Facebook Pixel
The Facebook Pixel (now called Meta Pixel) is a piece of code that tracks visitor behaviour on your website. It helps you measure advertising effectiveness, build targeted audiences, and optimise your Facebook and Instagram campaigns.
What is the Facebook Pixel?
The Meta Pixel:
Tracks actions — sees when visitors view pages, start bookings, and complete purchases
Measures ads — shows which Facebook/Instagram ads lead to bookings
Builds audiences — creates groups of people who've visited your site
Enables retargeting — shows ads to people who didn't complete a booking
Optimises delivery — helps Facebook find people likely to book
Why use it with Launchpad?
Connecting the Meta Pixel to Launchpad provides:
Booking conversion tracking — see exactly how many bookings your ads generate
Return on ad spend — calculate revenue from each advertising dollar
Custom audiences — target website visitors with relevant ads
Lookalike audiences — find new customers similar to your best ones
Event-based optimisation — let Facebook find people likely to book
Before you start
You'll need:
A Facebook Business account
Access to Meta Business Suite or Events Manager
Your Pixel ID (a 16-digit number)
Owner or admin access in Launchpad
Finding your Pixel ID
If you already have a pixel:
Go to Meta Events Manager
Select your pixel from the data sources
Find your Pixel ID in the overview or settings
If you need to create a pixel:
Go to Meta Events Manager
Click Connect Data Sources
Select Web
Choose Meta Pixel
Name your pixel and create it
Copy your Pixel ID
Connecting the Meta Pixel to Launchpad
Go to Settings from the main menu
Click Integrations
Find Facebook Pixel in the Marketing section
Click Configure
Enter your Pixel ID (16 digits)
Click Save
The pixel is now active on your Launchpad pages.
Events tracked automatically
Launchpad sends these events to your pixel:
PageView
Fires on every page load. Used for:
Building audiences of all visitors
Understanding traffic patterns
ViewContent
When visitors view a product page:
Product name
Product category
Price
InitiateCheckout
When a booking form is opened:
Tracks booking intent
Helps identify drop-off points
AddPaymentInfo
When payment details are entered:
Shows payment readiness
Useful for retargeting
Purchase
When a booking is completed:
Booking value
Product details
Currency (AUD)
This is your key conversion event.
Setting up conversion tracking in Meta
Mark Purchase as a conversion
Go to Meta Events Manager
Select your pixel
Find the Purchase event
Click Set as Conversion
Verify events are working
Install the Meta Pixel Helper Chrome extension
Visit your Launchpad booking pages
Check the helper shows events firing
Complete a test booking to verify Purchase event
Building custom audiences
Create audiences based on visitor behaviour:
All website visitors
In Meta Business Suite, go to Audiences
Create new Custom Audience
Select Website
Choose your pixel
Include: All website visitors
Set timeframe (e.g., last 30 days)
Visitors who didn't book
Create Custom Audience from website
Include: All website visitors
Exclude: Purchase event
These are your retargeting prospects
People who started booking
Create audience with InitiateCheckout event
Exclude: Purchase event
Target these "warm" leads with special offers
Past customers
Create audience with Purchase event
Target with repeat visitor offers
Use for loyalty campaigns
Creating Lookalike Audiences
Find new customers similar to your best ones:
Go to Audiences > Create Lookalike Audience
Select your source (e.g., Purchase audience)
Choose location (Australia)
Select audience size (1-10%, smaller is more similar)
Create and use in your campaigns
Using the Conversions API
For more accurate tracking, consider the Conversions API:
What it does
Sends data directly from server to Meta
Less affected by browser privacy settings
More reliable conversion tracking
Setting it up
Contact Launchpad support about Conversions API
We'll help configure server-side events
Recommended for serious advertisers
Optimising your ads
Choose the right objective
For tourism bookings:
Create a Conversions campaign
Select your pixel
Optimise for Purchase event
Set your target cost per booking
Use value optimisation
If booking values vary:
Enable value optimisation
Pixel sends booking value with each purchase
Facebook finds customers likely to book higher-value experiences
Troubleshooting
Pixel not firing
Check Pixel ID is entered correctly in Launchpad
Use the Meta Pixel Helper to debug
Check for ad blockers or privacy extensions
Verify the integration is enabled
Events not appearing
Wait 20 minutes — events aren't instant
Check Events Manager for recent activity
Use the Test Events tool in Events Manager
Complete a test booking
Conversions not matching
Attribution windows affect reporting
Some conversions may be delayed
Privacy settings can affect tracking
Compare with Launchpad booking data
Audience too small
Audiences need 100+ people for ads
Wait for more traffic
Broaden your audience criteria
Use Lookalike audiences to expand reach
Privacy considerations
When using the Meta Pixel:
Cookie consent — consider asking visitors for consent
Privacy policy — disclose tracking in your policy
Limited Data Use — available for California visitors
User controls — respect browser privacy settings
Stay informed about privacy regulations affecting your customers.
Best practices
Verify your domain — improves tracking accuracy
Test thoroughly — ensure events fire correctly before advertising
Start with broad audiences — let Facebook optimise
Use exclusions — don't show ads to recent customers
Monitor frequency — avoid showing ads too often
iOS 14+ considerations
Apple's privacy changes affect pixel tracking:
Some events may not be reported
Aggregated Event Measurement limits data
Model-based attribution fills gaps
Conversions API helps maintain accuracy
Facebook has adapted, but expect some data limitations.
The Meta Pixel turns advertising from guesswork into data-driven decisions — track what works and invest where it counts.