Learn how Meta pixel can help analyze traffic flow on your experience pages and create effective ads to drive fundraising success.

Meta pixel, formerly Facebook Pixel, is an analytics tool that allows you to track and understand the behavior of supporters who visit any website. It consists of code that can be placed on a site to track conversions from Meta ads, create target audiences, and more. Whenever a visitor takes action on a website, the Meta pixel is triggered, and the action is reported. You can leverage Meta pixels to maximize your experience's success in several ways.

For example, you can add a Meta pixel to your experience pages to gather data about users, including how many people view an experience, add items to their cart (such as raffle tickets, event registrations, etc.), initiate the checkout process, and complete their transaction.

You can also use a Meta pixel to create more effective ad experiences by:

• Creating ads that retarget users who have already shown interest in your fundraisers (e.g., they’ve added items to their cart but did not complete a transaction)
• Finding new customers who are more likely to view or contribute to your experience based on any set of characteristics through compelling ads
• Viewing conversion rates (how many users completed a transaction after clicking an ad) and measuring the success of a particular ad experience

To learn how to add a Meta pixel to your organization's experiences, check out our help article: How Do I Set Up Meta Pixel Tracking?

You can also learn more about Meta pixels at the Facebook Help Center.