Why should I use this?
Using a Pixel (and CAPI) gives you a clear picture of how visitors engage with your website. You’ll be able to:
See who is visiting your site and what they’re doing
Understand which actions lead to sales or sign-ups
Make your Facebook ads smarter and more effective
Use CAPI to capture data even if visitors have ad blockers or privacy restrictions
What do I need to set up first?
Before you start, make sure you have:
A Facebook Pixel ready in your Facebook Ads Manager (or create a new one)
If you want to use CAPI, an Access Token from the Pixel’s Conversions API settings
How long will this take?
Adding just the Pixel usually takes 5 minutes
Adding CAPI alongside it may take 10–15 minutes
Step 1: Access Website Settings
First, access the settings of your website. You can do this by heading to Websites & Funnels > Websites.
Select the website you want to add the pixel to and then clicking on the "Settings" tab.
Step 2: Find Head Tracking Code
Once you're in the website settings, scroll down until you find the "Head Tracking Code" section.
Step 3: Copy Your Facebook Pixel (and CAPI) Code
In Facebook Ads Manager, locate your Pixel code and copy the whole thing.
If you want to use CAPI, go to Settings → Conversions API and generate an Access Token. Copy the CAPI script from Facebook.
Step 4: Paste Your Pixel (and CAPI) Code
Back in FEA Create, paste your Pixel code into the Head Tracking Code section. If using CAPI, paste the CAPI script there as well.
Step 5: Save Your Changes
Once you have pasted the code, click on the "Save" button to save your changes. You will need to repeat this process for every website that you want to add the pixel to.
Tip: You’ll also want to add your Pixel and CAPI to your funnels, but not individual pages. Just add it in the overall funnel settings.
How will I test this?
Go to Facebook Events Manager → Test Events
Trigger an event on your site, like submitting a form or making a purchase
Check that it appears in Events Manager — this confirms your Pixel and CAPI are working
Adding your Pixel and CAPI is a simple but powerful way to understand your audience better and make smarter decisions with your advertising. Once it’s set up, you’ll have the data you need to grow your business confidently.