1. Why add a tracking pixel to your presale page?
A tracking pixel is a small piece of code placed on your event's presale or order confirmation page. Once active, it silently sends data to your ad platform every time a visitor loads the page giving you direct visibility into how your campaigns are performing.
Without a pixel, you're running ads blind. With one, you can see exactly what's working.
What you get in practice
What the pixel gives you | Why it matters for your event |
Audience tracking | See who visited your page |
Conversion measurement | Know which ads led to ticket purchases |
Retargeting | Re-engage visitors who didn't buy yet |
Campaign optimisation | Let the algorithm automatically find buyers |
ROAS visibility | Measure the return on every euro you spend on ads |
*Without a pixel, the algorithm optimises for clicks, not purchases. With an active Purchase event, it learns which users buy tickets and automatically finds more people like them. This is the single biggest improvement you can make to your campaigns.
2. What does each pixel track?
Each platform supports two core event types you can activate through the Teller. Understanding what each does helps you pick the right one for your campaign goal.
Platform | PageView : Fires when | Purchase : Fires when... |
Meta Pixel | Someone loads your event or order page | A buyer completes a ticket purchase |
Google Ads | The event page loads (tag fires automatically) | The order confirmation page loads with an active Conversion Label |
Google Analytics GA4 | Any visit, session, source, device, duration | A purchase is completed, revenue, transaction ID |
TikTok Pixel | Someone lands on your event page | A buyer completes a purchase (PlaceAnOrder event) |
Which event to enable based on your campaign goal
Campaign objective | PageView? | Purchase? |
Traffic | Yes | Not needed |
Conversions / Sales | Yes always keep active | Yes essential |
Retargeting | Yes builds your audience pool | Optional (for buyer exclusions) |
Brand awareness | Yes | Not needed |
3. How to add pixels through the Teller
All setup happens inside the Teller, More.com's organizer management panel. You don't need to touch any code. Each event has its own pixel settings, independent of others.
Where to find it
Teller → Manage → [Select your event] → Settings → Pixels section
Each platform has its own tab. Click on the one you want, enter your IDs, select your events, and save.
3A. Meta Pixel
What it does
The Meta Pixel fires on your event page and order confirmation page, sending visitor and purchase data directly to Meta Events Manager. It lets you measure ad performance, build retargeting audiences, and let Meta's algorithm optimise toward ticket buyers.
Setup steps
Go to Teller → Manage, select your event, and navigate to Settings.
Find Meta Pixel in the list and click to open the settings panel.
In the Meta Pixel ID field, enter your pixel number (e.g. 1234567890). Find it in Meta Events Manager → Data Sources.
Standard Events: PageView is already active by default — it records every page visit. Enable Purchase too if you want to track ticket sales.
Custom Purchase Event Name (optional): If you want a custom name for this event's purchase event (e.g. MyEventPurchase), enter it here. See below for when to use this.
Click Αποθήκευση. The pixel starts firing immediately.
Standard vs Custom Purchase Event : which should you use?
Meta supports two approaches for tracking purchases. The right choice depends on how many events you're running at the same time.
Standard Purchase Event | Custom Purchase Event |
Uses Meta's built-in 'Purchase' event name | Uses a name you define (e.g. 'SummerFest2025Purchase') |
Visible under Events Manager → Standard Events | Visible under Events Manager → Custom Conversions |
Best when running one event at a time | Best when running multiple events simultaneously |
Simple setup, no extra steps needed in Meta | Requires creating a Custom Conversion in Meta |
All purchases appear under a single metric | Each event's purchases tracked separately |
When to use Custom Conversions and how to set them up
Use Custom Conversions when:
You're running ads for multiple events at the same time
You need to know which specific event drove each ticket sale
You want separate ROAS/CPA metrics per event in your Ads Manager
Custom Conversion setup steps (inside Meta)
In the Teller, set a Custom Purchase Event Name (e.g. SummerFest2025Purchase) and save.
Go to Meta Events Manager → Custom Conversions → Create Custom Conversion.
Give it a descriptive name (e.g. SummerFest2025 - Purchase) and select the custom event name you defined in step A.
Go to Ads Manager → Columns → Customize Columns.
Select Custom → Create Custom Metric → category Custom Conversions → add the conversion you just created.
Your custom conversion metric will now appear in your campaign reporting columns.
Campaign objective & pixel : what to enable based on your goal
Meta campaign objective | Enable | What you'll see in reports |
Traffic | PageView | Page views, link clicks, cost per visit |
Engagement | PageView | Engaged sessions, time on page |
Conversions (Sales) | Purchase + PageView | Purchases, ROAS, cost per purchase |
Retargeting (custom audience) | PageView + Purchase | Audience size, conversion lift |
3B. Google Ads Pixel
What it does
The Google Ads Global Site Tag fires automatically when your event page loads. If you also add a Conversion Label, it fires again on the order confirmation page, meaning you capture completed purchases directly inside Google Ads.
