You can connect your Meta (Facebook) Pixel to your Universe event to track customer activity and measure the performance of your marketing campaigns.
Universe also supports Meta’s Conversions API (CAPI), which sends event data directly from Universe’s servers to Meta for additional server-side tracking.
What is Facebook Pixel?
A Facebook Pixel is a tracking tool provided by Meta that helps you understand how people interact with your event page and checkout flow.
You can use it to:
- Track ticket purchases
- Measure ad performance
- Build custom audiences
- Optimise campaign delivery
What is Conversions API (CAPI)?
Conversions API (CAPI) is Meta’s server-side tracking solution.
When enabled, key checkout and purchase events are sent directly from Universe’s servers to Meta, in addition to standard browser-based Pixel tracking.
CAPI works alongside your Facebook Pixel to improve tracking reliability.
A Facebook Pixel ID is required to enable Conversions API in Universe.
Before you begin
To set up Facebook Pixel and Conversions API, you will need:
- A Facebook Pixel created in Meta Events Manager
- Your Pixel ID
- (Optional) A Conversions API access token
To generate your Conversions API token:
- Go to Meta Events Manager
- Select your Pixel
- Open the Settings tab
- Locate Conversions API
- Generate an access token
- Copy the token for use in Universe
How to add your Facebook Pixel and CAPI in Universe
- Log into your Universe account
- Open your event
- Go to the Integrations tab in Event Manager
- Locate the Meta Pixel section
- Enter your Pixel ID
- (Optional) Enter your Conversions API Token
- Click Save
Your Facebook Pixel is now active on your event. If you entered a CAPI token, server-side tracking is also enabled.
What events and data does Universe send to Facebook?
When you add a Facebook Pixel to your event, Universe automatically sends the following events to Meta:
| Scenario | FB Event Fired | Data / Parameters |
|---|---|---|
| Ticket Buyer opens the Universe checkout widget to view tickets | Checkout – Viewed Tickets | - Event Name |
| Ticket Buyer selects tickets and clicks “Continue” to the 2nd step of checkout | Checkout – Added Tickets | - Event Name - Total Cart Value - Order Currency - Total Tickets Selected |
| Ticket Buyer completes checkout | Purchase | - Event Name - Total Order Value - Order Currency - Total Tickets Purchased |
PageView Event
If your ticket buyers access your Universe event display page, a PageView event will be recorded each time they visit the page.
Important:
- The PageView event is recorded only when someone visits your hosted Universe event display page.
- It is not recorded when a ticket buyer interacts only with an embedded checkout widget on your own website.
How Conversions API applies to these events
If you enable Conversions API by adding your CAPI token:
- The same checkout and purchase events listed above are also sent server-side to Meta.
- Event names and parameters remain the same.
- No additional configuration is required beyond entering your Pixel ID and token.
Using Facebook Pixel with embedded widgets
If you are selling tickets using Universe’s embedded widget on your own website, additional setup is required.
1. Add this script to your website’s <head> section:
<script>
document.addEventListener('unii:tracking:metapixel', (( data ) => {
if (fbq) {
fbq(data.detail.command, data.detail.sendTo, data.detail.target,
data.detail.options, {
eventID: data.detail.eventId });
}
}), false);
</script>2. Install the Facebook Pixel base code
If you are using the Universe widget on your own website, you must also install the standard Facebook Pixel base code in your website header.
⚠️ Important: Meta Pixel events from Universe widgets will not be captured unless both are implemented on your website.
Troubleshooting
If you are not seeing events in Meta, try the following:
1. Confirm events are firing
Use:
When testing:
- Make sure you click the “Get Tickets” button.
- Complete the checkout steps needed to trigger the event you are testing.
2. Check Pixel domain permissions
Meta Pixels can be configured to explicitly allow or block traffic from certain domains.
If your Pixel has traffic permissions enabled:
- Ensure that universe.com is added to the allow list.
- If universe.com is blocked or not included, events may not be recorded.
You can review this in your Pixel settings within Meta Events Manager.
3. Prevent duplicate events
To avoid duplicate event tracking in Meta:
- Go to your Pixel settings in Meta Events Manager
- Disable the option:
“Track events automatically without code”
This ensures events are only triggered by Universe’s implementation and not automatically by Meta.
Frequently Asked Questions
Is Conversions API required?
No. Adding a Conversions API token is optional. If you do not add a token, your Facebook Pixel will still track events using browser-based tracking.
Can I use Conversions API without a Facebook Pixel?
No. A Facebook Pixel ID is required to enable Conversions API in Universe. CAPI works alongside your Pixel and cannot be configured on its own.
What is the difference between Pixel tracking and Conversions API?
- Pixel tracking sends event data from a user’s browser to Meta.
- Conversions API sends event data directly from Universe’s servers to Meta.
When used together, they provide both browser and server-side tracking, helping ensure your event activity is captured as accurately and completely as possible for reporting and campaign optimisation.