Facebook Pixel

Connect your Facebook Pixel ID so Meta can attribute ticket purchases back to your ads

Overview

If you run Facebook (or Instagram) ads to promote your event, Facebook Pixel is how Meta knows which ads led to ticket purchases. Without a Pixel ID set, Meta can show you ad clicks but has no idea what happened after the click — which means it can't optimise your ads toward people most likely to actually buy.

When you connect your Pixel ID in Seaty, we report a Purchase event back to Meta every time someone completes a ticket order. Meta uses these events to:

Attribute purchases back to specific ad campaigns and creatives
Optimise future ad delivery toward similar buyers
Build lookalike audiences from your converters

At its simplest, the Pixel answers one question: of the people who clicked my Facebook ad, who actually bought?

Who uses this: Event administrators with the Event Edit permission, who are also running Facebook or Instagram ads.

Key capabilities:

Per-event Pixel configuration (each event has its own Pixel ID field)
Automatic firing of the Purchase event on order completion
Works alongside Seaty's own campaign attribution — they answer different questions

How It Works

At a glance: Get your Pixel ID from Meta Business, paste it into the event editor's Marketing section, then run your ads.

1. Get your Pixel ID from Meta

In your Meta Business Suite, go to Events Manager. If you already have a Pixel set up for your organisation's website or other events, copy its ID. If not, create a new Pixel — Meta walks you through it. The Pixel ID is a long numeric string (typically 15 or 16 digits).

Most organisations use one Pixel for everything they do rather than a Pixel per event. That keeps audiences and learnings consolidated.

2. Paste it into the event editor

In the event editor, open the Marketing section. There's a "Pixel ID" field — paste your Pixel ID in. Save.

That's all the configuration. No code, no script tags, no developer work.

3. Run your ads

When someone clicks your ad and completes a ticket purchase on Seaty, we fire a Purchase event back to Meta with the order's value and currency. Meta credits the ad that sent them, and uses the conversion to optimise future delivery.

4. Read your results in Meta

Conversions appear in Ads Manager under the campaign that drove them. Meta's reporting is its own world — see Meta's documentation for how to read it. Seaty doesn't surface these numbers itself; that's Meta's job.

Think of it this way:

Facebook Pixel answers "did Meta's ads work?"

Seaty Campaigns answers "did this specific link/QR code work?"

The two complement each other — use both if you're running ads

What Seaty Fires

We fire one event type to your Pixel today: Purchase.

It's sent when an order is successfully completed (after payment), with these properties:

value — the order total (face value, before discounts)
currency — your event's currency (e.g. GBP)
content_ids — the event's ID
contents — the basket of tickets
num_items — total ticket count

We do not currently fire:

ViewContent (page view) — you can use Meta's standard events for this on your own site
AddToCart — Seaty does fire this, but only on the booking page. See below.
InitiateCheckout — implicit in our flow
CompleteRegistration — not applicable

The AddToCart event is fired when a customer adds tickets to their basket on the Seaty booking page. This gives Meta partial-funnel data even before the customer completes the purchase.

Caveats

Seaty respects browser cookie consent. If a customer rejects cookies, Pixel events for them are not fired. This is a privacy regulation requirement (GDPR / PECR) and reduces the reported conversion volume compared to actual sales — Meta calls this "modelled conversions" or "missing conversions" in their reporting.

There's nothing to fix here — it's how online tracking works under modern privacy rules. Be aware that your actual conversions are usually higher than what Meta reports.

Client-side, not server-side

Seaty currently fires Pixel events from the customer's browser, not server-to-server (Meta's "Conversions API"). This means:

If a customer's browser blocks Meta's tracking script (ad blockers, strict tracking protection), the event won't fire
iOS 14+ tracking restrictions reduce iOS Safari attribution accuracy

If you run a lot of paid ads and accuracy matters, the Conversions API is the gold standard. We don't currently support it directly. Workarounds exist via third-party connectors but aren't part of Seaty.

One Pixel per event field

Each event has one Pixel ID field. If you run a single Pixel for your whole organisation (recommended), set the same ID on every event. We don't currently inherit from organisation-level — every event is independent.

How to Find Your Pixel ID

In Meta Business Suite:

Open Events Manager (sometimes called "Pixels" depending on Meta's UI version)
Pick your data source — usually labelled with your business name
The ID appears at the top of the data source page, under the name

If you don't have a Pixel yet:

In Events Manager, click Connect Data Sources (or similar)
Choose Web → Meta Pixel
Follow Meta's setup wizard
You'll be given an ID at the end

You don't need to do anything with the script tag Meta gives you — Seaty handles that for the booking pages itself.

Common Questions

Setup

Do I need a separate Pixel for each event?

No, and we recommend the opposite. Use one Pixel for your whole organisation and put the same ID on every event. Meta works best with consolidated data — separate Pixels split your audience signals.

Can I share a Pixel between multiple Seaty organisations?

Technically yes, but think carefully. Meta will treat all conversions across both organisations as one stream, which makes ad reporting messy. Better to keep one Pixel per business entity.

My organisation already has a Pixel on our main website. Do I use the same ID?

Yes. The Pixel ID is yours — you can use it across as many sites and events as you like. Conversions from each will all flow into the same Events Manager view.

Tracking and reporting

Why does Meta show fewer purchases than Seaty does?

Several reasons:

Cookie consent rejections (some customers opt out of tracking)
Ad blockers or strict browser tracking protection
iOS 14+ App Tracking Transparency restrictions
Customers who paid via methods that don't go through the standard purchase flow

The numbers will never match exactly. As a rule of thumb, Meta sees 60–80% of actual conversions, depending on your audience.

How long does it take for Meta to see the first conversion?

Within a few minutes. Once a customer completes a purchase, the event fires immediately. You'll see it appear in Events Manager's "Test events" or live activity view straight away.

Can I see Pixel-attributed conversions inside Seaty?

No — that data lives in Meta's Ads Manager. Seaty fires events outward; the attribution and reporting happen on Meta's side. To see Seaty's own attribution (campaign-by-campaign), use the Campaigns section in the Marketing hub.

Compliance

Do I need to mention Pixel in my cookie banner?

If you're EU/UK-based, almost certainly yes. Pixel uses cookies for tracking, which falls under GDPR/PECR. Your cookie banner should let customers reject marketing cookies. Seaty's checkout pages already include a cookie consent flow that respects the visitor's choice — but if you have your own website that links to Seaty, your own cookie policy should mention Meta Pixel as a third-party cookie.

What happens if a customer doesn't consent to cookies?

Pixel events for that customer aren't fired. The order still completes normally; Meta just won't know about it. There's no impact on the customer's experience — only on your ad reporting.

Removing the Pixel

How do I disconnect my Pixel?

Open the event editor's Marketing section, clear the Pixel ID field, and save. From that point onward, no further events fire to Meta for that event. Past events that fired before disconnection remain in Meta's records.