Meta Pixel and Conversions API on Wix

On Wix, you connect the Meta Pixel and the Conversions API in one step: go to Marketing Integrations in your site's dashboard, click Connect under Meta Pixel & CAPI, and sign in to Facebook. You don't paste any code. Once it's connected, Wix sends page views, leads, add-to-cart actions and purchases to Meta from both the visitor's browser and Wix's own servers.

Two things have to be true first. The site needs a paid Wix plan with a connected domain, and Wix says you need to verify that domain on Facebook before you connect. After that, the main ways this goes wrong are adding the pixel a second time somewhere else, and a cookie banner holding the pixel back until visitors consent.

What the pixel and the Conversions API do

The Meta Pixel is a small script that runs in a visitor's browser. It tells Meta what that person did on your site, such as viewing a product or submitting a form, so Meta can report which ads led to results and show ads to similar people.

The Conversions API, usually shortened to CAPI, sends the same kind of information from a server instead of from the browser. On Wix, that server is Wix's. Browser tracking loses events when a visitor uses an ad blocker or a browser that limits tracking scripts. Wix says the server route avoids "losing events due to pop-up banners and blockers" that affect browser-only tracking.

Set up by hand, CAPI is a separate project that usually needs a developer. Wix describes its version as a native solution with no extra apps or plugins. For a business owner, that is the main reason to use the built-in integration and not a hand-installed pixel.

What you need before you connect

• A paid plan and a connected domain. Wix requires an upgraded site and a connected domain for this integration. Our Wix website cost guide covers the plans.
• A verified domain in Meta. Wix states: "Before you can connect your site, you need to verify your domain on Facebook." Verification is done in your Meta business account, and Meta's Business Help Center has the current steps. If verification asks for a DNS record, our guide to domains and DNS on Wix explains where records are managed.
• The pixel on your primary domain. If several domains point at your site, Wix's troubleshooting list says the pixel must be on the primary one.
• A Facebook login with access to the business account that owns the pixel and the ad account.

How to connect Meta Pixel and CAPI

1. Go to Marketing Integrations in your site's dashboard.
2. Click Connect under Meta Pixel & CAPI.
3. Click Connect to Facebook.
4. Sign in and grant the permissions requested by "Wix Marketing Tools".
5. Click Done. The integration should now show as Connected.

Wix's own steps are in its Meta Pixel and Conversions API article.

If you connected the older pixel

Wix used to offer a plain Meta Pixel integration without the server side. Sites that connected that older version don't get CAPI automatically. Wix's instruction is to delete the old pixel, refresh the page, and reconnect to get Meta Pixel & CAPI.

How to disconnect

Disconnect from the Wix side. In Marketing Integrations, click View under Meta Pixel & CAPI, then More Actions → Delete → Disconnect. Wix warns that if you only disconnect on the Facebook side, "events may still be sent". When you change agencies or ad accounts, remove the old connection in Wix first, then connect the new one.

Events Wix sends to Meta automatically

You don't configure events. Wix says that once you connect an integration, "the events automatically start reporting". Which ones fire depends on the Wix apps on your site.

The full list for every integration is in Wix's event tracking by service article. Two practical points follow from it. First, a service business with only a contact form will see Pageview and lead and little else, which is correct. Second, Wix lists a single lead event for every form and documents no way to report forms separately through this integration. If you need "quote request" and "newsletter signup" reported separately in Meta, that takes custom work beyond the built-in integration.

Don't add the pixel twice

Most broken pixels on Wix are doubled pixels. Someone connects the integration, and someone else, often an ad freelancer following generic instructions, pastes Meta's base code into the site as well. Wix's guidance on each place the pixel should not be:

• Google Tag Manager. Don't run the pixel in a Tag Manager container and in Marketing Integrations at once. Wix says running a preset tracking code in both places "may cause the code to misreport or malfunction". If you manage tags there, see Google Tag Manager on Wix.
• Custom Code. Wix states that pixels "do not work through custom code" and that manual code added this way "is not supported by Wix Customer Care and may interfere with the Conversions API".
• An HTML embed element. Wix says embedding the pixel with the HTML element "will not allow the Meta Pixel to work correctly". An embed runs inside a frame that is cut off from the rest of the page.

