September 27, 2023

What is Facebook Pixel? How to use it?

Facebook advertising without Facebook Pixel is incomplete. Facebook pixel is a powerful tool for advertisers and marketers who can use it to improve ROI and conversions by spending less on Facebook Ads.

In this guide, we will learn how to use Facebook Pixel

What is Facebook Pixel? (Now Meta Pixel)

The Facebook pixel is  a small code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.

Facebook pixel will allow you to show ads to people who have visited your website. You can create custom audience using Facebook pixel and show your specific ad to specific people.

Facebook’s tracking pixel provides crucial information about your Facebook ad campaigns. It gives you insight into the actions people take on your website after they click on an ad. It also helps you understand how Facebook users interact with your ads. The best part? The Facebook pixel is easy to set up—and it’s free!

  1. Conversion tracking: Facebook Pixel tracks user activity on your website, including page views, add-to-carts, purchases, and more. This data can be used to measure the effectiveness of your ad campaigns and optimize for conversions.
  2. Custom audiences: Facebook Pixel allows you to create custom audiences based on user behavior on your website. For example, you can create an audience of people who have added items to their cart but not completed a purchase, and target them with a retargeting ad campaign.
  3. Lookalike audiences: With Facebook Pixel, you can create lookalike audiences based on the behavior of your website visitors. This can help you reach new audiences who are likely to be interested in your business based on the behavior of your existing customers.
  4. Ad optimization: Facebook Pixel provides data on the performance of your ads, which can be used to optimize for better performance and reduce costs.



Facebook remarketing is a great way to reconnect with customers who’ve visited your website. It lets Facebook show ads to customers based on how they’ve interacted with your website.

Remarketing example: A customer clicks over to your birding supply website from a Facebook ad. They put a bluebird house in their shopping cart, but don’t buy it. When they return to Facebook, they see an ad featuring the bluebird house on their timeline. Delighted, they return to your website and buy the birdhouse.

Ad and campaign optimization

Facebook pixel data helps you optimize ads and campaigns for performance. It collects data that shows key ad performance metrics, such as comments, shares and clicks. With this information, you can:

  • Pause underperforming ads and campaigns
  • Optimize ad messaging
  • Redirect your advertising budget to your best performers

Ad and campaign optimization example: You analyze the click-through rate (CTR) of three ads and make a discovery. Users are engaging 20% more often with an ad featuring Northern Cardinals versus House Finches. You pause the House Finch ads and update your ad creative to include product photos that feature images of Northern Cardinals.

Conversion performance

A conversion is an action that you want people to take, such as buying a product or signing up for a newsletter. Facebook’s pixel lets you track this important metric which helps you understand which ads and campaigns lead to actions.

Conversion performance example: Several Facebook campaigns drive people to your website. Facebook pixel data reports that the “heated birdbath” campaign has a high conversion-to-sales rate. Meanwhile, the “deck birdbath” campaign hasn’t contributed to a single sale since it launched. You’re targeting your campaigns to users in the northeastern US during December. Realizing that people are unlikely to buy unheated bird baths in winter, you pause your “deck birdbath” campaign until March.

Reach new customers

You can create Facebook lookalike audiences using data from your most receptive audiences. Lookalike audiences are Facebook users that share characteristics with your best customers.

Reach new customers example: It’s spring in New York and you want to reach people who are setting up their yards for the spring nesting season. Remember all those people who bought heated birdbaths? You can use their data to create a lookalike audience, then show that audience ads for wren and chickadee birdhouses.

In this guide we will learn how to setup Meta pixel

Bhavesh Gudhka

Bhavesh Gudhka is an entrepreneur, digital marketing consultant, trainer, author and founder of Optron Academy. Bhavesh has more than 12 years of experience in IT, Web Development, Digital Marketing & SEO.

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