Facebook Pixel: Why and How to use it? https://storage.unitedwebnetwork.com/files/370/ccd46d32e6df75dc7e961ccc035bf7d5.jpg

Facebook Pixel

If you are a user of Facebook ads or if you are planning to use them in the near future for the expansion of your business organization, then Facebook Pixel is the one key tool you should start using right away. The Facebook Pixel will help you get the most out of your budget on social media advertisements.

What are Facebook Pixels?

The Facebook pixel refers to the code that you generally place on your business website. Facebook Pixels collects data that would help you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.


Facebook Pixels works by placing and triggering cookies which in turn is used to track users as they interact with your website and your Facebook ads.

Why do you need Facebook Pixel?

The Facebook pixel tends to provide all the important relevant information that you can use to make better Facebook ads for your business organization. Facebook tracking pixel data helps ensure your ads are seen by the correct target group of the business organization- people who are most likely to take your desired action. This allows you to improve your Facebook ad conversion rate and get better ROI.

Here are just a few ways through which the Facebook pixel can help improve your Facebook marketing results

Use Facebook conversion tracking

The Facebook Pixel helps you to see how people interact with your website in the end after viewing your Facebook ad.

Facebook Pixels can track targeted or potential customers across various electronic devices.For example, if people tend to see your Facebook ads on mobile devices but switch to the desktop before buying, or the other way around. This information helps the business organization refine the ad strategies and calculate the correct return on investment.

Create a group of people with a similar interest type of people

Facebook Pixel can use its targeting data to help you build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website. This can help expand your targeted and potential customer base for your business organization.

Use the Facebook retargeting pixel

Using the Facebook retargeting pixel data and dynamic ads would help you to show the targeted ads to the targeted group of people who have already visited your site. Say, for example, the Facebook retargeting pixel will show the people an ad for the exact product that they abandoned in a shopping cart or added to a wishlist on your website.

Optimize the Facebook Ads for value

Facebook collects data and information on who buys from your site and how much they spend. As a result, Facebook ads audiences are optimized based on the value. Asa result, your ads will automatically be shown to the people who are most likely to make high-value purchases thereby increasing the revenue for your business organization.

Facebook Pixel can help to optimize the various Facebook ads for conversions

With the help of Facebook tracking pixel data, Facebook ads are optimized for specific conversion events on your website that align more closely with business goals, like purchases and sign-ups. Without Facebook pixel, the only conversion you can optimize for is the link clicks.

Facebook ads help to gain access to more Facebook ads tools and metrics

In order to enjoy the web conversion campaigns, custom audiences from your website, or dynamic ads all you have to do is install the Facebook pixel. Facebook Pixel helps to track metrics like cost per lead or cost per conversion.

How to use Facebook Pixel?

You can use Facebook Pixel to collect data on two different kinds of events-

Firstly, Facebook has predefined a set of 17 standard events.

Lastly, You can set up custom events yourself for your business organization.

An “event” is simply refects to the specified action that a visitor takes on your website which may include making a purchase.

Facebook pixel standard events

The 17 standard Facebook pixel events for which you can simply copy and paste the standard Facebook event code are:

Purchase: When someone completes a purchase on your website.

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

Complete registration: When someone completes a registration form on your site, such as a subscription form.

Add payment info: When someone enters their payment information in the purchase process on your website.

Add to cart: When someone adds a product to their shopping cart on your site.

Add to wishlist: When someone adds a product to a wishlist on your site.

Initiate checkout: When someone starts the checkout process to buy something from your site.

Search: When someone uses the search function to look for something on your site.

View content: someone lands on a specific page on your website.

Contact: When someone contacts your business.

Customize product: When someone selects a specific version of the product, such as choosing a certain color.

Donate: When someone makes a donation to your cause.

Find a location: When someone searches for your business’s physical location.

Schedule: When someone books an appointment at your business.

Start trial: When someone signs up for a free trial of your product.

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

Subscribe: When someone subscribes to a paid product or service.

Facebook pixel custom events

In order to collect more details than Facebook pixel standard events can provide, you can use the Facebook pixel custom events.

Facebook pixel custom events use URL rules based on specific URLs or URL keywords.

How to create a Facebook pixel and add it to your website?

Now that you are aware of the various functions and uses of a Facebook pixel, it is time to learn how to create your pixel and put it to work on your website.

Step 1: Create your own pixel

Click the hamburger icon (≡) in the top lefts from your Facebook Events Manager, and choose Pixels option. Click the green color “Create a Pixel” button. Enter the name of your pixel, enter the website URL, and then click Create.

While deciding upon the pixel’s name, you should keep in mind that with Events Manager you only tend to get one pixel for each ad account. The pixel name should represent your business, rather than a specific campaign. In order to enjoy more than one pixel per ad account, Facebook Business Manager should be used.

Step 2: Adding the pixel code to your website

In order to start the pixel to work, you now need to install some code on your web pages.

Firstly, click Manually Install the Code Yourself.

Secondly, Copy-and-paste the pixel code into the header code of your website. That is, post it after the

tag but before the (head) tag. You need to paste it into every single page, or into your template if you’re using one.

Lastly, select the automatic advanced matching. This option helps to match hashed customer data from your website to Facebook profiles. This lets you can track conversions more accurately and create larger custom audiences for your business organization thereby increasing the brand value.

In order to check if you have installed the above code correctly, enter the website URL and click “Send test traffic”

Click continue after the Facebook pixel is tracking activity

Step 3: Track the correct events for the business organization

Select the correct event from the list of 17 standard events that you would like to track using the toggle buttons

In order to track events from the Facebook pixel custom events, head to the Facebook Events Manager and choose Custom Conversions from the top left menu. Then, click Create Custom Conversion to define your custom conversion event using the correct URL rules.

Step 4: Confirm your Facebook pixel is working

Before depending upon the on the data from your Facebook pixel, one should test if it is tracking properly or not. In order to do that one needs to add the Facebook Pixel Helper extension to the Google Chrome browser. After that visit the page where Facebook pixel had been installed. If the extension finds the pixel, the extension icon will turn blue, and a popup will indicate how many pixels it finds on the page. The popup will also tell you if your pixel is working properly. If not, it will provide error information so you can make corrections.

Step 5: Add pixel notice to your website

According to the Facebook Terms and Conditions, one needs to provide clear notice that you’re using the Facebook pixel and that their information may be collected through cookies or other methods. You also need to let users know how they can opt-out of having their data collected as per their choice.


As a team of well-qualified consultants, BitQuest is always strategizing and implementing effective marketing solutions for better customer engagement for your business organization in order to take it to the next level! Visit the official website for more information.