Conversion Tracking with Meta Pixel

Equaticket can automatically inject your Meta Pixel into your ticket widget and fire standard conversion events — no snippet editing required. Set it up once in your dashboard and it works across all your events.

What Gets Tracked

When your Pixel ID is connected, Equaticket fires the following Meta standard events on your behalf:

These events appear in Meta Events Manager and can be used for retargeting audiences, measuring cost-per-purchase, and optimizing ad campaigns.

Setting Up Your Pixel

Step 1: Find Your Pixel ID

1. Log into Meta Events Manager
2. Select your Pixel from the left sidebar
3. Click Settings
4. Copy your Pixel ID — it's a 15 or 16-digit number (e.g., 1234567890123456)

Step 2: Add the Pixel ID to Equaticket

1. Log into your Equaticket dashboard
2. Go to Settings → Branding
3. Scroll to the Conversion Tracking section
4. Paste your Pixel ID into the Meta Pixel ID field
5. Click Save

Once saved, your Pixel is active for all published events in your organization.

How It Works

Equaticket uses two injection paths depending on how your buyers reach checkout:

Embed widget on your site: When you're using the embed script (embed.js) or modal button (eq-widget.js), conversion events fire directly on your own domain. This gives Meta the best attribution signal because the Pixel runs in the same browsing context as your website visitors.

Standalone checkout on equaticket.com: When a buyer arrives at checkout via a direct link to your event page on equaticket.com (rather than through an embed on your own site), the Purchase event fires on equaticket.com after payment completes. AddToCart, InitiateCheckout, and CheckoutAbandoned do not fire for the standalone path.

Both paths pass the same order ID to Meta so that if the same purchase is seen from both locations, Meta deduplicates it and counts it only once.

Updating Your Embed Snippet

If you copied your embed snippet before May 2026, re-copy it from the Share & Embed tab in your event dashboard. The updated snippet includes a data-event-id attribute that the embed script uses to look up your Pixel configuration. Old snippets continue to work for ticket sales but will not fire conversion events.

GDPR and Cookie Consent

By connecting a Meta Pixel, you are enabling a third-party tracking script to run on your website. Under GDPR, PECR, and similar privacy regulations, you are responsible for obtaining your visitors' consent before loading the Pixel.

This typically means:

• Integrating a cookie consent banner or Consent Management Platform (CMP) on your site that covers third-party advertising/analytics cookies
• Disclosing Meta Pixel use in your Privacy Policy
• Providing a way for visitors to opt out

Equaticket does not manage cookie consent on your behalf. If your website does not yet have a consent solution, consult your legal counsel or a CMP provider such as Cookiebot, OneTrust, or Complianz before enabling the Pixel.

WordPress Plugin Note

The Equaticket WordPress plugin renders the widget in an iframe but does not load embed.js on your page. This means the embed-side Pixel injection (AddToCart, InitiateCheckout, CheckoutAbandoned) does not fire when using the WordPress plugin. The Purchase event will still fire on equaticket.com after checkout completes.

If you need full-funnel tracking on WordPress, use the manual embed snippet method instead of the plugin. See Embedding Tickets on Your Website.

Verifying Your Pixel

Use the Meta Pixel Helper Chrome extension to confirm events are firing correctly on your website. After setting up your Pixel in Equaticket:

1. Visit a page on your site with the embed widget
2. Open Meta Pixel Helper
3. You should see a PageView if the base code loaded and then AddToCart / InitiateCheckout as you interact with the widget

Events appear in Meta Events Manager within a few minutes of firing. If you don't see them after 15 minutes, double-check that your Pixel ID is correct and that your embed snippet has been re-copied from the dashboard.

Still need help? Contact support.