Skip to main content

Meta Pixel

Web Source code Package

Meta Pixel (formerly Facebook Pixel) tracks visitor activity and conversions for Facebook and Instagram advertising campaigns. The destination automatically sends events to Meta Pixel via fbq function. All you need to do is install the destination, and optionally map events to Meta's format. walkerOS takes care of loading the script and the function calls.

Where this fits

Meta Pixel is a web destination in the walkerOS flow:

Source
Collector
Destination
Meta Pixel

Loads Meta Pixel script dynamically, initializes the fbq function with your pixel ID, and tracks page views and custom conversions for Facebook and Instagram ads.

Installation​

npm install @walkeros/web-destination-meta
import { startFlow } from '@walkeros/collector';
import { destinationMeta } from '@walkeros/web-destination-meta';

const { collector, elb } = await startFlow({
destinations: {
  meta: {
    code: destinationMeta,
    config: {
      settings: {
        pixelId: '1234567890', // Your Meta Pixel ID
      },
      loadScript: true, // Load Meta Pixel script automatically
    },
  },
},
});

Configuration​

This destination uses the standard destination config wrapper (consent, data, env, id, ...). For the shared fields see destination configuration. Package-specific fields live under config.settings and are listed below.

Settings​

PropertyTypeDescriptionMore
pixelId*stringYour Meta Pixel ID from Facebook Business Manager
* Required fields

Mapping​

Per-event rules under config.mapping. For the standard rule fields (consent, condition, data, batch, name, policy) see mapping.

PropertyTypeDescriptionMore
trackMeta Pixel standard event name to send
trackCustomstringCustom event name for tracking non-standard events

Examples

Add to cart

A product add event is mapped to the Meta Pixel AddToCart standard event with product contents and value.

Event
{
  "name": "product add",
  "data": {
    "id": "ers",
    "name": "Everyday Ruck Snack",
    "color": "black",
    "size": "l",
    "price": 420
  },
  "context": {
    "shopping": [
      "intent",
      0
    ]
  },
  "globals": {
    "pagegroup": "shop"
  },
  "custom": {
    "completely": "random"
  },
  "user": {
    "id": "us3r",
    "device": "c00k13",
    "session": "s3ss10n"
  },
  "nested": [],
  "consent": {
    "functional": true
  },
  "id": "1700000001-gr0up-1",
  "trigger": "click",
  "entity": "product",
  "action": "add",
  "timestamp": 1700000001,
  "timing": 3.14,
  "source": {
    "count": 1,
    "trace": "0a1b2c3d4e5f60718293a4b5c6d7e8f9",
    "type": "collector",
    "schema": "4"
  }
}
Mapping
{
  "name": "AddToCart",
  "data": {
    "map": {
      "value": "data.price",
      "currency": {
        "value": "EUR"
      },
      "contents": {
        "set": [
          {
            "map": {
              "id": "data.id",
              "quantity": {
                "key": "data.quantity",
                "value": 1
              }
            }
          }
        ]
      },
      "content_type": {
        "value": "product"
      }
    }
  }
}
Out
fbq("track", "AddToCart", {
  "currency": "EUR",
  "value": 420,
  "contents": [
    {
      "id": "ers",
      "quantity": 1
    }
  ],
  "content_type": "product"
}, {
  "eventID": "1700000001-gr0up-1"
})

Custom event

A video complete event is sent as a Meta Pixel trackCustom call with a custom event name and parameters.

Event
{
  "name": "video complete",
  "data": {
    "video_id": "v1d30",
    "duration": 120
  },
  "context": {
    "dev": [
      "test",
      1
    ]
  },
  "globals": {
    "lang": "elb"
  },
  "custom": {
    "completely": "random"
  },
  "user": {
    "id": "us3r",
    "device": "c00k13",
    "session": "s3ss10n"
  },
  "nested": [
    {
      "entity": "child",
      "data": {
        "is": "subordinated"
      }
    }
  ],
  "consent": {
    "functional": true
  },
  "id": "1700000005-gr0up-1",
  "trigger": "test",
  "entity": "video",
  "action": "complete",
  "timestamp": 1700000005,
  "timing": 3.14,
  "source": {
    "count": 1,
    "trace": "0a1b2c3d4e5f60718293a4b5c6d7e8f9",
    "type": "collector",
    "schema": "4"
  }
}
Mapping
{
  "settings": {
    "trackCustom": "VideoComplete"
  },
  "data": {
    "map": {
      "video_id": "data.video_id",
      "duration": "data.duration"
    }
  }
}
Out
fbq("trackCustom", "VideoComplete", {
  "video_id": "v1d30",
  "duration": 120
}, {
  "eventID": "1700000005-gr0up-1"
})

Pixel init

The destination loads the Meta Pixel script and initializes it with the configured pixelId.

