--- title: Meta Pixel shortDescription: Learn how to integrate the Meta Pixel with your shop to track visitor actions for retargeting ad campaigns. articleType: Tutorial primaryTopic: meta-pixel-setup categories: - Integrations - Analytics tags: - meta-pixel - facebook-pixel - retargeting-ads - analytics-tracking - facebook-integration - instagram-ads - visitor-tracking - ad-campaigns - conversions-api tasks: - Set up a Meta Pixel on a Fourthwall shop - Connect a Facebook Pixel to track visitor activity - Create a new pixel in Meta Events Manager - Test that a Meta Pixel is firing events correctly - Enable retargeting ads for Facebook and Instagram - Remove a Meta Pixel from a Fourthwall shop - Disconnect Fourthwall from Meta Business Integrations terms: - meta pixel - facebook pixel - retargeting ads - pixel tracking - facebook retargeting - instagram ads - tracking pixel - meta events manager - facebook ads pixel - pixel ID - ad tracking - visitor tracking - remove meta pixel - disconnect facebook pixel - business integrations labels: - meta-pixel - retargeting - facebook-ads - analytics contextString: Available on all plans. Requires a Facebook Business account and access to Meta Events Manager. breadcrumbPath: "Manage my shop > Apps, features and integrations > Setting up Meta Pixel for retargeting ads on Fourthwall" relatedModules: - name: tracking-pixels route: /admin/dashboard/analytics/overview/tracking-pixels - name: apps-meta-conversions route: /admin/dashboard/apps/meta-capi - name: analytics-v2-report-conversion-rates route: /admin/dashboard/analytics-v2/reports/conversion_rates/ - name: apps-meta route: /admin/dashboard/apps/meta - name: analytics-v2-report-sessions-by-source route: /admin/dashboard/analytics-v2/reports/sessions_by_source/ last_updated: '2026-05-15' path: manage-my-shop/apps-features-and-integrations/set-up-meta-pixel --- # Meta Pixel: Setting Up Retargeting Ads on Fourthwall The Meta Pixel tracks visitor activity on your Fourthwall shop so you can run retargeting ads on Facebook and Instagram. It records events like page views and product views, and lets you build ad audiences from supporters who have already visited your site. Fourthwall automatically supports [standard Pixel Events](https://www.facebook.com/business/help/402791146561655?id=1205376682832142) with all relevant metadata, so no custom code setup is needed. For the most complete data, use the Meta Pixel together with the Facebook Conversions API (CAPI), which tracks conversions even when ad blockers are active. See [Connecting Facebook Conversions API to your Fourthwall Site](/manage-my-shop/apps-features-and-integrations/facebook-conversions-api) for setup details. ## Eligibility and Prerequisites To use Meta commerce features, your Facebook account and Page (or Instagram account) must meet Meta's [Commerce Eligibility Requirements](https://help.instagram.com/1627591223954487). Before you begin, you need: - A [Facebook Business account](https://www.facebook.com/business/help/842191386156027?id=533228987210412) - Access to Facebook's [Commerce Manager](https://business.facebook.com/commerce) - Access to [Meta Events Manager](https://www.facebook.com/events_manager2/) ## How to Create and Connect a Meta Pixel Follow these steps to create a pixel in Meta Events Manager and connect it to your Fourthwall shop: 1. Go to [Meta Events Manager](https://www.facebook.com/events_manager2/). 2. In the left menu, click **Connect Data** (above the **Overview** tab). [Image: Meta Events Manager left menu showing Connect Data, Overview, Datasets, Custom Conversions, and Partner Integrations] 3. Select **Web** and click **Connect**. [Image: Meta Events Manager Connect Data page with Web option selected and Connect button] 4. Enter a name for your pixel and click **Create pixel**. This generates a new dataset ID, which is the same as your pixel ID. 5. Enter your website URL, click **Check**, then click **Next**. Your pixel is created but not yet connected to your shop. Hover over the pixel ID number and copy it. 6. In your Fourthwall dashboard, go to **Analytics** > [**Tracking pixels**](https://my-shop.fourthwall.com/admin/dashboard/analytics/overview/tracking-pixels?redirect). Enter your copied ID in the **Facebook Pixel** field and click **Save**. [Image: Fourthwall dashboard Tracking pixels page with Facebook Pixel ID field and Save button] 7. To verify the pixel is working, return to Meta Events Manager. Open your pixel, go to the **Test Events** tab, and follow the steps under "Confirm your website's events are set up correctly." [Image: Meta Events Manager Test Events tab with website URL field to confirm pixel events are working] ## How to Remove the Meta Pixel Removing the Meta Pixel is a two-step process: clear the Pixel ID in Fourthwall so events stop firing, then disconnect Fourthwall from Meta's Business Integrations list. ### Step 1: Clear the Pixel ID in Fourthwall 1. In your Fourthwall dashboard, go to **Analytics** > [**Tracking pixels**](https://my-shop.fourthwall.com/admin/dashboard/analytics/overview/tracking-pixels?redirect). 2. Clear the value from the **Facebook Pixel ID** field. 3. Click **Save**. [Image: Fourthwall dashboard Analytics > Tracking pixels page with an empty Facebook Pixel ID field and Save button] Fourthwall stops sending pixel events as soon as you save. Fourthwall does not retain the Pixel ID after you clear it, so keep your ID from Meta Events Manager if you want to reconnect later. If you also have the Facebook Conversions API (CAPI) connected, the **Facebook Pixel ID** field is disabled while the Meta Ads app is active. Disconnect CAPI first at the [Meta Conversions App](https://my-shop.fourthwall.com/admin/dashboard/apps/meta-capi?redirect), then return to **Analytics** > **Tracking pixels** to clear the Pixel ID. See [Facebook Conversions API](/manage-my-shop/apps-features-and-integrations/facebook-conversions-api) for details. ### Step 2: Remove Fourthwall from Meta Business Integrations Clearing the Pixel ID in Fourthwall stops events, but it does not remove Fourthwall from Meta's Business Integrations list. To fully disconnect on Meta's side: 1. Open [Meta Business Settings](https://business.facebook.com/settings). 2. Go to **Business Integrations**. 3. Find **Fourthwall** in the list. 4. Click **Remove**. [Image: Meta Business Settings > Business Integrations page showing the Fourthwall app entry with the Remove option] If the integration still appears as active after both steps, contact [support@fourthwall.com](mailto:support@fourthwall.com) with your shop name and the Pixel ID you were using. The team can remove it from the backend. ## Next Steps After connecting the Meta Pixel: - Set up [Instagram and Facebook Shopping](https://help.fourthwall.com/how-do-i-set-up-instagram-facebook-shopping) to tag specific products in your ads. - Launch [retargeting campaigns](https://www.facebook.com/business/goals/retargeting) on Facebook and Instagram to reach supporters who have already visited your shop. - Connect the [Facebook Conversions API](/manage-my-shop/apps-features-and-integrations/facebook-conversions-api) alongside the pixel for more accurate conversion tracking.