After you've installed the Facebook pixel on your website, go to a web page that the pixel has been placed on. If it's working, the pixel will send information back to Facebook and you'll be able to see activity on the Facebook pixel page in your Ads Manager. Your pixel's status will also be set to Active.

The main graph on the Facebook pixel page shows total pixel traffic over time (the default view for all data on the dashboard is the past seven days, but you can adjust it using the drop-down in the top-right).

At a glance, you can tell whether the data is roughly where you would expect it to be. Does it generally match your website analytics reporting? To check, compare the Total Traffic number on the top right-hand side with the total number of website visits in the past seven days (as reported in your website analytics).

Bear in mind that data on this page refers to the total number of pixel fires, regardless of whether they were associated with an ad. This means that the total number should roughly align with your overall website/page visit volume, not just attributed traffic from Facebook. It's normal that Facebook's numbers may be different from a third party's, but if there's a very large discrepancy (or you don't see any pixel traffic), something may be wrong.

After you've checked your total pixel fires, you should ensure that your events are being reported correctly. If you have events on any of your web pages, you should see them in your Events tab below your traffic graph. Both standard and custom events will be shown on this tab. If you have the wrong event enabled, or it's set up on the wrong page, this will help you find it.

Events are case sensitive, so if you accidentally added fbq('track', 'viewcontent'); to one of your web pages instead of the correct standard event code fbq('track', 'ViewContent');, an event called viewcontent will be shown in the Events tab instead (which will render as a custom event rather than a standard event). You should edit your pixel code on that page again to replace that code with the correct standard event code. Please note that PageView is the default event that the pixel fires on every page of your website (it isn't a standard event).

Troubleshooting pixel and event implementation

We recommend downloading the Facebook Pixel Helper to troubleshoot implementation problems. Bear in mind that you have to be using the Chrome browser for it to work. Once the Pixel Helper has been installed, a small icon will appear next to your address bar. Navigate to your website in your Chrome browser and click the Pixel Helper icon.

The pop-up will show which pixels/events have been found on the page, and whether they have loaded successfully. If you've added standard events to your pixel code on certain pages, you'll need to complete a test conversion for each (e.g. add an item to your basket to test an "AddToCart" event) in order to confirm that each event loads on the desired page or action. If your pixel's PageView event loads on every web page, and each of your standard events loads successfully (on the desired pages only), you're ready to attach the Facebook pixel to your ads.

If the Pixel Helper tool displays errors or warnings on any of your pages, click Learn More to help resolve the issue. For a full list of possible Pixel Helper tool errors, warnings and recommendations, see our Developers site.

In order to resolve most Pixel Helper errors, you'll need to check the HTML code on the web page where you received the error. To check the HTML code, go to the desired web page and right-click the screen, then select "Inspect" and search for your pixel ID (you can usually use "Control + F" or "Command + F" to bring up your browser's search bar).

• If you don't find the pixel ID anywhere in the code, it may have not been placed on that page. If you installed the pixel using a tag manager, then you won't see the code on the actual web page, so you'll have to troubleshoot within your tag manager.
• If you do find the pixel ID, check the code carefully against your code in your pixel dashboard (under Actions > View Pixel Code) to make sure that everything between the tags is exactly the same and that the pixel hasn't been placed in the middle of another code block on your web page. You should find two instances of your pixel ID on each page where you placed the pixel (one in the tag; or
• Directly below the entire base code (in which case, you'll need to add directly after the event code).