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Facebook Pixel

Last updated on September 12, 2023

A Facebook Pixel is a piece of code provided by Facebook that you can add to your website. It's a crucial tool for Facebook advertising and marketing efforts, as it helps you track user interactions on your website and measure the effectiveness of your Facebook ads. Here are some key aspects of the Facebook Pixel:

Tracking User Actions: 

  • The Facebook Pixel tracks various user actions on your website, such as page views, clicks, form submissions, and purchases. This data helps you understand how people interact with your site after clicking on a Facebook ad.

Conversion Tracking: 

  • One of the primary uses of the Facebook Pixel is conversion tracking. You can define specific conversion events, such as completing a purchase or signing up for a newsletter, and track when these events occur. This information allows you to see which Facebook ads are driving conversions and optimize your ad campaigns accordingly.

Audience Building: 

  • The Pixel enables you to create custom audiences for your Facebook ad campaigns. You can create audiences based on specific user actions or behaviors tracked by the Pixel. For example, you can target users who visited a particular product page but didn't make a purchase with a retargeting ad.

Dynamic Ads: 

  • Facebook Pixel is essential for running dynamic ads, which automatically show the most relevant products to users who have expressed interest in those products on your website. This personalized advertising can significantly improve ad performance and ROI.

Optimizing Ad Delivery: 

  • With the data collected by the Pixel, Facebook can optimize ad delivery to show your ads to people more likely to take the desired actions on your website, such as making a purchase or filling out a form. This is known as conversion optimization.


  • The Facebook Pixel helps you understand the customer journey by providing attribution data. You can see which ads users interacted with before converting, helping you determine the most effective touchpoints in the conversion path.

Event Tracking: 

  • You can track specific events or interactions beyond standard page views and conversions by sending custom events to the Facebook Pixel. For example, you can track video views, button clicks, or scroll depth to gain more insights into user behavior.

Ad Retargeting: 

  • By using the Facebook Pixel, you can retarget users who have visited your website but didn't complete a desired action. This gives you an opportunity to re-engage potential customers with relevant ads.

The Facebook pixel ID is usually composed of 16 digits. Please make sure to add the correct value otherwise events will not be tracked!

e.g. 1234567890123456

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