Meta Pixel
Definition: The Meta Pixel is a snippet of JavaScript that lets you track visitor activity on your website. It loads a small library of functions you call when a visitor takes an action, such as buying a product. Tracked conversions appear in Ads Manager, where they measure ads and build audiences.
The Pixel runs in the buyer’s browser, so it sees only what the browser lets it see.
Also called: Facebook Pixel, Meta tracking pixel, Pixel code
The demo has sample data; the login comes to your e-mail.
Why it matters for a shop
The Pixel is the most common way for Meta to learn what visitors do. Its weakness: it sees a purchase only if the buyer returns to the thank-you page with the script running and consent given. Redirect payments, an ad blocker or refused consent mean some purchases never reach the Pixel.
How Basketly handles it
- Basketly does not replace the Pixel on the page. It sends purchases from the server from the order, so a purchase reaches Meta even when the Pixel missed it.
- The shop script also works without the Meta Pixel; with the Pixel it reuses its fbp if one exists.
- Whether the Pixel and the server avoid doubling a purchase depends on a shared event id.
Sources
- Meta for Developers: Meta Pixel: https://developers.facebook.com/docs/meta-pixel (read 2026-10-29)
What Meta Pixel does not do
- The Pixel does not see a purchase made outside the shop page or without the script running.
- The Pixel alone does not prove that an ad sold a product: Meta decides on attribution.
For some shops, yes, but a browser drops events when the buyer does not return to the thank-you page or blocks the script. That is why Meta offers the Conversions API next to it.
You need not decide at once. The Pixel still delivers browser events, such as product views, while the Conversions API completes purchases.
That depends on the page and consent tool setup. The Pixel does not decide on consent itself, so run it according to the shop’s cookie policy.
See also
- Conversions API (CAPI)Sending events, such as purchases, to Meta from the shop’s server instead of the buyer’s browser.Read
- Event ID and deduplicationA shared identifier that lets Meta count a purchase from the Pixel and the server once.Read
- fbp and fbcTwo browser identifiers that help Meta tie a purchase to an ad click.Read
- ConversionsShop purchases sent server-side to Meta and seven more platforms, and a day-by-day balance: how many orders, how many purchases accepted and where something got lost.Read
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