--- title: "Set up the Adapty web pixel" description: "Install the Adapty web pixel on your web funnel so purchases made through Stripe or Paddle are attributed to the ads that drove them." --- > **AI agents**: to search Adapty docs faster and with fewer tokens, install the Adapty skill. Claude Code (self-updating via plugin): `claude plugin marketplace add adaptyteam/adapty-sdk-integration-skill && claude plugin install adapty-sdk-integration@adapty` — other tools: `npx skills add adaptyteam/adapty-sdk-integration-skill --all` If you acquire users through a web funnel, the Adapty web pixel connects each funnel visit to the ad that brought it. The pixel assigns every visitor a click ID. When the visitor pays, you pass that click ID with the transaction, and Adapty Attribution matches the purchase to the exact campaign, ad set, and ad. The pixel is available for Meta Ads and TikTok for Business campaigns. :::tip The pixel only matches visits to ads. To bring the purchases themselves into Adapty Attribution, connect [Stripe](ua-stripe) or [Paddle](ua-paddle). ::: ## How it works On page load, the pixel: - Assigns the visitor a `click_id` and stores it in the browser for 7 days. - Captures the ad signals from the page URL: the Meta (`fbclid`) and TikTok (`ttclid`) click IDs, the campaign, ad set, and ad identifiers and names, and `utm_*` parameters. - Sends the `click_id` and the captured signals to Adapty in the background. At checkout, you attach only the `click_id` to the transaction. Adapty matches it to the signals the pixel already sent and determines the advertising channel automatically. ## Before you start Connect [Meta Ads](ua-facebook) or [TikTok for Business](ua-tiktok) to Adapty Attribution and add a campaign configuration. Adapty generates the pixel snippet per campaign configuration, so you need one to copy the snippet from. ## Install the pixel 1. In Adapty Attribution, open your Meta Ads or TikTok campaign configuration. 2. In the **General** tab, expand the **Web funnel** section and copy the **Pixel snippet** field value. 3. Paste the snippet into the `` of every page of your funnel: ```html ``` The `data-code` value identifies your app and campaign. It is a public identifier, not a secret. ## Tag your ad URLs The pixel reads ad data from your landing page URL. The ad networks append their own click ID (`fbclid` or `ttclid`) automatically, which identifies the network but not the campaign, ad set, or ad. To attribute purchases down to the exact ad, add the tracking parameters to your ads: 1. In the **Web funnel** section of the campaign configuration, copy the **Ad URL parameters** field value. 2. In the ad network, paste the value at the **ad** level: - **Meta**: Into the ad's **URL parameters** field. - **TikTok**: Under the ad's destination URL, into **Build URL parameters**. The value contains network macros. The network replaces them with the real campaign, ad set, and ad values at click time. The parameters don't include `utm_*` values, so you can keep your own UTM scheme for your own analytics — Adapty doesn't require it. ## Manage consent The pixel writes a first-party cookie and a localStorage entry, and reads ad click IDs on page load. You are the data controller for your funnel and own the legal basis for this. By default, the pixel runs on page load. To gate it on consent, add `data-consent="denied"` to the snippet — the pixel stores and sends nothing until you grant consent from your cookie banner: ```js window.adaptyPixel.grantConsent(); // start capture window.adaptyPixel.revokeConsent(); // clear stored state and stop window.adaptyPixel.getConsent(); // 'granted' | 'denied' ``` :::warning Gate the pixel on consent for EU/EEA traffic. ePrivacy rules require prior consent for browser storage, and a first-party attribution pixel is not exempt. ::: The snippet loads asynchronously, so `window.adaptyPixel` doesn't exist on the line right after the `