Facebook Pixel tracking

Supercharge your marketing strategy and unlock deeper insights into customer behavior with Xola’s seamless integration with Facebook Pixel. This powerful connection automatically tracks purchase events from your online checkout, giving you the data you need to optimize ad performance, retarget high-value guests, and create lookalike audiences—all without any manual effort. With everything running behind the scenes, you can focus on growing your business while Facebook Pixel helps you drive more conversions and maximize your return on ad spend.

What's covered in this article:

How to Get Started

How it Works

Tips for Success

How to Get Started

Install the Facebook Pixel App

• Head to the Xola App Store and install the Facebook Pixel Tracking app.

Add Your Facebook Pixel ID

• In Xola, navigate to Marketing > Conversion Tracking > Facebook.
• Paste your Pixel ID into the designated field.
• Don’t have a Pixel yet? Create one in Facebook Business Manager.

Generate a Facebook Access Token

• On Facebook, navigate to the pixel event settings page
• Then scroll down to the Conversions API

• Go to Set Up Manually, then click Get Started.

• Click Continue in the bottom right corner

• On the “Select Events” screen, choose Purchase and select all required event and customer info parameters.

  • Event Detail Parameters make sure the following is checked, if not, check the box next to the item:
    • Event Time
    • Action Source
    • Currency 
    • Event Name
    • Event ID
    • Value
    • Event Source URL
  • Customer Information Parameters make sure the following is checked, if no,t check the box next to the item:
    • Client IP Address
    • City
    • Phone
    • Client User Agent
    • Click ID (fbc) Cookie
    • Email
    • Browser ID (fbp) Cookie

• Now, click the Open Implementation Guide link under “Manually Implement the API Yourself, scroll down, and click on Generate Access Token.

• Copy the code

Complete the Setup in Xola

• Return to your Xola Facebook tracking settings.

• Paste the Access Token and click Save.

Turning on Advanced Matching

• If you’d like, you can choose to allow Xola to pass data to Facebook which allows you to take advantage of Facebook’s Advanced Matching functionality. Facebook Advanced Matching will use information like your customer’s name and email to build your audiences and further optimize your advertising campaigns. More on Facebook Advanced matching here.
• To turn on, navigate to Marketing > Conversion Tracking > Facebook.
• Toggle on the Advanced Matching. 

How it Works

Once the integration is active:

• Your Facebook Pixel will load automatically on Xola’s checkout pages.

• Whenever a purchase is completed, Xola sends a Purchase event to Facebook.

• The following data is passed to Facebook:

  • Purchase value

  • Experience ID

  • Quantity

  • Item price

  • City

  • Currency

You can also enable Advanced Matching to pass customer info like email addresses and phone numbers, which helps Facebook improve tracking accuracy and retargeting.

Tips for Success

• Enable Advanced Matching: Improve audience targeting by allowing Xola to share customer details (email, name, city, etc.) with Facebook via the Pixel.

• Avoid Duplicate Tracking: If you're using Google Tag Manager (GTM) to track conversions, disable the “Purchase” event in GTM to prevent duplicate reports. Xola handles purchase events automatically.

  • We recommend that you use Xola’s Facebook pixel integration instead.
  • Since Xola will be passing Purchase events directly to Facebook on your behalf, tracking purchase events via a custom GTM tag (using the method described here) will cause purchases to be double-reported in your Facebook account.
  • If you use GTM to track events for Facebook other than purchases you can keep these in place, as Xola’s integration will only report on purchase data.

• Verify Events in Facebook: Use Facebook’s Test Events and Events Manager tools to ensure data is being received properly after setup.

• Monitor & Optimize: Regularly review your Purchase event performance in Facebook Ads Manager. Adjust targeting and creative based on what’s converting best.

• Test Your Pixel: Use the Facebook Pixel Helper Chrome extension to confirm your Pixel is firing correctly during checkout.