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The Meta Pixel is a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns. You can think of it as an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.
You can use the Meta Pixel to:
Create website Custom Audiences. You can retarget your constituents, voters or supporters who have visited a specific page or taken a desired action on your organization’s website.
Optimize delivery of your ad campaigns. Use automatic bidding to reach people who are more likely to take an action you care about. For example, registering to attend a campaign rally, making a donation on your website or signing up for a government service.
Measure the results of your ads in Ads Manager. Better understand the impact of your ads by measuring what happens when people see them. For example, you can understand if people are taking the action that you want them to take.
Clava allows User Type Filtering for: All / Customers / Staff, with the following event actions:
ViewContent - When a user views a product or service page
AddToCart - When a user adds an item to their cart
InitiateCheckout - When a user begins the checkout process
AddPaymentInfo - When payment information is added
Purchase - When a transaction is completed
Lead - When a user submits a form (e.g., contact, booking)
CompleteRegistration - When a user completes account registration
Search - When a user performs a search
AddToWishlist - When applicable to the service offering
For more information, check out these links:
Meta info (external web link)
Specifications for Meta Pixel standard events (external web link)