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Ads and websites

What to set up on your website before you run ads

Before you spend on ads: decide your conversions, add the Meta Pixel and the Google tag, test them, and make sure the landing page is ready.

By Faevorite · November 4, 2026

Before you spend on ads, your website needs three things: a clear action that counts as a result (a form, a call, a purchase), tracking that records it (the Meta Pixel and the Google tag), and a landing page that matches the ad. Without them, you pay for clicks you can't measure.

1. Decide what counts as a result

Google calls a conversion action "a specific customer activity that is valuable to your business": a purchase, a sign-up, a phone call. Pick the one or two that really matter for you, before any ad goes live.

2. Add the tracking

Meta Pixel
Meta describes it as "a snippet of JavaScript code that allows you to track visitor activity on your website". Conversions it records show in Ads Manager and can be used to build audiences.
Google tag or Google Analytics
Google Ads only collects data on sites where you've set up tracking: the Google tag, or the events you already track in Google Analytics.

3. Test it

  • Submit your own form and check the event arrives
  • Click your own call button on a phone
  • Check the thank-you message or page appears
  • Keep a note of what each event means

4. Make the landing page ready

  • One offer, matching the ad
  • Fast on phones
  • A short form or chat button
  • Prices or a clear next step

We can set it up for you

Faevorite sets up Meta Pixel and conversion tracking, builds landing pages and runs the ads, so the three pieces are built to work together.

FAQ

Questions, answered.

Can I run ads without tracking?

You can, but you won't know which ads bring customers, and the platforms have less to optimise on.

Pixel or Google tag?

Both, if you advertise on both: the Pixel for Meta, the Google tag for Google Ads.

Does tracking need a privacy page?

Your site should say what it collects and why, in a privacy page that matches what the site really does.

Sources

Keep reading

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Do you need a landing page for Facebook ads?

Instant forms or a landing page: when each one makes sense.

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Google Ads

Why Google Ads rejects a landing page (destination requirements)

The destination problems behind disapproved ads, and a pre-launch checklist.

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