Apple’s release of their App Tracking Transparency Framework essentially rendered the Facebook Pixel 👾 useless back in April of 2021 — but now, it’s back! (Sort of.)

In a nutshell, Apple’s program required any/all apps distributed via the App Store (so, pretty much ALL apps — Facebook included) to be more transparent concerning user data collected for advertising purposes—which, for Facebook, is sort of what they do for a living, LOL 😂. Google’s App Store essentially followed Apple’s lead on the issue.

In simple terms, a Facebook Pixel is a unique snippet of code installed on a website (yours, for instance) used to monitor the activities of visitors on said site: how long someone spends on a given page, what buttons they click, the forms they start or complete, and so on. What’s more, the Pixel owner is then able to run Facebook and/or Instagram ads targeting (actually, “retargeting,” technically speaking) those website visitors based on the actions they performed on said “Pixeled” website.

Welp, the tracking-transparency trend massively reduced the Pixel’s capabilities — UNTIL NOW.

Meta’s just released the “Conversions API.” Basically, it circumvents (that’s the word I’d use, anyhow) the limitations of transparency frameworks so that your Pixel is able to accurately monitor key events on your site, such as when someone visits a particular landing page or, for instance, spends a certain amount of time perusing your site. You can read more about it and review setup instructions here: bit.ly/FB-CVR-API.