What is the Meta Pixel?

The Meta Pixel (formerly Facebook Pixel) is a piece of JavaScript code you place on your website. It records the behaviour of website visitors and sends that data back to Meta for Meta Ads optimisation, remarketing and conversion measurement.

What does the Meta Pixel record?

The pixel records standard and custom events. Standard events are predefined by Meta: PageView, ViewContent, AddToCart, InitiateCheckout and Purchase. Custom events are ones you define yourself for specific actions, such as form submissions or quote requests.

Meta Pixel versus Conversions API

Because of privacy legislation and ad blockers, the pixel is sometimes less accurate. Meta’s Conversions API (CAPI) is a server-side alternative that sends data directly from your server to Meta. Combine the pixel and CAPI for the most complete data collection and the lowest CPA.

Meta Pixel and remarketing

With the pixel data you build audiences of visitors per page or action. That way you can reach someone who visited your quote page but did not fill in the form again in a targeted way. Combine this with lookalike audiences for prospecting.

Is the Meta Pixel legally allowed in Europe?

Yes, provided you ask visitors for explicit consent through a GDPR-compliant cookie banner.

How do I know if my Meta Pixel works properly?

With the Meta Pixel Helper (a browser extension) you see in real time which events are triggered. More at developers.google.com/search.