Facebook Pixel Integration

Facebook Pixel Integration

Facebook Pixel is a tracking code for ads in Facebook/Instagram. It allows creating retargeting audiences, tracking conversions, and optimizing ad campaigns for target actions.

Basic Code Installation

<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}
(window,document,'script','https://connect.facebook.net/en_US/fbevents.js');
fbq('init', 'PIXEL_ID');
fbq('track', 'PageView');
</script>

Standard E-commerce Events

// View product
fbq('track', 'ViewContent', {
    content_ids:  [product.id],
    content_name: product.name,
    content_type: 'product',
    value:        product.price,
    currency:     'RUB'
});

// Add to cart
fbq('track', 'AddToCart', {
    content_ids:  [product.id],
    content_type: 'product',
    value:        product.price,
    currency:     'RUB'
});

// Begin checkout
fbq('track', 'InitiateCheckout', { value: cartTotal, currency: 'RUB' });

// Purchase
fbq('track', 'Purchase', {
    value:        orderTotal,
    currency:     'RUB',
    content_ids:  orderItems.map(i => i.productId),
    content_type: 'product',
    num_items:    orderItems.length
});

Conversions API (Server-side Integration)

Browser-based Pixel loses ~30% of events due to ad blockers. Conversions API sends events directly from the server:

Http::withToken(env('FACEBOOK_ACCESS_TOKEN'))
    ->post("https://graph.facebook.com/v19.0/{$pixelId}/events", [
        'data' => [[
            'event_name'       => 'Purchase',
            'event_time'       => time(),
            'action_source'    => 'website',
            'user_data'        => [
                'em' => [hash('sha256', strtolower($user->email))],  // hash it!
                'ph' => [hash('sha256', normalizePhone($user->phone))]
            ],
            'custom_data'      => [
                'value'       => $order->total / 100,
                'currency'    => 'RUB',
                'order_id'    => $order->id
            ],
            'event_id' => "purchase_{$order->id}"  // deduplication with browser pixel
        ]]
    ]);

Event Deduplication

To prevent double-counting events (browser + server) — use event_id. Identical event_id from browser and server → Facebook counts one event.

Setup time: 1 business day with Conversions API.