Managing your Meta, Google Ads, TikTok and LinkedIn pixels
A pixel is a small script on your website that tells the ad platform what visitors do: a page view, a sign-up, a purchase. Without it, Meta, Google Ads or TikTok know who clicked your ad, but not what happened next — no way to optimize a campaign for sales or to retarget your visitors.
In Perroly, everything lives in Ads > Resources > Pixels & conversions: one tab per ad platform, the status of each pixel, its day-by-day activity and its install code. This guide covers the setup on the ad platform side, then what you can do directly from Perroly.
Sections marked Optional only apply to specific cases (a particular error, needing to start over…). If that is not you, skip straight to the next section — no need to read everything in order.
Before you start
A pixel always belongs to an ad platform account: a Meta Business Portfolio, a Google Ads account, a TikTok Ads account. Set those up first — see the Meta ads prerequisites — and connect them in Perroly from My platforms.
- One pixel per site and per ad platform is enough in most cases. Several pixels for the same site scatter your data and make optimization harder.
- Write down the ID of the pixel your site actually uses: two pixels can share a name, only the ID tells them apart.
- You need access to your site’s code (or its CMS: WordPress, Shopify, Webflow…) to paste the script, or someone who has it.
Meta: create the pixel (dataset)
Meta now calls a pixel a dataset. Two ways to create one: from Perroly, Meta tab of the Pixels page, New pixel button — it is created directly in the ad account you picked; or from Meta’s Events Manager, Connect data sources > Web.
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Screenshot coming soon: Perroly, Ads > Resources > Pixels & conversions, Meta tab, “New Meta pixel” window.
Meta: connect the pixel to the ad account
This is the step most often missed. A pixel created in the Business Portfolio is not automatically connected to your ad accounts: until it is, it shows up neither in Ads Manager, nor in Perroly, nor in a campaign’s pixel picker.
In Business Settings > Data sources > Datasets, open the pixel, then the Connected assets tab, and add the ad account. While you are there, check the People tab: whoever runs the ads should have full control.
- “1 asset is connected to this dataset” with your ad account below it: you are good.
- No need to reconnect anything in Perroly: the pixel shows up the next time the Pixels page loads.
- A pixel created from Perroly is already connected to the ad account you created it on.
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Screenshot coming soon: Business Settings > Data sources > Datasets, Connected assets tab with the ad account added.
Meta: install the code on your site
In Perroly, the pixel card offers Install the pixel: the full code to paste inside the <head> tag of every page of your site, and the ID to copy if your CMS or integration (Shopify, WordPress, Google Tag Manager) only asks for that.
The base code sends a PageView on every page. To measure a sign-up or a purchase, add the matching event (Lead, CompleteRegistration, Purchase…) when the action happens, or create a custom conversion (see below).
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Screenshot coming soon: Perroly, Meta pixel card, “Install the pixel” panel with the code and the “Copy the ID” button.
Meta: check that the pixel fires
Perroly shows each pixel’s status: Active (an event received in the last 24 hours), Silent (nothing for longer than that) or Never fired. Open a pixel to see its events day by day over 7, 14 or 28 days.
For a live test, the Test events tab in Meta’s Events Manager shows each event within seconds; the overview lags 20 to 30 minutes behind.
- An ad blocker (uBlock, AdGuard, Brave, Firefox or Safari tracking protection) stops the pixel from firing in your browser: test in a private window with no extensions.
- In the developer tools (F12 > Network), look for fbevents.js, then a request to facebook.com/tr containing your pixel’s ID.
- “Never fired” on a pixel you thought was installed: compare its ID with the one in your site’s code, it is often another pixel with the same name.
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Screenshot coming soon: Perroly, detail of an active Meta pixel, events-per-day chart.
Meta: create a custom conversionOptional
Rather not touch the code for every action? A custom conversion counts a visit to a specific page as a conversion. In Perroly, from the pixel: New conversion, a name, what it counts (purchase, lead, sign-up…) and part of a URL — for instance “thank-you” for the page shown after a purchase.
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Screenshot coming soon: Perroly, “New conversion” window of a Meta pixel, with the “When the page URL contains” field.
Google Ads: conversion actions and the Google tag
Google Ads does not talk about pixels but about conversion actions, measured by the Google tag (gtag.js, ID AW-…). In Perroly, the Google tab lists your conversion actions with their last 30 days, and New conversion action creates a Website one: name, category, one or every conversion per click, value.
Once it is created, Perroly gives you the conversion ID and label to put on your site: the Google tag in the <head> of every page, then the conversion event on the page or click that counts. If you already use Google Tag Manager or Google Analytics 4, the same Google tag can do the job.
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Screenshot coming soon: Perroly, Google tab of the Pixels page, list of conversion actions and “New conversion action” window.
TikTok: create and install the pixel
In Perroly, the TikTok tab lists the pixels of your brand’s TikTok Ads account. New pixel creates one (a name is enough, your site’s name for instance), then Copy the pixel code gives you the script to paste in your site’s <head>.
Detailed TikTok event tracking (purchases, sign-ups) is then set up in TikTok Ads Manager’s Events Manager (Tools > Events). The TikTok Pixel Helper Chrome extension confirms the pixel loads on your pages.
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Screenshot coming soon: Perroly, TikTok tab of the Pixels page, “New TikTok pixel” window then the “Copy the pixel code” button.
LinkedIn: the Insight Tag
On LinkedIn, the pixel equivalent is the Insight Tag. You get it in Campaign Manager, Analyze > Insight Tag, and paste it in your site’s <head> too; conversions are then created in Analyze > Conversion tracking.
Perroly does not show the Insight Tag or LinkedIn conversions yet: the tab comes with reading LinkedIn Ads conversions. In the meantime, the tag works as usual on LinkedIn’s side.
Pick the pixel in a campaign
Once the pixel is connected and active, it shows up in the pixel picker of Perroly’s campaign builder, for the Sales and Leads objectives. If it is missing there, go back to “connect the pixel to the ad account”: that is almost always where it gets stuck.
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Screenshot coming soon: Perroly, Meta campaign builder, choosing the pixel and the conversion event.
Frequently asked questions
I created a pixel in Meta, why does it not show up in Perroly?
Because it is not connected to your ad account yet. Perroly, like Ads Manager, only sees pixels connected to the ad account. Add the account in Business Settings > Data sources > Datasets > Connected assets, then reload the Pixels page.
My pixel is installed but I do not see it fire. What should I check?
Your ad blocker first: it stops the pixel from firing in your own browser. Test in a private window with no extensions, with Meta’s Test events tab open. Then check that the ID in your site’s code is the one of the pixel you are looking at.
What does “Silent” mean in Perroly?
The pixel has received events before, but none in the last 24 hours. On a low-traffic site that is normal; on a site with daily visits, the code was probably removed or changed.
Can I use the same Meta pixel on several ad accounts?
Yes: one pixel can be connected to several ad accounts of the same Business Portfolio, or shared with a partner portfolio (an agency, for instance). That is actually better than one pixel per account for the same site.
Do I need a cookie banner to use a pixel?
In Europe, yes: ad pixels set trackers that require the visitor’s consent (GDPR and the ePrivacy directive). Your consent tool should block the pixel until the visitor accepts.
Does Perroly install the pixel on my site for me?
No: Perroly creates the pixel, gives you its code and tracks its activity, but the code is pasted on your site, by you or whoever runs your site.