Meta Pixel is an analytics tool that measures how well your advertising works by tracking the actions people take on your website. Connect it to Kajabi so Meta can show you which ads lead to sign-ups and sales.
Kajabi sends events to your Meta Pixel in two ways:
Browser: Kajabi sends the event through the visitor's browser.
Conversions API (CAPI): Kajabi sends the event directly to Meta through Meta's Conversions API. This helps Lead and Purchase events reach Meta when browser tracking fails, for example because of an ad blocker or browser privacy settings.
When you connect both a Pixel ID and an Access Token, Kajabi sends Lead and Purchase events through both the browser and CAPI. Meta matches the two and counts each action once.
Install Meta Pixel and the Conversions API
To connect Meta Pixel and CAPI to Kajabi, you need two items from Meta:
API access token
Create a Meta Pixel in Meta Business
Log in to your Meta Business account, or create one.
Click Events Manager in the left sidebar.
Select + Connect Data Sources from the left sidebar.
Choose Web, then click Connect.
Enter a Pixel name, then click Create Pixel.
Enter your site URL (your custom domain or Kajabi subdomain) to check your partner integration eligibility, then click Next.
Select the option to connect your website with Conversions API and Meta Pixel.
Click Next.
Tip: Verify your domain in Business Manager to claim and protect ownership of your website domain name. Learn how to verify a domain with Facebook, or read Meta's domain verification guide.
Generate an access token
An access token is required to send your event data directly from Kajabi to Meta through the Conversions API.
In Meta Events Manager, select the Pixel you want to connect.
Select the Settings tab.
Scroll to the Conversions API section.
Under Set up manually, click Generate access token and follow the prompts.
Copy your access token.
Copy your Pixel ID, shown at the top of the Settings tab.
Note: Using Meta's Conversions API may require additional review of your compliance obligations under data regulation laws that apply to you and your customers.
Connect Meta Pixel to your Kajabi site
In Kajabi, the Meta Pixel integration is labeled Facebook Pixel. Add your Pixel ID and access token there. The Pixel ID must be numbers only.
From the Dashboard, click Settings at the lower left.
Click Integrations & Webhooks.
Scroll to Facebook Pixel and turn the toggle On.
Enter your Pixel ID in the Pixel Id field.
Enter your access token in the Access Token field.
Click Save.
Warning: Use either Kajabi's Access Token or a third-party CAPI gateway, such as Stape, but not both. A CAPI gateway sends its own server events with no matching browser event, so Meta can't deduplicate them. This inflates Purchase counts and revenue in Meta Ads Manager. If you see duplicate Purchase events, removing the Access Token from your Kajabi Facebook Pixel settings may resolve the issue.
Test the Meta Pixel connection
After you connect Meta Pixel, test that events arrive. If you use Chrome, the Pixel Helper extension from Meta shows the events a page sends. You can also use the Meta Ads Test Events tool.
Add Meta Pixel manually with a page script
If you prefer not to use Kajabi's native integration, you can add Meta Pixel with the code Meta provides.
From the Dashboard, click Settings, then Site Details.
Scroll to Page scripts.
Paste the Meta Pixel code from Meta into the Header Page Scripts field.
Click Save.
The events, timing, and values in this article apply only to Kajabi's native integration. Kajabi doesn't include page scripts on offer checkout pages or upsell pages, so a manually added Pixel doesn't track those pages. To add tracking code to checkout pages, see Add JavaScript tracking code to Checkout pages.
Consent mode
Consent mode is an optional setting for sites that use a cookie consent script. To turn it on, open Advanced in the Facebook Pixel settings and turn on Use consent mode for Facebook Pixel. Turn it on only if your cookie consent script is set up to use Facebook consent mode.
When consent mode is on:
Browser events: Kajabi sends events only after your cookie consent script grants consent for a visitor. Visitors who decline or ignore your cookie banner aren't tracked.
CAPI events: Kajabi sends Lead and Purchase events through CAPI only for visitors who granted consent.
Visitors who grant consent still send both the browser event and the CAPI event, so Meta Events Manager shows "1 event from 2 sources" for them. Sites with consent mode on may see fewer events overall, because visitors who decline aren't tracked. This is expected.
Note: Consent mode relies on your cookie consent script to grant consent to Meta. If the script doesn't grant consent, Kajabi sends no events to Meta.
Pixel events
Events are the actions visitors take on a website, such as viewing a page, submitting a form, or making a purchase. Kajabi's native integration sends these events:
Event | When it is sent | Sent through |
PageView | A visitor loads a page on your Kajabi site | Browser |
Lead | A visitor submits a Kajabi form | Browser and CAPI |
Initiate Checkout | A visitor opens a checkout page, moves from their cart to checkout, or loads a page with an embedded checkout | Browser |
Purchase | A customer completes a purchase | Browser and CAPI |
Kajabi sends CAPI events only when both your Pixel ID and Access Token are saved. Kajabi doesn't send View Content automatically. To track it, set it up in Meta Events Manager or add it with your own Pixel code. Learn more about Meta Pixel events.
Lead
A Lead event records a visitor who submits information so your business can contact them later, such as an opt-in form on a landing page. Kajabi sends it when a visitor submits a Kajabi form.
Kajabi sends the CAPI event as soon as the form is submitted.
Kajabi sends the browser event on the next page the visitor reaches, usually your form's thank-you page.
Both events share the same event ID, so Meta counts the submission once.
Lead events include the form name. They don't include a value.
Initiate Checkout
An Initiate Checkout event records a visitor who begins checking out. Kajabi sends it through the browser only, in these cases:
When a visitor opens an offer's checkout page.
When a visitor clicks Checkout from their cart.
When a visitor loads a page with an embedded checkout.
