Pixel

Data & Tracking

Also: Tracking pixel · Meta Pixel · Facebook Pixel · Ad pixel

What it isCode snippet that tracks user behaviour on your site

How it worksFires events to ad platforms when users take actions

Why it mattersPowers retargeting and conversion measurement

Quick definition

A pixel is a snippet of JavaScript code placed on your website that sends behavioural data to an advertising platform, such as Meta or Google. It tracks which pages users visit, what actions they take, and whether they convert after seeing an ad.

Where it shows up in the data

Base code vs events

Every pixel has a base code that fires on every page, and event codes that fire on specific actions (add to cart, purchase, lead form submit). You need both.

Standard events

Pre-defined actions that ad platforms recognise: PageView, ViewContent, AddToCart, InitiateCheckout, Purchase, Lead, CompleteRegistration. Use these before custom events.

Custom conversions

You can define your own conversion events based on URL visits or specific pixel events. Useful when a standard event does not map to your conversion action.

Browser vs server-side pixel

Traditional pixels fire from the browser, which ad-blockers and iOS privacy changes can suppress. Server-side pixels (via Conversions API) send data from your server, bypassing these restrictions.

What it actually means

When someone visits your site after clicking a Meta ad, the pixel fires and tells Meta they arrived. If they then complete a purchase, the pixel fires a Purchase event and Meta attributes that sale to your campaign. Without this, you are running ads blind with no signal on what is and is not working. The pixel also builds your Custom Audiences, which powers retargeting and Lookalike Audiences for prospecting.

A pixel without events is like a security camera with no recording. It is there, but it is not doing its job.

How it shows up

In Meta Ads Manager: Events Manager shows which events are firing, their match quality score and event count. In Google Ads: Conversions shows tracked conversion actions. A healthy setup has event match quality above 6/10 and consistent event volume matching your actual conversions.

The Australian context

Australian businesses were hit hard by Apple's iOS 14.5 update in 2021 which restricted pixel tracking. Many still have not implemented Meta's Conversions API to compensate. If you are running Meta ads and seeing a high percentage of unattributed conversions, server-side tracking is the fix.

Where people get this wrong

Installing the pixel but not adding event codesThe base pixel only tells you someone visited. Without events you cannot track conversions, build audiences based on intent, or let Meta optimise towards purchases.

Firing the purchase event before payment confirmationIf the pixel fires on the checkout page rather than the order confirmation page, you count checkout initiations as purchases and your ROAS data is completely wrong.

Common questions

Do I need a pixel if I am not running retargeting ads?

Yes. Even without retargeting, a pixel lets you track which ad campaigns are driving conversions, build Lookalike Audiences from your customers, and measure your return on ad spend accurately.

How do I know if my pixel is working?

Install the Meta Pixel Helper Chrome extension. It shows whether the pixel is firing, which events are tracked, and whether there are any errors. For Google, use Tag Assistant.

Keep exploring

About New Rebellion

New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.

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