Facebook Pixel: Events and data

Which events the Facebook Pixel plugin for Shopware 6.7 fires, when they fire and which data they transmit: PageView, ViewContent, ViewCategory, AddToCart, InitiateCheckout and Purchase.

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Facebook Pixel: Events and data

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Overview

Event	When	Switch	Type
PageView	Every rendered storefront page	none (always active)	Standard event
ViewContent	Product detail page	Track Product Views	Standard event
ViewCategory	Category page	Track Categories	Custom event (`trackCustom`)
AddToCart	Cart page	Track Add to Cart	Standard event
InitiateCheckout	Checkout confirmation page	Track Checkout	Standard event
Purchase	Order finish page	Track Orders	Standard event

Prerequisite for all events: Enable Tracking is on and the Pixel ID is valid (digits only). Whether the events actually run in the browser is decided by consent, see Consent and cookies.

Common rules

Event ID: Every event gets a random 32-character hex ID. In the browser it is the last argument of every fbq call ({eventID: '...'}): the third argument for PageView, the fourth for all other events. For the Conversions API it is the event_id. Meta deduplicates the browser and server event through it.
Currency: ISO code of the current context's currency, for example EUR.
Product identifier: content_ids carries the product number (SKU). If it is missing from the line item payload, the ID of the cart or order line item is used.
Prices: With Track Gross Prices on, prices including VAT are transmitted, otherwise net prices.
Line items: Cart and order only count line items of type product. Vouchers, shipping costs or other items do not go into content_ids or num_items.

PageView

Output on every storefront page together with the pixel base code. It carries no data except the event ID.

fbq('track', 'PageView', {eventID: '...'});

ViewContent

Field	Content
`content_name`	Product name in the context language
`content_ids`	List with the product number
`content_type`	`product`
`value`	Unit price of the product (gross or net)
`currency`	Currency code

ViewCategory

A custom event, which Meta does not treat as a standard event in its standard reporting. It has no content_type.

Field	Content
`content_name`	Category name
`content_category`	Category name. The code builds the value from the category and its parent categories (separated by `>`), but loads the category without its parent association. As a rule, only the category's own name is therefore sent, without parent categories.

fbq('trackCustom', 'ViewCategory', {content_name: '...', content_category: '...'}, {eventID: '...'});

AddToCart

The event is tied to the cart page, not to the "add to cart" action. It fires on every view of the cart page.

On every view of the cart page, a separate AddToCart event with its own event ID is sent for each product line item in the cart. This covers all products currently in the cart, not just the one added last. Reloading the page fires the events again. A visitor who goes from the offcanvas cart straight to checkout without opening the cart page does not trigger AddToCart.

Field	Content
`content_ids`	List with the product number of the line item
`content_name`	Label of the line item
`content_type`	`product`
`value`	Unit price times quantity
`currency`	Currency code
`num_items`	Quantity of the line item

InitiateCheckout

Fires once on the checkout confirmation page. It has no content_type.

Field	Content
`content_ids`	Product numbers of all product line items in the cart
`num_items`	Sum of the quantities of all product line items
`value`	Cart total (gross) or net total
`currency`	Currency code

Purchase

Fires on the order finish page.

Field	Content
`content_ids`	Product numbers of all product line items of the order
`content_type`	`product`
`value`	Order total (gross) or net amount
`currency`	Currency code
`num_items`	Sum of the quantities of all product line items
`order_id`	Order number, falling back to the internal order ID

What else is sent?

The fields above are the event data. What else goes to Meta, especially with the Conversions API (IP address, user agent, hashed email and phone number), is described on the Privacy page.