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FAQs
Marketing Terms, Explained
Digital advertising comes with a lot of jargon — from Meta's audience types to Amazon's attribution tools. This page breaks down the terms you'll see in our campaign updates and reports, in plain English, so you always know exactly what a number or term means. Can't find what you're looking for? Just ask — happy to add it here for next time.
Introduction to Meta AdvertisingMeta Ads - Getting StartedMeta Ads BudgetsMeta Ads CreativeMeta Ads TargetingMeta Targeting - Custom and Lookalike audiencesMeta Ads Targeting - PixelMeta Ad PoliciesMeta Location Fees
What is the Meta Pixel?
A small piece of tracking code placed on a website that lets Meta see what happens after someone clicks through from an ad. This can be whether they viewed a page, added something to a cart, or completed a purchase. It's how Meta connects an ad click to what actually happened afterwards, rather than just knowing the click occurred.
Do I need the Pixel if I'm sending traffic to Amazon rather than my own website?
Not in the same way. The Pixel only works on websites you control and have added the code to, so it can't track activity happening on Amazon's own site. This is exactly why Amazon Attribution exists as a separate tool: it does for Amazon what the Pixel does for a website you own, reporting the actual on-Amazon sale back to the ad that drove it.
Why does the Pixel matter for building custom audiences?
Website visitor custom audiences (people who visited a specific page) rely entirely on the Pixel being installed and running before those visits happen. It can't retroactively capture people who visited before the code was added. This is part of why it needs setting up in advance, rather than something that can be switched on the day you want to start retargeting website visitors.
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