What is Meta Pixel?
The Meta Pixel (formerly Facebook Pixel) is a piece of JavaScript code used to track website activity and optimize your advertising performance.
Review Meta's documentation to learn how to access your Pixel ID.
What does TurboVote track?
TurboVote's Meta Pixel integration supports conversion tracking across the user journey. Events fire whether you are embedding TurboVote on your website or linking to your destination site (e.g., example.turbovote.org).
When a TurboVote user ID is present, the user ID is set in the Meta Pixel using the external_id attribute.
TurboVote sends the following events to your Pixel:
| Action | Meta event | Event type | Parameters sent |
|---|---|---|---|
| Views a page | PageView |
Standard (automatic) | None |
| Completes a signup | CompleteRegistration |
Standard | None |
| Searches for their location | Search |
Standard | search_string, search_method |
| Engages with Where to Vote info | ViewContent |
Standard | content_type, content_ids |
| Starts a multi-step workflow | TurboVoteWorkflowStarted |
Custom | tv_workflow |
| Completes a multi-step workflow | TurboVoteWorkflowCompleted |
Custom | tv_workflow |
Signups
TurboVote emits a standard CompleteRegistration event when a user signs up. It is sent with no additional parameters, so every signup type below produces an identical event.
Meta does not distinguish between signup types, but all TurboVote signup experiences are supported (Register to Vote, Check Your Registration, Preregister to Vote, Sample Ballot Signup, Request Absentee Ballot, and Get Election Reminders).
Workflows
Some TurboVote experiences are workflows that a user moves through, distinct from a signup. To help you measure engagement with these experiences separately from signups, TurboVote emits two custom events:
TurboVoteWorkflowStartedwhen a voter begins a workflowTurboVoteWorkflowCompletedwhen a voter finishes one
Both events carry a single parameter, tv_workflow, identifying the workflow. Current values are:
tv_workflow |
Workflow | Events emitted |
|---|---|---|
ballot-request |
Request Absentee Ballot | Started and Completed |
registration-assistance |
Register to Vote | Started and Completed |
check-registration |
Check Your Registration | Completed |
election-reminders |
Get Election Reminders | Completed |
preregistration |
Preregister to Vote | Completed |
reminders-ballot |
Sample Ballot Signup | Completed |
Request Absentee Ballot and Register to Vote are multi-step workflows, so they emit both a TurboVoteWorkflowStarted event and a TurboVoteWorkflowCompleted event. The others complete in a single step and emit only TurboVoteWorkflowCompleted. As more experiences become multi-step, they will begin emitting a start event as well.
Search
When a visitor searches for their location through Election Search, Sample Ballot Search, or Where to Vote Search, TurboVote emits a standard Search event with this parameter:
| Parameter | Description | Values |
|---|---|---|
search_method |
How the visitor entered their location | autocomplete_address (chose a suggested address), manual_address (typed a full address), campus_address (chose a campus address), or state (chose a state only) |
Where to Vote engagement
When a visitor interacts with the Where to Vote information (for example, expanding the early voting, vote-by-mail, or election-day sections, viewing drop-off locations, or getting directions), TurboVote emits a standard ViewContent event with these parameters:
| Parameter | Description | Values |
|---|---|---|
content_type |
The kind of content viewed | Always where-to-vote-action |
content_ids |
The specific action the visitor took | A single-item list containing one of the values below |
The possible content_ids values, grouped by the section the visitor engaged with:
Early voting:
expanded-where-to-vote-early-sectionexpanded-where-to-vote-early-section-hoursexpanded-where-to-vote-early-section-hours-detailsviewed-where-to-vote-early-locationsviewed-directions-where-to-vote-early-location
Vote by mail:
expanded-where-to-vote-by-mail-sectionexpanded-where-to-vote-by-mail-section-hoursexpanded-where-to-vote-by-mail-section-hours-detailsviewed-where-to-vote-by-mail-drop-off-locationsviewed-directions-where-to-vote-drop-off-location
Election day:
expanded-where-to-vote-on-election-day-sectionexpanded-where-to-vote-on-election-day-section-hoursexpanded-where-to-vote-on-election-day-section-hours-detailsviewed-where-to-vote-on-election-day-locationsviewed-directions-where-to-vote-on-election-day-location
Voter ID:
expanded-where-to-vote-voter-id
Ballot troubleshooting links:
visited-election-office-site-troubleshoot-received-ballotvisited-election-office-site-check-received-ballot-addressvisited-election-office-site-check-received-ballot-change-addressviewed-usps-lookup
How can I add my Meta Pixel ID to my TurboVote site?
Share your Pixel ID with your TurboVote support manager to include it on your TurboVote site.
How can I confirm my Meta Pixel ID is connected to my TurboVote site?
Once the TurboVote team adds your Pixel ID to your TurboVote site, you can use the Meta Ads Data Advisor Chrome extension to review your TurboVote site for Meta Pixel code.
Navigate to your TurboVote destination site in the Chrome browser, and click on the Data Advisor icon. The side panel will tell you what Pixels were found on the webpage, and whether they have loaded successfully.