What are Facebook Datasets (Meta Datasets)?

If you’ve opened Meta Events Manager and seen “datasets” everywhere, you’re not alone in wondering what they are.

Meta changed how Pixels and other data sources work by introducing datasets - a system that combines your website, app, offline, and messaging data into one place.

Sounds simple in theory, but in practice, it’s left a lot of advertisers confused.

👉 Are datasets the same as Pixels?
👉 Why can’t you find a delete button?
👉 Do you need more than one?

If you’ve asked any of these questions, you’re in the right place.

In this guide, we’ll break down what Meta datasets are, how to create them, and how to get access to them as an agency working with client ad accounts.

Key takeaways

• A Meta dataset is where all your event data is stored — It combines data from your website (Pixel), server (Conversions API), app, offline activity, and messaging into one place.
• Datasets are managed in Meta Events Manager — This is where you connect data sources, track events, and test your setup.
• Datasets are not the same as Pixels — The Pixel still tracks website activity, but it now sits inside a dataset rather than existing on its own.
• Most businesses only need one dataset — You can connect multiple data sources to it, so creating multiple datasets usually isn’t necessary.
• You can’t delete a dataset — Even though Meta docs mention it, the option doesn’t exist.  
• Working with clients? You’ll need access to their dataset first — This can be done manually via Business Suite or faster using tools like Leadsie.
  
  

What is a Meta dataset?

A Meta dataset is a central hub where all the actions people take across your business (also known as events) are collected and managed. It brings together data from your website, mobile app, offline activity (like in-store purchases or calls), and messaging channels.

Instead of tracking these separately, a dataset combines everything under one ID, called a dataset ID, so you can view and manage all your data in one unified place.

The result? You get a clearer view of how people interact with your business, making it easier to measure performance and optimize your campaigns.

Datasets are mainly managed in Meta Events Manager, where you can view your event data (like page views and purchases), connect data sources, and set up tracking.

👉 Learn more about how Meta Events Manager works.

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Meta Dataset vs. Meta Pixel

​​If you’ve used Meta ads before, you’re probably familiar with the Meta Pixel. So where do datasets fit in, and are they replacing it?

The short answer: they’re not the same, but they’re closely connected.

The Meta Pixel is a tool that tracks website activity. It’s a piece of code you add to your site to capture events like page views, add-to-carts, and purchases. 

For years, it’s been the go-to way for advertisers to track performance and build custom and lookalike audiences based on what people do on the website.

A Meta dataset, on the other hand, is a broader system. It doesn’t just track website events. It brings together data from multiple sources, including your website (via the Pixel), server (via the Conversions API), mobile app, offline activity, and messaging.

So rather than replacing the Pixel, a dataset now includes it as one of its data sources.

💡 This also means that there is no separate Pixel ID system anymore. The dataset ID is the same as what used to be the Pixel ID, since the Pixel now exists within the dataset.

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Why Meta introduced datasets 

Meta introduced datasets to simplify tracking, but also to fix some major limitations in how data was being collected.

Here’s what drove the change:

• The data was too fragmented
  Website, app, offline, and messaging data were all tracked separately, each with its own ID and setup. This made it difficult to connect user actions across channels or understand the full customer journey in one place.
  
• Too many tools and integrations to manage
  Businesses often had to rely on multiple APIs, like the Meta Pixel for websites, App Events for mobile, and Offline Conversions for in-store data. Managing and maintaining all of these increased the chances of errors and made setups harder to scale.
  
• The Pixel alone wasn’t reliable anymore
  Because it relies on browser-based tracking (cookies), the Pixel can miss data due to ad blockers, iOS tracking restrictions, and people switching between devices.
  
• Privacy changes made things worse
  Updates like Apple’s iOS changes reduced how much data could be tracked through browsers, leading to gaps in reporting and less accurate performance insights.
  
• Customer journeys became multi-channel
  People now interact with businesses across multiple touchpoints, switching between devices, apps, and even offline interactions before converting. Older tracking setups weren’t designed to capture this level of complexity.

Benefits of datasets for advertisers

So far, we’ve looked at what datasets are and why Meta introduced them. But what does this actually mean for your campaigns?

Here’s where datasets start to make a real difference:

✅ Higher-quality audience targeting

Because datasets combine multiple data signals (not just website activity), you can build more refined custom and lookalike audiences based on real customer behavior rather than isolated actions.

✅ Stronger event match quality (EMQ)
Datasets allow you to send more identifiers (like email or phone, when permitted), which improves how well Meta can match events to users. Better matching = better optimization and more accurate results.

