What is Facebook Pixel and How Do You Use It?

Facebook Pixel is an analytics tool that brings in retargeting, optimization, and tracking in one package. It is a code that you place on your website, allowing you to measure the effectiveness of your advertising and understand the behavior of visitors.

Here’s how it works:

  • It keeps track of users as they interact with your website and your Facebook ads
  • It helps you track conversions from Facebook ads, and build and target qualified leads.
  • It optimizes ads based on collected data

Benefits of Facebook Pixel

Track Conversion

Facebook Pixel provides insights into your website traffic. It monitors the actions people take when clicking on your Facebook ads on their many devices. With Facebook Pixel, you can keep track of which device they saw the ad on and which device they used to make a purchase.

Measure Effectiveness of Ads

Tracking your conversion allows you to calculate the effectiveness of your advertisement, thus measure your return on investment.


With its tracking data, Pixel allows you to place ads on Facebook and serve them to qualified leads or those who have already visited your website. It allows you to be specific. For example, you can promote an ad about the product a visitor has initially abandoned in a shopping cart or added to a wishlist on your website.

Create lookalike audiences

Additionally, Pixel’s targeting data can help you build a lookalike audience of people who have similar demographics to visitors who are already interacting with your website. This feature helps you expand your potential customer base.

Run Effective Ads

Using Facebook Pixel makes your ads more effective by targeting an audience that is most likely to fulfill your desired action, like making a purchase. You can use Facebook Pixel data to ensure your ads are seen by people who are most likely to take your desired action.

How to Use Facebook Pixel

Facebook Pixel can be used to collect data on two types of events (a specified action that a visitor completes on your website): the standard and custom events. There is a set of nine standard events that Facebook has predetermined but you can also have a list of custom events you can setup yourself.

Standard vs. Custom Events

Both standard and custom events allow you to track actions across your website. However, the difference is that a standard event may give you a more accurate conversion than a custom one. However, it is much easier to setup a custom rather than a standard event.

How to Setup Facebook Pixel

1. Create Pixel

From your Facebook Ads Manager, click “Create a Pixel” and choose a name that represents your business.

Note: Keep in mind that you only get one pixel for each ad account. When deciding a name, choose one that represents your whole business, rather than per campaign.

2. Add Pixel Code to your Website

Install the pixel code to your webpages to get the pixel working and start gathering information on your website.

3. Troubleshoot

Once you have added Pixel to your website, confirm that it’s working properly. To do so, download the Facebook Pixel Helper extension for Google Chrome and visit the page where you have installed Facebook Pixel. It should confirm that your pixel is working properly.

For a step-by-step process on how to install Facebook Pixel, click here.

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