What Is A Facebook Pixel?


What is Facebook pixel?

The Facebook pixel is a piece of code that you place in the backend of your website (don’t worry, it’s easy, but your IT department can also help) that enables you to track, optimize, and build audiences for your Facebook advertising campaigns.

The Facebook pixel is used for 3 main functions:

  • Building Custom Audiences from your website for re-marketing.
  • Optimizing ads for conversions.
  • Tracking conversions and attributing them back to your ads.

Jumping ahead, here is a screenshot of my analytics for one of my Facebook pixels. It shows how many people visited my website:

My Facebook Pixel

To get the piece of code for YOUR business, you will need to have a Facebook page for your business. Then, follow these instructions:

  1. Log into your Facebook account and click the upside down triangle next to your name.
  2. Click on “Manage Ads”
  3. Next click on “Tools”
  4. Then “Pixels”
  5. Click on “View Pixels” if you’re able to insert this into your website yourself. If you’re not super tech savvy, email the code to your web developer (I am inexpensively hirable for this).

Where Does the Facebook Pixel Go?

If you want to track people coming to all pages of your website so you can target your Facebook ads to them later, place the Facebook pixel between the “head” tags of your website’s theme. By placing it in your site’s theme, the pixel will show up on every page on your site and you don’t have to manually place it individually on every page.

If you’re using WordPress, use a plug-in like Insert Headers & Footers, Headers & Footers or Facebook Conversion Pixel. These plug-ins make it really easy to add this pixel code to your site.

Why is Facebook Pixel important?

If you implement the Facebook pixel on your website, you can:

  • See what devices your customers come from.
  • Build audiences for website visitors to retarget or remarket to.

Pixels Devices

Using the Facebook Pixel for Retargeting

If you’re not already familiar with retargeting or re-marketing… you know how when you go to a property’s website and you visit it but don’t end up applying online? Then later that day you visit Amazon.com and you see an ad for that apartment community? That’s remarketing…and it’s awesome.

This is a short introduction to a Facebook Pixel. It is sometimes compared to Google Analytics but one thing Google Analytics does not offer that Facebook Pixel does is acknowledging users from device to device. Meaning, if someone looked at your webpage on their cell phone and then came home and looked at your webpage on their computer, Facebook Pixel views that as a single user and gives you more accurate analytics.

This article dives a little deeper into the difference between Facebook Pixel and Google Analytics.

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