Meta Pixel audit (Facebook + Instagram)

Your Meta Pixel fires PageView and maybe a few custom events, but no standard conversion event (Purchase, Lead, CompleteRegistration, Subscribe). Meta has nothing to optimize toward. Any campaign on this account that asks for "Conversions" will quietly fall back to optimizing for traffic, link clicks, or whatever proxy it can find.

Your Meta Pixel isn't firing PageView. PageView is the floor of the pixel. Without it, Meta has no record that any user ever visited the site, which means website custom audiences are empty and every conversion event below it lands without browsing context.

Your Meta Purchase events fire, but they arrive without `value` and `currency`. Meta counts the order. It cannot tell a $12 sticker sale from a $1,200 furniture sale. Every bid decision and every ROAS number on this account is built on order count, not order revenue.

Your Meta Pixel has a standard conversion event (Purchase, Lead, CompleteRegistration, Subscribe, AddToCart, or InitiateCheckout) flagged as Disabled in Events Manager. Disabled events do not feed campaign optimization, do not populate audiences, and do not appear in the Results column. If a campaign was built against one of these before it was disabled, it is now optimizing against silence.

Your Meta Pixel has two or more entries with the same event name. Meta does not collapse them automatically. Each configured event runs its own counter, fires its own optimization signal, and can inflate conversion totals or split learning data depending on how the duplicates were created.

Your Meta Pixel is missing one or more mid-funnel ecommerce events (ViewContent, AddToCart, InitiateCheckout). Purchase may still be firing, but Meta cannot see the journey that led there. You lose abandoned-cart audiences, dynamic product ads, and most of the diagnostic value Events Manager would otherwise provide.

Your Meta Pixel has events with status Active but zero recorded volume across the audit window. Active means Meta is listening; zero volume means nothing is arriving. The event exists in Events Manager only on paper, and any campaign optimizing toward it has no signal to learn from.

Your Meta Pixel is using custom event names for actions that map cleanly to Meta standard events. A custom event called `add_cart` or `complete_signup` works for tracking, but Meta's optimizer treats it as an unknown signal. Switching to the standard `AddToCart` or `CompleteRegistration` unlocks better delivery and audience tooling.

Your Meta Pixel has one event (other than PageView) carrying more than 95 percent of all reported volume. That pattern usually means the rest of the funnel is missing, mis-named, or mis-fired. A healthy pixel shows volume tapering from PageView through ViewContent, AddToCart, InitiateCheckout, and Purchase, not a single spike with nothing else around it.

Your Meta Pixel has events with names so close that they are probably the same action tagged twice. Patterns like `Purchase` and `purchase`, or `AddToCart` and `add_to_cart`, are not collapsed by Meta. They run as separate events, split volume, and confuse anyone reading Events Manager.