Pixel + CAPI without a developer: event and deduplication checklist

Mariana Lopes · 2026-10-07

Minimum events

To ensure good data collection, it’s essential to set up the following events in the Pixel and CAPI:

PageView: Record every visit to a page on your site. This event is essential for understanding user behavior.

ViewContent: Use this event on product pages to capture when a user views a specific item.

AddToCart: Record when a product is added to the cart. This helps map user interest.

InitiateCheckout: Capture when a user starts the checkout process, which is essential for understanding purchase intent.

Lead: Use this event to identify when a user becomes a lead, usually by filling out a contact form.

Purchase: Record completed purchases, which is crucial for calculating return on investment.

Same event_id on both sides

To ensure proper event deduplication, it’s essential that the `event_id` is the same in both the Pixel and CAPI. This prevents the same conversion from being counted more than once. Whenever an event fires, assign it a unique `event_id` and keep it consistent across both platforms.

Match quality above 6

Data match quality is vital for optimizing your campaigns. To ensure a match quality above 6, collect and send the following data:

Email: Email capture is one of the most common and effective ways to identify users.

Phone: If permitted, collect phone numbers to increase accuracy.

FBP (Facebook Parameter): Facebook user identifier.

FBC (Facebook Click ID): Information about ad clicks.

Using this data correctly improves your match rate and campaign effectiveness.

Test in test events and events manager

Run regular tests to validate that events are firing correctly:

Go to Test Events on the Meta platform to see in real time whether events are being captured.

Use Events Manager to review the history and check that all data is being sent correctly, making sure there are no issues.

Common mistake: purchase on a COD form

A frequent mistake is setting up the Purchase event on the payment form instead of the confirmation page. This can lead to incorrect conversion counts, especially with COD (Cash on Delivery) models. The purchase should only be recorded after the order is confirmed, ensuring data integrity.

Keep this checklist in mind and adjust it as needed to optimize your campaigns.

What’s your current conversion rate, and what goal would you like to reach?