What is a Facebook pixel?
If you’re using Facebook ads—or you plan to use them in the future—there’s one key tool you should start using right away to get the most out of your social ad budget: the Facebook pixel.
A Facebook pixel is code that you place on your website. It helps you track conversions from Facebook ads, optimize ads based on collected data, build targeted audiences for future ads, and remarker to qualified leads—people who have already taken some kind of action on your website.
It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.
Benefits of using a Facebook pixel :
There are several ways you can use data collected from Facebook pixel tracking to refine your Facebook advertising strategy.
Pixel tracking data allows you to show targeted ads to people who have already visited your site.
2.Create lookalike audiences.
Facebook 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, helping you expand your potential customer base.
3.Run effective ads.
Using a Facebook pixel can make your ads more effective by improving the quality of the ads you run, and by improving the targeting of the people who see them.
How to use a Facebook pixel ?
You can use Facebook pixel tracking to collect data on two different kinds of events: a set of nine standard events that Facebook has predefined, or custom conversions that you set up yourself. An “event” is simply a specified action that a visitor takes on your website.
How to create a Facebook pixel and add it your website ?
Step 1: Create your pixel
1. From your Facebook Ads Manager, click the hamburger icon (≡) and choose Pixels.
2. Click Create a Pixel.
3. Name your pixel, accept the terms, and click Next. When choosing the pixel’s name, keep in mind that you only get one pixel for each ad account, so the name should represent your business, rather than a specific campaign.
Step 2: Add the pixel code to your website
1. Click Copy and Paste the Code.
2. Copy and paste the pixel base code into the header code of your website—that is, post it after the <head> tag but before the </head> tag. You need to paste it into every single page, or into your template if you’re using one. When you’re finished, click Next.
3. Copy the appropriate event code based on the actions you want to track on your website. For custom conversion code, click Custom Event. This Facebook help article can help you figure out which type of setup is best for you: basic, recommended, or advanced.
4. Paste the event code in the appropriate location on your webpage based on the action you want to track. It should go just below the </head> tag for a new page that opens as a result of the tracked action (like a thank you page). Or, you can attach the code to specific HTML elements like buttons that trigger actions within a page. When you’re done, click Next.
Step 3: Confirm your Facebook pixel is working
1. Download the Facebook Pixel Helper extension for Google Chrome.
2. Visit the page where you have installed the Facebook pixel. If the extension finds the pixel, the </> icon will turn blue, and a popup will indicate how many pixels are found 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.
Note: The current Facebook pixel combines two older pixel versions: the conversion tracking pixel and custom audience pixel. Facebook discontinued the conversion tracking pixel on February 17, 2017. If you were using the Facebook conversion pixel, you’ll need to switch over to the new Facebook pixel. You can learn how to do so in this Facebook business help article. If you were using the old custom audience pixel, these instructions for Facebook pixels explain how to upgrade to the new version.