Meta (Facebook) pixels help marketers track user behavior, measure conversions, and retarget visitors across digital experiences. When integrated into Experiences by Jebbit they become a powerful tool to track events on a screen-by-screen basis, retarget drop-offs, and optimize campaigns for conversions using Meta Ads Manager. This article expands on the basic pixel setup and dives into advanced tracking techniques, audience creation, and best practices for maximizing results with Meta’s Aggregated Event Measurement (AEM) and Conversion API.
Before you begin
Confirm that your Meta pixel is created and accessible in Meta Events Manager.
Add your Meta pixel to your experience using the Add Meta (Facebook) Pixels article.
Determine the events you wish to track.
Track and retarget based on screen-level behavior
To track user behavior across screens in the experience, you’ll assign Meta Pixel events to fire either when a screen loads or when a user responds. This lets you monitor key behaviors like screen views, drop-offs, and completions.
Both Standard and Custom events can be configured to trigger on load or on response. Use on-load events to capture screen progression, and on-response events to capture engagement or conversions.
Each event includes an Event Value field, where you specify the name Meta will recognize, such as
ViewContent,Lead, or custom values likeScreen2Dropoff. These are passed directly to Meta and determine what user interaction is tracked. For full reference, see Meta’s list of standard events and parameters. These values power your retargeting and optimization strategies by signalling user actions back to Meta.
On Load (Page View Events)
Triggered when a user lands on a screen.
Use events like
ViewContentto indicate progression through the experience.
On Response (Interaction Events)
Triggered when a user answers a question or completes a form.
Use events like
LeadorCompleteRegistration.
Meta Pixel considerations
If you're using Meta Pixel in your embedded Jebbit experience:
The base Pixel typically fires as soon as a user lands on the first screen, placing a browser cookie that sends behavior data to Meta.
If a user drops off before completing the experience (e.g., exits on screen 2), Meta still captures their visit and engagement—unless browser tracking is blocked.
You can create Custom Audiences in Meta Ads Manager based on:
People who visited specific pages/screens.
People who did not complete a specific action, such as submitting a lead form.
Use this setup to retarget anonymous visitors on Facebook and Instagram with tailored ads.
Best practices:
Place the base Meta Pixel on every screen.
Use standard events (PageView, ViewContent, Lead) to track interactions and drop-offs.
Consider adding URL parameters to each screen for more granular audience segmentation.
Create custom audiences in Meta Ads Manager
Use Meta Ads Manager to build retargeting audiences based on user interactions tracked via your pixel events. This allows you to target users who started but did not complete your experience (e.g., dropped off on Screen 2).
Go to Audiences > Create Audience > Custom Audience.
Select Website Traffic as the source.
Choose your pixel.
Define the audience using filters like:
Users who fired the
ViewContentevent on Screen 1 or Screen 2.Exclude users who fired the
LeadorCompleteRegistrationevent.
Name and save the audience.
Note: You can now use this segment in your ad campaigns to retarget drop-offs or those who didn’t convert. Review Meta's documentation on creating a custom audience for more information.
Retargeting vs. conversion optimization
Retargeting and conversion optimization are two powerful strategies powered by Meta Pixel, each serving a distinct purpose:
Retargeting focuses on re-engaging users who didn’t complete an experience. For example, if a user viewed Screen 2 but didn’t complete a lead form, you can serve ads encouraging them to return and finish.
Conversion optimization uses Meta’s machine learning to serve ads to users most likely to complete your goal action (like submitting a lead form). This requires Meta to track conversion events accurately.
To support conversion optimization under iOS privacy restrictions, Meta uses Aggregated Event Measurement (AEM). AEM requires you to verify a custom domain and prioritize up to eight events per domain. This helps ensure only the highest-priority conversion is reported for users who opt out of tracking.
A custom domain is essential because Meta cannot properly associate pixel events with your business without verification. Using a default domain limits tracking reliability and disqualifies your events from AEM prioritization.
Use of custom domains & AEM
Using a verified custom domain is essential for:
Bypassing iOS/Safari tracking restrictions.
Accessing Meta’s Aggregated Event Measurement (AEM).
Prioritizing events for conversion tracking.
Set up a custom domain
Navigate to your account Settings via the dropdown arrow in the top-right brand menu.
Select Domain Configuration. If not visible, you are likely not an Admin.
In the Custom Domain field, enter your desired subdomain (e.g., quiz.mycompany.com). Root domains like mycompany.com are not accepted.
Click Request Custom Domain. Jebbit will generate two CNAME records.
Add the CNAME records to your DNS host exactly as shown.
Return to the Domain Configuration page and click Validate Now to confirm setup.
Once validated, your custom domain is active and will be used for new campaign links.
See Meta’s guide to verifying your domain and configuring AEM for Meta-side setup.
Conversion API support
Meta’s Conversion API (CAPI) enables server-side event tracking, complementing the Meta Pixel for improved data accuracy. Pass your events from Experiences by Jebbit to Meta's Conversion API. All you need to do is provide your Experiences by Jebbit rep your Meta access token to connect to the Conversion API. Whether you pass the events from Experiences to the Meta Conversion API or not, the setup will still be the same.
Contact your Experiences by Jebbit representative to discuss your campaign objectives and initiate CAPI support.
The Experiences team will coordinate with your technical team to configure event forwarding.
See Meta's conversions API guide here.
Limitations of using Experiences by Jebbit default domain
May result in tracking loss due to browser privacy features (especially iOS).
Not suitable for custom conversion optimization or accurate AEM reporting.
Practical use cases
Retarget Drop-offs: Serve ads to users who reached Screen 2 but didn’t complete the experience.
Optimize for Leads: Use "Lead" event as your campaign objective to find lookalike audiences.
CAPI Backup: Ensure events are received even when JavaScript fails.
Next steps
Request a custom domain if your campaign strategy involves conversion optimization.
Align with your Meta Ads team on event priorities for AEM.
Contact your Experiences by Jebbit rep to enable Conversions API.