Meta (Facebook and Instagram)

Connect your Meta dataset (formerly pixel) to the academy site for Facebook and Instagram campaigns, the standard events we send, how to check them with Test events and how to avoid double counting.

08/10/2026

With the Meta dataset (formerly the pixel) your Facebook and Instagram campaigns see visits, course views, checkouts, requests, sign-ups and purchases on the academy site, and can optimise and build audiences. Aladia loads the official pixel code (fbevents.js) with your ID and sends Meta standard events.

Meta loads only after Marketing consent in the cookie banner. Cookies, consent and the pages where it runs apply to every tool: see Tracking and cookies.

Where to find the ID

Open Events Manager with the academy's business portfolio.
Under Data sources choose the site's dataset (none yet? Connect data sources › Web, Meta: set up the pixel).
The ID is below the dataset name: 15 or 16 digits (e.g. 123456789012345). It's the same number the pixel code uses in fbq('init', …).

You need the dataset ID, not the ad account or business portfolio ID. If Meta offers to install the code or a partner, choose manual installation and stop at the ID: Aladia loads the code.

Connect it in Aladia

Settings › Integrations, Marketing category, Meta card.
In the Connection section enter the dataset ID and turn the switch on.
Press Save: the Active badge appears.

You need the Owner or Admin role. Spaces in the ID are removed automatically; with the wrong format the field shows Expected format and it won't save.

Events we send

Names are Meta standard events (pixel reference).

Aladia event	When	Meta event	Parameters
Page view	Every public page, also when navigating without reloading	`PageView`	—
Course viewed	Opening a course page, by someone not enrolled	`ViewContent`	`content_ids`, `content_name`, `content_type`, `num_items`, `value`, `currency`
Checkout opened	Opening checkout	`InitiateCheckout`	`content_ids`, `content_name`, `content_type`, `num_items`, `value`, `currency`
Request sent	Successful submission of the request form	`Lead`	`content_ids`, `content_name`, `content_type`, `num_items`
Sign-up	Account created and verified on the site	`CompleteRegistration`	—
Purchase	Successful payment, once per purchase	`Purchase`	`content_ids`, `content_name`, `content_type`, `num_items`, `value`, `currency`

content_ids is the course ID, content_type is product; value and currency are there when the price is public (and always on purchase). Every event has an eventID (for purchases purchase.<checkout session ID>): the same one used by server-side sending, for deduplication (Meta: duplicate pixel and server events). No personal data in the events: no email, phone or name. Automatic advanced matching is a dataset setting in Events Manager: if it's on, Meta's code collects form data itself, so consider turning it off.

How to check

Turn Meta on and save.
In Events Manager › your dataset › Test events, enter the site address and press Open website (Meta: test events).
On the site press Accept in the cookie banner and browse: PageView shows up, then ViewContent on a course, Lead after a request…
From Cookie preferences in the footer try Reject: Meta must receive nothing more (Aladia calls fbq('consent', 'revoke'), Meta: GDPR and consent).

Server-side sending

Besides the pixel, Aladia sends InitiateCheckout, Lead, CompleteRegistration and Purchase to Meta with the Conversions API, with the same event_id as the browser and, as SHA-256 hashes, email, phone, first and last name for matching (Meta: customer information parameters). What we send, deduplication and privacy: Server-side sending.

Open Events Manager › your dataset › Settings.
In the Conversions API section choose Generate access token (you need to be an admin of the dataset) and copy it (Meta: get started with the Conversions API).
In Aladia, on this page, Server-side sending section: paste the token, Save, then turn the switch on. The token is never shown again: you can replace or delete it.
Check: Events Manager › your dataset › Test events, copy the test code (e.g. TEST12345) and paste it into Test event code. Send a test request or purchase accepting cookies: the event shows up with source Server (Meta: test events). Remove the code after testing, otherwise events stay test-only.

Common issues

No events in Test events. The visitor didn't give Marketing consent: without it Meta doesn't load at all. Use an incognito window and press Accept.
"Expected format" below the field. You copied the ad account or portfolio ID: you need the dataset ID (15-16 digits).
Events Manager warns about missing parameters (email, phone). The pixel sends no personal data; with server-side sending email and phone arrive hashed and match quality goes up.
Purchases made after signing in don't arrive. From the browser the purchase fires from the checkout without sign-in; the others (after sign-in, instalments) are counted by server-side sending, for visitors who accepted cookies.

Double counting

Meta here and in Google Tag Manager

If you turn on Meta here and Google Tag Manager, and your container also has the Meta pixel tag, every event arrives twice (even with the same ID): the page flags it with a warning. Keep the pixel in one place. Don't also install the pixel through a partner or plugin on the same site.