Connect your Meta Pixel to EventSquare and track which ads on Facebook and Instagram lead to ticket sales.
Pixel and Conversions API
Meta Pixel: tracks what your visitors do in their browser: the cart, the checkout and the purchase.
Conversions API: EventSquare also sends every purchase directly from our servers to Meta. Ad blockers and browser privacy settings don't stop it. Meta merges both into one purchase, so a purchase doesn't count twice.
The Conversions API is optional, but strongly recommended if you advertise on Meta.
Do you work with Google Tag Manager, or is your ticket store embedded in your website? Set up the integration here anyway, with the Conversions API: the purchases from our servers always reach Meta. Read "With Google Tag Manager or an embedded store" below to see what else you need to do.
Step by step
Find your Pixel ID. Open Meta Events Manager › Data Sources and choose your pixel. The ID (15 or 16 digits) is at the top right.
Create an access token (for the Conversions API). Open your pixel in Events Manager › Settings › Conversions API › Generate access token. Copy the token: it starts with
EAAand is a few hundred characters long. Use the token of the same pixel as your Pixel ID.Fill everything in in EventSquare. Open your event and go to Settings › Integrations. On Meta Pixel, click Install (or Settings if you set it up before). Enter your Pixel ID and paste the token under Conversions API access token. Click Save.
The integration is now on. Use the switch on the card to turn it off or on again.
Test the connection
Open your pixel in Events Manager › Test Events and copy the test code at the top right (e.g.
TEST12345).In EventSquare, click Test on the Meta Pixel card, paste the code under Test Event Code and click Test connection.
Within a few seconds, a test purchase of 10 EUR appears under Test Events. It never counts as a conversion.
The Test button only appears once you've saved an access token.
What is sent?
Through the Conversions API: a Purchase for every completed order in your ticket store, including free orders (with a value of 0). Not for test orders, box office sales or invitations.
To match the purchase to the person who saw or clicked your ad, EventSquare also sends the email address, name, phone number and address, always encrypted (hashed). On top of that, the click ID of your ad, and the IP address and browser of the order.
Check that it works
In Events Manager, open Overview › Purchase. Purchases from EventSquare are listed there with connection method Server, next to the pixel's Browser events.
For the events in the browser, use the Meta Pixel Helper extension in Chrome.
With Google Tag Manager or an embedded store
Google Tag Manager, ticket store through the link: the integration here does everything. Do not also load the same pixel in your container, or page views and carts count twice.
Embedded in your website: the pixel doesn't run in the embedded store, but the Conversions API does send the purchases. From your website, also send a
Purchaseto your pixel, with the purchase'sevent_idas event ID. Meta then merges the two. See Tracking with an embedded ticket store.
Frequently asked questions
Meta sees the purchases, but doesn't link them to my ads.
Look at Event Match Quality for the purchase in Events Manager. Without an access token, Meta only has the browser: add the token. Purchases from before you set up the integration are never attributed afterwards.
Purchases count twice in Meta.
The same pixel is then probably running twice: through this integration and through your Google Tag Manager container or your website. Use one of the two, or send the same event ID (see above).