Study first
Review the ideas behind the questions
These notes explain how Meta receives website activity and uses it for ads measurement, optimization, and retargeting.
Know what event data does
Meta Business Tools help advertisers share activity data that supports measurement, personalization, optimization, and audience building.
- The Meta pixel is website code that can send browser events from a site to Meta.
- Events can represent actions such as page views, leads, add-to-cart actions, or purchases.
- Events Manager is the place to connect, review, and troubleshoot event sources.
Use browser and server signals carefully
Pixel and Conversions API can work together, but setup needs clear ownership and privacy review.
- Conversions API creates a direct connection between business data sources and Meta.
- Meta says Conversions API can be used alongside the pixel for website events.
- Advertisers should not use Conversions API to bypass privacy rules or data-sharing policies.
Turn events into useful audiences
Website activity can support retargeting when the data source is installed, receiving events, and used responsibly.
- Custom Audiences can be built from sources such as customer lists, pixel activity, app activity, or engagement.
- Retargeting can focus on people who visited pages or took specific actions.
- Small or incorrectly configured event sources can limit audience size and measurement usefulness.