Meta Ads

After setting up your project on Zotlo, you can integrate Meta Ads to enhance your advertising strategies and optimize campaign performance. This integration leverages both Meta Pixel and Meta Conversions API (CAPI) to ensure data accuracy and improved attribution.

Pixel vs. CAPI

To maximize your ad efficiency, Zotlo supports both browser-based and server-side tracking mechanisms.

Feature	Meta Pixel (Browser-Side)	Meta CAPI (Server-Side)
Mechanism	Tracks activity via the user's web browser.	Sends data directly from Zotlo’s server to Meta.
Data Source	Relies on third-party cookies.	Relies on first-party data and server events.
Privacy Impact	Affected by ad-blockers and ITP (browser privacy).	Bypasses ad-blockers and browser-based restrictions.
Reliability	May result in data gaps due to cookie loss.	Provides higher data integrity and accurate attribution.

Why use both? Utilizing a hybrid setup (Pixel + CAPI) creates a redundant and robust tracking environment. While Meta Pixel captures behavioral data on-site, CAPI ensures that conversion events are recorded reliably, even when browser-based tracking is blocked.

Integration Steps

Follow these steps to activate the Meta Ads integration within your Zotlo Panel:

1. Navigate to Integrations: Open the settings page of your Zotlo panel, click the "Integrations" tab.

2. Select Meta Ads: Find and select "Meta Ads" from the list of available integrations.

3. Configure Settings: Enable the integration and choose your preferred tracking type by filling in the required fields:

• If you want to send only Pixel events: You only need to fill in the Pixel ID field.

  • Where to find: In Meta Events Manager, go to Data Sources, select your Pixel, and copy the ID shown under the Pixel name.

• If you want to send both Pixel and CAPI events (Recommended): You must fill in both the Pixel ID and the Access Token fields.

  • How to generate Access Token: In Meta Events Manager, go to the Settings tab of your Pixel. Scroll down to the Conversions API section and click "Generate access token" under the manual setup heading.

Tracked Events

The integration automatically sends the following events to Meta. Please note the difference between Pixel and CAPI event coverage:

Event Name	Sent via Pixel	Sent via CAPI	Trigger Description
PageView (All Pages)	✅	✅	Triggered for every page load.
Purchase	✅	✅	Triggered after a successful payment.
InitiateCheckout	✅	❌	Triggered when the pay button is clicked, before gateway response.
AddToCart	✅	❌	Triggered when the payment page is viewed.
AddPaymentInfo	✅	❌	Triggered when the payment page is viewed.
CompleteRegistration	✅	❌	Triggered after a successful registration.
Lead	✅	❌	Triggered when the first page of the onboarding funnel is viewed.

Post-Integration Checklist

Send CAPI Test Events

To ensure your Server-Side (CAPI) integration is working correctly, you should perform a test:

1. In Meta Events Manager, navigate to the "Test Events" tab of your Pixel.

2. Look for the "Test Server Events" section and copy the Test Event Code (e.g., TEST12345).

3. Return to your Zotlo Panel and find the "Send CAPI Test Event" section.

4. Paste your code into the Test Event Code field and click Send.

5. Go back to Meta Events Manager to confirm that the test event appears in the activity log with the "Server" source.

Verification

After completing the setup, visit the Meta Events Manager to verify that events are being received. Meta automatically deduplicates these events when both Pixel and CAPI are active.