Facebook Pixel Setup and optimization

In today’s digital landscape, optimizing your ad performance is paramount, and one of the most effective strategies is harnessing the power of server-side meta pixel optimization. 

Our guide will help you implement this quick but important change. By firing the meta pixel server-side, you gain unparalleled control and insights into your Facebook ad performance, ensuring accurate tracking, improved user experience, and ultimately, higher ROI on your advertising spend. 







Skill Level




Be sure to check and optimize your meta pixel to fire server side as well as in the browser to help your ads perform to the best of their ability with this new meta ads change. Our 3 steps will help any skill level make a seemingly small but important change to their Facebook ad account. 

Following these steps you will:

Who is the course for?

Any skill level individual who wants to enhance their Facebook ad performance. 


You first need to create the meta pixel within your Facebook Business account. If you don’t yet have a Business account go ahead and create one. If you need help with this, we’ll have a guide soon. Next, Navigate to Facebook’s Events Manager, a centralized hub for managing all your tracking pixels and events. Here, you can set up a new meta pixel specific to your website.

Once the meta pixel is created, the pivotal step is to capture the unique Pixel ID associated with it. This Pixel ID serves as the key to integrating the meta pixel with your website. It’s a distinct identifier that tells Facebook which pixel to associate with the data sent from your server and is found in the settings of the overview tab in the events manager.

Next, head to your WordPress dashboard and access the Plugin Manager. Here, you can effortlessly search for and locate the “Pixel Your Site” plugin. Once you’ve found it, download and install the plugin. This handy tool is a key component in ensuring that your server-side meta pixel works seamlessly with your WordPress website.

After installation, don’t forget to activate the “Pixel Your Site” plugin. This simple step is essential for enabling its functionality and making it accessible within your WordPress environment.

Now that the plugin is active, navigate to its settings. Within the plugin settings, you’ll find a dedicated section for the meta pixel configuration. This is where the magic happens.

Here’s what you’ll do:

  1. Toggle on the setting to enable the Conversion API. This critical step establishes the direct connection between your website and Facebook’s tracking infrastructure via server-side meta pixel optimization.

  2. Similarly, toggle on the setting to enable Advanced Matching. This feature enhances the accuracy of your tracking by sending additional user data to Facebook.

  3. Paste the Pixel ID that you obtained in step one into the designated text box within the “Pixel Your Site” plugin settings. This Pixel ID serves as the unique identifier that ties your meta pixel to your Facebook Business account.

But we’re not done yet. With the plugin settings configured, head back to Facebook’s Events Manager. From the Settings tab, scroll down to “Set Up Direct Integration” under “Conversions API.” Here, you’ll find an option to “Generate Access Token.” Click on it to generate a token that establishes a secure connection between your website and Facebook.

Now, take that access token and return to the “Pixel Your Site” plugin settings. Locate the text box labeled “Conversion API (recommended),” and paste the access token you generated. This final step seals the connection between your WordPress website and Facebook’s server-side meta pixel, ensuring accurate tracking and robust performance for your Facebook ad campaigns.

After configuring your “Pixel Your Site” plugin and setting up the necessary connections, it’s crucial to test your configuration to confirm that everything is working as expected. This step ensures that your tracking is accurate and sets the stage for successful ad campaigns.

To begin, head to Facebook’s Events Manager, the control center for your tracking and pixel management. In the “Test Event” tab, select the first option, “Confirm your server’s events are set up correctly.” Here, you’ll find a test code that will be crucial for verifying your configuration. Copy this code.

Now, return to your “Pixel Your Site” plugin settings within your WordPress dashboard. Here, you’ll find a spot to insert the test code you obtained from Events Manager. By adding this code, you’re essentially telling Facebook to check if your server-side events are set up correctly.

But we’re not done yet. Navigate back to Facebook’s Events Manager, and this time, select the option “Confirm your website’s events are set up correctly.” This is where you’ll plug in your website’s URL and hit “Go.” Facebook will then perform a quick check to ensure that your events are firing correctly from your website.

Here’s a pro tip to make this process even smoother: consider adding the Chrome extension “Meta Pixel Helper.” This extension is a valuable tool for debugging and confirming that your pixel is properly implemented. If your test was done correctly, you should see the pixel in the Meta Pixel Helper, and it should be passing data back to the Events Manager test tab.

The ultimate goal of this step is to achieve a “great” status for Event Match Quality in Facebook’s Events Manager. By following these testing procedures diligently, you can ensure that your server-side meta pixel configuration is robust and that your tracking is accurate, setting the stage for highly effective Facebook ad campaigns.

In summary, step three focuses on quality assurance and testing to confirm the success of your server-side meta pixel implementation. This process ensures that your tracking is accurate, allowing you to make data-driven decisions and achieve optimal results in your Facebook ad campaigns. Stay tuned as we delve deeper into mastering the art of server-side meta pixel optimization.

Need Any Help With These or more advanced Facebook Ads implementations? Get Runleadgen to help!

Meta Pixel Optimization FAQs

Server-side meta pixel optimization is crucial for Facebook advertising because it allows for more accurate tracking of user interactions with your website. By sending data directly from your web server to Facebook, you minimize the risk of data loss due to ad blockers or other factors. This precision in tracking ensures that you receive reliable insights into user behavior, which can help you refine your ad campaigns for better performance.

The “Pixel Your Site” plugin for WordPress is a valuable tool that facilitates the integration of your server-side meta pixel with your website. It streamlines the configuration process by providing an interface to enable Conversion API, Advanced Matching, and by allowing you to input your unique Pixel ID and access token. This plugin ensures that your server-side meta pixel functions smoothly and effectively.

Testing the meta pixel configuration is a critical step to ensure that everything is working correctly. It helps confirm that your tracking is accurate, which is vital for making data-driven decisions in your ad campaigns. The testing process also allows you to catch and address any issues early, preventing potential discrepancies in tracking that could impact your advertising results.

A “great” status for Event Match Quality is an indicator that your server-side meta pixel is functioning optimally. It means that your tracking is accurate, and Facebook can confidently match user interactions on your website with their corresponding events. This high level of match quality ensures that you receive reliable data, allowing you to make informed decisions and optimize your Facebook ad campaigns for better results.