Facebook pixel: what is it and how to use it. A complete guide

Facebook pixel
Dmytro Polishchuk
Dmytro Polishchuk
Content writer and blog editor at PromoRepublic
≈ 4 min read
Upd. on: 2 Aug 2021

If you are using Facebook ads or plan to use them in future we need to inform you that there is one key tool you should start using right now to get the most out of your social and budget: the Facebook pixel.

Facebook pixel-minWhat is a Facebook pixel?

We can`t start talking about a new thing without an explanation. In simple words, Facebook pixel is a special code placed on your website. It helps you to track conversions from Facebook advertisements, optimize and that are based on collected data, build targeted audience and remarket to qualified leads – people who have already made an activity on your website or page.

It works by placing and triggering cookies to track users who are visiting your website and click on your Facebook advertisements.

Why should you use Facebook pixel for your business?

Sometimes people don`t want to use something that is new for them. However, Facebook pixel has a number of advantages that could help you in your social media activity. Let`s take a look on them.

Tracking conversions

With Facebook pixel, you are allowed to watch how people interact with your website after viewing your Facebook ad.

There is also an option of tracking users across their devices, so you know, for example, if people tend to see your advertising posts on smartphone but switch to a desktop before making a purchase. However, it may be the other way around. In this article you will find all needed information that will help you to refine your advertising strategy and calculate your return on investment.


Pixel tracking data allows you to show targeted advertisements to people who have already visited your website. You can show them an ad for the exact product that was abandoned during the shopping process or that was added to their wishlist. In most cases people will pay attention to such advertisement after seeing it.

Creating lookalike audiences

Facebook has an option of using it`s targeting data to help you build a lookalike audience of people with the same likes, interests and demographics to people who have already made an interaction with your website. Such option could help you to expand your potential customer base.

Running effective advertisements

The process of using Facebook pixel in your social media activity could make your advertisements more effective. How? You are improving a quality of ads and the targeting of audience who see these ads.

In addition, you can use Facebook pixel data to ensure your advertisements are seen by the people who are most likely to take your desired action.

The methods of using a Facebook pixel

You are able to use Facebook pixel tracking to collect information on two different kinds of events: a set of nine standard events that Facebook has predefined and custom conversions that should be set up by yourself. When we say the word “event”, we mean a specific action that could be performed by user on Facebook. Here we have a few examples of the most common events:

  • Viewing content. When someone lands on a page on your website.
  • Someone is using the search function to find something on your site.
  • Adding to cart. Someone adds a product to his shopping cart on your website.
  • Adding to wishlist. Someone adds a product to his own wishlist on your website.
  • Initiating a checkout. Someone performs a checkout process to make a purchase on your site.
  • Adding payment info. Someone enters his own payment information in the purchase process on your website.
  • Making a purchase. Someone completes a purchase on your website.
  • Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
  • Completing a registration process. Someone registers on your website, such as for a subscription product.

Custom conversions

You can use custom conversions events instead of standard events or just to collect more details than Facebook pixel standard events can provide.

Custom conversions are URL rules based on specific URLS or URL keywords. To give you a better understanding of the situation, we will take one example. You can use Facebook pixel to track the number of views of a specific category of merchandise on your website, instead of tracking views of all content using the “view content” standard event – perhaps to separate car owners from motorbike owners based on which section of your transport website supply they view.

You can create Facebook pixel custom events by adding a bigger number of details to standard events using additional bits of code that are called parameters. These allow you to customize standard events based on:

  1. How much a conversion event is worth.
  2. The name, ID and category of the product.
  3. The number of items that were added to people`s shopping lists.
  4. A specific search strings.
  5. The status of registration.

How to create a Facebook pixel?

This will be a short step-by-step guide of creating a Facebook pixel for your business account.

First, you should open the Facebook Ads Manger and after clicking on a hamburger icon choose “Pixels”.

Then, click on the button “Create a pixel”. Pick a name for your pixel, accept the terms and click “Next”. Remember that when you will be choosing a pixel name, it will be one pixel for each ad account, so the name should represent your business, not a specific campaign.

Then you need to add pixel to your Facebook page and start working with it. To make sure that everything is working well, you can download a Facebook Pixel Helper from extension from Google Chrome. There will be an instruction about using this extension and checking your pixels.


So, that is it. Now you know everything about Facebook pixel, how it works and how it could be used for different marketing targets. There are many nuances in this sphere, but right here we give you detailed information about it. We hope you will use our article while working with Facebook pixel.


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