What is Meta Pixel?

The Meta Pixel is a snippet of code on your website that records visits, add-to-carts and purchases in the browser and sends them to Meta for measurement, optimisation and retargeting.

Browser privacy settings and ad blockers stop some Pixel events, which is why it's paired with the Conversions API.

A Pixel that fires the wrong value, currency or duplicate purchases quietly distorts every ROAS number built on it.