Conversion tracking

If you're promoting your raffle through Facebook, Instagram or TikTok ads, you can connect a Meta Pixel or a TikTok Pixel (or both) to see which of your efforts actually drive ticket sales. It's optional, and aimed at organisers running paid social campaigns.

What it does

A pixel lets you measure conversions: when someone who saw or clicked your ad goes on to view your raffle and buy a ticket. With one connected, your public raffle pages report back to your Meta or TikTok account, so you can see what's working and tune your spend.

Two things are reported:

• A page view when someone opens your raffle page.
• A purchase when an order goes through, with the order's value, sent once from the confirmation page. A buyer reopening their confirmation later doesn't count again.

Test purchases are never reported, so you can try out your checkout without muddying your ad results.

Set it up

1. Go to Settings → Tracking.
2. Paste in your pixel ID:
   • Meta Pixel ID: from Meta Events Manager, 15–16 digits.
   • TikTok Pixel ID: from TikTok Events Manager, 20 letters and numbers.
3. Save.

From then on, your raffle pages send page views and purchases to that pixel. To switch tracking off, clear the field and save.

You only ever paste the ID, never the code snippet Meta or TikTok give you. RaffleLink adds the tracking to your pages for you.

Do you need it?

Only if you're running paid ads on Meta or TikTok and want to measure them. If your promotion is organic (sharing links, word of mouth, your newsletter), you don't need a pixel, and your raffle works perfectly without one. Skip this unless you're spending on ads and want the data.

A note on privacy

A pixel reports activity on your raffle pages to your Meta or TikTok account. If you connect one, make sure that's consistent with what you tell your supporters about how their data's used. If you're not sure, it's fine to leave tracking off. It's there for organisers who want it, not a requirement.