Setup Guide
Meta can only optimise for what it can see. Connect every action worth knowing about, label each one so Meta understands where it sits, then give it enough detail to match those actions to real people. Here is where you stand on all three.
Funnel stages covered
4 of 4
Events being sent
7
4 worth adding
Data quality
80/100
+37 from PixelFlow
Connect every conversion point
Walk your own site the way a customer would. Every point where someone commits to something is worth tracking — not just the sale at the end.
You're sending 7 events
Worth adding — each closes a specific blind spot
Initiate Checkout
Sits between Add to Cart and Purchase. Without it you cannot tell whether people abandon at the cart or inside checkout.
Contact
Calls, chats and enquiry forms are conversions too. Right now none of them reach Meta.
Schedule
If anyone books time with you, that is a stronger signal than a form fill and should be its own event.
Subscribe
Newsletter and list signups are cheap top-of-funnel conversions that give Meta more to learn from.
How each kind of thing gets connected
A form you built yourself
Point & Click — tag the submit button
A booking tool (Calendly, Cal.com)
Redirect to a page on your site
A form builder (Typeform, Tally)
Redirect to a page on your site
Checkout or payment (Stripe, Shopify)
Direct integration
A call, chat or download link
Point & Click — tag the link
A thank-you or confirmation page
Fire on page load
Calendly and Typeform load in an iframe, which browsers stop us reaching into — those need a redirect to a page you own. The setup flow handles it.
Pick the right event to optimise for
The event name is not cosmetic — it tells Meta how deep in your funnel an action sits, and Meta optimises for whichever one your campaign points at. Deeper means better customers, but only if there is enough volume to learn from.
Your funnel over the last 30 days
Landed and browsed a product, pricing or content page.
Added something to a cart, or handed over their details.
Registered, booked, or started a trial.
Money changed hands. Send the value with it.
Nothing clears 50 conversions a week yet. Your strongest is Purchase at 28/wk. Below that threshold Meta struggles to leave the learning phase, so campaigns stay expensive. Either raise volume, or point campaigns at a shallower event until it builds.
Give each event more to match on
Every event carries parameters — email, phone, click ID, location. The more it carries, the more reliably Meta ties it to a real person, and the more of your spend gets credited to the ad that earned it.
Weakest parameters — where the next point is cheapest
Overall 80/100
Grey is what the browser sent; green is what we recovered server-side. The quickest wins are collecting email and phone at the point of conversion — pass them into the event and we hash and forward them.
Then read what it tells you
Once events are flowing, these are the three questions worth asking of them.
Chasing a one-off account task instead — removing your old Pixel, approving your domain in Meta? Those live on Getting Started.