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Pixels, feeds and tracking

Connecting your store to Meta, Google and TikTok, and the product feeds that keep themselves up to date.

For your ads to work, the advertising platforms have to see what happens in your store, and they have to see your products. This page is about both.

Pixels

A pixel is code placed in your store that reports events to an advertising platform: a product page view, an add to cart, a checkout started, a purchase.

The system supports:

  • Meta Pixel (Facebook and Instagram)
  • Google — including GA4
  • TikTok Pixel

You enter each identifier in the integration settings and the system installs it in the storefront. No code changes needed.

Domain verification

Before Meta lets you control how your own links and products appear in its ads, it asks you to prove the domain is yours. Until you do, you can lose the right to edit how your links are shown, and parts of the catalogue and ads tools stay closed to you.

It is a one-time job:

  1. In Meta Business Manager, open Brand safety → Domains and add your store's domain.
  2. Choose the meta-tag method. Meta shows you a line of code.
  3. Copy only the value inside content="…" — one run of letters and numbers.
  4. In your dashboard, open Settings → Tracking & verification and paste it into Facebook domain verification.
  5. Go back to Meta and press Verify.

Available on every plan.

Server-side event tracking

Alongside the pixel there is a path that sends events to the advertising platforms from the server. This reduces the events lost to ad blockers and browser privacy settings.

Product feeds

A feed is a file that Facebook, Google or TikTok reads your product catalog from: name, price, image, availability.

The system publishes these feeds on your store's domain, and they keep themselves up to date as your products and prices change.

Why that matters: a manually maintained feed goes stale quickly, and an ad showing an old price or a sold-out product is an ad buying you an unhappy customer.

Which events are sent

The standard events the platforms need for retargeting and campaign optimisation: product view, add to cart, checkout started, and purchase completed.

Seeing how people actually use your store

Pixels tell you what happened. Microsoft Clarity shows you how it happened: recordings of real sessions, heatmaps of where people tap, and the exact points where they give up and leave.

It is free from Microsoft, and it is usually the fastest way to answer the question a report cannot — why a page that gets plenty of traffic is not producing orders.

To connect it: create a project in Clarity, copy the project ID from Settings → Overview there, and paste it into Settings → Tracking & verification in your dashboard.

The right order to do this in

  1. verify your domain with Meta
  2. configure the pixels
  3. connect the feeds and confirm the catalog read correctly
  4. build UTM links for your campaigns
  5. record your ad spend in the system
  6. then read the result in marketing analytics

If you invert that order and spend first, the first week of data comes out incomplete and you cannot get it back.

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