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What Is Facebook Pixel? – Why Facebook Pixel Is So Important In Marketing?

Updated: Apr 20

Facebook has created an incredible and useful tool for marketers, which is known as “Facebook Pixel”. Facebook Pixel allows marketers to measure, optimize and monitor Facebook ads and build audiences for your advertising campaigns. This is the most effective tool that will help you to get the most out of your social advertising budget.

What is Facebook Pixel?

Facebook pixel is a piece of code that you put on your website.

According to Facebook

The Facebook pixel is a snippet of JavaScript code that collects data and allows you to track visitor activity and conversion from Facebook ads on your website. It works by loading a small library of functions which you can use whenever a site visitor takes an action (called an event) that you want to track (called a conversion).

It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads. The tracked conversions appear in the Facebook Ads Manager and in the Facebook Analytics dashboard, where they can be used to measure the effectiveness of your ads, to define custom audiences for ad targeting, for dynamic ad campaigns, and to analyze that effectiveness of your website's conversion funnels.

Why You Need To Set Up The Facebook Pixel?

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. This tool gives important information so you can create better and effective Facebook Ads, and better target your ads and eventually helps to improve Facebook ad conversion rate to get a better Return on Investment. Let’s see why you need to set up Facebook Pixel now.

1. Facebook Pixel can help you refine your ad strategy and calculate ROI. It shows you how visitor interacts with your website and measure cross-device conversions. It helps you to understand how your cross-device ads help influence conversions. With the help of Facebook Pixel, you can also track customers across their devices.


2. Optimize delivery to people who are likely to take action. Facebook Pixel make sure your ads are shown to the right people.


3. Custom Audiences are the definitive marketers' tool for creating incredible Facebook Ad campaigns. Dynamic ads help you automatically show website visitors the products that they've viewed on your website or related ones. Facebook Pixel creates custom audiences from website visitors.


4. Facebook Pixel and dynamic ads show targeted ads to visitors who already have visited your site. So, it can help to re-target those visitors again by showing ads for the exact product they have removed in cart or added to the wishlist on your site.


5. Facebook pixel helps you to create lookalike audiences so that you can get more potential customers. By using targeting data, Facebook will find people who have similar interests, likes and demographics to people who are already interacting with your website.


6. Facebook Pixel data allows you to optimize Facebook ads for specific conversions events with business goals on your website.


7. Facebook collect and evaluate data from buying website. Is the buyer buys the product from your site or not, how much they spend for it, Facebook collects and stores all data and helps optimize ad audience based on value and automatically show your ads to the people who are most likely to make high-value purchases.


8. Facebook Pixel provides access to more Facebook ad tools and matrices like web conversion campaigns, custom audiences targeting or dynamic ads.


9. It helps to learn about your website traffic. Get rich insights about how people use your website from your Facebook pixel dashboard.


What Are the Requirements of Facebook Pixel?

To implement the pixel, you will need:

  • Access to your website's code base

  • Your pixel's base code or its ID

  • Access to the Facebook Ads Manager

How Facebook Pixel Works?

When someone visits your website and takes an action (for example, buying something), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer took an action after seeing your Facebook ad. You'll also be able to reach this customer again by using a Custom Audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimization.

How to Use Facebook Pixels?

The Facebook pixel offers three core functions to help you get a better return on investment.

  1. Custom audiences from your website

  2. Custom conversions

  3. Standard events

1. Custom Audiences from Your Website


The Facebook pixel tracks the movement of any visitors on your website. It records which pages on site they visit, which pages they ignore, the time of the visit of the user. So, Facebook provides you a targeted group of people’s information. Using this information, you can re-target them, create ads to the targeted groups of people based on their activity and shared behaviors, which is called as custom audiences from your website. You can define your custom audiences from:

  • People who have visited your website in the past 24 hours.

  • People who have visited your website in the past 180 days but have not been back in 30 days.

  • People who have visited a specific page on your website.

  • People who have visited a specific page on your website but not another specific page.

2. Custom Conversions


Custom conversion is similar to how you create custom audiences. So, how to create custom conversion? Custom conversion is created by selecting a completion page and naming the conversion. The completion page is generally some kind of thank-you page. Example of custom conversions:

  • Thank you for shopping, your order is on the way.

  • Thanks for signing up, you’ll receive your first email from us shortly.

  • Thanks for your comment, here’s your free download.

You can choose the following categories to create custom categories.

  • Add Payment Info

  • Add To Cart

  • Add To Wishlist

  • Complete Registration

  • Initiate Checkout

  • Lead

  • Purchase

  • Search

  • View Content

3. Standard Events

Facebook has predefined a set of 17 standard events. You can simply copy and paste these standard Facebook event code. Facebook pixel standard events are:

  • Purchase: Someone completes a purchase on your website.

  • Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.

  • Complete registration: Someone completes a registration form on your site, such as a subscription form.

  • Add payment info: Someone enters their payment information in the purchase process on your website.

  • Add to cart: Someone adds a product to their shopping cart on your site.

  • Add to wishlist: Someone adds a product to a wishlist on your site.

  • Initiate checkout: Someone starts the checkout process to buy something from your site.

  • Search: Someone uses the search function to look for something on your site.

  • View content: Someone lands on a specific page on your website.

  • Contact: Someone contacts your business.

  • Customize product: Someone selects a specific version of a product, such as choosing a certain color.

  • Donate: Someone makes a donation to your cause.

  • Find location: Someone searches for your business’s physical location.

  • Schedule: Someone books an appointment at your business.

  • Start trial: Someone signs up for a free trial of your product.

  • Submit application: Someone applies for your product, service, or program, such as a credit card.

  • Subscribe: Someone subscribes to a paid product or service.

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