Meta

Meta pixel

The tag that lets Meta see what happens on your site after the click.

The Meta pixel is the piece of code on your website that reports visits and events: a lead sent, a purchase, back to Meta, so a campaign can optimise for those events instead of for clicks. Without it Meta is blind past the ad: it cannot tell which ad produced a customer, cannot optimise toward customers, and will steer delivery toward whoever clicks cheapest. A campaign set to "conversions" with no pixel firing is the commonest Meta failure in small accounts, and it reads as a zero in the conversions column that is really a missing tag. The thirty-second check is to open your own site with the Meta Pixel Helper and see whether it lights up.

Augusta Bhardwaj

Built Admiral · runs the audits on real accounts