What Is The Facebook Pixel?

The Facebook Pixel is the must-have tool for anyone running Facebook Ads to promote their business.


It is the tool that will help you convert your ‘low-hanging fruit’ leads into customers. It is the tracking code that allows you to tracks the results of your ad campaigns. 

Running ads without the pixel is like running a business without accounting. It’s not a smart thing to do. 


If run properly, ads run using the Facebook Pixel should therefore provide incredible value for your money, with a much better conversion rate than your typical Facebook advertisement. 


The Facebook pixel is what tells Facebook’s algorithm who to show your ads to – those most likely to convert. 

Below, we explain what the Facebook Pixel is, why it works so well, and how to set one up on your website. 


What is the Facebook Pixel?

The Facebook Pixel is a piece of code that you install on your website to help you learn about the demographics of your traffic and re-market your product to qualified leads.

By installing this piece of code on your website, you can optimzie your ads for “conversion,” which means, Facebook will find the people who are most likely to be interested in your business.

You can also use the pixel to “retarget” visitors – You can program the Facebook Pixel to show ads to people who perform certain actions on your website, but did not buy. 

The actions you can choose from are:

  • lands on your website;
  • didn’t opt in
  • Watched your webinar but didn’t buy
  • uses the search function; 
  • adds a product to shopping cart; 
  • adds a product to wishlist; 
  • begins the checkout process; 
  • enters their payment information, but does not completes the purchase; 
  • completes a purchase on your website;
  • downloads a document or signs up for a trial; 
  • completes a registration form. 

The reason that all website owners would want to target these individuals is simple. They’re qualified leads. People who have visited your website before are far more likely to buy from you than those who have never heard of your brand. Those who have begun the process of ordering a product are even more likely to become customers. 

Let’s say you’re selling a course from a webinar. Imagine if you could target everyone who had watched the webinar but didn’t buy with a specific ad, while targeting no one else. That is specific, relevant, contextual and powerful advertising. 

These “retargeting” campaigns typically have a better ROI than running ads to “cold audiences.”

What’s more, using the Facebook Pixel, you’ll also be able to grab demographic information of the people who had looked at your business in the past, and create “look-a-like” audiences – new audiences of people who “look like” your customers who you can advertise to in the future. 

How to add the Facebook Pixel 

You can add the Facebook Pixel to your website through your Facebook Ads account.  In the top-left menu, click ‘Pixels’, then ‘Create A Pixel’ and fill out the necessary information. 

Once done, you’ll be given the option to copy some HTML. You’ll need to paste this HTML into the header code of your website (between the <head></head> tags), either on each page where you want the Pixel to be active, or into your template if you’re using one. 

That’s it! 

Once this is done, you can look forward to running a high-performing Facebook ad campaign that turns your near-misses into paying customers. 

Want To Learn How To Get Paying Clients To Pay You To Setup Their Pixel and Ads? Checkout Our Free Digital Marketing Training

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