What is the Meta Pixel?

The MetaPixel (formerly FacebookPixel) is a piece of JavaScript code that you place on your website.It records the behavior of website visitors and sends that data back to Meta for Meta Ads optimization, remarketing and conversion measurement.What does the MetaMeta Adsrecord?The pixel records standard and custom events.Standard events are predefined by Meta:Remarketingand Purchase.You

define custom events for specific actions such as form completions or quote requests.Meta Pixel

vs Conversion APIDue to privacy legislation and ad blockers, the pixel sometimes works less accurately.Meta’s Conversion API (CAPI) is a server-side alternative that sends data directly from your server to Meta.Combine pixel and CAPI for the most complete data collection and the lowest CPA.Meta Pixel

and remarketingThe pixel

automatically builds target groups of visitors per page or action.This way you can reach someone who has visited the quotation page but not completed it again.Combine this with lookalike audiences for prospecting.Is the Meta Pixel legally allowed in Europe?Yes, provided you ask visitors for explicit permission via a GDPR-compliantCPAPixel is working properly?Via the Meta

Pixel Helper (browser

extension) you can see in real time which events are triggered.More at developers.google.com/search.Lookalike Audience