Summary  
This chapter explains how to embed a JavaScript tracking pixel on a website to instrument client-side event tracking, define standard and custom events for capturing user interactions, verify the integration, and leverage the collected data for performance optimization.  

General domain of usage  
Online advertising and marketing analytics

**Meta Pixel** is a small piece of code that tracks **user behavior** on a website after interacting with ads. It provides the data needed to **optimize campaigns, retarget users, and improve ROI**.

Definition

#### Key functions:
- **Track actions**: page views, add-to-cart, purchases, sign-ups;  
- **Measure conversions**: see which ads generate results;  
- **Build audiences**: segment by user behavior for retargeting or Lookalikes.  

#### Setup process:
- Create Pixel in **Ads Manager**;  
- Install manually, with **Google Tag Manager**, or integrations (Shopify, WordPress);  
- Define **events** (standard or custom);  
- Verify with **Meta Pixel Helper**.  

Pixel enables smarter optimization — ads are delivered to users **most likely to take action**, boosting efficiency and revenue.

What is the main purpose of the Meta Pixel?

Which of the following is a common use of Pixel data?

What tool helps you check if the Meta Pixel is working correctly?

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Master the full potential of Meta Ads Manager with practical skills for running high-performing campaigns. Learn how to set clear objectives, define and customize audiences, and choose the right ad placements and formats for your goals. Discover how to install and leverage the Meta Pixel for tracking and analytics, and apply A/B testing to optimize performance with real data. This section provides the tools to build smarter strategies, retarget effectively, and maximize ROI on Facebook and Instagram, giving you confidence to manage ads with precision and impact.

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Tracking & Analytics with Meta Pixel

Key functions:

Setup process:

1. What is the main purpose of the Meta Pixel?

2. Which of the following is a common use of Pixel data?