Facebook Pixel

What is the Facebook Pixel?

The Facebook Pixel is a piece of code you place on your website to track visitor actions. It shows you how people interact with your site after clicking your ads and helps measure conversions. Pixel data also lets you build audience segments for retargeting and improve the performance of your campaigns.

How does the Facebook Pixel work?

When cookies are enabled, the Pixel records how visitors engage with your website. For example, someone might browse your site, look at a service, then leave without buying. Later, they may see ads reminding them about the service, bringing them back to complete the action.

Since most visitors do not convert on their first visit, retargeting through Pixel helps businesses recover lost opportunities and improve results.

Why install the Facebook Pixel?

The insights from Pixel data can help you:

Measure conversions across devices
Deliver ads to people most likely to act
Automatically create retargeting audiences
Build custom audiences based on specific actions
Gain audience insights such as demographics and behavior
Create lookalike audiences that resemble your best customers

How to install the Facebook Pixel?

1. Create a Pixel

Go to Ads Manager, then Events Manager. Select Connect a Data Source, choose Web, and pick Facebook Pixel. Add the details to create it.

2. Add Pixel to your site

Manual install: Copy the Pixel code and place it in your site’s global header.
Partner integration: Select your platform partner in Events Manager and follow instructions.
Developer install: Send the Pixel setup instructions by email to your developer.

3. Set up events

Use Facebook’s Event Setup Tool to define actions you want to track, such as purchases, sign-ups, or form submissions. Verify installation with the Facebook Pixel Helper, which checks for errors and confirms that data is being recorded.

Ad targeting with Pixel data

Lookalike audiences

Use Pixel data to reach new people who share traits with your existing customers.

Custom conversions

Create conversions based on actions like reaching a thank-you page after purchase. Assign names and values to track performance and optimize campaigns.