What is the Meta pixel and why does it matter for Boost campaigns?
The Meta pixel is a piece of Javascript code that collects data on how people interact with your ads and website. You can learn more about it through this link.
For Boost campaigns, the pixel is what allows Meta to optimize your ad delivery toward audiences most likely to convert. The stronger your pixel signal, the more efficiently your campaigns can perform.
Should I share my pixel with Wayward?
Yes - sharing your existing pixel is strongly encouraged.
Campaigns running against a pixel with historical purchase data have been shown to deliver up to 3x better returns compared to starting from a cold pixel.
If you already run Meta ads or have any pixel collecting sales events, sharing that pixel with Wayward means your campaigns benefit from that existing signal from day one rather than building from scratch.
What does Wayward do with my pixel?
Wayward seeds your pixel with conversion signals it wouldn't otherwise have access to. Using proprietary attribution models, Wayward identifies when a click led to a purchase on Amazon or other retailers -- data that Meta cannot capture on its own -- and feeds those events back into your pixel. This strengthens your pixel over time, improving performance not just for campaigns running through Wayward but for any Meta campaigns you run independently as well.
Additionally, Wayward taps into dynamic audience data built from real shopping and publisher behavior across its network, giving your campaigns access to high-intent audience segments that go beyond standard Meta targeting.
Can I create a new pixel specifically for Wayward Boost?
Yes, but this is not recommended. A new pixel will start cold with no historical data, which means performance may take longer to optimize. If you do create a new pixel, Wayward will begin seeding it with retailer conversion data from day one to help build the signal over time. Sharing an existing pixel with purchase history will always yield faster and stronger results.
How does Wayward's audience targeting work?
Wayward uses a proprietary machine learning model that assigns predictive scores to audiences based on their likelihood to convert. This is layered on top of your pixel data to continuously refine targeting and improve campaign efficiency over time.