Event
{
  "loadScript": true,
  "settings": {
    "pixelId": "1234567890"
  }
}
Out
fbq("init", "1234567890")

Initiate checkout

A cart view event is mapped to the Meta Pixel InitiateCheckout standard event with value and product contents.

Event
{
  "name": "cart view",
  "data": {
    "currency": "EUR",
    "value": 840
  },
  "context": {
    "shopping": [
      "cart",
      0
    ]
  },
  "globals": {
    "pagegroup": "shop"
  },
  "custom": {
    "completely": "random"
  },
  "user": {
    "id": "us3r",
    "device": "c00k13",
    "session": "s3ss10n"
  },
  "nested": [
    {
      "entity": "product",
      "data": {
        "id": "ers",
        "name": "Everyday Ruck Snack",
        "color": "black",
        "size": "l",
        "price": 420,
        "quantity": 2
      },
      "context": {
        "shopping": [
          "cart",
          0
        ]
      },
      "nested": []
    }
  ],
  "consent": {
    "functional": true
  },
  "id": "1700000003-gr0up-1",
  "trigger": "load",
  "entity": "cart",
  "action": "view",
  "timestamp": 1700000003,
  "timing": 3.14,
  "source": {
    "count": 1,
    "trace": "0a1b2c3d4e5f60718293a4b5c6d7e8f9",
    "type": "collector",
    "schema": "4"
  }
}
Mapping
{
  "name": "InitiateCheckout",
  "data": {
    "map": {
      "value": "data.value",
      "currency": {
        "value": "EUR"
      },
      "contents": {
        "loop": [
          "nested",
          {
            "condition": {
              "$code": "t=>f(t)&&\"product\"===t.entity"
            },
            "map": {
              "id": "data.id",
              "quantity": {
                "key": "data.quantity",
                "value": 1
              }
            }
          }
        ]
      },
      "num_items": {
        "fn": {
          "$code": "t=>t.nested.filter(t=>\"product\"===t.entity).length"
        }
      }
    }
  }
}
Out
fbq("track", "InitiateCheckout", {
  "currency": "EUR",
  "value": 840,
  "contents": [
    {
      "id": "ers",
      "quantity": 2
    }
  ],
  "num_items": 1
}, {
  "eventID": "1700000003-gr0up-1"
})

Page view

A page view event is forwarded to Meta Pixel as the PageView standard event with no extra parameters.

Event
{
  "name": "page view",
  "data": {
    "domain": "www.example.com",
    "title": "walkerOS documentation",
    "referrer": "https://www.walkeros.io/",
    "search": "?foo=bar",
    "hash": "#hash",
    "id": "/docs/"
  },
  "context": {
    "dev": [
      "test",
      1
    ]
  },
  "globals": {
    "pagegroup": "docs"
  },
  "custom": {
    "completely": "random"
  },
  "user": {
    "id": "us3r",
    "device": "c00k13",
    "session": "s3ss10n"
  },
  "nested": [
    {
      "entity": "child",
      "data": {
        "is": "subordinated"
      }
    }
  ],
  "consent": {
    "functional": true
  },
  "id": "1700000004-gr0up-1",
  "trigger": "load",
  "entity": "page",
  "action": "view",
  "timestamp": 1700000004,
  "timing": 3.14,
  "source": {
    "count": 1,
    "trace": "0a1b2c3d4e5f60718293a4b5c6d7e8f9",
    "type": "collector",
    "schema": "4"
  }
}
Out
fbq("track", "PageView", {}, {
  "eventID": "1700000004-gr0up-1"
})

Purchase

An order complete event is mapped to the Meta Pixel Purchase standard event with value, currency, and product contents.

