Meta Ads Install / Embed Tag or SDK

Deployment strategies for Facebook Pixel and Conversions API across web, mobile, and server environments.

Delivery Options to Evaluate

Preferred: Google Tag Manager with Facebook Pixel base code and event-specific tags for standard and custom events.
Enforce consent mode integration with your CMP (OneTrust, Cookiebot) to respect user privacy choices before pixel fires.
Use GTM variables for environment-specific pixel IDs and test event codes to avoid mixing dev/staging data with production.
Consider Conversions API for server-side redundancy and privacy-compliant tracking, especially for high-value events like purchases.

Create a base Facebook Pixel tag in GTM that fires on all pages with your pixel ID.
Build separate event tags for each standard event (ViewContent, AddToCart, Purchase) triggered by dataLayer pushes or page-specific rules.
Bind pixel ID, access token (for CAPI), and consent state to GTM variables per environment.
Use GTM Preview mode to validate pixel firing, event parameters, and consent signal integration before publishing.
Test advanced matching parameters (hashed email, phone) in Test Events to confirm they are properly formatted.

If GTM is not available, place the Facebook Pixel base code in the document <head> section with async loading.
Add fbq('init', 'PIXEL_ID') followed by fbq('track', 'PageView') immediately after the base code.
For event tracking, call fbq('track', 'EventName', {parameters}) on user actions (button clicks, form submissions).
Keep pixel IDs environment-aware via server-rendered variables or feature flags so staging never sends data to production pixels.
Implement consent checks before initializing the pixel to comply with GDPR and CCPA requirements.

Use Facebook SDK for iOS and Android to track app events that mirror web pixel events.
Initialize the SDK with your app ID and enable Automatic Event Logging for basic app lifecycle events (app opens, purchases).
Manually log custom events with AppEvents.logEvent() for in-app actions aligned with your tracking plan.
Configure App Events Test Events in Events Manager to validate mobile event payloads during development.
Align event names and parameters between web pixel and mobile SDK for consistent cross-platform reporting.

Deploy Conversions API endpoints on your backend to send server-side events for high-value conversions (purchases, leads, registrations).
Use the same event names as the pixel to enable Meta's deduplication logic (match on event_id and event_time).
Send hashed user data (email, phone, external_id) and browser information (user_agent, IP address, fbp/fbc cookies) for improved Event Match Quality.
Retrieve fbp (Facebook browser cookie) and fbc (Facebook click ID) from the user's browser and pass them to your server for CAPI events.
Implement retry logic, error logging, and monitoring for CAPI requests to surface failed events quickly.
Test server events in Events Manager Test Events tab before enabling production traffic.

Check Facebook Pixel Helper extension for pixel status, event firing, and parameter accuracy on key pages.
Review Events Manager Test Events for both pixel and CAPI events, confirming event names, parameters, and deduplication.
Verify Event Match Quality score is above 6.0 (preferably 7.0+) by sending sufficient user matching parameters.
Confirm domain ownership in Business Manager and Aggregated Event Measurement configuration for iOS campaigns.
Screenshot GTM Preview and Events Manager Diagnostics for documentation and compliance evidence.

Decide whether to enable automatic advanced matching in the pixel or handle hashing manually.
Plan migration from older pixel implementations or consolidation of multiple pixel IDs.
Evaluate Conversions API Gateway (partner-hosted solutions) for easier CAPI setup without custom backend development.
Consider using Meta's official Shopify, WordPress, or BigCommerce plugins for streamlined e-commerce integrations.