Facebook Pixel Tutorial : What is it and 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.

If you are new to Facebook Advertising, consider joining our Facebook Advertising course

What is Facebook 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!

Once implemented, the Facebook pixel lets you:

  • Understand how Facebook ads influence conversions.
  • Optimize ad delivery so you can target the most receptive audiences.
  • Remarket to people who have visited your site.
  • Build Facebook lookalike audiences (e.g., use performance data to create audiences of the people most likely to respond to your ads).
  • Refine and optimize your Facebook marketing strategy.


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.

How to Setup Facebook Pixel?

How to setup Facebook pixel will depend on type of your website and your marketing objective.

In this article, we’ll cover how to create and install a pixel on your website.

Before you begin
  • You need a website for your business.
  • You must be able to update your website’s code.
  • You will need Facebook Business Manager

Step 1: Create a Facebook pixel

  1. Go to Events Manager.
  2. Click Connect Data Sources and select Web.
  3. Select Facebook Pixel and click Connect.
  4. Add your Pixel Name.
  5. Enter your website URL to check for easy setup options.
  6. Click Continue.

Step 2: Add the Facebook pixel to WordPress website

Once you’ve created your pixel, you’re ready to put the Facebook pixel code on your website.

For this Facebook pixel tutorial, we will learn how to install code on WordPress website.