The Meta Pixel ID identifies the data source that receives website events. Server-side tracking also uses a secret Conversions API token.

The Pixel ID is a number used for Web tracking. The token is a private credential used to authenticate API events.

How to find the Meta Pixel ID

Open Business Settings

Open Business Settings from Meta’s side menu.

Meta Business Settings with Data Sources highlighted — Depending on your account, the Pixel may appear under datasets and pixels.

Select your website’s data source

Open Data Sources → Datasets and pixels, select the source connected to your website, and copy the numeric ID beside its name.

Selected Meta data source showing its Pixel ID — Confirm the source name before copying the ID.

How to generate the Conversions API token

You only need this part for server-side tracking. The token does not replace the Pixel ID.

Open Events Manager

With the data source selected, click Open in Events Manager.

Meta data source with the Open in Events Manager button — This opens the event settings for that source.

Find Conversions API settings

Open Settings, scroll to Conversions API, and choose the direct setup option.

Meta Events Manager settings showing the Conversions API section — Look for the option to generate an access token.

Generate and protect the token

Click Generate access token, copy it, and store it securely.

Meta dialog used to generate an access token — Never share a real token in screenshots, email, or chat.

Where to use these values in ETM

Enter the Pixel ID during Web implementation. When configuring server-side tracking, ETM also asks for the Conversions API token in a secure field.

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Open ETM, choose your GTM, and use this information to prepare the tracking.

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