Installing Meta Pixel

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Meta Pixel is a great way to track actions on your Thinkific site: you can track conversions from Facebook Ads, build audiences, and optimize ads based on collected data and more.

About This Feature

If you installed the Meta Pixel app (formerly known as Facebook Pixel app) before February 25, 2026 and are using the base pixel code method for tracking, you will need to update the app to use Meta Pixel ID instead. Migrate by March 31, 2026 to improve security and ensure uninterrupted tracking.

We've made it easy to set up your Meta pixel and start tracking on your site right away without having to dig into your site code! By installing the Meta Pixel App, you can easily track these events:

Event Name	Trigger	Additional Data Sent (Properties)
Page Views	Fires on every page of your Thinkific site	No additional properties sent
InitiateCheckout	Fires when the checkout page first loads	content_ids: product slug[1] contents: [{id: slug, quantity: quantity}] content_name: product name content_type: product num_items: 1 (for orders with no order bump) or 2 (for orders with order bumps) value: total price of the cart currency: currency coupon: coupon code
AddToCart	Fires immediately for the Primary Product Fires again if a user adds an Order Bump	content_ids: product slug[1] content_type: product contents: [{id: slug, quantity: quantity}] value: price * quantity currency: currency
Purchase	Fires when the transaction is successfully completed	content_ids: product slug[1] contents: [{id: slug, quantity: quantity}] content_name: product name content_type: product num_items: 1 (for orders with no order bump) or 2 (for orders with order bumps) value: total price of the cart currency: currency coupon: coupon code

[1] A product slug is the descriptive part of a URL that identifies a specific product page after the domain name. For example, if your course landing page URL is mysite.thinkific.com/products/courses/product-name, product-name is the slug for this specific course. Learn more here: Frequently Asked Questions.

How It Works

To easily track the two standard events listed above, follow these steps:

Setting up Your Meta Pixel

Make sure you have a Meta Pixel created by following the instructions here. You do not need to set up events in Pixel.
To install the code on your Thinkific site, copy the Meta Pixel ID, which is a 15-16 digit number that is visible in the Events Manager. To find it:
1. Select Events Manager
2. Select Data Sources
3. Select your Pixel
4. Your Pixel ID is listed at the top of the page

Installing the Meta Pixel app in Thinkific

Make sure you are signed in to your Thinkific site
Locate Meta Pixel in the Thinkific App Store
Click Install
Review the Permissions & App details page
Click Accept & Install to continue
Once the app has been successfully installed, you will be taken to the Meta Pixel app details page in Thinkific
Paste your Meta Pixel ID into the Meta Pixel ID field
Click Save
Check that your pixel is installed properly by downloading the Meta Pixel Helper and visiting a page on your Thinkific site to confirm it is working as expected. You should see the PageView event run on every page of your Thinkific site. Don't forget to disable your adblocker if you have one installed on your browser.

And that's it! By pasting your Meta Pixel ID code, our integration automatically tracks page views and checkout events specified here.

Migrating from Base Code to Meta Pixel ID

If you installed the Meta Pixel app (formerly known as Facebook Pixel app) before February 25, 2026 and are using the base pixel code method for tracking, you will need to update the app to use Meta Pixel ID instead. Migrate by March 31, 2026, to improve security and ensure uninterrupted tracking.

After February 25, 2026, the existing base code section in the Meta Pixel app is no longer editable and will be removed by March 31, 2026. By migrating to the Meta Pixel ID method, you will:

ensure uninterrupted tracking, even after March 31, 2026,
increase the security of your site,
get access to new events and parameters, so you can unlock purchase value tracking and order bump detection.