Setup steps
Go to Teller → Manage →Settings for your event and select Google Ads Pixel.
In the Conversion ID field, enter your ID (format: AW-123456789). Find it in Google Ads → Tools → Conversions → select your conversion → Tag setup.
In the Conversion Label field, enter your label (e.g. VazDCkODm8MBEnqRpMwc). Found right next to the Conversion ID in the same location.
Click Αποθήκευση. The tag starts firing immediately on every page load.
*Always add the Conversion Label
Without the Conversion Label, the tag only fires on the event page, meaning you're only tracking visits. With it, the tag also fires on the order confirmation page, meaning you capture completed purchases. Always fill it in.
Campaign objective & pixel : what to configure based on your goal
Google Ads campaign type | What to set up in Teller | What you see in reports |
Search / Display (Traffic) | Conversion ID only | Impressions, clicks, CTR |
Search / Display (Conversions) | Conversion ID + Conversion Label | Conversions, cost per conversion, ROAS |
Performance Max | Conversion ID + Conversion Label | Auto-optimised for purchase conversions |
YouTube (Awareness) | Conversion ID only | Views, reach, frequency |
3C. Google Analytics (GA4)
What it does
Google Analytics gives you audience and behavior data: page visits, traffic sources, time on page, device breakdown, and purchase data, all inside your GA4 dashboard. It complements Google Ads tracking by giving you deeper audience insights that don't show up in campaign reports.
Setup steps
Go to Teller → Διαχείριση → Ρυθμίσεις for your event and select Google Analytics Pixel.
In the Measurement ID field, enter your GA4 property ID (format: G-XXXXXXXXXX). Find it in Google Analytics → Admin → Data Streams → select your stream.
Standard Events: PageView is already active. Enable Purchase if you want to see ticket purchases inside GA4.
Custom Purchase Event Name (optional): If you enter a custom name, it will appear with that name in GA4 → Events.
Click Αποθήκευση.
*Tip: Mark events as conversions in GA4
If you're using a Custom Event Name, go to GA4 → Configure → Events to confirm it's being recorded correctly. From there you can toggle 'Mark as conversion' and it will appear in your conversion reports.
3D. TikTok Pixel
What it does
The TikTok Pixel connects your TikTok Ads Manager campaigns with ticket sales on More.com so you can measure conversions and optimize your ads toward buyers.
Setup steps
Go to Teller → Διαχείριση → Ρυθμίσεις for your event and select TikTok Pixel.
In the TikTok Pixel ID field, enter your pixel code (e.g. 123456789). Find it in TikTok Ads Manager → Tools → Events Manager → Web Events.
Standard Events: PageView is already active. Enable Purchase / PlaceAnOrder if you want to track ticket purchases.
Click Αποθήκευση.
*Important: Developer Mode for TikTok Pixel
When creating your pixel in TikTok Ads Manager, you must select Developer Mode for the Purchase / PlaceAnOrder event to work correctly. Without this setting, purchases may not be recorded at all.
Where to find it: TikTok Ads Manager → Assets → Events → Create Pixel → Manually Install Pixel Code → select Developer Mode at the installation method step.
4. How to test that your pixel is working correctly
After saving your pixel settings in the Teller, always verify the pixel is firing before you launch any campaigns. Here's how to test each platform.
4A. Meta Pixel
Method 1: Meta Pixel Helper (Chrome extension)
Install Meta Pixel Helper from the Chrome Web Store.
Open your event presale page in Chrome.
Click the Pixel Helper icon in the toolbar. If the pixel is active, you'll see a green checkmark and the events currently firing (e.g. Pageview).
To test the Purchase event, navigate to the order confirmation page — it should appear there too.
Method 2: Meta Events Manager -> Test Events
Go to Meta Business Suite → Events Manager → select your pixel.
Click the Test Events tab.
Enter your page URL and click Open Website.
Browse the page in the new tab. All events fire in real time inside the Test Events panel.
4B. Google Ads Pixel
Method 1: Google Tag Assistant
Install Google Tag Assistant Legacy from the Chrome Web Store.
Navigate to your event page. The extension will detect the Google Ads tag and show it as active.
Navigate to the order confirmation URL the tag should fire again if a Conversion Label is set.
Method 2: Google Ads Conversion Diagnostics
Go to Google Ads → Tools & Settings → Conversions → select your conversion action.
Check the Status column. 'Recording conversions' means the tag is working.
