Meta Pixel (Conversions API)

Send quiz events to Meta (Facebook and Instagram ads) so you can build audiences of quiz takers, measure quiz-driven sales, and optimise campaigns. ShopperQuiz sends events through Meta's Conversions API from its servers, so ad blockers and iOS privacy settings don't stop them, and purchases are reported with real revenue.

Available on: Starter plan and above · Platforms: Shopify and WooCommerce (identical)

Events sent to Meta

Event	When	Type
SQ_QuizStart	The shopper starts the quiz	Custom
Lead	The shopper enters their email	Standard
SQ_QuestionAnswered	Each question is answered (includes question and answers)	Custom
SQ_QuizComplete	The results page is reached	Custom
ViewContent	Recommendations are shown (product IDs, value)	Standard
SQ_AddToCart or AddToCart	Recommended products are added to the cart from the results	See below
SQ_InitiateCheckout or InitiateCheckout	The shopper clicks checkout in the quiz	See below
SQ_Purchase or Purchase	The order is paid (sent from your store's order notification, with revenue and the order's real items)	See below

All events carry sq_quiz_id and sq_quiz_name. Products are identified by your store's product IDs, with content_type: product_group, so they match a Shopify catalog synced through Meta's Facebook & Instagram app.

Cart, checkout and purchase event names

The drawer lets you choose:

Option	Names	Use when
Quiz-specific (default)	SQ_AddToCart, SQ_InitiateCheckout, SQ_Purchase	Your store already sends Meta its own purchase events, for example through Shopify's Facebook & Instagram app. Keeps conversions from being counted twice, and lets you build quiz-ROAS custom conversions
Standard	AddToCart, InitiateCheckout, Purchase	No other Meta pixel tracks your store's purchases

Match quality

To help Meta match events to people, ShopperQuiz sends (hashed where Meta requires it):

• the shopper's email (SHA-256 hashed)
• a hashed shopper ID
• the shopper's IP address and browser user agent
• Meta's _fbp browser cookie and _fbc ad-click ID, when your storefront has them (for example, if you also use Meta's pixel, or the shopper arrived from a Meta ad)

The IP address and user agent are deleted from ShopperQuiz after 30 days.

Connect Meta

You need your Pixel ID (Meta also calls it a dataset) and a Conversions API access token.

1. In Meta Events Manager, open Data sources and select your pixel. Copy the Pixel ID (a long number).
2. On the pixel, open Settings → Conversions API → Generate access token (under Set up direct integration). Copy the token.
3. In ShopperQuiz, go to Integrations → Meta Pixel → Connect Meta, paste both values and save. ShopperQuiz checks them with Meta and shows your pixel's name.

If token generation fails

If Meta's setup wizard shows "access token failed to generate", use the Settings → Conversions API → Generate access token route on the pixel instead.

What gets tracked (settings)

Toggle	Events
Funnel events	SQ_QuizStart, SQ_QuizComplete
Per-question events	SQ_QuestionAnswered
Leads	Lead
Commerce & revenue	ViewContent, add to cart, checkout and purchase

Sync per quiz: turn Meta off for individual quizzes. All quizzes are tracked by default.

Test your setup

1. In Events Manager, open your pixel → Test events and copy the test code, for example TEST12345.
2. Paste it in the drawer under Test events.
3. Send test event sends one SQ_ConnectionTest event. It appears in Test events within seconds.
4. Test a full quiz run turns on test mode for 2 hours. Every event from your next quiz runs, including the purchase, shows in Test events. Take your quiz, add a product, check out and complete a test order.

Events sent in test mode also count in your reports. The Overview can take 30 minutes or more to update (longer for a new pixel), and its default date range may not include today.

Use it in Meta

• Audiences: Audiences → Create a Custom Audience → Website with event SQ_QuizComplete (everyone who finished the quiz) or Lead.
• Quiz ROAS: Events Manager → Custom conversions → Create based on SQ_Purchase, then add it as a column in Ads Manager.
• Optimise campaigns on Lead, or on standard Purchase if you chose standard names.

Disconnect

Integrations → Meta Pixel → Manage → Disconnect Meta stops sending events and deletes the saved access token. Data already in Meta is kept.

Troubleshooting

Problem	Fix
Can't save (invalid token or Pixel ID)	Check the Pixel ID is the dataset's number, and generate a new token on that same pixel
Events don't show in Overview	Use Test events for live checking. The Overview updates later and its date range may exclude today
No InitiateCheckout	It only fires when the shopper uses the checkout button inside the quiz, not the store's cart page
No purchase	The order must be linked to the quiz and paid (see Shopify / WooCommerce)
Purchases counted twice	Switch commerce names to Quiz-specific
Card says "Needs attention"	Meta rejected recent events, usually because the token was revoked. Generate a new token and save it