How to Use Meta Events Manager in 2025

If you advertise on Facebook or Instagram, Meta Events Manager is the tool that helps you track what happens after someone interacts with your ad. It collects information about user actions, like page views, purchases, and form submissions, so you can measure real results, not just clicks.

In this guide, we’ll explain what Meta Events Manager is, how it works, how to set it up the right way, and why creative analysis tools like Bestever are essential for filling the gaps Meta’s tracking can’t cover.

In this article, we’ll cover: 

• What Meta Events Manager is and what it does
• 6 steps for setting it up
• What it tracks (and doesn’t track)
• Troubleshooting
• How Bestever can help
• Common questions

Let’s start by talking about what the Meta Events Manager is.

What is Meta Events Manager?

Meta Events Manager is the tool advertisers use to track how people interact with their site or app after viewing or clicking an ad. It combines browser-based tracking (like Meta Pixel) and server-side tracking (like Conversions API or CAPI) to give you a fuller picture of user behavior and help optimize ad delivery.

Previously, this tool was part of the Facebook Pixel Manager before Meta’s rebranding. While the name changed, the goal stayed the same: capturing important signals that show how your ads are driving real business results.

In Meta Event Manager, you can set up your Meta Pixel, configure server-side events through Conversions API, verify domains, and monitor whether your event data is flowing correctly. It tracks "events", which are specific user actions such as page views, add-to-cart events, purchases, form submissions, and more. 

Why accurate event tracking is essential

Without accurate tracking, you’re basically flying blind. You might see clicks and impressions in Ads Manager, but that doesn't tell you what happened after the click. Did that visitor make a purchase? Start a checkout but drop off? Submit a lead form, or bounce after three seconds?

That’s where Meta Events Manager comes in. 

The Meta Events Manager helps bridge the gap between ad engagement and on-site behavior by logging key actions like purchases, sign-ups, and cart adds. While it doesn’t capture every detail of user behavior, it gives advertisers critical signals that help Meta’s algorithm optimize delivery. With better event tracking, your ads can reach people more likely to convert, which may lead to stronger performance and lower costs over time.

Accurate event tracking also makes your reporting a lot more reliable. You can associate business outcomes like revenue or leads with specific campaigns, creatives, and audiences, giving you better insights into what’s working. 

It’s not a perfect one-to-one connection because of how attribution models and tracking work, but having this data still makes it way easier to spot patterns and make informed decisions about where to spend your budget. 

If you’re using Conversions API alongside your pixel, you’ll get even more reliable data, especially from users who’ve opted out of browser tracking or are affected by iOS privacy restrictions.

What is the Meta Pixel and how does it work?

A Meta Pixel is a piece of code you add to your website to track actions people take after interacting with your ads. It helps you understand what’s actually driving results — like purchases, sign-ups, or form submissions.

How does the Meta Pixel work? There are two different ways of tracking actions:

• Client-side tracking (Meta Pixel): This version tracks user behavior through their browser using cookies.
  
  
• Server-side tracking (Conversions API or CAPI): This sends data directly from your server, which makes tracking more reliable, especially when cookies are blocked or iOS users opt out of tracking.

When you use both together, Meta can connect the dots between ad clicks and customer actions with much better accuracy.

What’s the difference between Facebook Pixel and Meta Pixel?

Functionally? Nothing major. Meta Pixel is the updated version of what used to be called Facebook Pixel. The tracking function still works and Meta added tighter integrations with server-side tracking (CAPI) and improved diagnostics to adapt to modern privacy rules. 

After Facebook rebranded to Meta, they updated the terminology across their tools, but if you’ve used Facebook Ads in the past, the Pixel itself works the same way.

So whether someone calls it Facebook Pixel or Meta Pixel, they’re talking about the same tracking tool. What matters more is how it works — and how you install and configure it properly. That’s what we’ll walk through next.

6 Steps for Setting Up Events in Meta Events Manager

Before you dive in, make sure you have a verified Meta Business Manager account and access to your website or store platform (like Shopify, Webflow, or WordPress). Once that’s sorted, you’re ready to get tracking. Let’s dive into the process:

Step 1: Create your Meta Pixel

The first thing you actually need to do is to create your Pixel. Here are the steps:

1. Log in to Meta Business Suite
   
2. Click “All Tools” from the left-hand menu, then select Events Manager
   
3. Click “Connect Data Sources”
   
4. Choose “Web” and hit “Connect”
   
5. Give your pixel a name (make it descriptive and something you'll recognize later)
   
6. Enter your website URL
   
7. Click “Create Pixel”

You’ve now created the Pixel. Now, it’s time to install it on your site.