If it shows 'No recent conversions', the Conversion Label is likely missing or the tag isn't reaching the confirmation page.
4C. Google Analytics (GA4)
Method: GA4 DebugView
Go to Google Analytics → Admin → DebugView.
Open your event page in a new Chrome tab. Events will start appearing within a few seconds.
You should see a pageview event appear. If Purchase is enabled, complete a test flow and verify a purchase event shows up.
DebugView works in real time, no waiting for data to process.
4D. TikTok Pixel
Method: TikTok Pixel Helper + Events Manager
Install the TikTok Pixel Helper Chrome extension from the Chrome Web Store.
Navigate to your event page. The extension will show which events are firing.
Alternatively, go to TikTok Ads Manager → Tools → Events → select your pixel → Test Event. Enter your page URL and navigate through to see events fire in real time.
Quick checklist — before you launch any campaign
PageView fires when the event page loads
Purchase fires when the order confirmation page loads
Pixel Helper / Tag Assistant shows no errors
Events appear in the platform's Events Manager / DebugView / Test Events panel
Custom event name (if set) matches exactly between the Teller and the platform
5. Frequently asked questions & common issues
A) I saved the pixel but I'm not seeing data in the platform. What went wrong?
Check the following in order:
Make sure the Pixel ID / Conversion ID was entered correctly, no extra spaces or characters.
For Google Ads: verify the Conversion Label is filled in, not just the Conversion ID.
For TikTok: confirm the pixel was created in Developer Mode inside TikTok Ads Manager.
Use the testing methods in Section 4 to confirm events are actually firing.
Some platforms (especially GA4 and Meta) have a 24–48 hour delay before data shows in standard reports, use Debug View or Test Events for real-time confirmation.
B) Can I have multiple pixels active at the same time (e.g. Meta + Google Ads + GA4)?
Yes. The Teller supports all platforms simultaneously. Each platform has its own settings section and fires independently, there's no conflict between them.
C) Do I need to set up pixels separately for each event?
Yes. Pixel settings are configured per event inside the Teller. This is intentional, each event sends data to the right campaign. If you use the same pixel ID across multiple events, all data flows to the same ad account and you won't be able to tell which event drove which sale. That's exactly where Custom Events become useful.
D) Meta Pixel Helper shows 'Pixel Not Found' or a red error. What do I do?
Double-check the Pixel ID in the Teller it should be numbers only (e.g. 1234567890), no letters or symbols.
Make sure you clicked Save after entering the ID.
Try a hard refresh on the page (Ctrl+Shift+R or Cmd+Shift+R) before testing again.
Make sure your event page is published and publicly accessible — not in draft mode.
E) I'm running a Conversions campaign on Meta but the algorithm isn't optimising. Why?
Meta's algorithm needs at least 50 purchase events per week per ad set to exit the learning phase and optimise effectively. If your event page has low traffic or few purchases:
Start with a Traffic campaign to drive initial page views and build your audience.
Once you have consistent traffic, switch to a Conversions objective.
Try broadening your audience targeting to give the algorithm more room to find buyers.
F) What's the difference between Google Ads Pixel and Google Analytics? Do I need both?
Google Ads Pixel | Google Analytics (GA4) |
Tracks conversions for campaign optimization | Tracks all visitor behavior and audience data |
Data visible in Google Ads reports | Data visible in GA4 dashboard |
Required for conversion bidding (Target CPA, ROAS) | Required for audience insights, source analysis, behavior flow |
Doesn't show demographics or behavior | Shows full session data: source, device, duration, bounce rate |
*Recommendation: use both. They serve different purposes and don't overlap.
6. Quick reference : Pixel IDs & testing tools
Where to find your IDs
Platform | What you need | Where to find it |
Meta | Pixel ID (numeric) | Meta Business Suite → Events Manager → Data Sources |
Google Ads | Conversion ID (AW-XXXXXXXXX) + Conversion Label | Google Ads → Tools → Conversions → Tag setup |
Google Analytics | Measurement ID (G-XXXXXXXXXX) | GA4 → Admin → Data Streams → select stream |
TikTok | Pixel ID (numeric) | TikTok Ads Manager → Tools → Events Manager → Web Events |
Testing tools by platform
Platform | Testing tool | How to access |
Meta | Meta Pixel Helper (Chrome ext.) or Test Events tab | Events Manager → select pixel → Test Events |
Google Ads | Google Tag Assistant (Chrome ext.) or Conversion Diagnostics | Google Ads → Tools → Conversions → Status column |
Google Analytics | GA4 DebugView | GA4 → Admin → DebugView |
TikTok | TikTok Pixel Helper (Chrome ext.) or Test Event tab | TikTok Ads Manager → Events → select pixel → Test Event |