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Facebook is an online social networking service that enables its users to connect with friends and family. Facebook Ads allows you to purchase a variety of feed ads and target new and existing audiences with your content.

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Custom Audiences

Lookalike Audiences

Click Tracking

Impression Tracking


When creating a segment or conversion it is also possible to trigger external pixels as an optional configuration setting. All type of pixels (e.g. image url, script, etc.) are supported and can be piggybacked onto the corresponding Custom (Success) Event. The term piggybacking usually refers to the situation where the firing of pixel A causes the firing of pixel B. This second firing can either be via a redirect or a server-side firing.

Conversion Tracking: Track conversions in 3rd party platforms like an ad server or DSP to feed its attribution reporting or bidding algorithm.
Retargeting Lists: Populate plain retargeting lists within a 3rd party platform like the Google AdWords tag for example.
DMP Profile Enrichment: Send and store custom attributes (i.e. labels) that cannot be captured on-site to enrich a user profile in the DMP.
DMP Webhooks: Trigger both internal (DMP) and external webhooks based on specific on-site user behaviour.
A step-by-step guide on how to configure an external pixel population:

1. Go to Data Collection and create a new pixel or configure an existing pixel.

2. Go to Configure On-Site page.

3. Add a Custom Event or Custom Success Event label.

4. Add the appropriate conditions for this Custom Event or Custom Success Event pixel to fire.

5. Tick the Select External Pixels box under the Trigger External Pixels (optional) item.

6. Select Custom from the Platform dropdown.
Include the 3rd party pixel URL or JavaScript code into the appropriate box.

This provides an example on how to piggyback a Facebook conversion tracking pixel that can serve as a basis for a Facebook Audience. Note that this code must be considered as a template and can differ per implementation.

Code Example

fbq(‘init’, ‘0123456789876543’);
fbq(‘track’, ‘Purchase’, {value: ‘5.00’, currency:’EUR’});
(The init value should relate to the Facebook Pixel ID)