What is the Meta pixel for?

[Habib01]

Oli prepares content for social networks, manages clients' company profiles, sets up and optimizes advertising on Meta and other platforms, and writes texts.Meta pixel is an interesting tool that gives us extraordinary power. With its help, we can find out which Facebook and Instagram users visited our pages, and how they behaved there . So if you are really serious about paid promotion on Facebook and Instagram, in particular , you should pay close attention to the pixel.

If the Meta pixel is set up correctly, it can tell us how many users visited the website, or even started a purchase or order for services, or ended up in front of your checkout gate. However, it is important to say that the pixel does not collect specific data about individual users, but rather collects aggregate data. So you certainly won't learn from it whether John Novák or Jana Nováková made a purchase at your store yesterday at six in the evening, but you will find out that 2 people made a purchase at your store yesterday. The pixel also doesn't just collect analytical data, it can do much more.

Its main advantage is the subsequent use of this data for advertising targeting. Thanks to the pixel, you can create your own user groups , which will allow you to target paid advertising to those users who have already visited the website . Or perhaps to those who added goods to the cart, but ultimately changed their mind about the purchase. And that's a very good marketing weapon, don't you think?

But there is one small inconvenience. Meta pixel measures data using marketing cookies, for the collection tunisia phone number data of which each visitor must give you active consent in the cookies bar. If they do not click on your consent, the pixel will not start measuring their visit and such a visitor will slip out of your data. But you do not have to worry, Meta has already come up with a solution for this situation, which we will discuss at the end of this article.

Meta pixel settings
In order for the Meta pixel to work properly, it is important that it is set up correctly . You can leave this to your website administrators, but you can also do it yourself. It all depends on your skills and the platform you use to create your website or e-shop.

While the Meta pixel was previously located and set up in Business Manager in the Data Sources section and the Pixels tab , you can now find it in the Data Sets tab . In 2023, Meta changed the way it is displayed, moving web events, app events, and offline events into one place. The entire setup process begins in the Meta Events Manager , where on the left click Connect data sources and select Web . Name the dataset (we recommend using the same name as your business account) and click Create .