Pixels & conversion tracking

A pixel sends your storefront’s customer events — page views, product views, add-to-cart, checkout, purchase — to an external ad or analytics platform so it can measure conversions, build audiences, and optimise your ad spend. Sellerlane gives you one place to connect, configure, test, and troubleshoot every pixel, with consent gating built in.

You manage pixels under Settings → Pixels (the page itself is titled Customer events). A read-only operational view also lives at Analytics → Pixels, where you can inspect dispatches, skips, and retries.

How Sellerlane sends events

Each pixel has a delivery mode that controls how its events reach the destination:

• Browser only — the storefront pixel manager fires the event from the shopper’s browser using the vendor’s JavaScript tag (Meta fbq, GA4 gtag, TikTok ttq, and so on).
• Server only — Sellerlane’s backend sends the event directly to the vendor’s conversions API (Meta CAPI, GA4 Measurement Protocol, TikTok Events API, Google Ads Data Manager). Server events survive ad-blockers, browser tracking-prevention, and dropped tabs, so they are far more reliable for the events that matter most — purchases and refunds.
• Browser + server (hybrid) — both channels fire, with shared event IDs where the vendor supports deduplication so a purchase isn’t counted twice.

New pixels default to hybrid (custom webhooks default to server only). Server delivery needs server credentials — for Meta that is a CAPI access token, for GA4 a Measurement Protocol API secret — so a browser-only setup still works without them.

Tip

Reach for server delivery for purchase, refund, and cancellation events. The default event map already does this: mid-funnel events (add-to-cart, begin checkout, add payment info) stay browser-only to avoid unaligned event IDs double-counting, while purchase-class events go server-side.

Consent gating

Every pixel respects buyer consent before it sends anything. Under Customer privacy on each pixel you choose which consents are required:

• Require analytics consent — on by default.
• Require marketing consent — on by default.
• Require sale-of-data consent — off by default.

The storefront pixel manager re-checks consent before every browser event, so a shopper who declines marketing consent simply never triggers a marketing pixel. Server events use the consent snapshot captured at event time. If a shopper hasn’t granted the required consent, the event is skipped (you can see skips and their reasons under Analytics → Pixels).

There is also a Send in-store sales (POS) purchases toggle (off by default). Enabling it sends completed POS sales to the destination as offline purchase events using hashed customer contact info, and is your assertion of a legal basis to share in-store data — it replaces the web consent gate for the POS path. This option is available for Meta and GA4 destinations only.

Connect a pixel

1. Go to Settings → Pixels and choose Add pixel.
2. Pick a provider from the grid. Each card shows whether it supports Browser, Server, and Manual setup.
3. Under Manual setup, enter the public destination ID (and any optional server credentials).
4. Adjust the Settings — name, delivery mode, consent requirements, catalog ID strategy, purchase value, and the per-event mappings — or accept the defaults (you can change all of these later from the pixel’s detail page).
5. Choose Create pixel. You land on the pixel detail page, where you can Validate the connection.

Note

Setup is manual in Sellerlane: you paste the destination ID and credentials yourself rather than authorising through an OAuth pop-up. Secrets such as access tokens are write-only — they are accepted when you save but are never read back into the UI.

Meta, Google, and the rest

Meta

Provider: Meta Pixel. Enter your Meta Pixel ID. Add a CAPI access token to enable server-side events (optional for a browser-only setup, required for server events), and an optional Test event code so events show up in Meta’s Test Events tool while you verify.

GA4

Provider: Google Analytics 4. Enter your GA4 Measurement ID (format G-XXXXXXXXXX). Add a Measurement Protocol API secret to send server-side events to your GA4 web stream.

Google Ads

Provider: Google Ads. Enter your Google Ads customer ID (the 123-456-7890 value in the top-right of Google Ads) and the numeric Conversion action ID that should receive events. Google Ads is server-side and uses the Data Manager events:ingest path; it fires order_paid and lead_submitted as conversions.

