Meta Ad Pixel

• There are two university-wide pixels, owned by University Communications and Marketing.
  • One pixel is dedicated to prospective undergraduate student audiences.
  • One pixel is dedicated to prospective graduate student audiences.
• Only the relevant audience pixel should be placed on a webpage. Determine which pixel is relevant based on the content and intent of the messaging on the page.
  • Some pages that have relevant information for both undergraduate prospective students and graduate prospective students will have both pixels. Be sure to add any necessary event codes particular to that page to each pixel in this case. The base pixel code only includes the Page View event.
  • Some pages will not have relevant information for either prospective audience. These pages do not need either pixel.
  • Only apply pixels to a full website using Google Tag Manager (or similar tool) if all pages need the same pixel. This will ensure collected audience data is as accurate as possible.
• Units wishing to place conversion-based Facebook ads will request shared access to the University Communications and Marketing pixel(s) and verified domain. The unit will be responsible for adding the pixel(s), including event codes, to the appropriate page(s) of their website(s).

• All units will be required to use one of the two University Communications and Marketing pixels for their ads. The university will not use unit-specific pixels except in limited circumstances at the discretion of University Communications and Marketing. 
• All ads must utilize targeting of specific URLs in addition to pixels (i.e., the ad target’s pixel traffic matches who also visited a specific page or set of pages on the college website). No ad should solely target all traffic tracked by the pixel, as this will include traffic irrelevant to the specific unit needs and will result in inefficient use of unit ad budget.
• All units must only target using their own URLs for their own unit’s webpage(s). No unit shall be permitted to target ads to visitors of other units’ URLs without their express written permission. Units should include this limitation in any future contracts with external agencies. 
• Ad strategies may need to be adjusted to match the available prioritized events and pixels. 

The following conversion events are available for units to use in their conversion-based ads. University Communications and Marketing is reserving two slots for future, limited duration campaign needs to use at its discretion. The ranking order is based on importance of stage of funnel for the overall university goal of driving applications.

1. Graduate Audience Pixel / Submit Application — This will be triggered by clicking the “Start a graduate application” or “Start a graduate certificate application” links on the graduate applicants’ Apply page on the Admissions website.
2. Undergraduate Audience Pixel / Submit Application — This will be triggered by clicking the “Get started” button for any of the application methods (MSU application, Common App or Coalition for College) on the Apply Now pages for freshman applicants, transfer applicants and international applicants on the Admissions website.
3. Graduate Audience Pixel / Complete Registration (form submission) — If the unit has a separate thank you page that displays after an event registration form is submitted, the unit should place the pixel there. If the unit does not have a thank you page (i.e., a thank you message appears in the same page) then University Communications and Marketing recommends setting this event to trigger on form submission via Google Tag Manager or on the Submit button click.
4. Undergraduate Audience Pixel / Complete Registration (form submission) — If the unit has a separate thank you page that displays after a form is submitted, the unit should place the pixel there. If the unit does not have a thank you page (i.e., a thank you message appears in the same page) then University Communications and Marketing recommends setting this event to trigger on form submission via GTM or on the Submit button click.
5. Graduate Audience Pixel / Lead — If the unit has a separate thank you page that displays after a request for information form is submitted, the unit should place the pixel there. If the unit does not have a thank you page (i.e., a thank you message appears in the same page) then University Communications and Marketing recommends setting this event to trigger on form submission via GTM or on the Submit button click using the Facebook Event Setup Tool.
6. Undergraduate Audience Pixel / Lead — If the unit has a separate thank you page that displays after a request for information form is submitted, the unit should place the pixel there. If the unit does not have a thank you page (i.e., a thank you message appears in the same page) then University Communications and Marketing recommends setting this event to trigger on form submission via GTM or on the Submit button click using the Facebook Event Setup Tool.

• There may be limited use cases for additional pixels and/or events, such as the University Advancement alumni/donor-focused pixel, used for specific, time-limited campaigns. These exemptions to the standard set of prioritized aggregated events will be made at the discretion of University Communications and Marketing. University Communications and Marketing will rely on university strategic priorities as guidance for these decisions. 
• If a seventh or eighth pixel/event combination is added to the Facebook setup, the priority ranking may be changed temporarily for the duration of the campaign(s) requiring the new events. When these are removed, the setup priority ranking will revert to the standard set outlined in the Supported Conversion Events tab.
• University Communications and Marketing reserves the right to adjust this strategy in the future to meet needs due to changes in the marketing technology landscape. Any changes will be clearly communicated to impacted units.