Facebook Pixel: What is it and why use it?

Digital Marketing 20 December 2023

The Facebook Pixel is an essential tool for any digital marketer looking to optimize their advertising campaigns and better understand their audience’s behavior.

This information is crucial to effectively track conversions, optimize ads, build custom audiences for future campaigns and remarketing, and gain deep insights into how users interact with your website.

In this article, we explain what the Facebook Pixel is, why it is an indispensable tool for marketers and how you can implement it to transform your online advertising strategies.

What is Facebook Pixel?

Facebook Pixel

Facebook Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. It works through a code that you install on the pages of your website.

Once installed, the pixel tracks and records certain actions performed by users on your site, known as “events”. These events can be anything from viewing a page to making a purchase.

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Why do you need to configure the Facebook Pixel?

Setting up the Facebook Pixel is crucial to any digital marketing strategy using Facebook for several key reasons:

Conversion tracking

The Pixel allows you to track how users interact with your website after clicking on your Facebook ads. This is essential to understand which ads are generating purchases, downloads, registrations or other valuable actions for your business.

2. Ad Optimization

With the information gathered by the Pixel, you can optimize your ad campaigns to be shown to the people most likely to take the desired action, such as buying a product or signing up for a service.

3. Creation of personalized audiences and retargeting.

You can use Pixel data to create custom audiences based on user behavior on your website, allowing you to specifically target people who have shown interest in your products or services.

This is particularly effective for retargeting campaigns, where you can target users who visited your site, but did not complete an action.

4. Accurate ROI measurement

The Pixel provides detailed data that helps you understand the ROI of your advertising campaigns, allowing you to evaluate their effectiveness and make adjustments based on real data.

5. Obtaining insights on user behavior

By tracking how users interact with your site, you can gain valuable insights into their behavior. This information may be used to improve the user experience on your website and to inform other marketing and product decisions.

6. Adjustment of marketing strategies

With the data obtained, you can adjust your marketing strategies to focus on what works, eliminating or modifying tactics that are not effective.

Standard Facebook Pixel events

Facebook Pixel

Standard events are essential to measure and optimize your Facebook ad campaigns. Here are some of the most common standard events:

  1. ViewContent: This is recorded when a user visits a page on your website, such as a specific product page. It is useful to measure interest in certain pages or products.
  1. Search: It is activated when a user performs a search on your website. This event is relevant to understand what users are looking for and how to adjust your offer or content strategy.
  1. AddToCart: It is registered when a user adds a product to their shopping cart. It is crucial for understanding purchase interest and for retargeting strategies.
  1. AddToWishlist: Similar to the AddToCart event, but is used when a user adds a product to their wishlist.
  1. InitiateCheckout: Fires when a user starts the checkout process. It is an important indicator of purchase intent.
  1. AddPaymentInfo: Logged when a user adds payment information. This event is a strong indicator that the user is close to finalizing a purchase.
  1. Purchase: Perhaps the most important event, it is triggered when a purchase is completed. It is vital to measure the ROI of your advertising campaigns.
  1. Lead: Used when a user shows interest in your product or service, such as by subscribing to a newsletter or filling out a contact form.
  1. CompleteRegistration: This event is logged when a user completes a registration form on your site, such as for a user account or a subscription.

These events enable detailed segmentation and analysis of user actions on your website, helping you to fine-tune your advertising campaigns to meet your objectives.

How to use the Facebook Pixel?

Using Facebook Pixel effectively is key to improving your digital marketing campaigns. Here are several steps and strategies to get the most out of this tool:

Installation and configuration

2. Standard and customized event tracking

3. Creation of Custom Audiences:

4. Optimization of campaigns for conversion

5. Data analysis and adjustments

6. A/B Testing

7. Remarketing

8. Data privacy compliance:

How to create a Facebook pixel?

Creating a Facebook Pixel is a relatively simple process and is done through the Facebook Ads Manager. Here I explain the steps to do it:

1. Access the Facebook Ads Manager:

Go to the event manager:

3. Create a new pixel:

4. Name your pixel:

5. Configure the pixel:

Facebook will offer you several options to install the pixel code on your website. These include:

6. Installation of the pixel code:

7. Verify the installation of the pixel:

8. Configure events:

9. Checking and testing:

Creating and properly configuring a Facebook Pixel is essential to maximize the performance of your Facebook advertising campaigns, as it allows you to track, analyze and optimize your ads based on user behavior on your website.

Examples of Facebook Pixel

facebook pixel

Examples of how Facebook Pixel is used cover several common scenarios in digital marketing, demonstrating its versatility and power to optimize ad campaigns. Here are some practical examples:

E-commerce Conversion Tracking:

An online store installs Facebook Pixel to track purchases. When a customer completes a purchase, the ‘Purchase’ event is triggered, allowing the store to measure the effectiveness of its ads based on actual sales generated.

Retargeting campaigns:

A travel website uses the Pixel to identify users who have searched for flights but have not completed a booking. It then launches a retargeting campaign on Facebook specifically targeting these users, showing them personalized ads promoting flight deals.

Ad Optimization for Lead Generation:

A service company uses the Pixel to track the ‘Lead’ event each time a user completes an inquiry form.

This information helps them optimize their ads to reach users who are more likely to convert into leads.

Content Interaction Measurement:

A blog installs the Pixel to track how many users visit their posts after clicking on Facebook ads.

This helps them understand which topics are most appealing to their audience and adjust their content strategy.

Customer Behavior Analysis:

An online fashion store uses the ‘ViewContent’ event to see what products visitors are viewing.

They use this data to create custom audiences and display ads related to users’ specific interests.

Increased Event Registrations:

An organization promoting an event uses the Pixel to track registrations. They analyze data to understand which ads and which messages are most effective in driving enrollments.

Optimizing Campaigns for Add to Cart

An online retailer sets up the ‘AddToCart’ event to identify users who add products to their cart, but do not complete the purchase. They then create retargeting campaigns to incentivize these users to return and complete their purchases.

These examples illustrate how Facebook Pixel can be used in a variety of situations to track and improve the performance of advertising campaigns, providing valuable insights into user behavior and helping to make informed decisions about marketing strategy.


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