Meta Pixel
The Meta Pixel is a small JavaScript snippet you install on your website that tracks visitor behavior and sends events back to Meta. For final expense agents running ads, the pixel enables custom audiences, lookalike seeding from website visitors, and conversion-objective campaigns.
The pixel fires events like PageView, Lead, ViewContent, CompleteRegistration. Meta uses these to optimize ad delivery and to let you build retargeting and lookalike audiences from website behavior.
For FE agents who only run native lead form ads, a pixel is technically optional because Meta can track lead-form submissions natively. But you should install one anyway: it unlocks lookalike audiences off your website visitors, and it lets you transition to landing-page conversion campaigns later without a re-learning phase.
For agents running landing-page funnels, the pixel is required. Verify the pixel is firing by checking Events Manager > Diagnostics within 5 minutes of pageload.