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Meta (Pixel and CAPI)

For anyone running Meta ads into a Zellify funnel. You'll have Pixel events in the browser and Conversions API events on the server, deduplicated and visible in Events Manager. You need a Meta Pixel ID, a CAPI access token, and a Zellify campaign.

A Zellify campaign with Meta as the source↗A Meta Business Account and Pixel A Conversions API access token

What this integration does#

On a campaign with Meta as the source, Zellify fires Pixel events from the browser and the matching CAPI event from the server. Both carry the same event id, so Meta deduplicates them.

Connect Meta#

Open Dashboard → Campaigns → <campaign> → Settings.
Pick Meta as the source.
Paste the Pixel ID, CAPI access token, and optionally a Test Event Code.
Save.

Where to find your credentials#

Pixel ID: Meta Events Manager → Data Sources → <your pixel>.
CAPI access token: same pixel → Settings → Conversions API → Generate access token.
Test Event Code: Events Manager → Test events → Test event code.

Credentials verified: Zellify fires a test event on save. Confirm it lands in Events Manager's Test Events view.

Events sent to Meta#

Funnel event	Meta event name	Type	Value?	Trigger
Page view	`PageView`	Standard	—	Every funnel page visit
Lead	`Lead`	Standard	—	User engagement beyond first page
Page completed	`PageCompleted`	Custom	—	User completes a funnel step
Email captured	`CompleteRegistration`	Standard	—	User submits email
Checkout presented	`InitiateCheckout`	Standard	Yes	Payment form loads
Payment method added	`AddPaymentInfo`	Standard	Yes	User enters payment details
Payment succeeded	`Purchase`	Standard	Yes	Payment completes successfully
Trial started	`StartTrial`	Standard	No (value: 0)	Free trial begins
Subscription started	`Subscribe`	Standard	No (value: 0)	Paid subscription begins

PageCompleted is a custom Meta event. To analyse it in Events Manager, register it in Custom Conversions (or as a custom event) before going live.

See Event reference for the canonical taxonomy.

Purchase event payload#

When Purchase fires, the event carries:

value — charged amount (decimal)
currency — ISO 4217 currency code
content_ids — array containing the Zellify product id
contents — array with item details
num_items — item count
content_type — "product"
event_id — used for deduplication

User data forwarded#

Pixel (browser): email, session id, country, city.

Conversions API (server): email, session id, fbp (Facebook browser cookie), fbc (Facebook click id), country, city, client IP, user agent.

fbp and fbc are collected automatically from the browser to lift match rate on traffic from Meta ads. Email is hashed before it leaves Zellify's server — raw values are never sent.

Event deduplication#

The Pixel and CAPI events share the same event_id. Meta counts them as one — no extra configuration required. If you see double-counts, confirm the event id is consistent (it should be, out of the box).

Test and verify#

Open Events Manager → Test Events → enter your Test Event Code.
Walk through a test funnel to the paywall.
Confirm PageView, Lead, CompleteRegistration, Purchase appear within 60 seconds.

:::tip Use the Test Event Code before going live. It filters test traffic from real data. :::

Going live#

Remove the Test Event Code to stop routing to Test Events. Confirm events land in the main Events Manager view.

Troubleshooting#

Symptom	Likely cause	Fix
Events missing in Events Manager	Wrong Pixel ID for this campaign	Confirm Pixel ID in Dashboard → Campaigns → <campaign> → Settings matches Events Manager
Double-counted Purchase	Pixel + CAPI firing with different event ids	Report to support; Zellify should be unifying these out of the box
Low match quality	Missing email capture step before paywall	Add a Registration step with email before the paywall

Campaigns

Where Meta is configured.

Event reference

Canonical event taxonomy.

TikTok integration

Same shape, TikTok equivalents.

Google Tag Manager

Run alongside Meta if you need GA4.