What is a Facebook Pixel and 5 Ways to Use It

What is a Facebook Pixel and 5 Ways to Use It

Table of content

5 ways to use your Facebook Pixel
Optimize Facebook ads for conversions
Optimize Facebook ads for value
Use Facebook conversion tracking
Use Facebook retargeting
Expand customer base
How to use the Facebook pixel



If you want to advertise on Facebook then a Facebook Pixel is a tool that will definitely be worth your money. It’s just a piece of code that you place on your website to help collect data used to track conversions from your Facebook ads, optimize those ads, and build targeted audiences for future ads. It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.

5 ways to use your Facebook Pixel

You can install a Facebook Pixel even if you are not using Facebook ads. It can still be useful by collecting important data for future use. Now let us understand some different ways you can use the Pixel.

  1. Optimize Facebook ads for conversions

    You can use facebook tracking pixel data to optimize your Facebook ads for specific conversion events on your website. Without a pixel the only conversion you can optimize for is link clicks. With the pixel you can optimize for conversions that align more closely with business goals like purchases and sign-ups.

  2. Optimize Facebook ads for value

    Facebook collects data on your customers; such as, who buys from your site and how much they spend. Pixels can optimize your ad audience based on value. This means it will show your ad only to people who are high-value buyers.

  3. Use Facebook conversion tracking

    Pixels allows you to see how people interact with your website after viewing your Facebook ad. You can also track customers across their devices. This can help you understand where your customers buy your products; i.e. mobile or desktop. Refine your ad strategy accordingly and calculate your return on investment.

  4. Use Facebook retargeting

    Pixels gathers data that allows you to show targeted ads to people who have already visited your site; such as those who added items to their shopping cart but didn’t buy. You can then show them an ad for that item and perhaps offer a deal or incentive to purchase.

  5. Expand customer base

    Pixel data can help you identify people who have similar likes, interests, and demographics to those who are already interacting with your website.

How to use the Facebook pixel

With so many ways that you can use the Facebook Pixel it’s important to know the best way for you to use it.

Pixels can be used for two different kinds of events:

  • Predefined: A set of 17 standard events by Facebook; or,
  • Custom events created by you.
  1. Predefined a set of 17 standard events by Facebook

    The 17 standard Facebook pixel events, which you can simply copy and paste, are:

    • 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 wishlist: Someone adds a product to a wishlist 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 color.
    • 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.
  2. Custom events created by yourself

    You can use custom events to collect more details than Facebook pixel standard events can provide.

Read our other articles in our Series on Facebook Advertising:

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