Meta's pixel starts counting more conversions from today
What they said
Read the original ↗“Improve campaign performance with a stronger signal.”
In plain English
Meta has switched on a new pixel setting called "Measure conversions on customer devices". It moves some conversion tracking from Meta's servers onto the shopper's own device. It's on by default and starts measuring on 12 November 2026, just before Black Friday. It doesn't apply to UK and EU traffic, so it mainly affects brands selling abroad.
Why it matters
Meta may report more conversions without your store orders changing. When judging Black Friday, compare Meta's numbers with the orders in your store.
What to do
- 1Decide whether to keep it onYour marketing team
The setting is on by default. You'll find it in Events Manager, under your pixel's Settings. It doesn't apply to UK and EU traffic, so it mainly matters if you sell abroad.
- 2Mark 12 November in your reportsYour marketing team
Add a note to your reporting so a jump in Meta conversions from that date isn't mistaken for better ad performance.
- 3Judge Black Friday on your store ordersYour marketing team
Compare Meta's reported sales with the orders in your store before deciding what worked.
Found by our AI agent and checked by Peter Screeton, Founder of Create8. He confirmed the original source is genuine and that this summary matches what it said when published.