Meta Business Help Centre

About Meta pixel

We're gradually introducing changes to how your event data is shown in Meta Events Manager. Website, app, offline and messaging events will be merged together into a single view. This is called a dataset. If you create a dataset from an existing pixel ID or if your pixel has been automatically converted to a dataset, your new dataset ID is the same as your pixel ID.

The Meta pixel is a piece of code that you put on your website that allows you to measure the effectiveness of your advertising by understanding the actions that people take on your website.

You can use the Meta pixel to:

  • Make sure that your ads are shown to the right people. Find new customers, or people who have visited a specific page or taken a desired action on your website.
  • Drive more sales. Set up automatic bidding to reach people who are more likely to take an action that you care about, such as making a purchase.
  • Measure the results of your ads. Better understand the impact of your ads by measuring what happens when people see them.

Once you've set up the Meta pixel, the pixel will log when someone takes an action on your website. Examples of actions include adding an item to their shopping basket or making a purchase. The pixel receives these actions, or events, which you can view on your Meta pixel page in Events Manager. From there, you'll be able to see the actions that your customers take. You'll also have options to reach those customers again through future Meta ads.

If you use the pixel to share events with Meta, we recommend that you also use the Conversions API. The Conversions API works with your pixel to help improve the performance and measurement of your Meta ad campaigns. Learn more about the Conversions API.

If you've already set up your Meta pixel using IMG tags or plan to do so, we recommend that you follow our developer documentation. Learn more.

As a reminder, the Meta Business Tools terms require that businesses (or partners acting on their behalf) must not place the Meta pixel associated with their Business Manager or ad account on websites that they do not own without our written permission.

Learn more

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Best practices for custom conversionsUse custom conversions to log standard events without code Use custom conversions to filter eventsShare custom conversionsEdit custom conversionsDelete custom conversionsRemove access to custom conversions
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Specifications for standard eventsBest practices for privacy and data useAbout restricted Meta Business Tools data
Troubleshoot pixel error messagesTroubleshoot drops in website event trafficAbout the Pixel HelperInstall the Pixel HelperUse the Test events toolTroubleshoot the Test events toolTroubleshoot blocked website domainsTroubleshoot Meta Business Tools Data Policy violationsTroubleshoot the Event setup tool

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