Step 2: Install the pixel on your website

There are a few ways to install the Pixel, depending on your setup. Your options include:

• Partner integration: Easiest if you're using Shopify, WordPress, Webflow, or similar
  
• Manual install: Copy the Pixel base code and paste it into your site’s <head> tag
  
• Google Tag Manager: Add it as a new tag inside GTM

If you’re going the manual route, make sure the code is placed just before the closing </head> tag.

Once your Pixel is installed, Meta will start tracking some automatic events right away without any extra setup. However, you can choose to turn automatic events on or off to have more control.

Step 3: Verify your pixel is working

To make sure your pixel is firing properly, use the Test Events tab inside Meta Events Manager. You can simulate actions on your website, like visiting a page or clicking a button, and see if your events are being recorded correctly.

You can use the Meta Pixel Helper Chrome extension or test directly through Events Manager. The Events Manager is more comprehensive, however, the Pixel Helper still works well for quick checks in your browser. You can also use the newer Meta Pixel Debugger tool if you prefer checking through your browser.

If your events show up as expected, you’re good to go. If not, Meta will usually display helpful warnings or errors you can troubleshoot right away.

Step 4: Add standard events (optional but recommended)

Standard events help you track specific actions like purchases or leads, and they power your conversion data in Ads Manager.

Here are just a few of the events you can track:

• ViewContent
• AddToCart
• Purchase
• Lead
• InitiateCheckout
• CompleteRegistration
• Contact
• FindLocation

You can add them in two ways. These ways include:

• Manually: Insert event-specific code snippets on key pages (e.g., your purchase confirmation page)
  
• Event Setup Tool: A no-code option that works like a visual editor

Step 5: Set up Conversions API (CAPI)

CAPI complements your Pixel by capturing data directly from your server, improving data reliability and accuracy. While the Pixel collects browser-based actions, CAPI helps fill in the gaps, especially when users block cookies, opt out of tracking on iOS, or when browser events fail to load properly.

By combining browser and server data, you get a more complete picture of how users are interacting with your site. Setting up CAPI helps you keep your tracking strong, even as privacy rules and browser changes make it harder to rely on pixel-only data.

To set it up:

1. Go to Events Manager and select your pixel
   
2. Click “Add Events” → “Using the Conversions API”
   
3. Choose between:
   
   • Partner integration (recommended for Shopify and other platforms)
     
   • Manual setup (requires developer support)

Step 6: Verify your domain and test events

Once you’ve completed all the steps above, the last thing left for you to do is to verify your domain and start testing. Here’s how you can do just that:

1. Go to Business Settings → Brand Safety → Domains
   
2. Add your domain and choose a verification method. You can:
   
   • Upload a DNS TXT record
     
   • Upload an HTML file to your website

Once verified, head back to Events Manager. Then:

• Use the Test Events tab to make sure everything’s firing correctly
  
• If you spot any errors, go to the Diagnostics tab in Events Manager. It will flag Pixel or CAPI setup problems, including missing events, misfires, and data quality issues

What Meta Events Manager tracks

Facebook Events Manager tracks what users do after clicking your ads—but only up to a point. It focuses on the actions people take on your site or app, not the purpose behind them. Let’s take a closer look at what it tracks and doesn’t track:

What it tracks

Once your Pixel (and optionally, Conversions API) is installed, Meta can track a wide range of events, including:

• Page views
• Add to cart
• Purchases
• Leads and form submissions
• Clicks on buttons or outbound links

This data feeds directly into Meta’s ad delivery system, helping it optimize toward people more likely to take those same actions.

What it doesn’t track

Meta does a solid job reporting what happened, but it doesn’t explain why it happened. You’ll see the conversions, but not the creative choices that led someone to click or scroll past. Meta won’t tell you:

• Why an ad didn’t convert
  
• Which visuals or headlines worked best
  
• How long viewers stayed engaged with the creative
  
• Which scenes or hooks held attention
  
• What caused a drop-off mid-scroll or video

How Bestever tracks what Meta can’t cover

Meta Events Manager tracks the actions people take, like purchases, leads, and page views, but it doesn’t explain what made someone take that action or why they didn’t. Creative analysis tools like Bestever can help with this though. 

