KickoffLabs lets you easily implement Facebook conversion tracking using the Facebook Pixel. This document follows best practices provided by Facebook. Setting up this integration you can:

  • Track the conversion performance of paid Facebook ads driving traffic to your landing pages.
  • Remarket to people on Facebook who have already visited your pages.
  • Create similar custom audiences based on people who signup for your campaign.
  • Get additional insights in Facebook about the people visiting your campaign.

Properly installing the Facebook Pixel consists of two steps (click and scroll to a section):

NOTE: To properly setup conversion tracking you MUST use a dedicated thank you page.


DO NOT use KickoffLabs Instant Thanks (“On Your Landing Page” option). It will cause errors in your reports.

Step 1: Install the Facebook Pixel Base Code to your campaign:

You first need to install the Facebook pixel code to all pages under your campaign, this will track visits to every page.

  1. Create the Facebook Pixel.
  2. Copy the entire Pixel Base Code provided by Facebook.
  3. From your campaign dashboard, click the Settings cog on the far right side of the page you want to add the tracking code to. Select Tracking Codes from the dropdown menu
  4. Scroll down and copy/paste your Facebook Pixel code into the ‘Facebook Tracking’ section.
  5. Finally, scroll down and click ‘Save Tracking Changes‘.
  6. Do this for EVERY page you want to track under your campaign.

Step 2: Setup conversion tracking events.

Next, you need to install the conversion tracking code on the pages where you want to track events. More often than not, this will be the thank you page.

Facebook offers several conversion tracking events. Using KickoffLabs, you’ll generally only want to track the ‘Lead’ event. This lets you track when a user expresses interest in your offering, like when they sign up for your KickoffLabs campaign.

Here’s how to add this event to a dedicated thank you page:

  1. Copy the ‘fbq(‘track’, ‘Lead’);’ code provided by Facebook:
    fbq('track', 'Lead');
  2. From your campaign dashboard, click on the Setting cog to the right of your thank you page.
  3. Click ‘Tracking Codes‘.
  4. Scroll down and paste/add the ‘Lead’ event into the Facebook Pixel Code in the ‘Facebook Tracking’ section. Add it JUST ABOVE the closing </script> tag, like so:
  5. Finally, scroll down and click ‘Save Tracking Changes‘.

That’s it! You’ve properly installed the Facebook Pixel.


  • If you’re having trouble installing, use the Facebook Pixel Helper tool to help validate your Facebook Pixel.
  • If you’re receiving an error or the pixel isn’t tracking, try only using the portion of the script between (and including) the <script></script> tags. Do NOT include the <noscript></noscript> portion.

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