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What Is The Facebook Pixel?

The Facebook Pixel is a line of code placed on your website that allows you to measure the results of your Facebook and Instagram ads. The pixel enables you to track actions taken on your website by users, which provides you with data to optimize your advertising strategy.

If you are currently advertising on Facebook or thinking about starting, the Facebook Pixel is an essential analytics tool that will provide you with valuable consumer insights.

Below are 3 things to know about the Facebook Pixel.

#1. You can set up and track events

The Facebook Pixel tracks “events” which are actions taken by a site visitor. Knowing which events happen most frequently, why they happen and when they happen can help you increase conversions. There are three types of events you can set up:

  1. Standard events – These events are predefined by Facebook. There are 17 standard events Facebook provides the code and use-case for. These include common site actions like “add to cart”, “add payment info”, “purchase”, “contact”, etc.
  2. Custom events – These are any events you consider to be important outside of Facebook’s standard events. For example, maybe a user views a very specific page that you’re wanting to drive traffic towards.
  3. Custom conversions – specific events measured through creating custom information fields. For example, maybe a user submits a specific contact form on your site. You can track that by setting up the conditional logic within a custom conversion.

Data from the events you are tracking will be available to you on the Events Manager tab under your Facebook Business Manager account.

3 things to know about the facebook pixel

#2. You can create custom and lookalike audiences

The Facebook Pixel allows you to track visitors to your site or those interacting with your Facebook ads. With this information, you can create a custom audience and retarget past customers or re-engage users who may have visited your site but not completed a purchase.

With the data collected in the Facebook Pixel, you are able to serve ads of particular products that users may have specifically engaged with. This would be done through a product catalog strategy.

You can also use the Facebook Pixel to create an event-based lookalike audience. Facebook identifies common qualities and behaviors of users stored in your Facebook Pixel events and composes a list of new customers that are similar to your current audience.

Lookalike audiences expand your reach while maintaining a high likelihood of conversion, improving your ROAS (return on ad spend).

3 things to know about the facebook pixel

#3. It’s very easy to install

You can create and access your pixel through your Facebook Ads Manager. Once you have your pixel code, there are three ways to install it on your website.

You can manually install the pixel yourself. You only need access to your website’s header code. You can follow Facebook’s step-by-step instructions.

If you don’t have access to your website’s code, Facebook provides you with installation instructions that you can email to your developer.

If you are using an eCommerce platform like Shopify or Squarespace, you can install the pixel through that platform without having to edit your code directly.

Installing the Facebook Pixel Code might sound daunting, especially to those who don’t have any experience with web development. However, Facebook provides you with multiple resources to ensure you can easily set up this valuable data collection tool.


These are our outlined 3 things to know about the Facebook Pixel. Overall, if your business is advertising on Facebook, you should be using the Facebook Pixel. The pixel is an extremely valuable digital marketing tool that can help you better understand your website traffic and monetize the data through actionable marketing campaigns.

The data from your pixel will empower you to measure advertising performance and refine your strategy, improving conversion rates and optimizing ROI.

If your business is wanting to start advertising through Facebook or improve your current strategy, reach out to Untitled. We would love to help your business grow through data-driven decisions!

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Kramer Caswell

Author Kramer Caswell

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