Facebook Pixel Integration and Usage

If you are using the Facebook Pixel on your website, Fundraise Up provides valuable data to help you with your marketing efforts and audience targeting.

Need to check Facebook Pixel is working? Easy! Install the Facebook Pixel Helper for Chrome and then open a donation checkout. You'll immediately see the standard Facebook event "InitiateCheckout" send to the pixel.

Native Integration

Enabling Fundraise Up's native Facebook integration within SETTINGS >> MARKETING PIXELS will automatically fire standard Facebook events, along with some helpful parameters, that correspond to actions that happen within the a Fundraise Up checkout.


Fundraise Up will fire the following standard Facebook events, including the syntax and additional parameters, when the native integration is enabled:

Fundraise Up Event Facebook Standard Event Description
Checkout Opened InitiateCheckout This event will fire for every visitor that views a donation checkout. Any visitors appearing in any of the other events will also appear here.
Donation Donate This event will push all users that have completed any type of donation transaction.
One-Time Donation Purchase This event fires for ONE-TIME donations only. It will include parameters such as the amount of the donation and the currency donated in.
Recurring Donation Subscribe This event fires for all RECURRING donations. In addition to the amount of the monthly gift and the currency, we will also provide the Lifetime Value (predicted_ltv) for that user, which is simply (donation amount x 12)

Additional parameters sent to Facebook Pixel:

  • content_ids, content_name, currency, value and predicted_ltv fields for Donate events
  • content_type for Purchase, Donate and Subscribe

Use Cases

Using the Facebook Pixel with Fundraise Up is an extremely powerful tool for marketing and advertising your mission. Here are a couple ways you can use the events to create custom audiences for better ad targeting.

Use Case 1 - Target those that started a donation, but didn't finish.

To do this, you would create a custom audience and include people who have fired the "InitiateCheckout" event in your targeting, but exclude all of the other events.

Use Case 2 - Target one-time donors to become recurring donors

To do this, you would create a custom audience and include people who have fired the "Purchase" event in your targeting, but exclude people who have fired the "Subscribe" event.

Use Case 3 - Announce a campaign or news to all donors of any kind.

To do this, you would create a custom audience and include people who have fired the "Donate" event in your targeting,

Custom Integration

If you'd like to modify our native Facebook implementation (as described above), please request that we disable it for your account. You can then use the code below as a template or starting point. 

You must request that we manually disable native integrations for your account if you wish to customize the Facebook Pixel integration. This will also disable native Google Analytics integration and you would be required to integrate this manually following our guide here.

Getting Started

The Facebook pixel is a snippet of JavaScript code that allows you to track visitor activity on your website. It works by loading a small library of functions which you can use whenever a site visitor takes an action (called an event) that you want to track (called a conversion)

Read more at https://developers.facebook.com/docs/facebook-pixel/implementation

Base Code

Before you can install the pixel, you will need your pixel's base code, which you can find in the Ads Manager > Events Manager. If you have not created a pixel, follow these instructions to create one — all you will need is the pixel's base code.

The base pixel code contains your pixel's ID in two places and looks like this:

Checkout Open

Fundraise Up's "checkoutOpen" event maps nicely with Facebook's "InitiateCheckout" standard event.

FundraiseUp.on('checkoutOpen', function(details) {

fbq('track', 'InitiateCheckout', {
content_name: details.campaign.name,
content_category: 'Fundraise Up',
content_type: 'product'


Donation Completed

Fundraise Up's "donationComplete" event can be mapped to Facebook's "Purchase"  standard event for one-time donations and "Subscribe" for recurring donations.  Additionally, we recommend firing the "Donate" standard Facebook event.  Note that you may pass additional  custom variables to Facebook including donor's personal information, designation, etc.

FundraiseUp.on('donationComplete', function(details) {

var data = {
content_category: 'Fundraise Up',
content_name: details.campaign.name,
content_ids: [details.donation.recurring ? 'Monthly Donation' : 'One-time Donation'],
content_type: 'product',
contents: [{'id': details.donation.id, 'quantity': 1 }],
value: details.donation.amount,
currency: details.donation.currency,
predicted_ltv: details.donation.recurring ? details.donation.amount * 12 : details.donation.amount

/*Adjust it if you prefer only Purchase events */
if ( details.donation.recurring ) {
fbq('track', 'Purchase', data);
} else {
fbq('track', 'Subscribe', data);

fbq('track', 'Donate', data );