← GlossaryPaid media
Meta Pixel
Also known as · Facebook Pixel · Tracking Pixel
Browser-side tracking code that sends conversion events to Meta for ad optimization and remarketing.The Meta Pixel is a JavaScript snippet placed on every page of a website to send pageview and conversion events to Meta. Pixel events power Meta's ad optimization, remarketing audiences, and conversion reporting. In 2026, pixel-only setups recover only 60-75% of attributable conversions vs pixel + CAPI together — running both is now the baseline.
Related terms
Other paid media terms.
ROAS
Revenue divided by ad spend for a given period or campaign.
CPC
Average paid amount per click in a campaign or ad set.
CPM
Cost per 1,000 ad impressions delivered.
CTR
Clicks divided by impressions, expressed as a percentage.
LSA
Google's pay-per-lead format for local service businesses, showing above standard search results.
CAPI
Server-side conversion event sending that bypasses browser-side tracking limits.
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