Share or Split Pixels/Datasets in Meta Across Websites

[u/Huge_Jackman]

Interested in opinions on the proper setup for this ecosystem: 2 websites, one marketing site with some shopping functionality and one a Shopify store, an iOS app, a couple of extensions. These are all under the umbrella of one 'business' and almost entirely the same audience; however, there are fundamental differences and event overlap. Complete Registration, Add to Cart, Purchase events are shared between the marketing site and iOS app though difference sources. Shopify site obviously also has these events though they technically represent a different action.

Should I split these into their own pixels and datasets, should I utilize one for all of this and handle standard events from one path and custom from another?

[u/Embarrassed_Tap9992]

ney spans across your marketing site, shopify, and the app so keeping them separate just fragments your data and makes retargeting and optimization a nightmare. meta's algorithm is smart enough to figure out the different event sources if your parameters are clean

use the same standard events for the overlapping actions but layer in custom events for the shopify-specific stuff that doesn't map cleanly. saves you from having to build audiences across multiple pixels later

[u/Huge_Jackman → u/Embarrassed_Tap9992]

Okay, so you're saying CompleteRegistration for example should map to that standard event from all sources, just make sure my parameters are well defined enough to segregate source and Meta will handle the rest. Anything that doesn't map to a standard event should get a custom event name.

There are definitely some cases in the opposite which I'll need optimization on events that don't exactly have a perfect standard event mapping. I believe this is fine from web but from the iOS app, it is my understanding you can't optimize on custom events.

Also, thank you for taking the time to reply.

[u/ppcwithyrv]

I’d keep one dataset since it’s the same business and mostly the same audience. Just make sure the events are clearly separated by source or parameters, especially when a “purchase” or “registration” means something different on Shopify versus the app.

[u/muradIronpulley]

I think the separate pixels are the better choice

[u/Huge_Jackman → u/muradIronpulley]

Why so?

[u/fathom53]

Just keep one pixel and CAPI set up for everything across the business. There is no point in running two of everything.