Once the pixel is capturing your store's events, you need to tell it where to send them. Meta is set up in four steps.
1. General settings
Connect your Meta account. When you connect your ad accounts, their datasets become available to choose from. Select the dataset Escalafy will send events to and save.
2. Filter transactions
You decide which transactions get sent and which don't. Useful, for example, to leave out test orders or channels you don't want feeding into optimization.
3. Remove old tracking
The same step as in the installation. If you haven't done it yet: How to remove old tracking from your store.
4. Add the UTM parameters
This is the step that lets you attribute each sale to the ad that generated it, and see how much you spend per ad and per product.
- Go to Meta Ads Manager. You can select several ads at once and edit them together.
- Scroll down to the "URL parameters" field.
- Copy the parameters from Escalafy and paste them there.
- Save and publish.
They have to go in "URL parameters". Not in "Website URL" or "Display link" — Meta strips them from there and tracking doesn't work.
If you already had UTMs set up
Don't delete them. Add the Escalafy parameters at the end, separated by an ampersand (&), and save. That way you keep yours and add ours.
What happens when you publish
Publishing the change creates a new creative inside the ad, but you don't lose anything: you still see the ad's historical metrics and stats. The only thing that changes is that, from then on, every visit arrives with the tracking parameters.
And new ads
Apply the parameters to every ad you launch from now on as well. An ad without UTMs is an ad whose sales we won't be able to attribute.