To migrate to the Meta Pixel ID:

From your Admin Dashboard, select Integrations
Find the Meta Pixel app and click Settings
The base code section will be greyed out, and you will see a banner with the migration prompt
Click Enter Meta Pixel ID to upgrade
Copy the Meta Pixel ID, which is a 15-16 digit number that is visible in the Meta Events Manager. To find it:
1. Select Events Manager
2. Select Data Sources
3. Select your Pixel
4. Your Pixel ID is listed at the top of the page
Click Save

That's it! Now you have access to richer information, so you can track real revenue from your Meta campaigns without using custom code.

Tracking Conversions

There are different conversion types that you can track using the events sent via our Meta Pixel integration.

Please note that our Support Team can only assist with questions about ensuring our integration is sending the proper events and we are unable to assist with specific questions about how to use Facebook Ads or set up tracking in Facebook/Meta.

Paid and Free Products

If you're running ads for a paid product, you can simply set up your ad with the marketing objective as a conversion using the Checkout, Add to Card, and Purchase events that our Meta Pixel integration sends. Our Checkout, Add to Card, and Purchase events include the product name and product slug so you can segment the data based on the name or slug included in the event properties. Free courses will send a value of 0.00.

Free Previews

If you're looking to track conversions for a free preview, you'll want to set up a custom conversion as the Purchase event that our integration sends does not fire for a Free Preview.

Here's how to set it up for a free preview:

Go to My Courses and click on Edit for the course that you'll be tracking. In the Course Builder, click on the Preview or Preview as a Student button in the top right corner to view the course as a student.
Make sure you are in the first preview lesson in the course, and copy the URL from the address bar at the very top of your web browser screen.
In your Meta Events Manager, navigate to the Pixel page and click the Create Custom Conversion button in the top right.
Add your first lesson's URL in the text field and choose the URL Equals option, as well as choosing the Complete Registration event type for the Category.
Click Next, name your event, and save. Now, when you are in your ad creation step, you can choose this event as the conversion event, and Meta will be able to track when new customers click your ad and then sign up for your free preview!

Multiple Ads to Different Paid Products

If you're running multiple ads for different products, our integration creates a standard Purchase event in Meta for any order made on your Thinkific site. We send the price and product name of each order to Meta in the Purchase event so you can use that information to set up your reporting or custom conversions for tracking.

This means that for each ad, you can set a marketing objective as a conversion using the Purchase event for each ad. You also have the option of segmenting the conversion in Facebook if you are using the ad to target a specific product on your Thinkific site. This would be done in your Meta Ads set up by including a filter to only consider purchases with a product name that matches the product in Thinkific you are targeting.

Important Considerations

While Meta Pixel will work with the two-step checkout, the available events are limited to PageViews and Purchase. The Initiate Checkout and Add to Cart events are not supported with the two-step checkout. Upgrade to performance checkout to get access to the full Meta Pixel functionality, and much more.
If you are using the two-step checkout and the After Purchase Flow feature, the Meta Pixel Integration has some different behaviour. Check out the FAQ section below.
Note that while you may update a product slug at any point, we do not recommend doing it after you started tracking using Meta Pixel, as this may impact your reporting. For example, after updating a product slug from product-name to product-name-2, all new events going forward will be sent with the new slug, which might make it challenging when comparing historical data or product purchase trends.

Frequently Asked Questions

Where can I find my Pixel ID?

You can find your Pixel ID by following these instructions:

Go to Facebook Business Manager
Select All Tools
Select Events Manager
Select Data Sources
Select your Pixel
Your Pixel ID is listed at the top of the page

You can also find Meta Pixel ID by following these instructions:

Go to Facebook Business Manager
Select All Tools
Select Events Manager
Select Data Sources
Select your Pixel
Click Settings
Your Pixel ID is listed at the top of the page.

Can I use multiple Meta Pixels?

No. The Meta Pixel app supports one Pixel ID, and we don’t support multiple Pixels.

How can I test my Meta Pixel?

Download the Meta Pixel Helper and visit a page on your Thinkific site to see if the pixel is running. You should see the Page View event run on every page of your Thinkific site. Don't forget to disable your adblocker if you have one installed on your browser!

