Tracking via Facebook Pixel and Conversion API

Modified on Tue, 07 May 2024 at 04:02 PM

Facebook Pixel and Conversion API are analytics tools that allow you to measure the effectiveness of your advertising. Via Twelve Ticketing you can analyze the actions of your ticket buyers in your ticket store and link them to Facebook user profiles.


Facebook Pixel works on a client-server model. This means that all events collected by Facebook Pixel are requested from the server via the client (browser). The user data is stored in the user's browser via cookies and thus transmitted to Facebook.


The Facebook Conversion API is a valuable addition to Facebook Pixel. The Conversion API is not collected by the browser, but directly by the server and sent back to Facebook. The user data is made here with the Facebook profile. 


Depending on the data situation, one process works better than the other. Therefore, it is always recommended to use both tracking methods at the same time.


Facebook Tracking Setup


Facebook Pixel and the Facebook Conversion API can both be integrated at an organizational level.


  • To use the Facebook Conversion API, it is necessary to link your own domain to the ticket shop. This involves additional costs. For more information, please contact your account manager.


To configure Facebook Tracking:


  • Go to "Settings" --> "Shops"--> "Tracking" tab. Here you can enter the Pixel ID and the access token from Facebook. Don't forget to turn on the slider.


Tracking Events


Checkout Completed (Purchase)

  • value
  • currency

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