Marketing
Meta Pixel
Measure and optimise Facebook & Instagram ads: tour views, checkouts started, payment info added and bookings, with their value. Loads only after visitors accept cookies; the Conversions API also reports each booking from our server, deduplicated with the Pixel.
Who it's for
Why operators use Meta Pixel
Operators advertising on Facebook and Instagram who want those ads to optimise for real bookings.
Highlights
- Tour views, checkouts started, payment info added and purchases as standard events
- Purchase value and currency for return on ad spend
- Respects your visitors' cookie choices
- No code to paste
Let Facebook and Instagram ads optimise for bookings
Meta’s ad delivery learns from the events it receives. If it only sees page views, it finds people who view pages. The Meta Pixel plugin sends the booking journey as Meta’s standard events, so your Facebook and Instagram campaigns can optimise for travellers who actually book, and you can measure return on ad spend.
The events are ViewContent on a tour page, InitiateCheckout when checkout starts, with the number of travellers, AddPaymentInfo when a payment method is chosen, and Purchase when the booking is confirmed, with its value, currency and the tours booked. You only need your Pixel ID, the 15 or 16 digit dataset ID from Meta Events Manager.
Consent first
The Pixel loads only after a visitor accepts cookies, and respects their choice afterwards. Visitors who decline send nothing to Meta.
The Conversions API, deduplicated with the Pixel
Browsers lose events: ad blockers stop the Pixel, privacy features limit cookies, and payment redirects can end the visit before the confirmation page. With the Conversions API switched on, each confirmed booking is also sent to Meta from Tourtify’s server, for visitors who accepted cookies. The browser Pixel and the server send the same event ID, so Meta counts each booking once.
To help Meta match the booking to the person who saw your ad, the server event carries the traveller’s email and phone number as one-way hashes, never in plain text, along with the browser details and Meta’s browser and click identifiers captured when they visited. A worked example: a traveller clicks your Instagram ad on their phone, books a 250 food tour and pays with a redirecting wallet. Even if the Pixel never fires on the confirmation page, the server sends a Purchase of 250 with the same event ID, and the campaign gets the credit.
Testing before you rely on it
Meta’s Test events tool gives you a code such as TEST12345. While that code is set in the plugin, server events appear in Test events instead of in your reports, so you can check everything arrives. Clear the code when you are done.
Setting up Meta Pixel
- 1Find your Pixel ID. In Meta Events Manager, open Data sources and copy the dataset ID.
- 2Switch on Meta Pixel. Turn the plugin on and paste the Pixel ID.
- 3Create a Conversions API token (recommended). In Events Manager, open your dataset’s settings, generate an access token and paste it.
- 4Switch on the Conversions API. Turn on sending purchases from the server.
- 5Test with a test event code. Paste the code from Test events, make a QA test booking, check it arrives, then clear the code.
Settings
What you can set up
Meta Pixel works out of the box with sensible defaults. These are the choices you can make, straight from your console.
Pixel
- Pixel ID
- The 15–16 digit dataset ID from Meta Events Manager › Data sources.
Conversions API
- Send purchases from our server (Conversions API)
- For visitors who accepted cookies. The browser Pixel and our server send the same event ID, so Meta counts each booking once.
- Test event code (optional)
- From Events Manager › Test events, e.g. TEST12345. While set, server events show up there instead of in your reports: clear it when you’re done testing.
Marketing
How marketing plugins fit in
Marketing plugins help more of the people who visit your site become travellers, and bring past travellers back. They use your real tours and bookings, so campaigns stay accurate without exports.
- 1
Switch it on
Open Plugins in your console and turn it on. No code and nothing to install.
- 2
Make your choices
Adjust the settings to match how your business works, or keep the defaults.
- 3
It works everywhere it should
Your website, checkout, emails and console pick it up straight away.
Related
More marketing integrations
Part of Cookie consent in Tourtify.
Mailchimp & Brevo
Add every traveller and enquiry to your Mailchimp audience or Brevo list, tagged with the tour they booked or asked about, so your newsletters and win-back campaigns reach the right people.
Email automations
Emails that go out by themselves. Abandoned checkout recovery (Starter): up to three follow-ups to travellers who started a booking but didn’t pay, each restoring their cart, with an optional discount on the last one. Your own automations (Growth): a welcome when someone books, a checklist before departure, review requests, balance reminders and win-backs, with your timing, tours and merge tags.
Email campaigns
Send newsletters and offers to your travellers without Mailchimp: a mailing list built from your bookings, enquiries and website sign-ups with a consent record for each person, audience segments, a drag-free block editor with your tours and live prices, scheduling, and reports down to the bookings each campaign brought in.
Google Analytics 4
Measure visits and bookings with GA4: tour viewed, checkout started, payment method chosen and booking purchased, with its value. Loads only after visitors accept cookies (Consent Mode v2), and can report purchases from our server so ad blockers and payment redirects don’t lose them.
FAQ
Meta Pixel: questions
Is personal data sent to Meta?
Only for visitors who accepted cookies. The email and phone number are hashed before they are sent.
Will Meta count a booking twice?
No. The Pixel and the server send the same event ID, so Meta keeps one.
Do I need to paste code into my website?
No. Enter the Pixel ID and the events are added for you.
Why are server events not in my reports?
Check whether a test event code is still set. While it is, events go to Test events instead.
Which plans include Meta Pixel?
Meta Pixel is available on All plans, at no extra cost.
How do I switch on Meta Pixel?
In your Tourtify console, open Plugins, find it in the list and switch it on. Its settings open straight away, and you can switch it off again at any time.
Do I need a developer?
No. Plugins are built into Tourtify and set up from the console. Where an outside account is involved, such as a payment provider, you connect it by entering your account details.
Does Meta Pixel work with my other plugins?
Yes. Every plugin is built and maintained by Tourtify, so they work together: discounts, deposits, vouchers and fees all add up correctly at checkout.
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