Facebook Pixel: What is is and how does it work?

Monday, September 6th, 2021

Are you a Facebook ad user? If the answer to that is yes, then there’s one key tool you should start using right away in order to get the most out of your budget … the Facebook Pixel.

One of the greatest benefits of Facebook advertising is the ability to test, track and refine your target ads. The Facebook pixel is a data-gathering tool that helps make the most of your ads across both Facebook and Instagram. If you use Facebook or Instagram ads the pixel needs to be your go-to tool.

What does the Facebook pixel do?

The Facebook pixel is a piece of code that you place on your website and collects data from customers, helping you track conversions, optimise your ads and build more refined remarketing targeted ads in the future.

It works by placing cookies to track your users as they interact with your business both on and off of Facebook and Instagram.

For example, if you swipe up on a product you like the look of on Instagram, you can expect to see a targeted ad for that very thing the next time you open the app. This handy method of retargeting is only possible through using the pixel and is a handy way for us marketers to remind shoppers to come back and buy the items they’ve been looking at.

Facebook pixel standard events

There are 17 standard Facebook pixel events you use:

• Purchase: Someone completes a purchase on your website.
• Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
• Complete registration: Someone completes a registration form on your site, such as a subscription form.
• Add payment info: Someone enters their payment information in the purchase process on your website.
• Add to cart: Someone adds a product to their shopping cart on your site.
• Add to wish list: Someone adds a product to a wish list on your site.
• Initiate checkout: Someone starts the checkout process to buy something from your site.
• Search: Someone uses the search function to look for something on your site.
• View content: Someone lands on a specific page on your website.
• Contact: Someone contacts your business.
• Customize product: Someone selects a specific version of a product, such as choosing a certain colour.
• Donate: Someone makes a donation to your cause.
• Find location: Someone searches for your business’s physical location.
• Schedule: Someone books an appointment at your business.
• Start trial: Someone signs up for a free trial of your product.
• Submit application: Someone applies for your product, service, or program, such as a credit card.
• Subscribe: Someone subscribes to a paid product or service.

The Facebook Pixel and iOS 14.5

Because of recent changes to third-party tracking in iOS 14.5, some pixel functionality has been disabled for Apple devices. One major change is that advertisers can now only set up a maximum of eight standard events and custom conversions.

Advertisers have had to change the way they think about the pixel as these changes have taken effect.

Why should you install the Facebook pixel?

1- Increase the ROI on your Facebook ad spend – Pixel data helps ensure your ads are seen by the people who are most likely to convert. This allows you to improve your conversion rate and your ROI.

2- Use Facebook conversion tracking – The pixel allows you to see how people interact with your website after viewing your Facebook ad. You will gain a deeper understanding of the customer journey ensuring you get the best conversion tracking data.

3- Create lookalike audiences – using the pixel allows you to use its targeting data, helping you build lookalike audiences of people who have similar likes, interests and demographics to those who have already interacted with your website.

So, there you have it, everything you need to know about the Facebook pixel. Still thinking you need some help setting up your pixel or getting to grips with its benefits? Book a call with our expert team to find out how we can help you get the most out of your Facebook ads.