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Measure

Create a pixel

Install the pixel, understand standard events and check that it works.

Intermediate 20 min

In brief

The pixel is a piece of code placed on your website. It tells Meta what visitors do (view a page, add to cart, buy). This data is used to measure results, to optimize delivery and to create retargeting audiences. In the tool, it is created as a dataset.

Why it matters

Without a pixel, it is impossible to track sales or leads coming from your ads, or to retarget visitors.

The steps

  1. Open Events Manager from Meta Business Suite.
  2. Click Connect data, then choose Web.
  3. Name the dataset (for example “Pixel – site name”) and create it.
  4. Meta shows the base code and an identifier (the pixel ID, which you can then see in the Settings tab).
  5. Install the code on your site: directly in the page header, with a tag management tool (Google Tag Manager, for example), or with your platform’s extension (Shopify, WordPress…).
  6. Add the useful events: purchase, lead, add to cart… (see the guide on conversion events).
  7. Check: open your site, then look in Events Manager (Test events tab) to see that the “PageView” event arrives.

Pitfalls to avoid

  • Installing the code twice (duplicates).
  • Forgetting the consent banner: in Europe, the pixel must only fire with the visitor’s agreement.
  • Not checking the installation before launching a campaign.
  • Using the wrong pixel (one from another site or an old project).

Key takeaways

  • Pixel = measurement + optimization + audiences.
  • You create it in Events Manager (dataset), then install it and test it.
  • Consent is mandatory in Europe.

Practice in TRIALO

In the ad set, turn on pixel tracking and choose a conversion event: you can see how the pixel is used to define what the campaign tries to achieve.

From guide to practice

Turn on "pixel" tracking in the ad set and observe the conversion event to choose.

  • Create your fictional campaigns, step by step
  • Analyze fake results to practice reading them
  • Export your work as a PDF
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This guide is provided for educational purposes. The platforms' tools change: always check the labels and steps in the real tool. TRIALO's results are fake and don't predict those of a real campaign. TRIALO is not affiliated with, endorsed by or sponsored by Meta.