Meta Pixel is code added to your website that measures what visitors from Instagram and Facebook ads do on your site. It shows which ad brought a sale, a form or an add-to-cart.
Without the Pixel, Meta ads can only be optimised for clicks and reach. With it, the algorithm focuses on finding people similar to those who buy or fill in forms, which usually lowers cost per acquisition.
The Pixel also lets you build remarketing audiences. Under data protection rules it is recommended to set the Pixel up so it only runs after cookie consent is given.
EXAMPLE
With the Pixel, an online store can see which Instagram ad brought 25 sales and the cost per sale.
PRACTICAL TIPS
- 01Define events such as purchase, form and add-to-cart separately.
- 02Use the Pixel together with the Conversions API for more accurate measurement.
- 03Set it up to respect the cookie consent flow.