The Meta Pixel, formerly Facebook Pixel, is browser code used to send website events to Meta for advertising measurement and optimisation.
A practical example
A shop configures purchase events to help evaluate advertising journeys and audience performance.
What to watch for
Consent choices, browser restrictions and implementation errors affect the data. A pixel does not measure every sale or establish incremental advertising impact.
Related reading
Explore Google Tag Manager (GTM) and Return on Ad Spend (ROAS). Try our break-even ROAS calculator for a practical next step. See how this fits into Paid advertising.