While Meta handles the technical side of tracking, Bestever focuses on the creative performance behind those numbers, using creative analytics to reveal what’s actually driving engagement.

Bestever breaks down your ads frame-by-frame so you can see which visuals, headlines, and hooks hold attention or where users start to lose interest. You can even upload and analyze user-generated content (UGC) to spot hidden patterns in creative performance. It can even help you spot if creative fatigue might be creeping in.

How to troubleshoot with Events Manager

Even when everything looks like it’s working, tracking issues can still mess with your results. Meta’s built-in diagnostics will flag problems, but knowing what those issues actually mean (and how to fix them) saves time and a lot of wasted ad spend. Here are some common issues you might run into:

Low event match quality

Low event match quality is when the data sent from your website isn’t detailed enough for Meta to match events to real user profiles. For example, if someone makes a purchase, but your Pixel only sends back the browser type and time stamp, there’s not enough information for Meta to connect that action to an ad click. 

You can improve match quality by including more identifiers, like name, email, phone number, IP address, or browser user agent. These can be sent through your Pixel, Conversions API, or both.

Unverified domains

Unverified domains are domains that haven’t been officially claimed and verified inside Meta Business Manager. Verifying your domain helps establish ownership, control editing permissions, and protect against misuse or unauthorized access related to your ads.

While unverified domains don’t prevent Meta from tracking or reporting conversion events, domain verification is still highly recommended. It supports ad authorization, helps maintain account security, and can prevent potential issues with ad delivery in the future.

You can verify your domain through several methods, including DNS verification, HTML file upload, or by adding a Meta-tag to your site’s header.

Event deduplication warnings

If you’re using both the pixel and Conversions API, Meta may receive the same event twice. When those events don’t include a shared event ID, Meta treats them as two separate actions. 

For example, if someone fills out a form and that triggers both browser and server-side “Lead” events, Meta might double-count the result or skip it entirely if it detects a mismatch. Adding the same event ID to both versions tells Meta they’re duplicates and should only count once.

Meta’s guide on deduplication can help you learn more about what you need to do when it comes to setting up for redundant Pixel events.

CAPI and pixel conflicts

Conflicts happen when your Pixel and Conversions API are sending slightly different values for the same event. 

For example, let’s say a user completes a purchase. The Pixel tracks the event with a value of $50 in USD, but your Conversions API setup sends the same event without a value or uses the wrong currency code like EUR instead of USD. Meta gets conflicting signals and doesn’t know which one to trust, which throws off your reporting.

To fix this, make sure both the pixel and CAPI send identical parameters for each event. This includes:

• value: the exact purchase amount
• currency: using the same ISO code (e.g., USD, CAD)
• event_name: consistent event names like Purchase or Lead
• event_id: a unique identifier to help Meta deduplicate events across pixel and server
• content_type, content_ids, or custom_data: matching any product or order details

Double-check that the structure, naming, and formatting of these parameters are the same across both systems. If you're using a platform like Shopify, this is usually handled for you, but if you're doing a manual setup, syncing these details is key.

Ad delivery issues tied to tracking

Ad delivery issues happen when Meta can’t accurately receive or process your event data. Without enough reliable signals, your campaign can get stuck in the Facebook learning phase, where the system struggles to optimize targeting and ad delivery. This can often to slower performance, higher CPAs, and unpredictable results.

Problems with event tracking can come from multiple sources, not just site updates. Browser tracking prevention, cookie consent banners, ad blockers, and even changes in privacy settings can all interfere with how the Pixel or Conversions API fires.

To catch problems early, use the Test Events tool in Events Manager to simulate actions on your site. It’s also a good habit to check the Diagnostics tab regularly and test across different browsers to make sure your tracking setup is working correctly.

Frequently asked questions

What is Facebook Pixel?

Facebook Pixel is the old name for what’s now called the Meta Pixel. It’s a small piece of code you add to your website to track what users do after clicking your ads — like viewing a product, adding to cart, or making a purchase. Despite the name change, the tool works the same way.