✅ Better attribution across touchpoints
Instead of crediting a single interaction, datasets help connect multiple touchpoints so you get a clearer understanding of what’s actually driving conversions. For example, someone might click your ad on their phone but complete the purchase later on their laptop. Without connected data, you’d miss part of that journey.

✅ Greater flexibility in how you use your data
You can use the same dataset across campaigns, objectives, and tracking setups, making it easier to scale and adapt your strategy without rebuilding your tracking from scratch.

How to create a Meta Dataset

Creating a Meta dataset is done through Meta Events Manager. 

In many cases, you may already have one without realizing it, since your existing Pixel or app may have been automatically converted when Meta rolled out datasets.

🔎 Note: You can also create a dataset from your Business Portfolio (Data sources > Datasets and pixels > Add), but this setup is very basic - you’ll typically just add a name and a category. You’ll still need to finish the full configuration in Events Manager.

Below, we’ll walk you through the full process of creating a dataset in Events Manager.

📝 Before you create a Meta dataset

Before getting started, make sure you have:

✔️ Access to Meta Events Manager
You’ll need admin access to the ad account to create and manage data sources.

✔️ Full control of the Business Portfolio
The dataset must belong to a Business Portfolio you have full control over. Without this, you won’t be able to create or manage it.

✔️ Your business assets are set up correctly
Make sure your website, app, or Facebook Page is already added to your Business Portfolio. This is especially important if you plan to link an app or messaging data.

Once that’s sorted, you’re ready to create your dataset:

Step 1. Head to Meta Events Manager and click “Connect data.”

💡 Tip: If you already see a dataset listed, check it first because you may not need to create a new one. Most businesses only need one main dataset, since it can combine data from multiple sources.

If a dataset already exists:

• Open it and check if your website or events are already connected
• If they are, keep using it
• You can always edit it later to add more data sources (the process is very similar to creating one)

Step 2. Choose what type of data you want to track.

Each option represents a different way your business collects customer interactions.

💡 Tip: If you’re running ads to a website, start with Web. You can always add more data sources later to the same dataset.

Step 3. You’ll be prompted to give your dataset a name and, optionally, select categories related to your business.

Step 4. From here, Meta will guide you through setup based on the data source you selected:

• Website (Web): You’ll choose how to connect your site, usually via the Meta Pixel, Conversions API, or a partner integration
  

👉 Follow our step-by-step guide on how to create and install a Meta Pixel if you need help with this part.

• App: You’ll set up app events using the Facebook SDK and link your app to your dataset
• Offline: You can upload offline data or connect tools like Zapier or your CRM
• CRM: You’ll connect platforms like HubSpot, Salesforce, or other integrations
• Messaging: You’ll connect Messenger, WhatsApp, or Instagram to track conversations

💡 Note (for app tracking): If you’re working with app data, moving or relinking your app to a different dataset can impact event tracking and campaign performance, so it’s best to plan your setup carefully from the start.

Once your setup is complete, your dataset will begin collecting events, which you can view in Events Manager. 🎉

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How to check if your dataset is working properly

To test your dataset, you can use the Test Events tool in Events Manager.

This tool lets you verify that events from your website or app are being received in real time.

Even if everything is set up correctly, event data in reports can take up to 30 minutes (or more) to appear. That’s why the Test Events tool is so useful. It shows activity immediately, so you don’t have to rely on delayed reporting.

What to check when testing

When using the tool, look out for:

• Events firing correctly (e.g. PageView, Purchase, AddToCart)
• No errors or warnings (use filters to spot issues in your event activity)
• No duplicate events (especially important if you’re using both Pixel and Conversions API)
• Correct event parameters (e.g., value, currency, product info)

❗ Note: If your events aren’t showing here, they’re not being tracked properly, meaning your campaigns won’t have reliable data to optimize from.

How to test your dataset

1. Go to Meta Events Manager
2. Select your dataset
3. Click “Test Events”

From here, you can test different data sources depending on your setup.

For example, if you’re testing website events, you’ll be asked to enter your website URL and complete a few actions (like viewing a page or submitting a form).

These events/actions should appear in real time inside the Test Events tab.

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Can you delete a Meta dataset?

No, you cannot delete a Meta dataset.

Meta’s help docs does provide steps to delete a dataset, but if you’ve looked around in the interface, you’ve probably noticed that option isn’t actually there. 😵‍💫

That’s because Meta generally discourages deleting datasets altogether. 

Across their help documentation, they repeatedly warn that removing a dataset can disrupt tracking, break campaign optimization, and lead to lost data, so it’s not something they recommend doing (it’s not even an option you’ll see anyway).

