The pixel lets you measure conversions from campaigns and build remarketing audiences. It requires the user’s cookie consent.
What it means in practice
The Meta Pixel is a piece of code on your website that sends Facebook and Instagram information about visitors’ actions – e.g. visiting a service page or submitting a form.
Why it matters for your business
With the pixel you can measure Meta ad performance, optimise campaigns for real enquiries and build remarketing audiences. Without the user’s cookie consent, however, the pixel can’t collect data.
Examples and good practice
- Install the pixel via Tag Manager or the analytics module.
- Mark key events: form, booking, phone call.
- Fire the pixel only after consent in the cookie banner.
- Consider the Conversions API for more accurate measurement.
How Novi handles it
The Facebook & Instagram campaign module sets up the Meta Pixel on your Novi website, in line with the cookie banner and conversion tracking.
