A small piece of code on your website that records what visitors do, such as viewing a product or buying, and sends it to an ad platform to measure and improve your ads.
Example
Meera's web developer adds the Meta Pixel to her site. When a visitor from her Instagram ad buys a ₹2,000 kurta, the pixel tells Meta a purchase of ₹2,000 happened.
How you'll hear it
“Purchases dropped in Ads Manager, but sales didn't, so check the pixel first.”
Don't confuse it with
- Conversions API: sends the same events from your server, not the visitor's browser.
- Cookie: data stored in the browser, which a pixel may read or set.
Related terms
Want to use this at work? AI-led PPC Excellence is aFactor's 16-week program for paid ads.
Sources
- Learn about Meta Pixel, Meta Business Help Center