Introduction to Facebook Pixel

Use this lesson to:

  • Define what a pixel is and how it works.
  • Identify key benefits of the pixel.

What is the Facebook pixel?

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising and understand the actions people take on your website. You can use the pixel to help:

  • Make sure your ads are being shown to the right people.
  • Build advertising audiences.
  • Unlock additional Facebook advertising tools.

The pixel is a few lines of code that you copy into your website header section. It allows Facebook to receive information from your website to make your Facebook ads more relevant to your specific audience.

How does it work?

The pixel can be configured to recognize visitor actions, such as which pages people are visiting, devices being used and other insights. With this information, you can then cater your ads so that they speak directly to specific audiences, and make those visitors more likely to take an action you care about, like making a purchase or signing up for a subscription.

After you’ve installed the pixel, you can analyze visitor traffic so that you can create Custom Audiences and optimize for conversion events.

Pixel benefits

There are several ways you can use information received from the Facebook pixel to refine your Facebook advertising strategy.

With the Facebook pixel, you can:

Capture audience behavior

Pixel also allows you to capture specific “events”. Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). When someone takes an action on your website, your Facebook pixel logs it as an “event”.

Place events on the pages that matter to your business. For example, you can capture your customer’s journey from viewing product pages all the way through to a purchase. If you study all the steps along their journey, you can measure and optimize your ads for the conversions that mean the most to your business.

Keep learning

If you’d like to learn more and get started with your own pixel, we suggest you take a look at these next lessons:

  • Create and Install Facebook Pixel
  • Use Pixel Information to Capture Events
  • Use Pixel to Create Custom Audiences

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