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Facebook Pixel: What It Is And How It Works

Everything you need to know to use and manage the Facebook Pixel best. It is possible to measure advertising campaigns on Facebook, optimize them, and define their audience through a simple code called Facebook Pixel or Facebook Pixel. It is one of the essential tools that all those who want to make the most of their investments in Facebook Ads should know, i.e., the advertising tool of Mark Zuckerberg’s social network. In this complete guide dedicated to the Facebook pixel, we will better define what it is, what it is for, and how this tool works so that we can benefit from all its many advantages.

Facebook Pixel: What It Is, What It Is For, And How It Works

The Facebook pixel is a tool for collecting statistical data that allows you to measure the effectiveness of advertising carried out on the social network, offering the possibility of understanding what actions users perform on the website of the activity. More concretely, it is a fragment of code that can be inserted into your website and works by activating cookies used to monitor user interactions with advertising campaigns on Facebook Ads and with the website. Specifically, with the Facebook pixel, it is possible to follow users’ interactions with the website after the same users have viewed the advertisement on the social network.

Through this tool, it is possible to monitor the actions performed by users on all their devices to understand their behavior and purchasing path better and thus refine their social advertising strategy. The mechanism is simple: when a user visits the website and performs an action (for example, a purchase), the Facebook pixel is activated and records the action. In this way, knowing when the user has taken action after seeing the ad on Facebook, it is possible to reach the same user by creating a custom audience. However, the features of the Facebook pixel are many. 

As mentioned above, it collects all the data necessary to measure the conversions of advertising campaigns on Facebook Ads, optimize the campaigns themselves, create new target audiences, and retarget users who have already interacted with the site or with Facebook Ads. In this latter regard, for example, thanks to the Facebook Pixel, it is possible to show a potential customer the ad relating to the specific product he left abandoned in his cart or added to his personal wishlist. 

Starting from the information provided by the Pixel, it is also possible to build a so-called similar audience of users with tastes, interests, and ages similar to those of users who have already interacted with the website to choose the right target for your Facebook advertisements. Among the other features of the Facebook Pixel there is, then, the one that allows you to optimize the audience of a Facebook Ads campaign based on value, i.e., automatically showing the ads to people who, based on data on purchases and spending levels, they are more likely to make higher value purchases. 

Thanks to the information provided by the Facebook Pixel, it is possible to create more effective Facebook Ads campaigns aimed at a tailor-made audience based on the information available. The more conversions on the website increase, the greater Facebook’s ability to show ads to people likely to take certain actions. This is referred to as conversion optimization. Among the specific benefits offered by the Facebook Pixel are the ability to make sure that ads are shown to the right people, to increase sales, and to measure ad results (by analyzing what happens after people view them).

How To Use Facebook Pixels

Installing the Facebook Pixel on your website, also thanks to the instructions provided by the social network itself, is a quick and simple procedure, provided that whoever performs it is somewhat familiar with the tool. In the absence of adequate technical skills, the general advice is to contact a professional.

How To Create

To create a Facebook Pixel, you must have a website dedicated to your company/business and be able to update its code. The first step of the creation process is to access the Pixel tab in event management. From there, you need to click “Create a Pixel,” read the instructions on how this tool works and then click “Continue.” Once these first steps are complete, you can name your Pixel. Then, you have to enter the URL of the website and click on “Continue.”

How To Add

Once you have created the Facebook Pixel, you must add it to your website. There are three installation options:

  1. manually adding the Pixel code to the website
  2. using a partner integration
  3. instructions by email

If you choose the first option, the steps to follow are:

  1. Locate the website header code.
  2. Copy all the Pixel code and paste it into the website header.
  3. Click on the button to activate or deactivate the search for advanced matches.
  4. Verify that the code works correctly.

This last step is possible thanks to the “Send test traffic” function. Suppose you choose to use a partner integration. In that case, you must instead access the “Pixels” tab in Event Management, click on “Configure the Pixel,” click on “Use a partner integration,” select a partner from the list, and finally follow the on-screen setup instructions. If someone else updates the code on the website, you can email them the Facebook Pixel setup instructions. You need to:

  1. Access the “Pixel” tab in Event Management.
  2. Click on “Configure the pixel.”
  3. Click on “Send instructions by email.”
  4. Enter the recipient’s email address.
  5. Click on “Send,” located at the bottom of the page.

How To Set Up Events

Once you’ve added the Facebook Pixel base code to your website, you can configure events to measure the most important actions based on your specific analytics needs. Events are the actions performed by users on the website. A typical example of an event is a purchase. Parameters provide additional details about these stocks, such as the purchase price. Standard events are default actions that Facebook recognizes and supports in its advertising products. 

On the other hand, custom events are actions not covered by Facebook’s formal events. Custom events can be used to create custom audiences but not for optimization or attribution unless associated with a custom conversion. There are two alternatives for configuring events: you can do it manually or by using the point-and-click event configuration tool. 

In the first case, access the “Pixel” tab in Event Management, click on “Configure the pixel,” click on “Install events using the code” in the “Add event code” screen, click on the event you want to configure, select “Track event on page load” or “Track event on online action,” add event parameters (such as currency) to measure other information about the event, and finally, copy the event code and paste it on the relevant page of the website. The second option, using the so-called point-and-click event configuration tool, is adding events to the website without additional code.

How To Verify The Correct Operation

You can verify that you installed the Pixel and events correctly during and after setup. While configuring the Pixel, you can check that the Pixel’s base code is correct, verify that you have added the event code in the right place, and ensure that the standard event codes are written correctly. After configuring the Pixel, however, you can use the “Test events” tool to make sure you have configured the events correctly, check the “Diagnostics” tab in Event Manager to identify and resolve any problems related to event configuration, download “Facebook Pixel Helper” (if you cannot log into the ad account with the Pixel to be tested) and access a web page where the entire pixel base code including the “Page View” event has been installed.

Before using it, you must ensure that the Facebook Pixel is installed and active and that you have added standard actions to the code on all the pages you want to monitor and optimize based on the actions performed. You can use this tool for conversion optimization and conversion tracking. To optimize for conversions and register the effectiveness of the advertisement on Facebook Ads, it is necessary to select the Pixel during the campaign’s configuration through the advertisement creation tool and the Power Editor. A few hours after the publication of the campaign, it will be possible to check the results of the conversions and observe the data on the traffic to the website.

Also Read: How To Check A Site’s Ranking On Google


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