Learn how Meta pixels can help analyze traffic flow on your campaign pages and create effective ads to drive fundraising success.
A 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 Facebook 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 campaign’s success in several ways.
For example, you can add a Meta pixel to your campaign pages to gather data about users, including how many people view a campaign, 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 campaigns 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 campaign 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 campaign
To learn how to add a Meta pixel to your organization’s campaigns, check out our help article: How to set up Meta pixel tracking
You can also learn more about Meta pixels at the Facebook Help Center.