One question that I’ve had a lot recently from people I’ve worked with, is ‘What is a Facebook Pixel?’ and ‘why do I need one?’, so I decided to put together a short post explaining this most wonderful of Facebook tools.

What is a Facebook Pixel?

The Facebook Pixel is a piece of code, which when it is uploaded to your website, enables you to track and analyse the actions that people take on your site. This is an incredibly powerful tool, as it gives you the power both to understand how well your marketing is performing and to target new, well-converting audiences.

Facebook generates your Pixel for you in your Business Manager page, for you to then add to the ‘header-txt’ of your website’s code. This isn’t as difficult as it sounds, but if you don’t feel comfortable doing it your web designer or social media agency should be able to do it for you.

what is a facebook pixel - facebook pixel - facebook advertising - tips - advice

What Does a Facebook Pixel Do?

Once you’ve uploaded your Facebook Pixel, it will track the behaviour of people who click through to your website from an advert. From the moment that they click through, your Facebook Pixel will monitor their activity and record it, for you to use later.

This means that if someone, for example, makes a purchase on your site, views a specific product or clicks on your ‘Contact Us’ page, you can set your Pixel up to monitor these actions as specific events.

This allows you to monitor whether the people who click through from your adverts are indeed converting properly as genuine leads, taking the action you want on your site – such as purchasing or contacting you directly.

With this knowledge, you can assess the impact that your advertising strategy is having for your business and make adjustments where needed.

For example, if you can see that an advert you’re running on Facebook has a very high click-through rate to your website, but those people aren’t taking your desired action, then it’s likely that your landing page isn’t aligned properly with your advert creative. You are then able to make the necessary adjustments to your landing page to begin converting these people into genuine leads or sales, something you couldn’t do without a Facebook Pixel installed.

what is a facebook pixel - facebook pixel - facebook advertising - tips - advice

What Can You Use a Facebook Pixel For?

There are a number of very useful ways that you can use a Facebook Pixel to monitor and enhance your Facebook advertising strategy. You can also build the data from your Facebook Pixel together with the data you already have on your customer (so long as they have opted-in to have their information used for marketing purposes!) to build even more specific marketing strategies.

Lookalike Audiences

One of the most useful ways you can use your Facebook Pixel is to build ‘lookalike audiences’ on Facebook. This essentially uses the data that your Pixel collects, once it has at least 100 hits, to build an audience of similar people on Facebook, turning what might have otherwise been a very cold audience into a warm one.

Advert Conversions

Having a Pixel installed on your website enables you to create adverts which are optimised for conversions rather than simply traffic or engagement. This can decrease your cost-per-click and increase your conversion rate. Facebook uses your Pixel to show your advert only to the people who are most likely to, for example, click through to your website, load a landing page or buy a product.


Possibly my favourite use of the Facebook Pixel is your ability to use it to retarget the people who are most interested in your product or service. Create an audience on Facebook from the people who have clicked on a specific product or section of your website and build an advert specifically to target those people. By doing this, you’re no longer targeting a cold audience, you’re targeting a group of people who have already expressed interest in what you offer!

what is a facebook pixel - facebook pixel - facebook advertising - tips - advice

What Can a Facebook Pixel Track?

Whilst the general Facebook Pixel tracks page views on your site, you can also add specific events to track what your user gets up to when they visit your website.

  • View content – this is where it tracks specific pages such as products or services.
  • Search – where it tracks what people search on your site (e.g. products)
  • Add to cart – use it to track people who add products to their cart but don’t check out.
  • Add to wishlist – track when users add a product to their wishlist and target them with that product.
  • Initiate checkout – use it to monitor when someone begins to check out but doesn’t complete the payment, then target them encouraging them to finalise the purchase.
  • Add payment info – if someone gets as far as adding payment info but doesn’t complete you can target them to encourage them to finish.
  • Make a purchase – you can track when someone lands on the ‘confiramtion’ page for purchasing a product and use this information to target them with similar products or services.
  • Lead – monitor people who fill out forms or submit information on your site.
  • Complete registration – if someone registers on your site you can build audiences from this information.

Why You Need a Facebook Pixel

If you’re not already convinced, let me stress that in today’s modern marketing world EVERYONE needs a Pixel installed on their website. That goes for every kind of website, whether you’re in e-commerce or promoting a charity.

Having a Pixel is about much more than simply pushing your product or service to the people who are interested in it, although that’s very important, it’s about having full control of where and how you’re spending your hard-earned money.

Closely monitoring and adapting your advertising strategy using your Facebook Pixel could save you thousands, if not tens of thousands of pounds per year by helping you to avoid targeting the wrong people with your adverts.

Hopefully, I’ve succeeded in answering your question – ‘What is a Facebook Pixel?’ and gone some of the way in explaining why you need one, however…


what is a facebook pixel - facebook pixel - facebook advertising - tips - advice