Meta Pixel
Set up and connect the Meta Pixel so conversions track across your franchise locations.
Hub admins typically own the pixel strategy; Workspaces connect the pixel to their ad account during onboarding.
What it does
The Pixel is JavaScript on your website that fires when a user takes an action (visit, view content, lead, purchase). Meta uses those events to:
- Optimize ad delivery toward people likely to convert
- Build retargeting audiences (recent visitors, cart abandoners)
- Measure ad → conversion attribution
Pixel architecture for franchise brands
| Approach | Use when |
|---|---|
| One Hub pixel | Single brand site, network-wide attribution OK |
| Per-location pixels | Each franchisee has their own website / wants local attribution |
| Hybrid | Hub pixel on brand campaigns + location pixels on per-location conversions |
Most multi-location brands run hybrid: shared brand pixel for awareness, per-location pixel for conversions. Deduplicate events to avoid double-counting.
Setup
Create the pixel in Meta Events Manager
Meta Business Suite → Events Manager → Connect Data Sources → Pixel → Create. Save the Pixel ID.
Install on the website
Either:
- Paste the base code in the site header, or
- Use Meta's partner integrations (Shopify, WordPress, etc.), or
- Use Conversions API for server-side tracking
Configure events
At minimum: PageView (auto), Lead or Purchase depending on conversion goal. Add custom conversions in Events Manager for franchise-specific actions.
Connect in Flamel
Each workspace's Connected Accounts links the pixel to their Meta ad account. Confirms the pixel is firing.
Verification
- Meta Pixel Helper browser extension shows which pixels fire on a page.
- Events Manager → recent events should show traffic within minutes of installation.
- Flamel Connected Accounts shows pixel connection status per workspace.
Common gotchas
- Pixel installed but no events → Tag firing blocked by cookie banner or ad blocker. Test in incognito; consider server-side Conversions API.
- Events double-count → Browser pixel AND server CAPI without deduplication. Add
event_idto dedupe. - iOS 14+ attribution loss → Set up Aggregated Event Measurement in Events Manager (rank top 8 events per domain).
- Wrong pixel attributing to wrong workspace → Use UTM-based segmentation or per-location pixels.
When to add a new pixel
| Event | Action |
|---|---|
| New franchisee onboards | Add their pixel in Events Manager → connect in their workspace |
| Brand rebrand / domain change | Update pixel domain in Events Manager → reverify events |
| Franchisee closes | Pixel can stay (historical data) or be archived |