Can I set up Meta Pixel without code?

Yes. If you're using a platform like Shopify, WordPress, or Webflow, Meta has partner integrations that let you install the pixel without touching a single line of code. You just follow a few setup prompts, and Meta will guide you through the rest of the setup process, giving you clear instructions.

What’s the benefit of using Conversions API?

Conversions API (CAPI) gives you a more complete view of user behavior, especially when browser-based Pixel tracking falls short. It works server-side, which means you still get data even if cookies are blocked or users have opted out of tracking on iOS.

Do I need both Meta Pixel and Conversions API?

Yes. Using both gives you the most complete data. The Pixel captures browser activity, while the Conversions API captures server-side events. Together, they help reduce data loss from things like cookie blockers or iOS opt-outs, so you can get the full picture (and the data you need to make informed decisions).

How long does it take for events to show in Events Manager?

Most events show up in real time or within a few minutes. If you’re not seeing anything, use the Test Events tab to make sure your setup is firing correctly and that there aren’t any connection issues.

How do I verify a domain in Meta?

Head to Business Settings > Brand Safety > Domains. You can verify by either uploading a file to your site or adding a DNS record. Once your domain is verified, Meta will recognize your events as legitimate and give you improved reporting.

Why aren’t my events showing in Events Manager?

A few things could be off: the pixel might not be installed correctly, the domain might not be verified, or there could be a conflict between your pixel and CAPI setup. Use the Test Events tool to troubleshoot.

What’s the best way to debug ad performance?

Meta Events Manager has built-in diagnostics that highlight issues like unverified domains, missing events, or signal quality problems. You can also use the Test Events tab to simulate user activity and check if events are firing correctly.

If your tracking setup looks fine, but your ads aren’t converting, it could be a creative performance issue, and that’s where Bestever can help.

Can Bestever integrate with Meta?

Bestever doesn’t directly plug into Meta Events Manager, but it complements Meta’s tracking and analytics tools. Bestever digs deeper into creative performance, analyzing visual hooks, messaging patterns, and engagement behaviors at a more detailed level. It also helps you understand why certain creatives outperform others, giving you another layer of insights to refine your campaigns even further.

How Bestever can help you improve your ad creatives

Once your tracking is in place, the next challenge is figuring out why your ads perform the way they do. Meta Events Manager shows you what actions people take, like purchases or sign-ups, but it doesn’t explain what’s working inside your creative. That’s where Bestever comes in.

We make ad optimization as simple as pressing a button to create an automatic campaign. Our platform uses computer vision algorithms to analyze creatives and machine learning to ensure your campaigns perform at their best. Here’s how:

• Quickly analyze ad performance instantly: Bestever’s Ad Analysis tool provides real-time feedback on your ads' engagement, conversion potential, budget efficiency, and creative impact. Instead of guessing why an ad isn’t working, you’ll get a clear breakdown of what’s holding it back — whether it’s weak visuals, poor targeting, or budget misalignment.
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• Optimize your ads before you burn budget: Instead of waiting 7+ days and spending thousands to see if an ad works, Bestever pinpoints weaknesses before you waste ad spend. Our AI highlights underperforming elements and suggests improvements — so you can pivot your strategy early and avoid a never-ending learning phase.
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• Review your old ads and get ideas: Bestever can look at historical data in your ad manager accounts and make suggestions based on past performance results. You’ll be able to see the patterns in high-performing ads, whether it’s a carousel format that drove 30% more engagement or a headline variation that boosted CTR by 20%. Use these insights to refine your next campaign and double down on what converts.
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• Know who to target: Not sure if your audience is too broad or too niche? Bestever’s audience analysis tools go beyond basic demographics to uncover key insights. Just enter your website URL and Bestever will analyze your existing traffic to suggest how to refine your ad targeting for higher conversion rates.
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• Generate high-converting ad creatives: Need fresh creatives without hiring a big team? Bestever’s AI ad generator can look at your site and generate creatives in large volumes. Pull stock images and video clips that fit your brand voice — so you can launch more ad variations quickly.

Ready to improve your ads even more? Let our team show you how Bestever can help you turn Meta ad performance data into creative decisions that actually move the needle.

Try a demo of Bestever for free.