The Meta Pixel is a snippet of JavaScript code that allows you to track visitor activity on your website. It works by loading a small library of functions which you can use whenever a site visitor takes an action (called an event) that you want to track (called a conversion). Tracked conversions appear in Meta Ads Manager where they can be used to measure the effectiveness of your ads, to define custom audiences for ad targeting, and to analyze that effectiveness of your website's conversion funnels.

By default, Fundraise Up sends Checkout events to the Meta Pixel if it is installed on your website. The settings for Meta Pixel are managed from the Marketing pixels page in the Dashboard.

Events

Fundraise Up sends the following events to Meta Pixel:

• Checkout opened: Fired whenever Checkout is opened. Triggers the Meta event, Initiate Checkout
• Donation: Fires at the point of conversion for one-time and recurring donations. Triggers the Meta event, Donate, and sends values for content_ids, content_name, value, and predicted_ltv parameters.
• One-time donation: Fires for one-time donation conversions and includes parameters like donation amount and currency in the payload. Triggers the Meta event, Purchase, and sends a value for the content_type parameter.
• Recurring donation: Fires for recurring donation conversions and includes parameters like donation amount, currency, and lifetime value. Triggers the Meta event, Subscribe.

Example payload: Purchase

Use case examples

Leveraging Fundraise Up’s integration with Meta Pixel helps you build effective audiences for ad targeting. Here are a few examples of how you can act on the data in Meta Business Suite.

Re-engage website visitors who abandoned checkout

Create a custom audience based on the Initiate Checkout Meta event. Filter-out all other event types.

Upsell one-time donors to monthly support

Create a custom audience based on the Purchase Meta event. Filter-out Subscribe events.

Target all donors with a new campaign

Create a custom audience based on the Donate Meta event.

Test data

You can send data for donations made in test mode to Meta Pixel. This functionality is useful for testing or debugging settings in Meta Pixel. To enable sending donations made in test mode to Meta Pixel, select the Test track data option from the Marketing pixels page in the Dashboard.

Meta Conversions API

In addition to sending conversion events to the Meta Pixel (which occurs in the browser), Fundraise Up can also send conversion events using the Meta Conversions API to enable server-to-server tracking. Learn more →