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Vendor reference · Advertising

Meta Pixel

Meta's website tag. It sends page views and events such as purchases to Meta for Facebook and Instagram ad measurement and audiences.

Meta Pixel at a glance

Company
Meta
Category
Advertising
Tag script
https://connect.facebook.net/en_US/fbevents.js
Sends data to
www.facebook.com connect.facebook.net
JavaScript object
fbq
Cookies
1 attributed to Meta Pixel in the TagPipes Vendor Registry
Network requests
Meta Pixel /tr

What Meta Pixel is

The Meta Pixel is a snippet of JavaScript that loads a small library, fbevents.js, for tracking ad-driven visitor activity on a website. It sends page views and events to Meta, and a noscript image fallback reports page views when JavaScript is off.

It identifies the browser with the first-party _fbp cookie and, when a visitor arrives from a Meta ad, the _fbc cookie.

What marketers use it for

Advertisers use it to measure conversions from Facebook and Instagram ads, build custom audiences from site visitors and run dynamic ads. Events such as Purchase or Lead also feed campaign optimization.

How to recognize Meta Pixel on a site

  1. Open the site in Chrome, open DevTools (F12, or Cmd+Option+I on a Mac) and go to the Network tab.
  2. Reload the page and type facebook.com/tr into the filter box. Every Pixel event is a request to facebook.com/tr with the Pixel ID in id and the event name in ev.
  3. In the Console tab, type typeof fbq and press Enter. If it returns "function", the Pixel base code is on the page.
  4. In Application, then Cookies, look for _fbp. Some cookies only appear after a consent choice or a specific action.

Cookies associated with Meta Pixel

Network requests

What TagPipes observed

13%

of sites scanned had Meta Pixel detected

TagPipes scanned 41,162 public websites between August 11, 2026 and September 13, 2026, loading up to three pages per site in a real browser as a first-time visitor, and matched what loaded against the TagPipes Vendor Registry. That is how TagPipes recognizes Meta Pixel: by the hosts its tag loads from and the cookies attributed to it.

Observed TagPipes scan data, not a figure published by Meta. Websites of TagPipes customers are excluded and no individual site is named. Snapshot dated September 13, 2026.

Sources

What it is, what it is used for, and its scripts, hosts and JavaScript objects were checked against the vendor documentation above on . The detection rate is TagPipes scan data from September 13, 2026, not a value published by the vendor. Browse all vendors.

Know when a tag stops firing

TagPipes Auditor checks with real browsers that your marketing pixels fire with the right parameters, and alerts you when tracking breaks. Pulse checks how marketing tags behave against your consent banner.

See Auditor See Pulse

TagPipes monitors, configures and reports. It does not determine legal compliance and does not provide legal advice. Output is informational and reflects observed state at the time of observation. Rawsoft's expertise is technology, not law; please confirm any regulatory interpretation with your own counsel.