← Glossary
Meta Pixel
The Meta Pixel is the browser-side snippet that reports website activity back to Meta for conversion tracking, audience building and optimisation.
Why it matters
It is still the default measurement layer for Meta advertising, and its event configuration determines what your campaigns optimise toward.
What people get wrong
Counting every action the pixel reports as a conversion. Meta's reported conversions include funnel steps - add-to-cart, checkout initiated - that inflate a headline number without anyone buying anything. Which events count is a decision, not a default.