The Meta Pixel is code you place on your website that records what visitors do, such as viewing a product, adding to cart or buying. Meta uses these events to measure your ad results, improve delivery and build audiences for retargeting, and it recommends running the Conversions API alongside it.
Step by step
- 1
Create the pixel
Create it in Events Manager in your business account, then install the base code on every page of your website, or connect it through your platform's integration, such as Shopify or WooCommerce.
- 2
Add standard events
Such as ViewContent, AddToCart, InitiateCheckout, Purchase and Lead on the related pages or buttons, with the purchase value and currency.
- 3
Add the Conversions API
It sends events directly from your server and recovers what the browser misses. When the same event is sent both ways, use one event_id to prevent double counting.
- 4
Test before launch
Use the Test Events tool and the Diagnostics tab in Events Manager to confirm every event fires in the right place, and only once.
- 5
Respect privacy
Do not send sensitive data through Meta's tools that the law or Meta's policies prohibit, and check the data protection requirements in your country.
A pixel that only records page views is not enough. Without a purchase or lead event, Meta can neither measure sales nor optimize the campaign for them.
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