What to do if there's a drop in website events from the Meta pixel

Drops in received events usually happen because of recent changes to your website and can occur if:

• There are problems in your Meta pixel base code or the base code has been erased. This may be because of recent website changes which can cause the Meta pixel to stop sending events from your website to Meta.

  • If you are responsible for making updates to your website, find your Meta pixel base code and confirm that it's in the correct section of the header of each web page.
  • If a developer is responsible for making updates to your website, contact them to see if any website changes were made around the time of the detected drop. If so, ask them to check if your Meta pixel base code is set up correctly.
• There are problems in your event code. If your base code is set up correctly but your Meta pixel isn't sending information for one or more events, it may be because of problems in your event code.

  • If you are responsible for making updates to your website, use Test Events in Events Manager to confirm that your events are set up correctly, and to debug event problems. You can also use the Diagnostics tool to check if your events are firing correctly and which pages to troubleshoot. To do this, click See affected URLs in the Diagnostics tab of Events Manager.
  • If a developer is responsible for making updates to your website, they can check if events are firing correctly using test events or the Meta pixel helper.
• Your website is experiencing a natural drop in traffic. You might receive an alert of a significant drop in events because fewer people are visiting and taking action on your website. It may also be because your website recently experienced a significant increase in events (for example, due to high holiday traffic) and then returned to normal.

  • If other website analytics tools show a similar decline, you may be experiencing a natural drop in traffic. Check whether your ads recently stopped delivering. If not, continue to monitor your traffic.
  • If other website analytics tools don't show a similar decline, it may be a Meta pixel implementation problem. Check test events in Events Manager.
• Your website link is broken. If one or more of your website links stops working, it may be due to web page moves, changes in file names or misspellings. To determine which specific links are broken, go into the Diagnostics tab in Events Manager and click See affected URLs. You can also contact your developer.
• Your website is down. Confirm whether your website is down just for you or for everyone. If it's down for everyone, this may cause a traffic drop. To check that your website is down, you can compare traffic in Meta Events Manager to another website analytics tool. If both tools report no traffic, your website may be down. Contact your developer.
• You recently created or edited a Meta pixel domain allow list or block list. Domain allow lists automatically block all events sent through your Meta pixel from domains that aren't on your allow list, and block lists block all events sent through your Meta pixel from domains that are on your block list. If you recently created a list, edited a list or switched from a block list to an allow list, you may see a drop in traffic. If the drop in traffic is unexpected, you may have incorrectly set up your list. To review your list, go to your traffic permissions in Events Manager. You can also use the Pixel history table in Events Manager to review changes made to your allow list or block list.