The pixel was originally called the Facebook Pixel, and many guides still use that name. It records standard events, such as PageView, Lead and Purchase, and custom events a brand defines, and Meta uses them to show which ads led to results, to build retargeting audiences and to find more people likely to take the same action. It is managed in Meta Events Manager.
Browsers and privacy settings increasingly block tracking, so Meta recommends pairing the pixel with the Conversions API, which sends the same events directly from the website’s server. In the EU, the UK and many other places, the pixel may only run after a visitor consents to tracking cookies, and data protection laws such as GDPR and the UAE Data Protection Law apply to what it collects.
