Understand your pixel events

Once your Pixel ID is set, your event page reports what buyers do back to Meta. Here's exactly what we send.

The events we send

Three standard Meta events:

• ViewContent — someone opened your event page
• InitiateCheckout — someone started checkout
• Purchase — someone completed an order

What each event carries

The event is passed as parameters, not baked into the event name:

• content_name — your event name
• content_ids — your event ID
• content_type — product
• value — the total the buyer paid
• currency — your project's currency

Two things to know about value. It includes the platform fee, so it's what the buyer actually paid — which means revenue reported in Meta reads higher than your payout, by that difference. And ViewContent carries no value, because no order exists yet at that point.

The old events still run — for now

The older [Event name]: Action format keeps firing alongside the standard events for 90 days, then retires. We're not removing it immediately so existing setups don't break. The 21-character truncation in those names is unchanged, so anything you've already configured keeps matching during the transition.

Two things follow from that:

• Build on the standard events. Don't set up anything that counts both sets — you'd double-count every sale.
• Move existing campaigns over now and let the old events fade, rather than waiting for retirement day.

Next

Ready to point a campaign at this? See Set up a Meta campaign.