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Facebook Pixel Integration

CrowdChange supports Meta Pixel tracking and optional Meta Conversions API purchase tracking. Once connected, your Pixel receives browser PageView and Purchase events as users browse and complete transactions. If a Meta Conversions API access token is configured, CrowdChange also sends completed purchases from the server and uses a shared event ID to help Meta deduplicate browser and server events.

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Setup

  1. Go to Admin -> Layout Settings -> Meta & Analytics
  2. Scroll to the Facebook Analytics section
  3. Enter your Pixel ID in the Facebook Pixel ID field, for example 1234567890123456
  4. Optional: enter your Meta Conversions API access token
  5. Optional: enter your Domain Verification code in the FB meta tag domain verification field. Use only the value from the content attribute of the <meta name="facebook-domain-verification" ...> tag Meta provides
  6. Click Save
The browser Pixel snippet is automatically injected into every page once the Pixel ID is saved. Conversions API tokens are stored as write-only encrypted values; leave the token field blank to keep an existing token.

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Tracked Events

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PageView

Fired automatically on page load and virtual page navigation.
ParameterTypeDescription
external_idstring | nullThe fbclid click ID from the visitor’s landing URL, if present
Example payload 
{
  "external_id": "fb-click-id"
}

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Purchase

Fired when a donor successfully completes a transaction.
ParameterTypeDescription
currencystringISO 4217 currency code, for example USD, CAD
valuenumberTotal transaction amount
content_idsstring[]Item IDs included in the transaction
contentsobject[]Array of { id, quantity } objects
content_namestringPage title at the time of purchase
content_typestringAlways product
num_itemsnumberNumber of items in the transaction
external_idstringThe captured fbclid, if present
The browser event is sent with eventID: transaction_<transaction_id>. Example browser payload 
{
  "currency": "USD",
  "value": 100,
  "content_ids": ["42", "87"],
  "contents": [
    { "id": "42", "quantity": 1 },
    { "id": "87", "quantity": 1 }
  ],
  "content_name": "Annual Gala",
  "content_type": "product",
  "num_items": 2,
  "external_id": "fb-click-id"
}

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Server-Side Purchase Tracking

When both a Pixel ID and Meta Conversions API access token are configured, CrowdChange sends a matching server-side Purchase event to Meta.
FieldDescription
event_idtransaction_<transaction_id> for browser/server dedupe
event_source_urlCheckout page URL when available
currencyTransaction currency
valueTransaction total
order_idCrowdChange transaction ID
content_idsPurchased content IDs, or donation for donation-only flow
contentsPurchased content quantities
client_ip_addressRequest IP address
client_user_agentRequest user agent
fbp / fbcMeta browser cookies when available
em / external_idSHA-256 hashed donor email and user ID when available
Ad-network failures are logged and do not interrupt the donor checkout flow.

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Click ID Attribution (fbclid)

When a visitor arrives via a Meta ad, Meta may append fbclid to the URL. CrowdChange captures it in the browser session and uses it for browser Pixel events. For server-side purchases, CrowdChange also forwards _fbp and _fbc cookies when available, and derives _fbc from fbclid when the cookie is missing.

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Domain Verification

To verify your domain with Meta:
  1. In Meta Business Manager, go to Brand Safety -> Domains and add your domain
  2. Copy the verification code from the <meta name="facebook-domain-verification" content="..."> tag
  3. Paste only the content value into the FB meta tag domain verification field
  4. Click Save
  5. Return to Meta and click Verify

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Verifying Your Setup

After saving your Pixel ID:
  1. Install the Meta Pixel Helper Chrome extension
  2. Visit any page on your platform
  3. Confirm the extension shows your Pixel ID firing PageView
  4. Complete a test transaction and confirm Purchase fires with the expected value and currency
If you configured Conversions API, also verify in Meta Events Manager -> Test Events and confirm browser/server deduplication uses the same transaction_<transaction_id> event ID.

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Additional Information

See Meta Pixel docs and Meta Conversions API docs for further information.