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Advertising

What is Meta Pixel?

Meta's JavaScript code that tracks visitor behaviour on your site. Critical for audiences and conversion optimisation.

Detailed definition

The Meta Pixel is a small JS snippet added to your site. It sends visitor events (PageView, AddToCart, Purchase) to Meta. Its advantages: building lookalike audiences, retargeting, conversion optimisation and attribution. The Pixel became less effective after iOS 14.5, so it now has to be used together with CAPI (the Conversions API).

Examples

  • Retargeting a user who added a product to the basket but did not buy, using the Pixel and Meta Ads.

Related terms

Meta Ads (Facebook + Instagram) Meta's advertising platform — ads shown on Facebook, Instagram, Messenger and WhatsApp. CAPI (Conversions API) The method of sending conversion data to Meta from the server. The complement to the Pixel since iOS 14.5. Lookalike Audience A pool of new users whose demographics and behaviour resemble your existing customers — used on both Meta and Google. 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.
From the same category

Other terms in the Advertising category

CAPI (Conversions API) The method of sending conversion data to Meta from the server. The complement to the Pixel since iOS 14.5. Lookalike Audience A pool of new users whose demographics and behaviour resemble your existing customers — used on both Meta and Google. Retargeting (Remarketing) Showing ads again to users who visited your site but did not convert. Google Ads Google's advertising platform — Search, Display, YouTube, Shopping and PMax campaign types. Meta Ads (Facebook + Instagram) Meta's advertising platform — ads shown on Facebook, Instagram, Messenger and WhatsApp. CPC (Cost Per Click) The advertising cost you pay for each click. It varies with the sector and the level of keyword competition.
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