Adding Facebook Pixel to your Shopify store

You can connect your Shopify store to your Facebook Pixel account in the admin. Connecting your store and your Facebook Pixel account will automatically track data for six Standard Events: ViewContent (product and collection views), AddToCart, InitiateCheckout, AddPaymentInfo, Purchase, and Search. Each standard event tracks an action your customers will do while visiting your store. The integration passes the subtotal as the variable content_value.


To use the Facebook Pixel integration, you only need to enter your Facebook Pixel Id in the admin. You do not need to add the Facebook Pixel code to your checkout or any pages. If you have used Facebook Pixel on your store, then you must remove any existing Facebook Pixel code from your store before attempting to enter your ID in the admin.

Set up Facebook Pixel in your Shopify admin

To set up Facebook Pixel for your Shopify store:

  1. From your Shopify admin, click Online Store, and then click Preferences (or press G S W).

  2. Find the Facebook Pixel section, and then enter your Facebook Pixel ID:  

    Fb pixel integration 1

  3. Click Save.

Verify Facebook Pixel is working

Facebook Pixel should register data in near real-time as your customers interact with your store pages. To see the data:

  1. Go to Ads Manager on Facebook.
  2. Click the Facebook Pixel tab.
  3. You should now see your pixel dashboard:  
    Fb pixel dashboard

If you don't see data in your dashboard, then it could mean:

  • No activity yet: Facebook hasn't received data from the pixel yet. If you've just installed it, then that might mean you need to give your customers some time to interact with your store to generate data.

  • No recent activity: conversion events were recorded in the past, but none were recorded in the past week. Return to your store pages, then check that the visit is tracked by Facebook Pixel. If your visit shows up, then the pixel is working.

Understanding standard events

Standard events track actions your customers do while visiting your store. They allow you to collect data on how your customers interact with your store. There are nine standard events that Facebook Pixel will track. If you use the Facebook Pixel integration by entering your pixel ID in the admin, then Facebook Pixel will automatically track the six most relevant standard events for Ecommerce out of the nine available: ViewContent (product and collection views), AddToCart, InitiateCheckout, AddPaymentInfo, Purchase, and Search. It is not possible to customize which standard events the integration tracks.

The full list of Facebook Pixel standard events are:

Event Name Event Description
ViewContent When a key page is viewed such as a product page, e.g. landing on a product detail page
Search When a search is made, e.g. when a product search query is made
AddToCart When a product is added to the shopping cart, e.g. click on add to cart button
AddToWishlist When a product is added to a wishlist, e.g. click on add to wishlist button
InitiateCheckout When a person enters the checkout flow prior to completing the checkout flow, e.g. click on checkout button
AddPaymentInfo When a payment information is added in the checkout flow, e.g. click / LP on save billing info button
Purchase When a purchase is made or checkout flow is completed, e.g. landing on thank you/confirmation page
Lead When a sign up is completed, e.g. click on pricing, signup for trial
CompleteRegistration When a registration form is completed, e.g. complete subscription/signup for a service

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