# How to set Facebook ad bidding, pixel event and attribution URL: https://blackbox.plus/guides/meta-bidding-and-tracking Level 4: Run it as an ad (https://blackbox.plus/guides/run-ads) Updated: 2026-11-01 Time: about 5 minutes You'll end with: A Meta campaign bidding the way you chose, counted by the right pixel event, drafted Do it in Blackbox: https://blackbox.plus/app/inbox > Choose what Meta optimises for and which pixel counts it, cap the cost per result or set a minimum ROAS, let Meta split the budget, and set the URL parameters. ## Short answer To set Facebook ad bidding and tracking with Blackbox (blackbox.plus), click + in the Inbox, choose New Campaign and pick a goal such as Sell on the website. Under Who should see it, with Meta Ads on, open the Meta only · Bidding and tracking block. Under Optimise for, keep Purchases or pick an earlier step such as Adds to cart, and pick the pixel that counts it. Under Bid strategy, keep Lowest cost, or pick Cost cap for an average cost per result, Bid cap for the most Meta may bid, or Minimum return for a ROAS floor on purchases. Switch on Let Meta split the budget to have Meta move money between the ad sets each day. Choose how long after a click or view a result counts, and switch on Use my own URL parameters to replace our UTM tags. Review blocks any combination Meta would refuse, such as a cost cap without an amount. Then draft it; nothing spends until you start it. ## You'll need - **A Meta campaign to set up.** The goal, places and ads, as in the Facebook campaign guide. (Guide: https://blackbox.plus/guides/create-facebook-ad-campaign) - **A pixel on your website.** For sales and website leads: Meta counts them with a pixel event. (Guide: https://blackbox.plus/guides/set-your-ad-account-defaults) ## How to set Facebook ad bidding, pixel event and attribution in Blackbox 1. **Open New Campaign.** In the **Inbox**, click the **+** button, then **New Campaign**. You'll see: **What is this campaign for?**, with goals to start from under it. Starts at: https://blackbox.plus/app/inbox ![The Inbox with the + menu open: New Campaign, paid ads on a connected account, ringed](https://blackbox.plus/guides/create-facebook-ad-campaign/01-new.png) 2. **Pick a goal.** Under **Or skip the plans**, click **Sell on the website**, check **Meta Ads** is on, then click **Continue**. You'll see: **Who should see it**, with a **Meta only · Bidding and tracking** block under the audience. ![Who should see it with Meta on: the Meta only · Bidding and tracking block, ringed, under the Meta audience block](https://blackbox.plus/guides/meta-bidding-and-tracking/02-block.png) 3. **Choose what Meta optimises for.** Under **Optimise for**, keep **Purchases**, or pick an earlier step such as **Adds to cart**. You'll see: Your pick highlighted, with the pixel event it optimises for under it. ![Optimise for: Purchases, Checkouts started, Adds to cart and Landing page views, with Purchases picked and ringed](https://blackbox.plus/guides/meta-bidding-and-tracking/03-result.png) 4. **Pick the pixel.** Under **Pixel that counts it**, keep **The account’s setting**, or pick one of the account’s pixels. You'll see: The pixel’s name in the list. ![Pixel that counts it: the account’s setting or one of its pixels, ringed](https://blackbox.plus/guides/meta-bidding-and-tracking/04-pixel.png) 5. **Choose how Meta bids.** Under **Bid strategy**, keep **Lowest cost**, or pick **Cost cap** and check the **Average cost per purchase**. You'll see: The amount, filled from your target cost per result when you set one. ![Bid strategy: Cost cap picked and ringed, with an average cost per purchase of 18 US dollars](https://blackbox.plus/guides/meta-bidding-and-tracking/05-strategy.png) 6. **Let Meta split the budget.** Switch on **Let Meta split the budget** if Meta should move money between the ad sets. You'll see: A line saying Meta moves Meta’s share between the ad sets each day. ![The Let Meta split the budget switch on and ringed, with the line on what it does](https://blackbox.plus/guides/meta-bidding-and-tracking/06-budget.png) 7. **Choose when a result counts.** Under **Count a result within**, keep **7-day click or 1-day view**, or pick a shorter window. You'll see: The window in the list. ![Count a result within: 7-day click or 1-day view, Meta’s default, ringed](https://blackbox.plus/guides/meta-bidding-and-tracking/07-attribution.png) 8. **Set the URL parameters.** To use your own tags, switch on **Use my own URL parameters** and edit them. You'll see: The parameters in the box, starting from ours. ![Use my own URL parameters switched on and ringed, with the box starting from our UTM tags](https://blackbox.plus/guides/meta-bidding-and-tracking/08-url.png) 9. **Run the checks.** Click through to **Review**, and read the **Bidding** row. You'll see: What Meta will do, in one line, or a **Block** saying what to fix. ![Review: the Bidding row for Meta, ringed, saying how Meta will bid and who splits the budget](https://blackbox.plus/guides/meta-bidding-and-tracking/09-review.png) ## Good to know - Every choice starts at Meta’s default, so the block can be left alone. Change it when you know what a result is worth to you. - Optimise for is the event Meta looks for when it picks who sees the ads. With few sales a week, an earlier step such as Adds to cart gives Meta more to learn from. Get website visits always optimises for link clicks, Get video views for ThruPlays, and Meta’s lead form for leads. - The pixel defaults to the one saved for the ad account in Settings → Ad accounts. Leads sent to your website need a pixel: Review blocks the campaign without one. - Cost cap aims at an average cost per result; Meta may spend less of the budget when the cap is low. Bid cap is the most Meta bids in any auction. Minimum return (ROAS) is for purchases on Sell on the website and Win back, and needs purchase values on the pixel. - A cost cap or a minimum return needs a run of at least 3 days; Review says so. - Let Meta split the budget is Meta’s Advantage+ campaign budget: the Meta share goes on the campaign and Meta moves it between the ad sets. Off, each ad set keeps the share Blackbox gives it on the Budget step. - The attribution window applies to pixel results only. For other results Meta counts 1 day after a click. - Off, Blackbox adds utm_source=meta, utm_medium=paid_social and the campaign’s name to every link. Your own parameters replace them on Meta’s ads, and Meta’s own tags such as {{campaign.name}} work in them. ## Official docs - [Meta: about bid strategies](https://www.facebook.com/business/help/1619591734742116) - [Meta: about Advantage+ campaign budget](https://www.facebook.com/business/help/153514848493595) - [Meta: about attribution settings](https://www.facebook.com/business/help/458681590974355) ## Questions people ask **Minimum return isn’t in the bid strategies** It’s for purchases only. Pick Sell on the website or Win back, and Purchases under Optimise for. **Review says a cost cap needs an amount** Type the average cost per result you aim for, or set a target cost on the Budget step and it fills in. **Review says Meta counts leads with a pixel** Leads sent to your website are counted by a pixel event. Pick the pixel under Pixel that counts it, or use Meta’s lead form instead. **The pixel list is empty** The ad account has no pixel. Make one in Meta Events Manager and put it on your website, then open New Campaign again. **Count a result within isn’t shown** What Meta optimises for isn’t a pixel event, such as link clicks or landing page views. Meta counts those 1 day after a click.