1) For most standard events, you can easily add the Facebook pixel id inside your project settings.
2) To use eCommerce catalogs (for dynamic product ads), there are some specific items you must set-up.
To connect a pixel to your catalog to import items:
- Go to www.facebook.com/products and select your catalog.
- Open the Catalog tab and select Data Sources.
- Select Add Products.
- Select Use Bulk Upload
- Select "scheduled feed"
- Add your project's feed as the URL
Your product feed can be found in the settings section as well, under Facebook & Google integration.