Facebook Pixel

What Is Facebook Pixel?

The Facebook pixel is a snippet of JavaScript code designed to help site owners track the activity on their website. According to the “event” you choose to track, the pixel will react every time a person on your site performs that action and report it back to you. For instance, every time someone clicks on a specific ad.

Working as an analytics tool, the Pixel allows you to measure the effectiveness of your ads by understanding the actions people take on your website.

But, what does that mean?

Well, let’s take a closer look.

The Pixel works by loading a small library of functions that you may use every time a site visitor takes action (an event) that you may want to track (a conversion).

Then, you’re able to view (and analyze) these tracked conversions in the Facebook Ads Manager and the Facebook Analytics dashboard. As you receive this valuable data, you’ll be able to use it to measure the effectiveness of your ad campaigns.

What’s more, you may also choose custom audiences for ad targeting and improve conversion rates.

Benefits of the Pixel

You can use the pixel to:

  • Ensure that your advertisements are displayed to the right audience. Find new customers or people who may have visited a particular page or made a specific move on your site. 
  • Increase sales - e.g., setting up automatic bidding so you could reach people more likely to take the action you want them to, such as buying a particular product. 
  • Measure the real-time success rate of your ads - via calculated metrics and collected data. 

So, once you've set up the Facebook pixel, it will fire up every time a site visitor takes the action you’ve specified on your website. 

For example, the action could be a user adding a product to their shopping cart or purchasing.

The pixel will then receive data about these actions or events, and you’d be able to view the data on your Facebook pixel page in Events Manager. 

You could use this information as reliable business data to help you analyze conversion variables and understand your consumers better. You could even reach the same customers again through Facebook Ads.

How to Use Facebook Pixel

So now that you know how useful Facebook Pixel can be let’s look at how you can integrate it into your website and start using it to track visitor events and conversions.


Setting Up

Before anything else, you’ll need to set up the Pixel to work on your site. 

     1. Create a Pixel
  • Go to Events Manager.
  • Click Connect data sources and select Web.
  • Select Facebook pixel and click Connect.
  • Add your pixel name.
  • Enter your website URL to check for easy setup options.
  • Click Continue.


       2. Add the Pixel to Your Website

Once you've created your pixel, the next step is to add the Facebook pixel code to your website. Facebook provides users with three different ways to do this: manually, through partner integration, or by emailing instructions to your developer. 


Choosing An Event

Finally, after successfully integrating the pixel base code to your website, you can then set up “events” to track the activity of anyone who visits your site. It can be any action - or a number of them - that you care most about. 

To do this, you can either manually install the code on your site or use the point-and-click Event setup tool. Then, the last little step would be to make that your pixel is working properly, and you’ll be all set to go!

Key Takeaway

Overall, the Facebook Pixel is a convenient and great tool to help you measure site activity and assist in how effectively you run your Facebook ads. As you take these valuable site insights into account and specifically target narrow audiences with carefully designed ads, you’ll move a few steps closer to a successful digital marketing campaign.