Meta / Facebook integration¶

Dxtra's Meta integration generates privacy-compliant Meta Pixel scripts and provides server-side event forwarding via the Meta Conversions API. Rather than managing audiences or connecting via system user tokens, Dxtra focuses on consent-aware script generation and event tracking so that Meta advertising data collection respects your visitors' consent choices.

How it works¶

Configure Meta Pixel ID in Dxtra
         │
         ├─► Dxtra generates a privacy-compliant Meta Pixel script
         │   (generateMetaScript action)
         │
         ├─► Verify the script is correct
         │   (verifyMetaScript action)
         │
         ├─► Deploy via Tag Manager or manually
         │
         └─► Server-side events via Conversions API
             (sendMetaEventTracking action)

The integration provides three core capabilities:

Prerequisites¶

• Meta Pixel ID (from your Meta Events Manager)
• Meta Conversions API Access Token (required for server-side event tracking via Conversions API)
• Dxtra workspace with admin access

Setup instructions¶

Step 1: Add Meta as a processor¶

1. Log in to your Dxtra dashboard
2. Go to Processors in the sidebar
3. Click the Select Processor dropdown
4. Select Meta / Facebook

Step 2: Configure the Pixel ID¶

Enter your Meta Pixel ID. You can find this in Meta Events Manager under your pixel's settings.

Step 3: Generate the tracking script¶

Dxtra generates a privacy-compliant Meta Pixel script tailored to your consent configuration. The generated script:

• Loads the Meta Pixel (fbevents.js) only when consent conditions are met
• Respects Dxtra's consent categories for marketing/targeting tracking
• Can be deployed via Dxtra Tag Manager or added to your site manually

Step 4: Verify the script¶

Use the script verification step to confirm the generated script is correctly configured for your Pixel ID and consent settings.

Step 5: Deploy¶

Option A: Deploy via Dxtra Tag Manager (recommended)

Add the generated script as a tag in Tag Manager. Tag Manager blocks the Meta Pixel by default and only loads it after the visitor consents to the marketing/targeting category. See consent enforcement.

Option B: Deploy manually

Add the generated script to your site. If deploying manually, you must ensure the Pixel only fires after the visitor grants consent to marketing tracking.

Server-side event tracking (Conversions API)¶

For server-side event forwarding, Dxtra uses the sendMetaEventTracking action to send events to Meta via the Conversions API. This enables:

• Server-side conversion tracking without relying on the client-side Pixel
• Consent-aware event forwarding — events are only sent when the user has consented to marketing tracking
• Improved data accuracy compared to browser-only tracking (resilient to ad blockers)
• Audit trail of what data was sent to Meta

Server-side events are processed through Dxtra's consent pipeline before being forwarded to Meta.

Consent enforcement¶

The Meta Pixel drops cookies and sends tracking data to Meta's servers. Under GDPR, this requires explicit consent before the Pixel fires. Under CCPA, you must honor opt-out requests for data sale/sharing.

With the Dxtra integration:

• The generated script respects consent categories configured in your Dxtra workspace
• When deployed via Tag Manager, consent enforcement is automatic — the Pixel does not fire until marketing/targeting consent is granted
• Server-side events via sendMetaEventTracking are also subject to consent checks
• If consent is withdrawn, the Pixel will not fire on subsequent page loads

Best practices¶

• Deploy via Tag Manager — For the simplest consent enforcement, use Dxtra Tag Manager to manage the Pixel script
• Use Conversions API alongside the Pixel — Server-side events complement client-side tracking for better data accuracy
• Document the relationship — Your privacy notice should explain that data is shared with Meta for advertising purposes
• Provide opt-out mechanisms — Ensure visitors can withdraw consent through your Transparency Center

Troubleshooting¶

Pixel not firing¶

• Verify your Pixel ID is correct in Dxtra
• If using Tag Manager, check that the tag is published and the visitor has granted marketing consent
• Test with Meta's Pixel Helper browser extension
• Check browser developer tools for the fbevents.js script

Server-side events not arriving¶

• Verify the sendMetaEventTracking action is configured correctly
• Check that consent conditions are satisfied for the data subject
• Review Dxtra logs for any errors in event forwarding
• Verify events in Meta Events Manager's Test Events tool

Script blocked¶

• Check for ad blockers that may be blocking connect.facebook.net
• Update your Content Security Policy to allow connect.facebook.net if needed

Related documentation¶

• Google Analytics integration — Similar analytics platform integration
• Tag Manager consent enforcement — Block advertising scripts until consent
• Consent management — Configure consent categories
• Custom integrations — Build custom integrations for additional platforms