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Facebook Pixel | A helpful Illustrative Marketers Guide

Facebook Pixel

The data collected using your Facebook pixel code can help you reach the right people by targeting website visitors who have taken particular actions—such as making a purchase—or by creating ‘lookalike audiences’ who exhibit similar browsing behavior to your best customer. Ultimately, this kind of targeted advertising will help you optimize your ads for better conversions because your ads will be reaching the people who have shown they are most likely to spend money on your site.

Facebook Pixel

What is Facebook Pixel?

The Facebook Pixel is a tool that helps you analyze the effectiveness of your Facebook ads by tracking the actions of visitors to your website.

In order to use the Facebook Pixel, you will need what is known as a pixel code. This code will track the actions of your website visitors and collect data that will help you refine your target audience when creating a Facebook ad.

Uses of Facebook Pixel Code

You can also start using the pixel with other advertising products such as:

  • Dynamic Product Ads– Track events on your website and optimize the display of items from your product catalog in Facebook Ads.
  • Website Custom Audiences– Build targeted segments of your website visitors based on the pages they visit or the actions they take on your website for usage in your Facebook Ads.
  • Conversion Tracking– Use Facebook pixel’s standard events or custom conversions to track the actions your visitors take that you care about for usage in conversion tracking and optimization.

Advantages of using a Facebook pixel

There are a number of means you could use information accumulated from Facebook pixel tracking to improve your Facebook advertising strategy :

Track conversions

The Facebook pixel allows you to keep an eye on just how people engage with your site after watching your Facebook ad.

You could also track clients across their tools so you understand, for example, if individuals tend to see your ads on mobile but switch over to a desktop computer prior to buying– or possibly it’s the other way around. This information could assist you to refine your advertisement method and determine your return on investment.


Pixel tracking data permits you to show targeted advertisements to individuals who have currently seen your website. You can decide to obtain really granular below– for instance, you could reveal people an advertisement for the precise product that they abandoned in a shopping cart or contributed to a wishlist on your internet site.

This ability is why you need to create a Facebook pixel now, even if you’re not using Facebook ads yet– so you have retargeting capabilities from your first Facebook advertisement.

Produce lookalike target markets

Facebook could utilize its targeting data to assist you to develop a lookalike target market of people that have comparable sort, rate of interests, and demographics to individuals who are currently interacting with your site, aiding you to increase your potential client base.

Run efficient ads

Utilizing a Facebook pixel could make your advertisements a lot more effective by boosting the quality of the advertisements you run, and also by boosting the targeting of the people who see them.

In addition to improving your ads based on tracking their performance, you can make use of Facebook pixel information to guarantee your advertisements are seen by the individuals who are most likely to take your preferred activity.

For some examples of companies utilizing the Facebook pixel properly, take a look at our message 5 Surprising Ways to Maximize Your Facebook Ads.

How Does Facebook Pixel Work?

Maybe you are conversant with Google Analytics – With Google Analytics, you can track the number of times a specific page is being viewed. This also works for images – also with Google Analytics, you can tell how many times a specific image has been seen.

Facebook pixel works pretty the same. The pixel is a transparent, 1×1, unique image file that can be embedded on pages outside of Facebook (unique = 1 per advertiser account). That image file, however, sits on Facebook servers. So, each time it is loaded, it increments counters on Facebook’s side.

So each time a user accesses Facebook, using a specific browser, machine, and IP address, this generates a signature that Facebook matches to that user. If the same user uses several devices and several browsers, and don’t we all, all of these combinations can be associated with one, the single user.

More so each time the pixel file is being seen by a user… Facebook servers can see which browser is used, which machine and which IP address. In other words, they are able to reconstruct that signature – they know which Facebook user has seen the pixelAs long as a user accesses the page that has a pixel in a way that they used once to log on Facebook, they can be identified and matched to a Facebook ID.

However, when the pixel is seen, the Facebook server is also aware of what page it is. Information on the page can determine what action the user was performing.

User’s action can be known like: who are the users who checked a given product in the last 2 weeks but didn’t purchase it? And advertisers can show an ad to that specific group. And that ad can be cross-platform: if you’ve checked a pair of shoes on your phone while in the bathroom (… it’s ok we all do that) but didn’t click play because you couldn’t see well enough, you can get an ad for that same pair of shoes next time you connect to Facebook on a computer.

How to use the Facebook pixel

You can use Facebook pixel to collect data on two different kinds of events.

  1. Facebook has predefined a set of 17 standard events.
  2. You can set up custom events yourself.

An “event” is simply a specified action that a visitor takes on your website, like making a purchase.

What are Facebook pixel standard events?

There are 17 standard Facebook pixel events for which you can simply copy and paste the standard Facebook event code 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 a 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.

You can also add more details to standard events using extra bits of code called parameters. These allow you to customize the standard events based on:

  • How much a conversion event is worth
  • Currency
  • Content-type, or ID
  • Basket contents

For example, you could use Facebook pixel tracking to record views of a specific category on your website, instead of tracking all views. Perhaps you want to separate dog owners from cat owners based on which sections of your pet supply website they viewed.

How does pixel help in converting impressions into customers?

Prior to everything, the Pixel enhances the quality of your advertisements being run on Facebook.

It personalizes every customer’s advertisement viewing experience to ensure that the right ads go to the right guy at the right time and place.

Also, Pixel brings customers with similar interests and online purchase preferences together under one common radar, hence increasing the possibility of a transaction being finally made while cutting on the costs simultaneously.

Such groups of audiences are known as lookalike audiences.

How to Create Facebook Pixel

This step also helps in multiplying the degree of customer base, which means more business.

Step 1

Go to Your Pixel Tab Manager on Facebook & Create a Pixel.

Open Facebook Ads Manager and click the top menu button (with the three lines on it) and select Pixels from the Assets column or you can go directly to the pixel page.

In Facebook Ads Manager, click Pixels in the Assets column.

On the next page, click Create a Pixel

Add a name for your pixel and click Next.

Step 2

Now add a Facebook pixel to your website. Search for </head> in your website’s code and paste the pixel code above that! Now click Send test traffic to check if the code is working properly or not.

Step 3

If you’ve completed the above process then add an event to track specific things that you want the data to capture.

  • Go to Pixels Tab In Event Manager and click on setup Pixel
  • Then click on the Option “Install Code Manually” and click continue then install events.
  • Now select the options you want the data to be tracked.
  • Now on the next screen, select the option that looks appropriate to you. Page Load for impression tracking and inline action for click tracking
  • Then Add event parameters accordingly
  • Copy the event code and paste it on the desired pages on your website.
  • For page, load events paste the code before </body> and for inline actions add it between the script of the button or action you want to track.

Note: You can use a Tag Manager plugin to install the pixel if you’re using a third-party website that supports this kind of integration

Facebook Pixel Shopify

You can use the Facebook Pixel to keep track of all the traffic coming into your Shopify store. By integrating the Facebook pixel with your Shopify store to help you understand customer behavior and traffic.

How to use Facebook Pixel in your Shopify Store

  1. From your Shopify admin, go to Online Store > Preferences.
  2. In the Facebook Pixel section, add your Facebook pixel ID (If you’re adding a pixel for the first time, then enter the Facebook pixel ID)
  3. Click Save, that’s all.

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