Installation includes the Base Pixel code, which should be installed on all pages of your website. If the Base Pixel is not present across your website, you may encounter the following issues:
- Sizes of Website Traffic Audiences will be underreported.
- Conversions will be under reported in the Ads Manager (see below).
- Standard and Custom Events will not passback conversion information, even if they're "Active" in the Pixels & Events tab.
- Conversion optimized bidding ("Optimize for 'X' conversions") will not be available.