The Meta (Facebook) Pixel helps you track marketing events when users visit your page, browse content, go through checkout, or make purchases.

Uscreen fires a full set of standard Meta events across browsing, checkout, and purchase — and supports Meta's Conversions API (CAPI) to capture trial-to-paid conversions that the browser pixel can't see.

If you don't already have a pixel, you will need to first create it by navigating to Events Manager on your Meta for Business account.

After you have created the pixel, a pop-up window will appear for you to choose how to install your pixel.

Under the Manually add pixel code to website option, click on Install code manually.

In the first step, you will be asked to copy the base code.

You only need the Pixel ID to connect to Uscreen. Click the Copy Code button, then paste the snippet into a text editor so you can see it in full.

Find your Pixel ID, usually on the 11th line:

fbq('init', 'PIXEL ID');

After copying your Pixel ID, go to your Uscreen account.

Uscreen also supports Meta's server-side Conversions API (CAPI) for one specific high-value event: a free trial converting to a paid subscription.

When a trial ends and the user is charged for the first time, the conversion happens server-side — the customer isn't on your site, so the browser pixel can't fire. Without CAPI, Meta never sees those paid conversions and can't optimize your trial-funnel campaigns. CAPI closes that gap.

To enable it:

Once enabled, when a trial subscription converts to paid, Uscreen sends a server-side Purchase event to Meta with the paid amount, the customer's hashed email, IP, user agent, and Facebook click identifiers (fbclid / fbc / fbp) — within a 28-day attribution window from signup.

Uscreen fires the following Meta standard events. Add the ones you want to optimize for in the Review Events section of Meta Events Manager.

Example payload of what is pushed to the Facebook Pixel:

Also, note that the checkout workflow is dynamic, so you will only see certain events in Meta Pixel Helper (Google Chrome extension) during certain portions of the checkout process.

While the Meta Pixel integration covers most of the storefront and checkout funnel, there are some limitations to be aware of.

When a user signs up for a free trial, the StartTrial event fires on the checkout confirmation page. The first paid charge happens later, server-side, when the trial ends — and at that point the user isn't on your site, so the browser pixel can't fire.

Recurring subscription renewals (e.g., monthly or annual charges after the first billing cycle) are processed server-side by your payment provider without any browser interaction, and Uscreen does not send them to Meta — even with the Conversions API enabled.

Meta's standard ads-attribution windows are designed around the initial conversion, so renewals are not generally needed for ad optimization.

Even with both the Pixel and the Conversions API enabled, tracking accuracy can be reduced by:

The Conversions API mitigates ad blockers and browser-side blocking for trial-to-paid conversions specifically, but does not bypass user opt-outs (e.g., ATT).

The Meta Pixel integration only works on your web storefront.

Purchases made through iOS, Android, or TV apps are not tracked by the pixel, as these transactions are handled through the respective app stores.

The checkout confirmation page, where StartTrial, Subscribe, or Purchase fires, only appears for approximately 5 seconds before redirecting.

If the pixel takes longer to load (due to network latency or browser conditions), the event may not fire successfully. For the trial-to-paid Purchase event specifically, enabling the Conversions API removes this timing risk because the event is sent server-side.

🔗 Learn more about the Checkout Purchase Flow

Make sure you've verified your domain.

🔗 Learn more about Verifying your Domain

If you're using a Uscreen domain, you'll need to place a <meta> tag in the Head Code Snippet.

🔗 Learn more about the Head Code Snippet

To test it, add the Meta Pixel Helper extension to your Google Chrome browser. Go to the Chrome web store, search for Meta Pixel Helper, click on the plugin offered by Meta, and select Add to Chrome.

You can find the extension by clicking on the puzzle piece icon located on the right of the navigation bar of the Chrome browser.

Click on the pin icon to make it easier to find.

Go to your site's storefront and click on the Facebook Pixel Helper extension.

Return to the Events Manager page, and on the left sidebar, select Data Sources. Make sure your pixel is selected to have access to all of your pixel's details.