TikTok

Provider: TikTok Pixel. Enter your TikTok Pixel Code, an optional Events API access token for server events, and an optional Test event code.

Pinterest / Microsoft / Snap

• Pinterest Tag — enter the Pinterest Tag ID plus an optional access token.
• Microsoft UET — enter the Microsoft UET Tag ID.
• Snap Pixel — enter the Snap Pixel ID.

These three are browser-only destinations today (their server adapters are not installed), so their events fire from the shopper’s browser.

Custom webhook pixels

Choose Custom Webhook to send sanitised server events to your own HTTPS endpoint — useful for testing your pipeline or feeding a custom data warehouse. Enter the Webhook endpoint URL and an optional Signing secret (used to sign outgoing requests so you can verify they came from Sellerlane). Custom webhooks are server-only.

Which events fire

Out of the box each pixel is seeded with a sensible event map. The customer events Sellerlane can send include page viewed, product viewed, collection viewed, search submitted, product added to cart, add to wishlist, cart viewed, checkout started, payment info submitted, purchase (order_paid / checkout_completed), customer registered, lead submitted, refund succeeded, and order cancelled.

On each pixel’s Events table you control, per event:

• The provider event name it maps to (e.g. product_viewed → ViewContent for Meta, or view_item for GA4).
• Whether it sends on the Browser channel, the Server channel, or both.
• Whether it’s Enabled at all.

You can also tune Catalog ID strategy (Product ID, Variant ID, SKU, or a custom field — match it to the item IDs in your product feed), Purchase value (total including tax and shipping, total excluding tax, subtotal after or before discounts, or amount paid), and how zero-value orders are handled.

Caution

Keep the Browser and Server toggles aligned with the dedup defaults. If you turn a single conversion event on for both channels without shared event IDs, the destination may count it twice and overstate your ROAS.

Test a connection and read status

From the pixels list, each row shows a Status, the Delivery mode, how many Events are enabled, and when it was Last validated. Use the row actions to keep a pixel healthy:

• Validate — checks the connection now and updates the status.
• Disconnect / Reconnect — pauses or resumes a pixel without deleting its configuration.
• Delete — removes the pixel and its credentials.

A pixel can be in one of these states:

Status	What it means
Connected	Authenticated and sending.
Validating	A validation check is in progress.
Pending reauth	Credentials expired or were revoked — re-enter them.
Error	The last attempt failed; the row shows the error message.
Disconnected / Disabled	Paused by you; not sending.

If a pixel shows Pending reauth or Error, open it, re-enter the destination ID or rotate the access token / API secret on the credentials form, then Validate again. To confirm real traffic, set a Test event code (Meta / TikTok) and watch the destination’s own test tool, then check Analytics → Pixels — its Dispatches table lists each event with its status (sent, skipped, failed) and a Retry action for failures, while the Pixel runtime panel confirms whether server dispatch, browser dispatch, the dispatcher, and the worker are all registered.

Troubleshooting

• No events at all — confirm the pixel is Enabled and the visitor’s consent matches the pixel’s requirements; declined consent shows as a skip with a reason.
• Purchases missing — purchase events are usually server-side, so make sure you supplied the server credential (CAPI token / API secret) and the destination’s delivery mode includes Server.
• Conversions double-counted — a conversion event is on for both Browser and Server; rely on the seeded defaults or disable one channel.
• POS sales not appearing — POS offline purchases only flow to Meta and GA4, and only when Send in-store sales (POS) purchases is enabled.

Next steps

Analytics & reports

See conversions and funnels in your own dashboards — pixels feed the ad platforms, while Analytics reports on Sellerlane’s own data.

Marketing attribution

Understand which channels drove each order with marketing attribution.

Marketing campaigns

Run email and automation campaigns from Marketing.

Store policies

Keep your privacy and cookie policies current to support the consent gates above.