Digital Marketing
What is Facebook Pixel and why should you use it?

What is Facebook Pixel and why should you use it?

Doing your Digital Marketing research, you will definitely have heard of Facebook Pixel.

But what is this tool offered by the Facebook advertising platformWhy should you use it to grow your advertising business?

What is Facebook Pixel?

Let’s start with the basics.

The Facebook Pixel is essentially a small piece of code. This code is embedded in a website and collects data related to user behavior and traffic.

Then Facebook Pixel “interfaces” the data resulting from the website with the Facebook advertising platform.

In other words, Facebook Pixel allows you to “monitor” a user’s behavior on a web page and at the same time link it to the profile maintained by the user on Facebook.

This “synchronization” of a website visitor’s Facebook account enables the platform to remarket to these people by displaying relevant ads.

In addition, it can be used to track the actions of individuals when they return to the site.

In the words of Facebook, this code: “It is an analytics tool that allows you to measure the effectiveness of your ad, understanding the actions of users on your website.”

In summary, Facebook Pixel:

  • Activated within web pages
  • Monitors user actions for as long as they are there.
  • It enables marketers to target them through Facebook Ads
  • It allows digital marketing companies to monitor the effectiveness of advertising campaigns.

5 reasons to use Facebook Pixel

Let’s see the main reasons to use Facebook Pixel directly in your business!

Conversion Tracking

The simplest reason to use Facebook Pixel is to “convert” conversions (Conversion Tracking).

If you run ads and encourage people to visit your website, do you not want to know what precisely they are doing there?

The Pixel allows you to see how visitors interact with your website once they see your ad on Facebook.

It can even show user activity on multiple devices.

If someone sees the ad and visits your website via mobile but then goes to the desktop, you will know.

Information like this can help you improve your targeting to influence customer behavior on your website.

In addition, they can even help you make changes to the design of your website to make the most of the traffic.

Ad optimization

Accessing more data allows you to dramatically improve your ROI from Facebook ads.

The Pixel can collect data about visitors to websites that they shop at and how much they spend.

So you can show future ads to people who are likely to spend more on their next visit.

This is just a tiny example of how you can customize Pixel-based ad spending.


You will start to see the real dynamics of Facebook Pixel when you take advantage of Retargeting.

Using data from Pixel and your dynamic ads, you can target specific ads to people who have already visited your website.

Read also:5 reasons to advertise on Youtube

For example, imagine that someone visits your website but does not complete the purchase.

The next time he is on Facebook, he could see a dynamic ad related to the content they have consumed on your website.

If they added something to their shopping cart and then clicked, you could even promote an ad related to that product!

Custom Audience

The better you target your audience on Facebook Ads, the more you will increase the return on investment from each campaign.

Installing and activating Pixel will allow you to use data to create custom audiences for each campaign (Custom Audience).

That is, you can do much more than just target people who have visited your website before.

You can also create custom audience types for any “tracking” feature.

You may want to target an ad to people who have visited a specific page on the site. Or differently to visitors who have spent a certain amount of time on another page.

There are many types of audiences you can create to deliver ads to the right consumers at the right time.

Lookalike Audience

The power of Pixel is not limited to tracking and targeting visitors to your website.

Facebook can use your data and target information to create another powerful type of audience, called Lookalike Audience.

This audience may consist of people who have not visited your site, but who have similar interests and demographics to users who have visited it.

After all, these are the consumers who are most likely to be interested in your products or services.

This is a huge opportunity to increase your visitors and customer base!



Whether you are ready to implement a personalized advertising campaign for “advanced” or you want to experiment with some of the available tools, the first step is to install the pixel on your website.

Once launched, it will start collecting the necessary data you need to leverage your investment in the Facebook advertising platform!

Facebook Ads are still one of the most effective advertising tools on Social Media!

Could you make the most of it?