Ready to advertise: page, ad account and pixel

A Facebook page for your business

Meta requires a Facebook page to advertise. Your ads appear in the name of that page.

• Use the name people know your business by.
• Fill in your address, your opening hours and your website.
• Link your Instagram account to your page, so your ad can appear on both.

An ad account at Meta

Your ad account is the place where your ads run and where you pay for them. You create it in Meta Business Suite, in your business settings.

• Choose euro and the Brussels time zone straight away. Changing it later is awkward.
• Add a payment method and fill in your VAT number.
• Set a spending limit for your account, so you never spend more than you want to.
• Give a second person admin rights, so you can never get locked out.

A pixel on your website

The Meta pixel, which Meta now also calls a dataset, is a bit of code on your website. It lets Meta know who bought something or filled in a form. Without a pixel you don’t know which ad produced a sale.

• If you work with Shopify or WooCommerce, you usually connect the pixel with an app or plugin, without code.
• Check in Events Manager whether purchases or enquiries are coming in.
• If your platform can do it, also switch on the Conversions API. It passes on sales without the browser.

Consent for cookies

In the EU you need consent for marketing cookies. Make sure your cookie banner only lets the pixel work after a yes.

Then you connect everything in one go

Once you have these three things, you connect them in AdSweet in one go: Meta opens a window in which you choose your business, your ad account, your page, your Instagram account and your pixel. After that, AdSweet checks every night that your pixel is still measuring.