Event
{
  "name": "order complete",
  "data": {
    "id": "0rd3r1d",
    "currency": "EUR",
    "shipping": 5.22,
    "taxes": 73.76,
    "total": 555
  },
  "context": {
    "shopping": [
      "complete",
      0
    ]
  },
  "globals": {
    "pagegroup": "shop"
  },
  "custom": {
    "completely": "random"
  },
  "user": {
    "id": "us3r",
    "device": "c00k13",
    "session": "s3ss10n"
  },
  "nested": [
    {
      "entity": "product",
      "data": {
        "id": "ers",
        "name": "Everyday Ruck Snack",
        "color": "black",
        "size": "l",
        "price": 420
      },
      "context": {
        "shopping": [
          "complete",
          0
        ]
      },
      "nested": []
    },
    {
      "entity": "product",
      "data": {
        "id": "cc",
        "name": "Cool Cap",
        "size": "one size",
        "price": 42
      },
      "context": {
        "shopping": [
          "complete",
          0
        ]
      },
      "nested": []
    },
    {
      "entity": "gift",
      "data": {
        "name": "Surprise"
      },
      "context": {
        "shopping": [
          "complete",
          0
        ]
      },
      "nested": []
    }
  ],
  "consent": {
    "functional": true
  },
  "id": "1700000000-gr0up-1",
  "trigger": "load",
  "entity": "order",
  "action": "complete",
  "timestamp": 1700000000,
  "timing": 3.14,
  "source": {
    "count": 1,
    "trace": "0a1b2c3d4e5f60718293a4b5c6d7e8f9",
    "type": "collector",
    "schema": "4"
  }
}
Mapping
{
  "name": "Purchase",
  "data": {
    "map": {
      "value": "data.total",
      "currency": {
        "value": "EUR"
      },
      "contents": {
        "loop": [
          "nested",
          {
            "condition": {
              "$code": "t=>f(t)&&\"product\"===t.entity"
            },
            "map": {
              "id": "data.id",
              "quantity": {
                "key": "data.quantity",
                "value": 1
              }
            }
          }
        ]
      },
      "content_type": {
        "value": "product"
      },
      "num_items": {
        "fn": {
          "$code": "t=>t.nested.filter(t=>\"product\"===t.entity).length"
        }
      }
    }
  }
}
Out
fbq("track", "Purchase", {
  "value": 555,
  "currency": "EUR",
  "contents": [
    {
      "id": "ers",
      "quantity": 1
    },
    {
      "id": "cc",
      "quantity": 1
    }
  ],
  "content_type": "product",
  "num_items": 2
}, {
  "eventID": "1700000000-gr0up-1"
})

View content

A product view event is mapped to the Meta Pixel ViewContent standard event with single-product contents.

Event
{
  "name": "product view",
  "data": {
    "id": "ers",
    "name": "Everyday Ruck Snack",
    "color": "black",
    "size": "l",
    "price": 420
  },
  "context": {
    "shopping": [
      "detail",
      0
    ]
  },
  "globals": {
    "pagegroup": "shop"
  },
  "custom": {
    "completely": "random"
  },
  "user": {
    "id": "us3r",
    "device": "c00k13",
    "session": "s3ss10n"
  },
  "nested": [],
  "consent": {
    "functional": true
  },
  "id": "1700000002-gr0up-1",
  "trigger": "load",
  "entity": "product",
  "action": "view",
  "timestamp": 1700000002,
  "timing": 3.14,
  "source": {
    "count": 1,
    "trace": "0a1b2c3d4e5f60718293a4b5c6d7e8f9",
    "type": "collector",
    "schema": "4"
  }
}
Mapping
{
  "name": "ViewContent",
  "data": {
    "map": {
      "value": "data.price",
      "currency": {
        "value": "EUR"
      },
      "content_type": {
        "value": "product"
      },
      "contents": {
        "set": [
          {
            "map": {
              "id": "data.id",
              "quantity": {
                "key": "data.quantity",
                "value": 1
              }
            }
          }
        ]
      }
    }
  }
}
Out
fbq("track", "ViewContent", {
  "currency": "EUR",
  "value": 420,
  "contents": [
    {
      "id": "ers",
      "quantity": 1
    }
  ],
  "content_type": "product"
}, {
  "eventID": "1700000002-gr0up-1"
})
💡 Need implementation support?
elbwalker offers hands-on support: setup review, measurement planning, destination mapping, and live troubleshooting. Book a 2-hour session (€399)