Using Pixels and Event Source Groups

Analytics for Apps allows you to measure web activity using either the Javascript SDK or the Facebook pixel—both offer the same functionality in Analytics for Apps.

Web events doesn't support ads measurement or Custom Audience creation at this time. Median session time and total time spent reports are not available yet. These features will be added in the future.

When should I use the Javascript SDK or the Facebook pixel?

If you already have an advertising account with Facebook and have embedded the Facebook pixel in your website, then there's no need to update your web code with the Javascript SDK—you should continue using the Facebook pixel. Keep in mind that the Facebook pixel is optimized to fire as quickly and efficiently as possible.

If you don't have an advertising account with Facebook or if you're already using the Javascript SDK on your website for Facebook Login or other products, then implementing the Javascript SDK is the easiest way to start measuring web activity in Analytics for Apps. Use our quickstart guide to get started with the Javascript SDK.

Using the Facebook pixel in Analytics for Apps

If you're already using the Facebook pixel, you'll instantly start seeing web activity data in Analytics for Apps without making any changes. You'll also be able to use all of the features of Analytics for Apps, such as creating funnels to measure conversion, viewing cohorts to measure changes over time, and using demographics and segments to better understand particular audiences. For example, segments allow you to see the demographics of your top 10% of users or compare how one demographic group converts in your funnel at a different rate than others.

In order to get the most out of Analytics for Apps, you should trigger the page view event on all pages in your website. This will ensure that you're getting accurate user counts and session length time. If the page view event isn't being triggered on all pages of your website, then your active user numbers and session times will only measure activity on the pages where the page view event is being triggered.

See the Facebook pixel documentation to learn more about how to use the Facebook pixel.

Cross-platform analytics with the Facebook pixel

Analytics for Apps offers a complete view of the customer journey across platforms and devices because the data shows that people often start a task on one device and complete it on another. For example, people may research a product on their phone, but complete a purchase from a desktop computer.

Cross-platform analytics are immediately available in the Analytics for Apps dashboard for businesses that use the Javascript SDK and who use the same app ID for their native mobile app and their website.

Mobile apps and Facebook pixels use different IDs. To see unified analytics for these parts of your business, you can use event source groups. You can create an event source group in Facebook Business Manager.

Event source groups allow you to link Facebook pixels and app IDs, which allows you to see all your data in Analytics for Apps. Viewing mobile app data and Facebook pixel data together shows you cross-platform analytics, or a complete view of your customer journey across platforms and devices.

Event source groups can also include multiple mobile apps and/or multiple Facebook pixels, no matter how large or complex your business is, you can still get a unified view of your customers across all of your properties.

Creating an event source group

To create an event source group, follow these simple steps:

  1. Go to and log into Facebook Business Manager. If you don't have a Business Manager account, sign up and follow the prompts to create a business.
  2. In the Business Manager menu (top left), select All Tools and then Business Manager Settings.
  3. Select the icon for event source group.
  4. Click Create an Event Source Group.
  5. Select the apps and/or Facebook pixels you want to include in your event source group.

View your event source group in Facebook Analytics for Apps. It is available in the navigation on the left side of the page.

If you can't see your app or Facebook pixel in Business Manager, you can claim your app or claim your ad account to make your apps or Facebook pixels available to your business.