Who this is for / when to use
Use this process when a business needs to track website activity in Meta, build website-based retargeting audiences, or generate lookalike audiences for paid advertising.
Step 1: Create a Dataset in Meta Business Settings
A Dataset is the container Meta uses to store Pixel event data and associate it with the correct ad account.
Log in to Facebook Business Manager
Open Business Settings
Click the Settings (cog) icon in the bottom-left
Navigate to Data Sources → Datasets
Click Add (top-right)
Enter a clear dataset name (example:
Brand – Website Pixel)Connect the Ad Account
Open the dataset
Click Connected Assets → Connect Assets
Select Other Business Assets
Choose the correct Ad Account
Click Add
Step 2: Install and verify the Meta Pixel on your website
Installing the Pixel connects website activity to the dataset so Meta can record events such as page views, leads, and purchases.
Open Events Manager
In Business Manager, click the hamburger menu (top-left)
Go to Advertise → Events Manager
Select the correct Dataset
Click Data Sources
Choose the dataset created in Step 1
Install the Pixel using one method
Manual HTML install
Copy the Pixel base code
Paste it inside the
<head>section on all website pages
Partner Integration (Shopify, WordPress, etc.)
Follow the platform’s Meta Pixel integration steps
Google Tag Manager
Create a new Meta Pixel tag
Publish the GTM container
Verify the Pixel is working
Install the Meta Pixel Helper Chrome extension
Visit the website and confirm the Pixel and events are detected
Step 3: Create audiences using Pixel data
Once events are collected, Meta can build audiences based on visitor behavior.
Open the Meta Launcher under the Advertise tab
Go to Targeting → Retargeting
Create a Website Custom Audience
Click Create Website Audience
Select your Pixel/Dataset as the source
Choose criteria:
All website visitors, or
Visitors to specific pages
Set the lookback window (example: last 30 days)
Click Create Audience
Create a Lookalike Audience (optional)
Go to the Lookalike Audience tab
Click Create Lookalike Audience
Select the Custom Audience as the source
Confirm availability
Audiences appear in Retargeting and Lookalike Audience tabs
Audiences can be included or excluded in campaigns
Common issues and fixes
Pixel Helper shows “No pixel found”
This usually means the Pixel code is missing, placed outside the <head>, or not published.
Fix
Confirm the Pixel base code is in the
<head>Publish changes in GTM or the website builder
Test again in an incognito browser window
Events Manager shows no activity
This typically happens when the wrong dataset is selected or the Pixel is not firing.
Fix
Verify the selected dataset in Events Manager
Check multiple pages, not just the homepage
Disable ad blockers during testing
Dataset is not connected to the correct Ad Account
Unlinked ad accounts prevent audience usage and optimization.
Fix
Go to Business Settings → Data Sources → Datasets → Connected Assets
Connect the correct Ad Account
Audience size is too small
New Pixels or strict rules can limit audience population.
Fix
Broaden criteria (all visitors)
Increase lookback window (60–180 days)
Allow more time for data collection