How to create a Facebook pixel and get its ID and Conversions API token

Related setup guides: event_id and deduplication, pixel warming, Facebook CAPI through Keitaro. To send server-side events to a Facebook pixel — by hand or automated from your tracker — you need exactly two things:

1. your pixel (dataset) ID, and
2. a Conversions API access token for that pixel.

This guide walks the full path in Events Manager: create a fresh pixel (dataset), copy its ID, and generate the access token through direct integration. No coding partner required.

Step 1. Connect a new data source

In Events Manager open Data sources → Datasets, click Connect a new data source, choose Web, and click Next.

Step 2. Create a new dataset

In Connect your data, click Create new dataset (instead of selecting an existing one).

Step 3. Name the dataset

Give the dataset a name and click Create. (The category field is optional — you can leave it.)

Step 4. Choose the ad account(s)

Select the ad account(s) you want to connect to this dataset and click Next.

Step 5. Set up manually

On Recommended setup, pick Set up manually (direct integration) and click Next.

Step 6. Choose how to connect

Choose how you want to connect and continue through to the end of the wizard. Either way, you'll generate the Conversions API token from the dataset's Settings in the next steps.

Step 7. Copy your pixel (dataset) ID

Open your new dataset and go to the Settings tab. Under Details, click Copy ID to clipboard — that long number is your pixel (dataset) ID.

This is the pixel_id you'll paste into Most or the Pixel Activator.

Step 8. Generate the access token

Still in Settings, find Set up direct integration. Select Set up without Dataset Quality API (“Continue with direct integration only”), and the access token is generated below.

With or without Dataset Quality API? The recommended option adds match-rate metrics but pulls in extra permissions. For a plain server-side integration, without Dataset Quality API is enough — that's the path this guide uses.

Save the token now

The token is shown once Meta does not store this token for you — “Copy and save this token somewhere safe. It won't be stored by Facebook.” Copy it immediately into a password manager. Lost it? Just generate a new one.

Treat the token like a password: it can send events to your pixel. Never commit it to a repo, paste it into a public chat, or put it in a URL.

What you can do now

With your pixel ID and access token you can send server-side events immediately:

• Test it in seconds — paste both into the free Pixel Activator and fire a few events to confirm the pixel and token work.
• Automate it — connect your Keitaro tracker to Most and let conversions flow to the pixel on a schedule, with deduplication and field mapping handled for you.

See also: sharing a pixel across ad accounts.

Sources

Labels in Events Manager change from time to time. If something looks different, Meta's official Conversions API — Get started guide is the source of truth.