If you would like to test a Purchase event, create a 100% off coupon to test purchasing your product. The Purchase event runs on the Thank you page after a student makes a purchase, and using a coupon will still take you to the Thank you page!

When I view my Initiate Checkout, Add to Cart, and Purchase event information, how do I know what product was purchased?

Our integration was designed to send relevant information to the Meta Events Manager to allow you to determine which product the checkout has been initiated for, added to the cart, or purchased. You can use the combination of the product name and the product slug to determine the product for which the event has fired.

What is a product slug?

A product slug is the descriptive part of a URL that identifies a specific product page after the domain name. For example, if your course landing page URL is mysite.thinkific.com/products/courses/product-name, product-name is the slug for this specific course.

Note that a product slug must be unique within each product type, but it might not be unique across all product types. In the example above, you cannot have another course with the slug product-name, but you may have a community with the same product slug, product-name.

Note that while you may update a product slug at any point, we do not recommend doing it after you started tracking using Meta Pixel, as this may impact your reporting. For example, after updating a product slug from product-name to product-name-2, all new events going forward will be sent with the new slug, which might make it challenging when comparing historical data or product purchase trends.

I want to customize/add more standard events to be tracked on my Thinkific site. How do I do that?

If you want to track additional standard events on your Thinkific site or require more information to be sent with your standard events above, we recommend manually installing the Meta Pixel. A few things to note:

You would need to use the base pixel code method, which can be easily added to every page of your Thinkific site by adding it to the Site Footer Code section in your Settings.

Note that Site Footer Code is not supported on the Performance Checkout, which limits the events that you can track using the base pixel code method.

If you are customizing your own purchase event, we recommend adding it to the Order Tracking Code section in Settings.
If you are looking to set up a custom conversion using your Thinkific Thank you page, the page that a user will land on once a purchase has gone through is a Thank you page that will begin as follows: https://yoursite.thinkific.com/orders/thankyou/* The * will be a unique variable for each purchase. Learn more here: What is the Thank You page URL after a purchase?

If you're looking for more assistance in setting up your Meta Pixel or creating ads on Facebook, we recommend taking a look at Facebook's guides here, which provide information for beginner, intermediate and advanced users of Meta Pixel.

What happens when a user checks the Order Bump but then unchecks it?

The Add to Cart event fires immediately for the primary product when a user goes to a checkout page. This event fires again if a user adds an Order Bump during the checkout process. The Add to Cart is not removed when an order bump is unchecked. This is standard Meta behavior, and can be interpreted as the user showing an intent, even if the purchase of an order bump has not been completed. The final Purchase event will act as a source of truth, as it will specify the quantity purchased (1 if no order bump is added and 2 if an order bump is added).

How does the Purchase event work with an After Purchase flow?

If you do not enable the After Purchase flow, the Meta Pixel integration will create a Purchase event automatically with no additional coding or installation required.

Additionally, the Meta Pixel will create a Purchase event for all After Purchase flow destination options, except when you are using a two-step checkout and an After Purchase flow redirects to a custom URL.

If you are using a customized Thank You page after purchase flow option and you want additional tracking or triggers based on a specific URL and not just the Purchase event, your customized Thank You page URL still follows the same format: mysite.thinkific.com/orders/thankyou/*
The * in the above example will be a unique variable that is created for each order that is processed successfully. Learn more about Thank You page URLs here: What is the Thank You page URL after a purchase?
If you are using a two-step checkout AND select the destination for your After Purchase Flow as a custom URL, our Meta Pixel integration does not automatically create the Purchase event for you.
In this case, since you are using a custom URL, you will need to install the code for a custom Purchase event to be created when someone lands on the custom URL. Please note that our Support Team is not able to help with custom installations of Meta Pixel events. Alternatively, you can track custom conversions based on the custom URL in your Meta Pixel account, since all students will be landing on the same custom URL upon completing their purchase.