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Advertising

What is Meta Pixel?

JavaScript code that reports visitor behaviour on your site to Meta. Used for building audiences and conversion optimisation.

Detailed definition

The Meta Pixel is a small JavaScript snippet added to your site. It sends visitor events (PageView, AddToCart, Purchase) to Meta. Uses: building lookalike audiences, retargeting, conversion optimisation and attribution. Because browser-based measurement has had more gaps since iOS 14.5, using it together with the Conversions API (CAPI) is recommended.

Examples

  • Showing a retargeting ad to a user who added a product to the basket but did not buy, using an audience built from Pixel data.

Related terms

Meta Ads (Facebook + Instagram) Meta's advertising platform — ads shown on Facebook, Instagram, Messenger and WhatsApp. CAPI (Conversions API) A way of sending conversion data to Meta from the server; it complements the browser-based Pixel. Lookalike Audience An audience of new users who resemble your existing customers; built from a customer list in Meta Ads. Retargeting (Remarketing) Showing ads again to users who visited your site but did not convert. GA4 (Google Analytics 4) Google's next-generation analytics platform — an event-based data model that replaced GA Universal.
Category Advertising

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From the same category

Other terms in the Advertising category

Google Ads Google's advertising platform — Search, Display, YouTube, Shopping and PMax campaign types. CPC (Cost Per Click) The advertising cost you pay for each click. It varies with the sector and the level of keyword competition. ROAS (Return on Ad Spend) The revenue returned by an advertising investment — ROAS = revenue ÷ ad spend. CAC (Customer Acquisition Cost) The total cost of winning one new customer — CAC = marketing spend ÷ number of new customers. Performance Max (PMax) Google's AI-driven campaign type — it automates the whole inventory of Search, Display, YouTube, Shopping and Maps in a single campaign. Google Shopping Ads E-commerce ads that appear in Google search results with a product image, a price and the brand.
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