The Facebook Pixel: What It Is and How to Use It

The Facebook Pixel: What It Is and How to Use It

Author: Christina Newberry / Source: Hootsuite Social Media Management If you’re using Facebook ads—or you plan to use them in the future

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The Facebook Pixel: What It Is and How to Use It | Hootsuite Blog

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.

What is a 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 remarket 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.

Bonus: Download a free guide that teaches you how to turn Facebook traffic into sales in four simple steps using Hootsuite.

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.

Track conversions

The Facebook pixel allows you to monitor how people interact with your website after viewing your Facebook ad.

You can even track customers across their devices so you know, for example, if people tend to see your ads on mobile but switch to a desktop before making a purchase—or maybe it’s the other way around. This information can help you refine your ad strategy and calculate your return on investment.

Remarket

Pixel tracking data allows you to show targeted ads to people who have already visited your site. You can choose to get really granular here—for example, you can show people an ad for the exact product that they abandoned in a shopping cart or added to a wishlist on your website.

This capability is why you should create a Facebook pixel now, even if you’re not using Facebook ads yet—so you have retargeting capabilities from your very first Facebook ad.

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.

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.

In addition to improving your ads based on tracking their effectiveness, you can use Facebook pixel data to ensure your ads are seen by the people who are most likely to take your desired action.

For some examples of companies using the Facebook pixel effectively, check out our post 5 Surprising Ways to Optimize Your Facebook Ads.

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.

Standard events

The nine standard Facebook pixel events for which you can simply copy and paste standard Facebook event code are:

  • View content: Someone lands on a page on your website.
  • Search: Someone uses the search function to look for something on your site.
  • Add to cart: Someone adds a product to their shopping cart on your site.
  • Add to wishlist: Someone adds a product to a wishlist on your site.
  • Initiate checkout: Someone starts the checkout process to buy something from your site.
  • Add payment info: Someone enters their payment information in the purchase process on your website.
  • Make purchase: Someone completes a purchase on your website.
  • Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
  • Complete registration: Someone completes a registration form on your site, such…

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