> For the complete documentation index, see [llms.txt](https://docs.mediarithmics.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.mediarithmics.io/connectors/destinations/meta/pixel.md).

# Pixel

Fire the Meta pixel with the segment's technical name, so Meta can build a website Custom Audience from it.

The Meta Pixel connector sends online data to Meta technologies, including Facebook and Instagram, from the visitor's browser. Nothing is stored on mediarithmics' servers.

<table data-search="false"><thead><tr><th width="220">Connection</th><th></th></tr></thead><tbody><tr><td><strong>Type</strong></td><td>Client-side (pixel)</td></tr><tr><td><strong>Category</strong></td><td><a href="/connectors/partner-types/social-and-retail-media.md">Social &#x26; retail media</a></td></tr><tr><td><strong>Identifiers sent</strong></td><td>None</td></tr><tr><td><strong>Authentication</strong></td><td>None - the pixel is created in Meta Business Manager</td></tr></tbody></table>

## Description

### How it works

The mediarithmics JavaScript tag loads the Meta tag on your website with a key/value indicating that the user is in a given segment. You then create a Meta Custom Audience of type **Website** and use Meta's query builder on pixel events to select every user carrying that property.

Because it runs in the browser, your Meta audience only starts growing from the moment the mediarithmics–Meta pixel synchronisation is set up.

### What you can do with this connector

* Retarget a visitor who looked at a product on your site without buying it, on Facebook and Instagram.
* Reach visitors who are **not logged in**, which the Custom Audiences route cannot do.

### Which identifiers are sent

**None.** The connector triggers the Meta pixel to send a custom event; mediarithmics sends no IDs.

Meta is reached by several connectors and they behave differently - [the comparison is on the Meta page](/connectors/destinations/meta.md).

## Connector setup

### Prerequisites

* The mediarithmics tag installed on the site, calling `syncFeeds` - the call that enables client-side feeds. See the **Setup & Monitor** section, under *Collect & manage your data › Collect data in real time › Web tracking*.
* A **Meta pixel created in Meta Business Manager**, and its pixel ID - found in the **Events Manager** tab.

{% hint style="danger" %}
**The custom event uses the segment's technical name as its value, and that name cannot be numeric.** Use numbers and the key/value will appear in Meta, but the segment will never populate. Check the technical name format before activating.
{% endhint %}

{% hint style="warning" %}
If your segment is already activated on other platforms, changing its technical name can break those links. Duplicate the segment instead, and activate the Meta pixel on the copy.
{% endhint %}

### Setup steps

{% stepper %}
{% step %}
**Create the pixel in Meta Business Manager and note its ID.**
{% endstep %}

{% step %}
**Check the technical name of your segment.**

Text characters only, no numbers. Fix it before activating, not after.
{% endstep %}

{% step %}
**Select the Meta Pixel connector and fill in its configuration.**

<table data-search="false"><thead><tr><th width="240">Field</th><th></th></tr></thead><tbody><tr><td><strong>Name</strong></td><td>The name displayed in the mediarithmics platform.</td></tr><tr><td><strong>Pixel id</strong></td><td>The ID of the pixel you created in Meta Business Manager.</td></tr></tbody></table>
{% endstep %}

{% step %}
**Create the CDP-based audience in Meta.**

See [Create a CDP-based audience in Meta](#create-a-cdp-based-audience-in-meta).
{% endstep %}
{% endstepper %}

Creating and activating the feed on a segment is covered in the **Audience & Activation** section, under *Activate your audiences › Send your first-party data to a destination*.

### Create a CDP-based audience in Meta

In Meta Business Manager:

1. Go to **Audience › Create Audience › Custom Audience**.
2. Choose the **Website** source.
3. Select the **Events** name corresponding to the pixel name, for example `MicsSegments`.
4. Set the **Audience retention**, for example 30 days.
5. Refine the **URL or parameter** section: select **Custom data** in the first dropdown, enter `technical_name`, select **contains**, and enter `True`.
6. Click **Create audience**.

{% hint style="danger" %}
This form is **case-sensitive**. The operator value must be `True` with an uppercase `T`, or your Meta audience will not grow.
{% endhint %}

{% hint style="info" %}
The technical name of a segment can be set at segment creation, in the advanced parameters section.
{% endhint %}

## Good to know

This is a client-side connector, so it carries the client-side constraints: volumes ramp up as users visit your site, a segment exit cannot be signalled to Meta, and nothing is sent when the tag is blocked or consent is refused. See the **Audience & Activation** section, under *Activate your audiences › Set up a destination › Feed*.

## FAQ

#### My key/value shows in Meta but the audience stays empty. Why?

Almost always because the segment's technical name is numeric. Meta accepts the parameter but never populates the segment. Use a text-only technical name.

#### My audience is not growing after I created it in Meta. What should I check?

The `True` value in the audience definition - it is case-sensitive and must carry an uppercase `T`.

#### Can I rename the technical name after activating?

You can, but the link to platforms already activated may break, and Meta will still hold the previous name. Duplicate the segment instead.

## Partner documentation

Meta documents its own platform at <https://developers.facebook.com/docs/marketing-api/audiences/>. Use it for anything that happens on the partner side of this connector: account setup, the fields the partner expects, and its own limits.


---

# Agent Instructions
This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com.

## Querying This Documentation
If you need additional information that is not directly available in this page, you can query the documentation by asking a question.

Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters:

```
GET https://docs.mediarithmics.io/connectors/destinations/meta/pixel.md?ask=<question>&goal=<user_goal>
```

`ask` is the immediate question: it should be specific, self-contained, and written in natural language.
`goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case.

The response will contain a direct answer to the question and relevant excerpts and sources from the documentation.

Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.