Meta's delivery system learns from the people who convert. If conversions aren't being reported back, it learns from clicks instead — and clicks are a much weaker signal.
01What the pixel does
The pixel is a small piece of code on your website that tells Meta when someone views a product, adds to cart or submits a form. It's the basic connection between your ads and your results.
02Why the Conversions API matters too
Browsers and privacy settings block some pixel events. The Conversions API sends the same events from your server, so far fewer are lost. Used together, they give Meta a much more complete picture.
Better data in means better buyers out.
03What to check
Events should fire once — not twice — and match what actually happened. A test purchase or test lead before launch catches most problems. We set this up as part of every ads engagement, and the account and data stay in your name.