Marketing
The Marketing tab lets you manage tracking codes. Connect Facebook Pixel, Google Analytics, or Google Tag Manager to measure ad performance.
Accessing marketing
Go to Settings → Marketing.
Tracking codes
Supported integrations
| Integration | Use case |
|---|---|
| Facebook Pixel | Track conversions from Facebook/Instagram ads |
| Google Analytics | Measure traffic and user behavior |
| Google Tag Manager | Centralized tag management |
Creating a tracking code
- Click Create tracking code
- Fill in the form:
- Type: Facebook Pixel, Google Analytics, or Google Tag Manager
- Code: Your pixel ID, GA measurement ID, or GTM container ID
- Reference name: A name for easy identification (e.g., "Main FB Pixel")
- Click Create
The code is saved to your brand and can now be assigned to events.
Tracking codes table
All your tracking codes appear in a table with:
| Column | Information |
|---|---|
| Type | Facebook Pixel, GA, or GTM |
| Code | The tracking ID |
| Reference name | Your custom name |
| Events | Which events use this code |
| Actions | Delete |
A green checkmark labeled CAPI token connected is shown next to a Facebook Pixel entry when a Meta Conversions API access token has been configured for it. This means server-side purchase event reporting is active for that pixel.
Assigning tracking codes to events
Tracking codes must be connected to each event individually. They don't apply site-wide automatically.
To assign a tracking code:
- Go to Events menu
- Select the event
- Click Edit
- Navigate to Tracking IDs section
- Select your tracking codes from the dropdowns (one per integration type)
- Save the event
You can also create a new tracking code directly from this screen if needed.
Facebook Pixel: events and Conversions API
Standard events fired
When a Facebook Pixel is assigned to an event, Fanz automatically fires the following standard Meta events as buyers move through the purchase flow:
| Event | When it fires |
|---|---|
| PageView | Buyer opens the event page |
| ViewContent | Buyer views event details |
| AddToCart | Buyer adds tickets to their cart |
| InitiateCheckout | Buyer begins checkout |
| Purchase | Buyer completes a ticket purchase |
All events are tied to the Pixel ID assigned to that specific event.
Meta Conversions API (CAPI)
What is CAPI?
The Meta Conversions API (CAPI) is a server-side integration that sends purchase events directly from Fanz's servers to Meta, independently of the browser pixel. This means conversions are reported even when a buyer's browser blocks tracking scripts via an ad blocker or browser privacy restrictions.
Why it improves accuracy
Browser pixels can be blocked or restricted, which means some purchases never show up in your Meta Ads reporting. CAPI solves this by:
- Reducing data loss — purchase events are sent server-side regardless of browser restrictions
- Deduplicating events — when both the browser pixel and CAPI fire for the same purchase, Meta automatically deduplicates them so conversions are not double-counted
- The result is a more complete and accurate picture of your return on ad spend (ROAS)
Configuring CAPI for a Facebook Pixel
When creating or editing a Facebook Pixel tracking code, you'll see a section titled Improve Purchase accuracy with Conversions API. The Meta Conversions API access token field is optional — leave it empty if you only want browser pixel tracking.
To enable CAPI:
- Open Meta Events Manager and navigate to your Pixel
- Go to Settings → Conversions API and generate an access token
- In Fanz, open the tracking code form for your Facebook Pixel
- Paste the token into the Meta Conversions API access token field
- Save — Fanz verifies the Pixel ID and token before saving
Note: The help text in the form reads: "In Meta Events Manager, open your Pixel, go to Settings > Conversions API, and generate an access token. Fanz verifies the Pixel ID and token before saving. Leave this empty if you only want browser Pixel tracking."
If a token is already saved, the field shows the placeholder "Token already saved. Paste a new one to replace it." You can also click Remove token to disable CAPI, or Keep token to leave the existing one in place. If you click Remove token, the form will show a notice that the saved CAPI token will be removed when you save changes.
Once saved, a green CAPI token connected indicator appears next to that pixel in the tracking codes list.
Why use tracking codes
Facebook Pixel
- Track ticket purchases from Facebook/Instagram ads
- Build custom audiences of buyers
- Optimize ad campaigns for conversions
- Measure return on ad spend (ROAS)
- Add CAPI for more complete purchase reporting
Best for: Events with paid social media advertising
Google Analytics
- Understand visitor behavior on event pages
- Track traffic sources
- Analyze conversion funnels
- Compare event performance
Best for: Understanding audience and optimizing event pages
Google Tag Manager
- Manage multiple tracking tags in one place
- Deploy new tracking without code changes
- Advanced event tracking and triggers
Best for: Organizations with complex tracking needs
Best practices
One code per integration type — Most organizers have one Facebook Pixel, one GA property, and one GTM container. Create them once, reuse across events.
Enable CAPI for Facebook Pixel — If you run paid Facebook or Instagram ads, adding a Meta Conversions API token significantly improves the accuracy of purchase reporting. It's especially valuable if your audience tends to use ad blockers.
Only track events with paid ads — If you're not running paid ads for an event, you probably don't need tracking codes on it.
Test your tracking — After assigning codes, use Facebook Pixel Helper or Google Tag Assistant browser extensions to verify they're firing correctly.
Tracking codes are connected per event, not to your entire website. Go to Events → Select event → Edit → Tracking IDs to assign your codes.
Yes. Create the code once in Settings → Marketing, then assign it to as many events as you want.
Make sure: 1) The code is assigned to the specific event, 2) The code value is correct, 3) Use a browser extension to debug. Tracking only fires on event pages with assigned codes.
CAPI is a server-side integration that sends purchase events directly from Fanz's servers to Meta. It's optional, but recommended if you run paid Facebook or Instagram ads — especially if your audience uses ad blockers. Without CAPI, some purchases may not appear in your Meta Ads reporting because the browser pixel was blocked.
No. When both the browser pixel and CAPI fire for the same purchase, Meta automatically deduplicates them. You won't see inflated conversion numbers.
In Meta Events Manager, open your Pixel, go to Settings → Conversions API, and generate an access token. Paste it into the Meta Conversions API access token field in the tracking code form.
No. Fanz tracking integrations work per-event. This gives you more control over which events trigger your tracking pixels.
Minimally. Tracking scripts load asynchronously and shouldn't noticeably impact page load times.