Meta Pixel
Set up and connect the Meta Pixel so conversions track across your franchise locations.
Who does what
Hub admins typically own the pixel strategy (which pixels exist, where they fire). Workspaces connect the pixel to their own ad account during onboarding. The steps below are split by role where the actions differ.
What the Pixel 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 to conversion attribution
Choose your pixel architecture
Pick the model that matches your sites
There are three common setups for multi-location brands:
- One Hub pixel: best when you run a single brand site and network-wide attribution is acceptable.
- Per-location pixels: best when each franchisee has their own website or wants local attribution.
- Hybrid: a shared Hub pixel on brand campaigns plus per-location pixels on per-location conversions.
Most multi-location brands run hybrid: a shared brand pixel for awareness and a per-location pixel for conversions. Deduplicate events so the same action is not counted twice.
Set up and connect the pixel
Create the pixel in Meta Events Manager
In Meta Business Suite, go to Events Manager, then Connect Data Sources, then Pixel, then Create. Save the Pixel ID, you will need it when you install and connect the pixel.
Install the pixel on the website
Choose one of these install methods:
- Paste the base code in the site header, or
- Use one of Meta's partner integrations (Shopify, WordPress, and similar), or
- Use the Conversions API for server-side tracking.
Configure the events you care about
At minimum, track PageView (fires automatically) plus Lead or Purchase, depending on your conversion goal. Add custom conversions in Events Manager for any franchise-specific actions.
Roll the pixel out to new locations
As franchisees come online, hand each one their Pixel ID so they can connect it to their own ad account (see the Workspace owner steps). For per-location setups, create each location's pixel in Events Manager first, then have them connect it.
Open Connected Accounts in your workspace
In Flamel, go to your workspace's Connected Accounts. This is where you link your Meta ad account and your pixel.
Connect your Meta ad account
Sign in with Meta and authorize Flamel. This connects the ad account that will run your campaigns.
Link the pixel and confirm it is firing
Select the Pixel ID your Hub admin gave you (or your own per-location pixel) and link it to the ad account. Flamel confirms the pixel connection status so you can see that it is firing before you launch ads.
Verify the pixel is working
Check live pixel fires with Meta Pixel Helper
Install the Meta Pixel Helper browser extension and load a page on your site. It shows which pixels fire on the page.
Confirm events in Events Manager
In Events Manager, recent events should show traffic within minutes of installation.
Confirm the connection in Flamel
In your workspace's Connected Accounts, the pixel connection status should show as connected for the workspace.
Common gotchas
Troubleshooting checklist
- Pixel installed but no events: the tag firing is likely blocked by a cookie banner or ad blocker. Test in an incognito window, and consider the server-side Conversions API.
- Events double-count: you are running both the browser pixel and the server Conversions API without deduplication. Add an
event_idto dedupe. - iOS 14+ attribution loss: set up Aggregated Event Measurement in Events Manager and rank your top 8 events per domain.
- Wrong pixel attributing to the wrong workspace: use UTM-based segmentation or switch to per-location pixels.
When to add or change a pixel
Use this as a quick reference for ongoing pixel maintenance.
| Event | Action |
|---|---|
| New franchisee onboards | Add their pixel in Events Manager, then connect it in their workspace |
| Brand rebrand or domain change | Update the pixel domain in Events Manager, then reverify events |
| Franchisee closes | Leave the pixel in place for historical data, or archive it |