Overview
Meta's advertising tag for tracking user actions and sending conversion data to Facebook, Instagram, and WhatsApp. Enables retargeting, lookalike audiences, and conversion measurement. The Conversions API (CAPI) offers a server-side complement. One of the most scrutinised advertising tags in the EU following multiple DPA enforcement actions.
Detection capabilities
- Signature count
- 6
- Detection methods
- network
- Property types
- hostnamepathnameparam
Performance impact
Performance Impact
- Script size
- 60 KB
- Requests per page
- 4
Common mistakes
- 1Firing the pixel on page load without consent - the PageView event transmits the full URL and cookies to Meta immediately
- 2Passing PII in custom event parameters without hashing - violates Meta's terms and creates a data breach risk
- 3Not implementing the Conversions API, leading to data loss from ad blockers and ITP restrictions
- 4Using Advanced Matching without understanding it sends hashed PII to Meta, requiring additional GDPR consent
- 5Failing to enable Limited Data Use mode for California users, required for CCPA compliance
Related services
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