What Is The Facebook Pixel and How Do You Use It For Advertising?

code on backend of website that uses the facebook pixel

Facebook has many useful tools that are not obvious to the casual user. Even savvy post-slingers may be in the dark as to what’s available.

One of those useful tools is called the Facebook Pixel.

For those of us who run LOTS of different kinds of Facebook ads with LOTS of different goals, the Facebook Pixel is a big deal! We use it, and we use it consistently.

Are you wondering what the Facebook Pixel is and why it matters?

What Is The Facebook Pixel and How Do You Use It For Advertising?


Great question!

Per Facebook itself, the Pixel is a piece of code that is embedded on your website, that lets you measure, optimize, and build audiences for your ad campaigns.

To make it work, the Pixel that corresponds with your Ads Manager or Business Manager account must be installed on your website. Once installed, it allows Facebook to track the people that are visiting your site. This tracking will tell Facebook when someone acts (like making a purchase) after they saw an ad that you were running through Facebook Ads Manager. You can also use it to send Facebook ads to people who have previously visited your website.


So, who should use the Facebook Pixel?

The answer is anyone who is using Facebook ads AND has a website. It’s that simple!


Once you install the Facebook Pixel (because you probably figured out from above that you need it), how do you use it for advertising?

  • Set up a custom audience to deliver Facebook ads to people based on what they did (or didn’t do) on your website.
    • Example – Someone attempted to make a purchase from your product store, but then didn’t complete the transaction. You can send ads to them about your products.
  • Send Facebook ads to people who have already shown an interest in your brand or your products. You know this because they’ve spent time on your website, right?
  • Spend ad budget wisely!
    • With the Facebook Pixel, you can pay for specific ACTIONS instead of just general website traffic. Pay for what the ad actually accomplishes!
    • The Pixel’s data can help you set a Facebook budget.
  • Understand your audience better.
    • How many website visits does it take for customers to make a purchase? Wouldn’t you like to know? The Pixel can tell you.
  • Spend less on individual Facebook ads.
    • Once you have a Pixel set up, Facebook can learn more about your audience, who they are and what they are doing on your website. Facebook will get better at sending your ads to people who will meet your ad goal, which translates to a more efficient ad spend.
  • Send ads to qualified leads.
    • A qualified lead is one that you KNOW wants to receive more information. If someone is willingly visiting your website, or even better, has given you their email, odds are pretty good that they want to hear more from you.

Now you know what the Facebook Pixel is, that you need it right away, and how valuable it can be in your advertising campaigns.  It’s a classic example of working smarter, not harder.

PS: If you don’t know how to install code on your website, Facebook gives you have the option to send an email directly to your web developer with the install instructions.