What does the Meta pixel do on a website?

The Meta pixel is a powerful tool that captures how users interact with a website. It functions as a piece of code that website owners can embed into their pages. This code collects data on user activities such as page views, button clicks, and other engagement metrics. The insights gained from this data enable businesses to optimize their advertising campaigns, track conversions, and better understand their audience's behavior.

By leveraging the information captured by the Meta pixel, marketers can create targeted advertisements that are more likely to reach individuals who have shown interest in their products or services, ultimately enhancing overall advertising efficacy. This level of tracking is essential for refining marketing strategies and improving user experience on the website.

In contrast, options that describe limiting visitors, focusing solely on payment transactions, or enhancing visual elements do not accurately represent the core functionality of the Meta pixel. The pixel is primarily focused on data collection related to user interactions rather than controlling access or altering the site's appearance.