Measuring showcases: from the ad to the paid purchase
You connect the pixel once for your whole workspace; after that every published showcase reports to the ad platforms what happens on it, without starting any tool before the visitor agrees. The one thing to remember: “Purchase” is only sent once the money has really arrived. Our example: Yacine, a digital-marketing trainer, runs a Facebook ad and wants the platform to learn from his real sales.
- about 10 minutes
- 8 steps
Who can do it: People with the workspace’s tracking settings. The “Measurement question” card needs the “Analytics” permission.
In 8 steps
- 1Paste the “Pixel ID” and “Conversions API token” in “Settings” → “Tracking”: once for all your showcases.
- 2Add a “Test code”, then tap “Send a test event” to see the server reach the platform.
- 3Read “Server tracking health”: each platform’s state, its last accepted and last refused event.
- 4On the showcase the consent bar asks the visitor; no pixel loads before “I agree”.
Show all
- 5Events: PageView from the browser only, the others from the browser plus a server copy, Purchase from the server once money arrives.
- 6In the editor, “Ask for tracking consent” turns the tools on or off for that showcase.
- 7The “Measurement question” card in “Results” says how many visitors agreed.
- 8If nothing arrives: published showcase, consent, id, the platform’s own message.
Before you start
- A Meta or TikTok pixel id, and a Conversions API token so confirmed sales get through: the “Pixels” and “Conversions API” lessons show where to find them.
- A published showcase: the tools do not run in the preview or the draft.
- A payment method ready, so an order can become a paid purchase that gets reported.
- Step 1 of 8
Connect once for all your showcases
You connect the Meta and TikTok pixels once in “Tracking”, and they serve all your showcases.
- What you paste“Pixel ID” and “Conversions API token” for each platform. Each field saves when you leave it.
- When is it ready?With id and token together. The token is what lets the server report a confirmed sale.
- The Meta IDDigits only, not the complete pixel script; otherwise a red message shows under the field.
All the details
Open “Settings” → “Tracking” (“Ad pixels & tracking”). Under “Facebook / Instagram (Meta)” and under “TikTok” there are two fields: “Pixel ID” and “Conversions API token”. Each field saves itself when you leave it, and the token then shows as hidden dots. Next to each platform a chip says how far along you are: id and token together mean ready; an id without a token means incomplete. All your showcases use these settings, and in the editor “Page” → “Ad tracking” says “Set up” or “Not set up”, with the “Tracking settings” link. The token is what lets the server report a confirmed sale, so don’t stop at the id.
On screenSettingsTrackingAd pixels & trackingFacebook / Instagram (Meta)TikTokPixel IDConversions API tokenAd trackingSet upNot set upTracking settingsHeads-upA Meta pixel ID is digits only, not the complete pixel script. Paste anything else and a red message appears under the field.
- Step 2 of 8
Try it before you rely on it: the test event
You send a test purchase to Meta or TikTok to check the connection works, without touching your numbers.
- What you needThe test code from Events Manager in “Test code (optional)”, plus the id and token.
- What is sentA test “Purchase” of 100 DZD that leaves your real numbers alone.
- Then?One line per platform says it was received or why it wasn’t sent. Then empty the code field.
TipEmpty the code field after the test: it is for checking once, not for sending with forever.
All the details
Open “Test codes” on the same page and copy the test code from Meta’s or TikTok’s Events Manager into “Test code (optional)”. Then tap “Send a test event”: the server sends a test “Purchase” of 100 DZD to each platform that has the id, the token and the code, without touching your real numbers. One line per platform: “Received. Open “Test events” to see it, then empty the code field.”, or refused by the platform in its own words, or “Not sent: add the test code first.”, or “Not sent: the server token is missing.”, or “No pixel set.”.
On screenTest codesTest code (optional)Send a test eventReceived. Open “Test events” to see it, then empty the code field.Not sent: add the test code first.Not sent: the server token is missing. - Step 3 of 8
“Server tracking health”
You see what Meta and TikTok really answered to the server’s latest sends, not what you typed in the fields.
- The states“Working”, “Refused” with the platform’s text, “Nothing sent yet” or “No event for a week”.
- Below them“Last accepted” and “Last refused” with their time, and order conversions accepted and refused over 7 days.
- Sales missing?“Refused” with an expired token or a wrong id is the usual cause; the platform’s message says which.
Tip“Refused” with an expired token or a wrong id is the most common reason sales are missing from your ads: the platform’s message says which.
All the details
Under the two platforms, this section says what Meta and TikTok answered to the server’s latest sends, not what you typed in the fields. Each platform has a state: “Working”, “Refused” (with the platform’s refusal text as it wrote it), “Nothing sent yet”, “No event for a week” or “Not set up”. Below, “Last accepted” and “Last refused” with their time, and a line on order conversions over 7 days: how many accepted, how many refused. Tap “Refresh” to read the latest. The section does not show at all while no pixel is set and nothing has been sent.
On screenServer tracking healthWorkingRefusedNothing sent yetNo event for a weekNot set upLast acceptedLast refusedRefresh - Step 5 of 8
What is sent, and when
After “I agree” the platform gets the visit, the interest and the order; the purchase goes only once the money arrives.
- Browser and serverPageView goes from the browser alone. ViewContent, InitiateCheckout and Lead get a server copy with the same id if you have the token.
- When does Purchase go?From the server alone, once the money is in: an approved receipt, a confirmed card or cash on delivery collected.
