Everything You Need to Know About the Facebook Pixel

by Taline Badrikian

Facebook is arguably the largest social media platform in the world, and it offers valuable data for marketers and businesses like yours. While promoting your brand on Facebook is one of the easiest ways to tap into the value of its market share, there's now another way: with Facebook (or Meta) Pixel. 

This one line of code can transform how you run your website and your marketing campaigns, so it helps to understand as much about it as possible.

Let's discuss the ins and outs of Facebook Pixel and how it can help your business.

What is Facebook Pixel?

Facebook Pixel is a line of code that you can add to your website. This code creates cookies (aka trackers) that monitor the activity of your site visitors both on and off your pages. Typically, these cookies track individuals from your website to social media like Instagram and Facebook (both owned by Meta).

The purpose of this code is to provide valuable insight into a user's behavior. You can see what they did on your site, what they clicked on, which pages they visited, and more. Then, you can use this data to refine your marketing tactics and convert more leads (or sell products to existing customers). 

Benefits of Using Facebook Pixel

As you can imagine, gathering this kind of detailed information about potential customers is huge. Now, rather than guessing how people interact with your website, you can see their activities in real-time and make informed decisions about what to do next. 

Some of the best advantages of using Facebook Pixel include: 

  • Verify Your Ads Are Targeting the Right People - Running a successful ad campaign often requires a bit of trial and error. Now, you can see where people come to your site from (i.e., a Facebook ad) and how they interact with your landing page. If a particular ad has a high bounce rate, you know something is off -- you're not targeting the right people or your messaging may be confusing. 
  • Retarget Visitors and Customers - Retargeting is a valuable tool for businesses because it can help close a deal and land a sale that may otherwise get lost. An example of the simplest form of retargeting is to remind someone that they left something in their online shopping cart. A simple reminder can compel that person to come back and complete their purchase. 
  • Focus Your Marketing on Actionable Events - The Pixel tracks 17 different "events" users take while on your website. Based on this data, you can refine your ads and marketing campaign to focus on getting people to take those specific actions. For example, if you notice many visitors subscribing to your email list, you can use that as a call-to-action for a targeted ad. Similarly, if you see that most users look at a particular product, you can feature that product in your next campaign. 

How to Use Facebook Pixel

Thankfully, Facebook has made it relatively easy to add Pixel to your website and start tracking data and events. The 17 events it tracks include: 

  • Purchase - Buying something on your site
  • Lead - Leads are identified by wanting more information about your products or business (i.e., signing up for an email list)
  • Registration - A user completes a form on your website
  • Add Payment Info - Adding payment details (i.e., a CC number) to your website
  • Add to Cart - Putting a product in an online shopping cart
  • Add to Wishlist - Putting an item on a wishlist to buy later
  • Initiate Checkout - A user has started the checkout process
  • Search - Using a search function on your website
  • View Content - Which page a user sees on your website
  • Contact - Reaching out to your business, via email, phone, or live chat
  • Customize Product - When someone looks at a customized version of a product (i.e., a different size or color)
  • Donate - Making a donation through your website
  • Find Location - Searching for your business' physical location
  • Schedule - Booking an appointment with your business
  • Start Trial - Signing up for a free trial of a product or service via your website
  • Submit Application - Applying for something on your website, such as a credit card or membership
  • Subscribe - Subscribing to something, such as an email list, membership, or notification list

As you can see, some of these events may overlap in a single visit. However, by breaking down specific actions, you can understand your visitors better.

For example, let's say 100 visitors initiate the checkout process, but only 50 of them purchase an item. This may tell you that some aspect of your checkout process (i.e., shipping costs or hidden fees) may prevent customers from completing the transaction. 

You can also sync the Pixel to Meta's Conversion API. This application programming interface allows you to control your entire marketing strategy with Meta from a single dashboard. Now, you can use the data from events captured on your website and adjust your Facebook and Instagram marketing accordingly. Since everything is synced, you can work more efficiently and get better assistance from Meta. 

Alternatively, you can just have Pixel working in the background, sending reports on the various events happening on your site.

From there, you can take various steps like determine what to do with your next ad campaign or how to improve your website overall. 

Let Laveh Help You Maximize Your Marketing With Facebook Pixel

Although Facebook Pixel is a valuable tool, you must know how to use it correctly to get its true value.

For many business owners, data collection and analysis is time-consuming and complicated, so it's best to rely on a marketing agency that knows how to use these pieces effectively.

Laveh is your one-stop shop for digital marketing, and we can help you maximize the Pixel's potential. 

If you're interested in seeing how Pixel can transform your marketing efforts, contact us for a consultation. We can help you set up your account and start improving your metrics immediately. 


Featured image courtesy of Simon


Topics: Tools, Tips, and Resources, Social Media

Taline Badrikian

Written by Taline Badrikian

Taline is the founder of Laveh Inbound Marketing. Using modern marketing concepts without the hefty price tag, Taline has a history of leading small businesses to explosive growth.