What can you do instead?

If you no longer want to use a dataset, here are the best alternatives to deleting it:

Option 1. Disconnect it from ad accounts

This stops the dataset from being used for tracking or optimization in campaigns.

Here’s how to do it:

1. Go to “Settings” in Meta Business Suite.
2. Click Data sources > Datasets and pixels
3. Select your dataset from the list and open the Connected assets tab
4. Find the ad account and click “Disconnect”

Once disconnected, that ad account will no longer receive data from the dataset.

Option 2. Remove access for people or partners

This is useful when you need to clean up permissions, remove old team members, or hand over access to a new agency or team.

Here’s how to do it:

1. Go to “Settings” in Meta Business Suite
2. Click Data sources > Datasets and pixels
3. Select your dataset from the list and go to either the People or Partners tab
4. Next to the user or partner’s name, click Manage>Remove access

Option 3. Stop sending event data by removing the Pixel

The dataset (and Pixel) will still exist in Events Manager, but you’ll be stopping it from collecting new data.

Here’s how to do it:

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1️⃣ If you added the Pixel manually (code-based):

1. Go to your website’s code or CMS (e.g. WordPress, Webflow)
2. Find the Pixel base code (look for fbq or your Pixel ID)
3. Remove the entire code snippet (including any event tracking code)
4. Save and publish your changes
   
   

2️⃣ If you used a partner integration (e.g., Shopify, WordPress plugin):

1. Log in to your platform
2. Go to your Meta/Facebook integration settings
3. Disconnect or remove the Pixel
   
   

3️⃣ If you used a tag manager (e.g., Google Tag Manager):

1. Open your tag manager account
2. Find the Meta Pixel tag
3. Disable or delete it
4. Publish your changes

💡 Tip: After removing the Pixel, use the Test Events tool or a browser extension (like Meta Pixel Helper) to confirm that no events are firing.

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How to get access to a client’s dataset

If you’re working with clients, you won’t be able to use their dataset unless they give you access first.

There are two main ways to do this:

Option 1: Get access through Meta Business Suite

This is the most common approach. Your client needs to manually share their dataset with you from their Business Portfolio. 

If they’re not sure how to do it, you can send them these steps:

Step 1. Go to “Settings” in Meta Business Suite.

Step 2. Click Data sources > Datasets and pixels.

Step 3. Select the dataset you want to share.

Step 4. Open the People tab (to give access to an individual) or the Partners tab (to give access to an agency), then click “Assign access” or “Assign partner.”

💡 Important: The person or agency must already be added to the Business Portfolio. If they don’t appear in the list, you’ll need to go to Users > People or Partners and invite them first.

Step 5. Choose the level of access:

• Partial access: Lets you view data, analyze performance, and use the dataset in campaigns
• Full control: Gives full access to manage settings, edit integrations, and assign permissions

🔗 If you’re also managing campaigns, you’ll likely need access to your client’s ad account too. Here’s a step-by-step guide on how to request access to a Facebook ad account.

Option 2: Use Leadsie (the simplest method)

If you’re an agency onboarding clients regularly, asking them to manually assign access through Meta Business Suite can quickly become a long and frustrating process, especially if your clients aren’t familiar with Meta’s settings.

That’s where a client onboarding tool like Leadsie can make requesting access to a Meta dataset much easier.

Instead of guiding clients through multiple steps (like navigating Business Settings, finding datasets, or sharing business IDs), you can simply send them a secure link.

From there, they just:

1. Log into their Meta account
2. Select the assets they want to share (including datasets)
3. Grant access in a few clicks

Time saved and clients impressed  🙌

⭐ Bonus: the same link can be used to request access across 31+ advertising platforms, not just Meta, making it much easier to manage client onboarding in one place.

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⚡ Agency hack: Get access to all your clients’ marketing accounts with one Leadsie link  

Spending hours on multiple calls, reminder emails, lengthy PDFs, or sharing passwords to access clients’ ad and social accounts? Leadsie has a better solution. 

Don’t place the administrative burden on your new clients during client onboarding. Send them a secure Leadsie link that’ll get your agency access to 31+ platforms at once. The best part? The access doesn’t expire, and no one is risking account security by sharing logins. 🔒

What is Leadsie?

Leadsie is a client onboarding software that simplifies requesting and giving access to marketing assets, social media, and ad accounts with one secure link. Get access to your clients’ or influencers’ Facebook, Instagram, Google, TikTok, Shopify, LinkedIn, X, and other accounts without sharing passwords. 🔒

How does Leadsie help agencies onboard new clients?

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