- On TikTokLead becomes SubmitForm, Purchase becomes CompletePayment, the others keep their names.
TipIn Events Manager, PageView has no server copy: its count won’t match “Results”.
All the details
Only after “I agree”: PageView when the page opens, from the browser alone. ViewContent once per visit, InitiateCheckout on every buy-button tap (not a secondary button), Lead when a visitor sends a form or an order: those three go from the browser, and with a Conversions API token the server sends a copy with the same id, counted once even if the browser blocks the pixel. Purchase goes from the server alone and only once the money has arrived: a receipt you approve, a card the provider confirms, or cash on delivery recorded as collected (not merely when the order is approved). On TikTok the names change: Lead becomes SubmitForm, Purchase becomes CompletePayment, the others keep their name. And in “Tracking”, the “Events sent automatically” list covers the whole platform, including CompleteRegistration and Contact.
On screenPageViewViewContentInitiateCheckoutLeadPurchaseSubmitFormCompletePaymentEvents sent automatically - Step 6 of 8
The “Ask for tracking consent” switch
A per-showcase switch asks the visitor before the Facebook and TikTok tools run; it is on by default.
- Where is it?In the editor: “Page” → “Header and footer”, when the workspace has a pixel.
- If you switch it off?The ad tools stop on this showcase alone; the visit counter in “Results” keeps working.
- Why keep it on?Without the tools the ad platform learns nothing from this showcase’s sales. Republish after any change.
All the details
In the editor open “Page” → “Header and footer”. If the workspace has a pixel you see the “Ask for tracking consent” switch, on by default for every showcase, even those made before the pixel existed: under it, “One line asks the visitor first; the Facebook and TikTok tools run once they agree.”. Switch it off to stop the ad tools on that showcase alone, and you read: “Measurement tools are off on this page: no consent line, no Facebook or TikTok pixels, and no orders sent to them from the server. The visit counter in “Results” keeps working.”. With no pixel in the workspace, you read instead of the switch: “No tracking tools are set up, so no consent is needed.”. While it stays off, the readiness list shows a yellow warning: “Measurement tools are off on this page, so its visits and orders will not count in your ads.” with a “Turn measurement on” button. Republish after a change so it reaches the published showcase.
On screenPageHeader and footerAsk for tracking consentMeasurement tools are off on this page, so its visits and orders will not count in your ads.Turn measurement onNo tracking tools are set up, so no consent is needed.Heads-upOnly switch it off with a reason: without the tools the ad platform learns nothing from this showcase’s sales.
- Step 7 of 8
“Measurement question”: how many agreed?
You know how many visitors agreed to measurement, and so why your ads count fewer visits.
- What the card says“N% of visitors agreed” among those who answered, with how many answered and how many didn’t.
- When does the share show?From 20 answers; before that the card says so instead of a meaningless number.
- What is affectedFacebook and TikTok count fewer visits than “Results”; orders and money collected don’t change.
All the details
On the showcase’s page open “Results”: the “Measurement question” card says “N% of visitors agreed” among those who answered, with how many answered and how many did not. The share shows from 20 answers; before that the card says so instead of a meaningless number. Anyone who says no gets no pixel, so Facebook and TikTok count fewer visits than “Results”; orders and money collected are not affected. With no pixel, the card says visitors are not asked.
On screenResultsMeasurement questionN% of visitors agreed - Step 8 of 8
I don’t see the events: what to check
Checks in order to find why your events don’t reach Meta or TikTok.
- Where to test?On the published showcase, not the preview, and after tapping “I agree” on the bar.
- Then?Check “Ask for tracking consent” is on, then “Send a test event” in “Tracking”.
- And if it’s refused?Read “Server tracking health”: the platform’s text gives the cause, like a wrong id or an expired token.
TipOpen the published showcase in a private window, tap “I agree” and watch Events Manager: you see what your visitor sees.
All the details
Go through the list in order. First: test the published showcase, not the preview, which starts no tool. Second: tap “I agree” on the bar, no event goes before it. Third: in the editor, check that “Ask for tracking consent” is on. Fourth: go back to “Tracking” and tap “Send a test event”: if it says “Not sent: the server token is missing.”, paste the token. Fifth: read “Server tracking health”: on “Refused”, the platform’s text gives the cause (wrong id, expired token…). And on “No event for a week”, perhaps nobody visited after agreeing. Remember that some browsers and ad blockers cut the pixel, and that anyone with Global Privacy Control on is not measured.
On screenSend a test eventNot sent: the server token is missing.RefusedNo event for a weekAsk for tracking consent
After measuring
Questions
Why does Meta count fewer events than my visits?
Because the pixel only runs after “I agree”, some browsers block it, and PageView has no server copy. Visits in “Results” are counted without any partner, so they are higher. Conversions API narrows the gap for ViewContent, InitiateCheckout and Lead among people who agree.
Do I need a pixel per showcase?
No. The id and token belong to the whole workspace and serve every showcase.
When is Purchase sent for cash on delivery?
When the cash is recorded as collected, not when the order is approved: the platform is never told about a sale that wasn’t paid.
What if the visitor closes the bar without answering?
The tools stay off for that visit, and they are asked again on the next. An “I agree” or “No thanks” answer is kept for 180 days.
Are drafts and preview links measured?
No. The tools only run on the published showcase, so your tests never mix with your numbers.
The test event arrived: is the link sound?
It proves the server reaches the platform with the id and token. After the test, empty the code and watch “Server tracking health” with the first real order.