Paid social
Pixel
A snippet of tracking code placed on a website to record visitor actions and attribute them to advertising campaigns.
What it means in practice
The pixel fires browser-based events when configured actions occur, such as page views, form submissions, cart additions, or purchases. Event setup, consent controls, browser restrictions, and implementation quality affect the data received by the platform.
Why it matters
Missing or duplicated pixel events can distort attribution and steer optimization toward the wrong creator ads.
How it is used
A performance team uses pixel purchase events to evaluate which UGC ads generate completed orders.
Also called
Meta Pixel, tracking pixel
Related terms
- RetargetingServing ads specifically to people who previously interacted with a brand's site, app, or social content.
- Conversions APIA server to server integration that sends conversion events directly from an advertiser's own systems to the ad platform.
- Smart+ CampaignTikTok's automated campaign type that uses machine learning to manage targeting, bidding, and creative selection from advertiser inputs.