How GoodUnited Handles Meta Pixel Data

Adam O’Brien
August 17, 2023

Understanding and optimizing Facebook interactions with supporters is crucial for nonprofits looking to engage and grow their following. One Meta tool that's become indispensable is the Meta Pixel, which allows organizations to track actions, assess ad impact, and create targeted audiences.

Whether you're seeking to measure clicks for Facebook Challenge promotion or engage in retargeting and conversion optimization for fundraisers, the Meta Pixel offers a great tool to leverage. 

This blog post provides an in-depth look at Facebook Pixels, covering everything from tracking metrics to data privacy. You'll gain insights into how our team at GoodUnited utilizes Facebook Pixel deployment, and discover how your nonprofit can review its pixel history. Plus, we'll guide you on what to do if you believe your pixel has been compromised.

What Is a Meta Pixel and What Is It Used For?

A Meta Pixel is a piece of code that you can use to track different actions people take when engaging with your nonprofit on Facebook.

Once deployed, the Pixel can track actions like page views, fundraiser conversions, and more. By collecting this data, nonprofits can understand how users are interacting with their Facebook ads, and then optimize their advertising campaigns accordingly. They can also use this data to create "lookalike" audiences, targeting users who have similar profiles and interests to those who have already interacted with the site or created a fundraiser.

What Meta Pixels Do

  • Tracking Metrics: Measures actions like clicks, page views, and donations on Facebook.
  • Retargeting: Targeting users who have previously interacted with a website or ad on Facebook.
  • Conversion Optimization: Helps in understanding how users move through Facebook and where they might abandon a fundraiser conversion funnel.
Meta Pixels help nonprofits track metrics, retarget, and optimize conversions.
Ever wonder what a Meta Pixel actually does? Here you go.

How GoodUnited Handles Meta Pixel Configuration & Data

At GoodUnited, we handle the setup and management of Meta Pixels, along with the associated data privacy, with the highest level of professionalism and care.

  • Using Nonprofit's Facebook Ad Account: By default, we always operate through the nonprofit's own Facebook Ad account.
  • Creating Unique Pixels: For each nonprofit partner, GoodUnited establishes a unique pixel, ensuring customization and individualized tracking.
  • Aligning Custom Conversions: We create one unique Custom Conversion for each Challenge on Facebook that aligns with fundraiser creation for our nonprofit partners.
  • Ensuring Data Privacy:
    - Data from the client's landing pages are exclusively sent to the nonprofit partner's Facebook ad account.
    - Similarly, information from the nonprofit's landing pages goes only to the nonprofit's Facebook ad account.
  • Absolute Confidentiality: Under no circumstances is a nonprofit's Meta Pixel data shared with any third parties.
An example of the unique Pixel that GoodUnited has created with The Trevor Project.
Example 1-A: How GoodUnited creates unique pixels for each nonprofit (reference the Pixel ID above)
An example of the unique Pixel that GoodUnited has created with The Nature Conservancy.
Example 1-B: How GoodUnited creates unique pixels for each nonprofit (reference the Pixel ID above)

Managing Your Meta Pixel History

In the Meta Events Manager, you can monitor and troubleshoot your Meta Pixel's changes under the History tab. Here’s what you'll find in the organized history table:

  • Activity: General view of changes, e.g., pixel sharing history post-November 15, 2019.
  • Activity Details: Specifics like the business account linked to your pixel.
  • Item Changed: Identification of altered assets like sharing permissions.
  • Changed By: Who made the change - an individual or Meta.
  • Date and Time: Exact timing of the change.
  • Filter by Activity and Changed By to see specific details. Changes may take up to 15 minutes to appear, and admin access is needed to view the history.

For nonprofit professionals, this feature aids in tracking your pixel's use and access, enhancing team collaboration.

What to Do When Your Meta Pixel Data is Compromised

If you discover a breach of contract involving Meta Pixel data, act swiftly and follow these steps:

  • Verify the Breach: Gather evidence of what data was shared, with whom, and how.
  • Contact the Agency: Understand their perspective and demand the immediate halt of unauthorized sharing.
  • Consult Legal Counsel: Explore your legal rights and options.
  • Notify Affected Parties: If needed, inform those whose data was shared, following legal advice.
  • Take Legal Action if Necessary: Consider a lawsuit or report to regulators if unsatisfied with the agency's response.
  • Review Internal Practices: Assess contracts, data handling, and agreements for clarity and protection.
  • Strengthen Contracts with Third Parties: Be explicit about data use, with clear guidelines and penalties.
  • Enhance Monitoring and Oversight: Implement detection systems and regular audits.
  • Engage in Public Communication if Needed: Maintain trust through transparent communication.
  • Develop a Prevention Strategy: Learn from the breach to fortify security, ethics, and vendor selection.

These measures help not just in immediate resolution but also in fostering a responsible data use culture within your organization.

In Summary

Meta Pixels, a key tool for nonprofits of all sizes and shapes, helps in tracking visitor actions, assessing advertisement impact, and targeting specific audiences.

Much like any technology tool, understanding what Meta Pixels can do is a great first step to take when thinking through how positive impact can be leveraged for nonprofits.

Got questions about using Meta Pixels for your nonprofit's fundraising efforts? We're here to help! Just drop us a note, and we'll get things moving.

Contact GoodUnited for help with your Facebook Pixel strategy, creation, and management.