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What is Facebook Pixel Integration?

The Facebook Pixel integration allows you to track customer events, purchases, and conversions from Masivo directly to Facebook Pixel. This integration enables you to measure the effectiveness of your Facebook advertising campaigns and create custom audiences based on your loyalty program data.

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Key Features

Event Tracking

Track customer events, purchases, and conversions in real-time to Facebook Pixel

Conversion Optimization

Optimize Facebook ad campaigns based on actual customer behavior and purchases

Custom Audiences

Create Facebook custom audiences based on loyalty program activities

Attribution Tracking

Track customer journey and attribution across Facebook and your loyalty program

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Integration Type

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Facebook Pixel as Destination

When configured as a destination, Masivo sends customer events to Facebook Pixel:
  • Customer Events: Registration, identification, and engagement events
  • Purchase Events: Transaction data with product details and values
  • Custom Events: Loyalty program specific events and behaviors
  • Page Views: Customer interaction tracking

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Data Flow

1

Event Collection

Customer events and purchases are collected in Masivo through various touchpoints
2

Event Mapping

Events are mapped to Facebook Pixel standard events (Purchase, CompleteRegistration, ViewContent)
3

Data Processing

Customer data is processed and PII is hashed for privacy compliance
4

Pixel Tracking

Events are sent to Facebook Pixel for conversion tracking and audience building

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Supported Event Types

  • CUSTOMER/USER/IDENTIFY → CompleteRegistration - Customer registration and profile creation events - User identification and authentication events
  • PURCHASE/TRANSACTION → Purchase - Transaction data with product details - Purchase amounts, currencies, and quantities
  • EVENT/TRACK → ViewContent - Customer behavior and engagement events - Custom loyalty program activities
  • PAGE/PAGEVIEW → ViewContent - Page view tracking and navigation events
  • Customer journey tracking

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Data Mapping

Event Mapping

  • Email (hashed) - Phone (hashed) - External ID - Client IP - User Agent - Facebook Click ID (fbc) - Facebook Browser ID (fbp)
  • Product IDs and names - Product categories and brands - Order IDs and values - Currency and quantities - Search terms - Custom properties

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Privacy & Compliance

PII Protection

Email and phone numbers are automatically hashed before sending to Facebook

GDPR Compliance

Supports Facebook’s data processing options for GDPR compliance

Test Events

Optional test event codes for development and testing environments

Opt-out Support

Respects customer opt-out preferences for data sharing

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Benefits

Enhanced Attribution

Track the complete customer journey from Facebook ads to loyalty program engagement

Campaign Optimization

Optimize Facebook ad campaigns based on actual loyalty program conversions

Lookalike Audiences

Create lookalike audiences based on your most valuable loyalty program customers

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Use Cases

Conversion Tracking

Track loyalty program sign-ups and purchases from Facebook traffic

Retargeting

Retarget customers who engaged with your loyalty program but didn’t convert

Audience Building

Build custom audiences based on loyalty program tier and engagement

Campaign Testing

Test different Facebook ad creatives and audiences using loyalty program data

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Next Step

Setup Guide

Learn how to configure your Facebook Pixel integration
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