Meta Business Help Centre

Best practices for privacy and data use for Meta Business Tools

Personalised advertising is powered by data and machine learning and helps people receive the most relevant message at the right time across their customer journey. But people are also demanding greater data privacy, and the ecosystem is rapidly evolving in an effort to meet those expectations.

Meta Business Tools, such as the Meta pixel and the Conversions API, allow businesses to leverage their customer data to personalise their advertising and grow their business. If your business uses the Meta Business Tools to share customer data, please read through these best practices for privacy and data use:

Understand data sharing terms. You and your stakeholders, such as your legal counsel or information security teams, should review the following information and resources to help make informed decisions when choosing to use Meta Business Tools for data sharing.
- When you implement Meta Business Tools, such as installing the code into your websites and/or apps or integrating with applicable APIs, you have choices about how to configure the tools and the data that you wish to share.
- The use of all Meta Business Tools is subject to the Business Tools Terms. These terms contain information about the types of data that may be shared, the requirements for sending data and details about the ways the data may be used.
- The Business Tools Terms also contain information about data processing and data security. You should refer to and understand the Data Processing Terms and the Data Security Terms, along with other context-specific terms that may apply to the data you choose to share.
- Other terms and policies may apply when you use Meta Business Tools in conjunction with the Platform Terms or the Self-Serve Ad Terms or other specific advertising or measurement products.
- In addition, use of general policies and terms of use will apply depending on the products and services being used, such as but not limited to the Terms of Service, Privacy Policy, Commercial Terms, Advertising Standards, Pages, Groups and Events policies and the Instagram Terms of Use.
Ensure responsible data handling. Investing in this work now will make it easier for you to address future regulatory requirements and industry changes, including enhanced transparency and control responsibilities. Steps that you can take now to help ensure responsible data handling include:
- Take inventory of the data that comes in and out of your systems.
- Make sure that you understand how your data is acquired, used and stored.
- Be aware of any potentially sensitive information that could be shared with your analytics and advertising service providers. You should review the information that you share with Meta using Meta Business Tools, such as the Conversions API, App Events API, Offline Conversions API or the Meta pixel, including information stored in URL parameters and custom events, and remove information that violates the Business Tools Terms.
- Ensure that you have obtained the necessary rights and permissions and a lawful basis, including any necessary consents, before you share any information with a third party, including Meta. We provide general information and links to helpful industry resources in our Consent guide, but ultimately, you'll need to work with your own legal counsel to develop your data sharing compliance plan and to implement Meta Business Tools.
- Learn about how our Limited data use flag gives you more control over how certain data is used.
- Learn how the General Data Protection Regulation (GDPR) or the Lei Geral de Proteção de Dados Pessoais (LGPD) may affect your advertising.
Help your customers understand how you use their data. Design explicit online educational experiences to teach your customers about how their data is used:
- Consider data education as an integral part of the user experience.
- Create a content strategy for data education.
- Explain your data practices in a clear and accessible way for learners at every level and obtain the necessary consents or other rights that you need to use and share their data (see the Business Tools Terms for specific requirements when using Meta Business Tools).