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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)

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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.

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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.

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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.

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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.