The event includes a value that follows the same rules as the Purchase value (see Purchase event values in this article), with these differences:
Tax: Not included. The visitor hasn't entered an address yet, so tax isn't known.
Coupons on an offer's checkout page: The value is the full price, because Kajabi sends the event before the visitor can enter a coupon.
Quantity on an offer's checkout page: Counted as one unit, even if the offer has a quantity selector.
Pay what you want on an offer's checkout page: Doesn't reflect the amount a customer chooses to pay, because Kajabi sends the event before they choose.
Because of these differences, the Initiate Checkout value and the Purchase value for the same customer can be different. This is expected.
Purchase events
A Purchase event records a customer who completes a purchase. Each Purchase event includes:
The value of the purchase
The currency
The offers purchased and their quantities
When the Purchase event fires
Kajabi sends a Purchase event in two ways:
CAPI: Kajabi sends the event directly to Meta as soon as the payment is successful.
Browser: Kajabi sends the event through the customer's browser on the first post-purchase page the customer reaches.
Both events use the same event name and event ID, so Meta counts the purchase once. If the browser event is blocked, the CAPI event is still sent.
The browser Purchase event fires on the first post-purchase page a customer reaches, such as:
Login page (for new or returning customers)
Account creation page (for new customers)
Upsell page
For reliability, Kajabi also configures the event to fire on post-purchase thank-you pages, landing pages, and the member library. Once the event fires on one page, it doesn't fire again on later pages. This means:
Purchases are captured as early as possible.
Tracking stays consistent, even if a customer doesn't continue through every step of the flow.
The flowchart shows where the browser Purchase event fires in Enhanced Checkout, depending on whether the customer is new or returning, and whether returning members are already logged in.
Purchase event values
The Purchase value reports what the customer committed to pay at checkout. This isn't always the amount charged that day.
Payment type | Value sent to Meta |
Free | $0 |
One-time payment | Amount paid |
Subscription | First payment |
Payment plan | Committed value (total of all payments in the plan) |
One-time bundle | Combined total of every one-time offer in the bundle |
Cart with more than one offer | Total of all offers in the cart, plus tax (one Purchase event) |
The value also reflects these details:
Trials: For a subscription, the value is the first payment after the trial. For a payment plan, the value is the total of all payments in the plan.
Setup fees: Included in the value for subscriptions and payment plans.
Coupons: The value reflects the price after any coupon is applied.
Tax: The value includes any tax collected at checkout.
Quantity: The value covers every unit purchased. This applies to offers with the quantity selector turned on and to items in a cart.
Pay what you want: The value is the amount the customer chose to pay.
Note: Subscriptions with a free trial report the post-trial price, and payment plans report the committed amount. Your Purchase value in Meta can be higher than the sales Kajabi shows for that day. This is expected.
Upsells and downsells
Each accepted upsell or downsell is its own purchase and sends its own Purchase event. Meta reports the original checkout and the upsell separately.
One-time bundles
A one-time bundle is a one-time offer purchased together with one-time order bumps on the same checkout page. Upsells aren't part of a bundle. Kajabi processes a bundle as one transaction and sends one Purchase event, with a value equal to the total of every one-time offer in the bundle.
Order bumps with other payment types
On Enhanced Checkout, Kajabi processes items with different payment types as separate purchases, even when the customer buys them in the same checkout. Each purchase sends its own Purchase event:
One-time offer with one-time order bumps: One Purchase event for the one-time bundle.
One-time offer with a subscription or payment plan bump: One Purchase event for the main offer and any one-time bumps, plus one Purchase event for each subscription or payment plan bump.
Subscription or payment plan offer with bumps: One Purchase event for the main offer, one Purchase event for the one-time bumps as a one-time bundle, plus one Purchase event for each subscription or payment plan bump.
When a single Purchase event includes more than one item, the value is the total of each item's value.
Purchase events on Legacy Checkout
Purchase events on Legacy Checkout work the same way, with one difference:
Order bumps: Kajabi always processes an order bump as its own purchase and sends its own Purchase event, no matter its payment type.
When a Purchase event is not sent
In some cases, Kajabi sends a Purchase event only one way, or not at all:
Consent mode is on and the visitor hasn't granted consent: Kajabi sends neither the browser event nor the CAPI event.
No Access Token is saved: Kajabi sends the Purchase event through the browser only.
An ad blocker or browser privacy settings block tracking: Kajabi doesn't send the browser event. The CAPI event is still sent.
The customer leaves before reaching a post-purchase page: Kajabi doesn't send the browser event. The CAPI event is still sent.
The payment fails: Kajabi sends no Purchase event until the payment succeeds.
Renewals and future payments: Subscription renewals and later payment plan payments don't send new Purchase events.
Refunds and cancellations: Kajabi doesn't send refund or cancellation events to Meta.
FAQs
Which events does Kajabi send via the Meta Conversions API?
Kajabi sends two types of events via the Meta Conversions API: Purchases and Leads. These are sent directly from Kajabi to Meta, in addition to the events sent through the Meta Pixel. All other events, including Initiate Checkout, are sent through the browser only.
Why is my Purchase value higher than what the customer paid today?
The customer most likely purchased a payment plan, or a subscription with a free trial. Kajabi reports the amount the customer committed to at checkout, not only what was charged that day.
Why is my Initiate Checkout value different from my Purchase value?
Initiate Checkout does not include tax, and on an offer's checkout page it does not include coupons. Purchase includes both.
Why do I see more than one Purchase event for a single checkout?
Upsells and order bumps with a different payment type than the main offer are processed as separate purchases, so each sends its own Purchase event.
Will a subscription send a Purchase event every time it renews?
No. The Purchase event is sent once, when the customer checks out.