Overview
Adding your Meta Pixel to your SoPost landing pages allows you to:
Use Meta Events Manager to measure the performance and conversion of your SoPost landing pages directly in Meta Business tools.
Create custom audiences to optimise future Meta targeting in Meta Ads Manager.
Create lookalike audiences to find similar consumers across Meta, and optimise targeting and spend for future campaigns.
Create exclusionary audiences to automatically hide ads from consumers that have already engaged.
What is needed to enable the Meta Pixel?
You will need to provide SoPost with:
Pixel ID – this can be found in Meta Events Manager
Your Privacy Notice or Cookie Policy
Your Pixel ID is a 16-digit number and can be found in your Data Sources in Meta Events Manager. You can also find it in your Meta Pixel install code.
What events are tracked?
The Meta Pixel will receive all PageView events, as well as the SubmitApplication event when a consumer submits their order request. Remember, not all SubmitApplication events will represent sample recipients because order requests can be rejected.
What consent is required?
The Meta Pixel will require the consumer to agree to the Marketing consent purpose before the pixel is loaded.
Testing the Meta Pixel
To test the Meta Pixel, we'd recommend installing the official Meta Pixel Helper Chrome Extension. Learn more about the Meta Pixel Helper.
Using events to optimise media spend
We'd recommend adding your Meta Pixel to any activation channel type that uses a landing page, even if you're not driving traffic to that landing page from a Meta ad.
Why? If you're running a multi-activation channel campaign that includes a Meta Lead Form, you can create an exclusionary audience based on anyone that submits an order request through your landing page activations. This ensures they don't get an ad for your lead form delivered after they've already submitted their order request from the different channel.
For example, a consumer may submit an order request after engaging with a beauty influencer, submitting their order request on a landing page from an Instagram Story. The Meta Pixel will detect this and if you create an exclusionary custom audience based on that event, those same people will not get the ad for the same sample delivered to them, saving your media spend.
Creating the custom audience
The steps below, show how you can
Go to Meta Ads Manager → Navigate to Audiences
Click Create Audience → Custom Audience → Select Website Traffic
Choose your Meta Pixel as the data source
Under filters, select:
Event: e.g.
SubmitApplicationURL contains:
journey.eu.sopost.com/flow/xxxxxxxxx– the link of the landing page your Meta Pixel was added to in your campaign
Set your audience duration (e.g. last 30 days)
Save and name your audience
FAQs
Are all consumers tracked when I add the Meta Pixel?
Are all consumers tracked when I add the Meta Pixel?
No. Only consumers that agree to the Marketing consent purpose will have the Meta Pixel loaded on the page.
If a consumer is using an ad blocker, Apple's Intelligent Tracking Prevention in Safari, or some other similar privacy protection features in their browser, the Meta Pixel will not be loaded and events will not be visible.
How does Meta track consumers?
How does Meta track consumers?
Meta will track people based on whether they're logged into Facebook and Instagram in their browser. This allows Meta to link the events on a landing page to an individual account across Meta for optimised ad targeting and delivery.
Can I add more than one Meta Pixel to a landing page?
Can I add more than one Meta Pixel to a landing page?
No. You can only add one Meta Pixel per landing page.
Can I customise the cookie banner?
Can I customise the cookie banner?
No. You cannot customise the wording on the cookie banner. You can add your Privacy Notice or Cookie Policy to the cookie banner.
What activation channels can I use the Meta Pixel on?
What activation channels can I use the Meta Pixel on?
The Meta Pixel is only available on campaigns that use landing pages for consumers to submit their order requests.
It's still valuable to add your Meta Pixel to any landing page, even if traffic isn't coming from a Meta Ad – with careful setup, using it can still optimise the ad delivery and media spend for any other Meta Instant Form activation in your campaign.