What’s the difference between PageView and ViewContent events for Facebook pixel?

What’s the difference between PageView and ViewContent events for Facebook pixel?

I have seen this question in many eCommerce and marketing forums. Before a while I also had the same problem – I just couldn’t find a simple explanation for differences between these two Facebook pixel events: PageView and ViewContent.

As you might know, these are some of the events that you can use for Facebook ad optimization. Therefore it is important to understand the difference between these events because the choice of the specific event will affect your campaign optimization.

After going through Facebook developers articles as well as Shopify help articles and different eCommerce forums, I finally had enough information to work out the answer.

It depends on whether you have built your store with Shopify or used some other platform (or developed the website yourself).

What’s the difference between PageView and ViewContent events if I am using Shopify?

Shopify offers a simple way how to implement your Facebook pixel on your store’s website. Once the pixel is set-up, Facebook will begin tracking all pixel data events. All Shopify stores have the same technique and track these Pixel events in the same way.

The difference between PageView and ViewContent events on Shopify store is the following:

PageView event is the basic event that Facebook Pixel tracks. Whenever a person visits (any) page on your store, Facebook Pixel records it. Hence the name “Page View”.

ViewContent event is tracked only when a person visits a product page. Unlike PageView event, which tracks all pages visited, ViewContent event will not track any other page, even collection pages.

You can install Facebook Pixel Helper (Chrome extension, developed by Facebook itself), to help you test your website and see which events are tracked on which pages.

Here I visited one collection page on my store which activated (and tracked) PageView event. If everything will be correct, Facebook Pixel Helper tool will show the tracked event. It will also have a green symbol next to it, as in the example below).

Note: This tool also shows some additional Microdata – that’s not an event. It just contains additional information about the background processes of the pixel.


facebook pixel pageview event tracked

Here, I visited one product page on my store which activated (and tracked) ViewContent event.

Note: The product page visit also activates and tracks the PageView event (since any page visit triggers this event).

facebook pixel viewcontent event tracked


What’s the difference between PageView and ViewContent events, if you build the website on a different platform (or by yourself)?

I believe the difference between PageView and ViewContent is the same also for other eCommerce platforms (WooCommerce, Bigcommerce etc.). However, you should double check it.

If you are creating your own website (not using any platform) then you will need to integrate Facebook Pixel code manually.  This will allow you to customize all events and adjust them to your needs.

In this case:

PageView event is the basic Facebook Pixel event and will still work in the same way, tracking every page visit.

However, the ViewContent event can be customized in different ways. You can, for example, install the ViewContent event on various content elements on any page (not only on product pages). As of result, your pixel will collect useful data about your site’s content (not just page visits). For example, you could use this to create a new audience including visitors who have watched a specific video.

Overall, those experienced in coding, shouldn’t have any problems installing Facebook Pixel and setting up all these events manually. What about others? Well… Luckily we have Shopify and many other platforms for our eCommerce stores, blogs or personal websites, that do these things automatically (although, with some small limitations).





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