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What is Meta Pixel and how do I set it up on my project?

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Meta Pixel, formerly known as Facebook Pixel, is a service that provides creators with the tool to measure the effectiveness of any advertising on Facebook and Instagram.

As a creator, using Meta Pixel on your project will give insight into the traffic coming to your project page and give you a better understanding of the actions people are taking. Additionally, using Meta Pixel can help you to reach the right audiences.

The ability to access this data can help you to better understand how your promotion efforts are paying off.


How do I set up Meta Pixel for my project?

If you don’t already have a Facebook Events Manager, this is something you’ll need in order to use Meta Pixel, as this will be used to create and manage your ads on Facebook and Instagram.

Another prerequisite to using Meta Pixel is having a Meta Business account that has completed any verification steps.

If you’re ready to set up your Meta Pixel, simply follow the below steps:

  1. Head to the Meta Business Manager and select ‘Connect data sources’ from the navigation bar on the left hand side
  2. In the window that opens up, select ‘Web’ and click “Connect”
  3. Next, add a name for your Pixel, e.g. [Project name]’s Pixel and click “Create Pixel”
  4. On the ‘Check for partner integration’ screen, enter your Kickstarter project URL and click “Check”
  5. Select ‘Conversions API and Meta pixel’ on the ‘Choose how to connect your website’ screen and click “Next”
  6. The following screen will be ‘Set up Conversions API to connect website activity’, here you’ll need to choose ‘Set up manually’ and click “Next” (don’t worry, you won’t need to do any coding!)
  7. Now you will be prompted to go through the Manual implementation:
    • Click “Continue” on the ‘Overview’ screen
    • On the ‘Select events’ screen, check the box next to the following events before clicking “Continue”:
      1. View Content
      2. Add Payment Info
      3. Purchase
    • Click “Continue” on the ‘Select parameters’ screen
    • And again on the ‘Review setup’ screen
    • On the ‘See instructions’ screen, select “Continue Pixel Setup”
    • Close the ‘Connect website activity using pixel’ screen
  8. To find your Pixel ID, click on the ‘Settings’ tab
  9. Click on the Pixel ID to copy this
  10. Now, navigate to Kickstarter and to the Promotion tab of your project editor, paste your Pixel ID into the field, and click “Save”

You have now successfully set up your Meta Pixel within Kickstarter! We recommend continuing the setup and adding the Meta Conversions API to your project too, for a more complete view of your data.


Important things to note about your Meta Pixel configuration:

  • Kickstarter will never send any data for users who have not provided or who have withdrawn consent to tracking.
    • Kickstarter respects users consent management preferences, so data will not be sent to tools if a user has asked not to be tracked.
  • Kickstarter only sends necessary data to Meta.
    • When viewing the data in Meta’s dashboard, the ‘Event Quality’ can range from Good, Okay and Poor:
      • Please Note: Kickstarter only sends over data points available and deemed necessary, so Meta may treat our event quality as 'Okay' or 'Poor'. This does not reflect the actual quality of the event tracking and is simply representative of our choice to minimize the amount of data sent outside of our platform/to third parties.
  • It can take between 5 minutes and a few hours for your event data to show up in Facebook’s Event Manager.
  • You can see the events and parameters that Kickstarter sends here.
  • Under Kickstarter’s Terms of Use and Privacy Policy, all creators are required to keep backer information confidential, except as strictly necessary to communicate with backers directly and fulfill rewards. No information provided by or about backers should be used for any other purpose without first receiving consent from the backer as required by applicable data privacy laws.


How do I find my Meta Pixel ID?

If you already have a Meta Pixel set up for your project, you will be able to locate this on the Data Sources page.

Each Pixel that you create will have an identification number, this will be needed to link your Pixel with your Kickstarter project. To find this:

  1. Log in to your Meta Business account and head to your Events Manager
  2. Select ‘Data Sources’ from the left hand side
  3. Locate the Pixel you want and head to the settings to find the Pixel ID


When can I add my Meta Pixel to my project?

You can add your Meta Pixel ahead of launching your project by navigating to the Promotion tab in your project editor. If your project is already live, you can also enter this information through your creator dashboard. To access this, select ‘Dashboard’ from the creator tools menu, located on the left-hand side of your project page.

After a project has ended it will no longer be possible to add your Pixel to your project page.


Further reading:
How do I track my project’s conversion rate?
Google and Meta Marketing Event Types and Schemas

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