If you inherit a site, check all three places before assuming the integration is at fault.

Consent and the cookie banner

If your site shows a cookie banner, the pixel waits. Wix says that with a banner in place, the pixel "will not load until a visitor gives consent to marketing cookies". Visitors who decline, or who ignore the banner, aren't tracked by the browser pixel.

Wix's current banner is provided with Usercentrics. One of its advanced settings, Enable placeholders, blocks third-party components until consent, and Wix lists it as a possible reason the pixel isn't firing.

This has two consequences. Meta will report fewer events than actually happened, so compare trends over time and not exact counts. And when you test, you have to accept cookies first or the pixel will look broken when it isn't.

Wix's help pages don't spell out in detail how a visitor's consent choice is applied to server-side events. If you advertise to people in the EU, the UK or other places with consent laws, ask an attorney how those rules apply to both the pixel and CAPI. Nothing here is legal advice. Banner setup is covered in cookie consent and privacy on Wix.

Facebook Catalog is a separate integration

If you run a store, you'll also see Facebook Catalog in Marketing Integrations. It does a different job. Wix automatically generates a product data file for stores with products and keeps it synced periodically, so your items can appear in Meta's shopping and ad formats.

Wix notes that the catalog integration does "not track events". It only manages the product feed. You need both for ads that show a shopper the product they looked at: the catalog supplies the products, and the pixel supplies the behavior. Selling through Meta's own surfaces is covered in selling on Google, Meta, Amazon and eBay from Wix.

If you use "Facebook Ads with Wix"

Wix has its own tool, Facebook Ads with Wix, for running campaigns from the dashboard. Using it automatically creates a pixel and connects Meta Pixel & CAPI for you. The catch is that the integration can't be disconnected once a campaign exists. Wix explains the link in its Facebook Ads with Wix and pixel article.

If you or an agency plan to manage ads directly in Meta's Ads Manager with an existing pixel, decide that before launching a campaign through the Wix tool, so you don't end up with a pixel you didn't choose.

How to test the pixel and fix common problems

Wix's suggested test is short:

1. Install Meta's Pixel Helper browser extension, which shows the pixel events firing on the page you're viewing.
2. Open your live site in an incognito window.
3. Accept all cookies in the banner.
4. Browse a few pages, submit a form or add a product to the cart, and check what the extension reports.

If nothing fires, work through Wix's checklist in this order:

• The domain is connected properly.
• The integration shows Connected in Marketing Integrations.
• Your ad blocker is off while testing.
• The pixel is on the primary domain.
• The pixel isn't also in Google Tag Manager.
• The pixel isn't also pasted into Custom Code.
• The cookie banner isn't blocking it.

The list comes from Wix's pixel troubleshooting article. The domain comes first on that list for a reason: marketing integrations depend on a properly connected domain.

Why Meta's numbers don't match Wix Analytics

They measure different things. Wix's guidance is to compare Meta's Landing Page Views, not Link Clicks, with Site Sessions in Wix. A click on an ad doesn't always result in a loaded page.

Credit for a sale is also assigned differently. Wix credits the last referrer, meaning the last place the visitor came from. Meta can credit an ad across devices, for example when someone sees an ad on a phone and buys later on a laptop. Neither number is wrong. Pick one as your reference for each decision and stay with it. We go through the built-in reports in Wix Analytics: the reports worth using.

Conclusion

The built-in Meta Pixel & CAPI integration is the right choice for nearly every Wix site, because it gives you browser and server tracking with no code and a standard set of events. Verify your domain in Meta, connect once, keep the pixel out of Tag Manager and Custom Code, and test in an incognito window after accepting cookies. If your tracking has been set up by several people over the years and you're not sure what is firing, our Wix website services team can audit and clean it up. More guides are in our Wix hub.

Frequently asked questions