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What Is A Facebook Pixel? How Should You Use It For Your Business

Posted by Gary Henderson on Feb 19, 2019 9:03:18 AM

One of the most important tools Facebook has created for marketers and businesses is the Facebook pixel.   So many people don't understand how much success and ROI a Facebook pixel can bring to their business.

But, here's the crazy part.  Most marketers and business owners don't even know the Facebook pixel exists, or more importantly, understand how to use it for their business.

A Facebook pixel helps you monitor how successful your Facebook ads are performing, where your most ideal customers come from, and helps track each one of your conversions.

The pixel is a marketer's best friend and it's 100% free.

In this blog post, we're going to go over what exactly a Facebook pixel is, how to install a pixel, and why you should be using it for your business.

Before we dive into the content below, if you need more information on how Facebook Ads work then make sure to use this guide as your reference. 

What Is The Facebook Pixel?

According to Facebook, the Facebook pixel is a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns.

Now, let's break that down in simple terms.  

The Facebook pixel helps you measure the effectiveness of your advertising by understanding the actions people take on your website.

Each pixel has its own unique 15 digit ID and this is the code that should be installed on every page you want to track on your website.

What is the Facebook pixel?

Facebook gives us this example:

"When someone visits your website and takes an action (for example, buying something), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer took an action after seeing your Facebook ad.

You'll also be able to reach this customer again by using a custom audience.

When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimization."

Other benefits of the Facebook pixel: 

  • Build advertising and remarketing audiences. 

  • Generate Lookalike audiences in seconds.

  • Make sure your Facebook ads are being shown to the right person.

  • Measure the results of your ads.

  • Get Facebook to optimize for conversions instead of only traffic or reach.

  • Reach new and existing customers.

  • Know how many leads, registrations, and sales came from your ads.

  • Improve your return on advertising. 

Use of a Facebook pixel can also help a business analyze their sales funnel.  This is where it is so important to understand who your buyer personas are and what your ideal people want.

When you understand how to use buyer personas, you will watch your ROI and leads skyrocket.


Using Buyer Personas and a Facebook Pixel


When you have your buyer personas in place and segmented in your sales funnel, you can create Facebook ads to target that specific group of people.  

The goal is to show the right content to the right person at the right time.  You don't want to show ads or content to people who are not interested, that's a waste of time and money. 

If you want to learn more about buyer personas, click here.

Since we have explained all of the great things a Facebook pixel can do for your business, we will go over how to create one.

How To Create A Facebook Pixel

There are two ways to create a pixel - through the Ads Manager and through the Business Manager.  First, I'm going to show you how to install it through the Ads Manager.

How To Create A Pixel Through The Ads Manager

1. Go the Facebook Events Manager

2. Now you will land on the pixel page. 

It looks like this.


How to install a Facebook pixel

4. Click Create A Pixel to finish creating your pixel.


How to create a Facebook Pixel

Pro Tip: 

Make sure to use the Facebook Pixel Helper to see if your pixel is working correctly on your pages.  The Facebook Pixel Helper is a Chrome plugin you can use to see if there's a Facebook pixel installed on a website, check for errors, and understand the data that's coming from a pixel.

Here's a link to help you install the Facebook Pixel Helper.

Create A Custom Audience For The Best Results

When someone visits your website, landing page or Facebook ad, they may not always complete an action. 

This is one of the main reasons custom audiences are so viable to a business - it helps you get the low hanging fruit.  If your people aren't taking action this is a great way to get them to take the desired action you want them to make.

Also, it is easier to sell to current customers than to look for new ones.  This is another way custom audiences come into play. 

You can also target people who are on your contact list, who have engaged with you on Facebook or with your app.


How to create a custom facebook audience


Step-By-Step Instructions On How To Create A Website Custom Audience

This is how Facebook teaches us how to create a custom audience:

  1. Go to Audiences in Ads Manager.

  2. Click Create Audience and select Custom Audience.

  3. Click Website Traffic.

  4. Include people who meet any or all of the following criteria.

  5. Choose or copy/paste your Pixel from the dropdown.

  6. Choose the type of visitors.

  7. Enter the number of days you want people to remain in your audience after they visit your website.

  8. Give your audience a name and click Create Audience.

Final Thoughts

Understanding how to use a Facebook pixel can look complex and complicated, but it is 100% worth the time and effort. 

The Facebook pixel will help you accurately monitor your campaigns ROI and help you really optimize your retargeting campaigns.  If you haven't already installed the Facebook pixel, we hope this blog will help you get started.