What is the Facebook pixel?

The Facebook pixel is a bit of code you put onto your website. This is really simple to do. It can either be done by a web developer adding code to your website, or by using a simple integration tool, if you have one of the compatible websites (eg, WordPress, Shopify, Drupal, WooCommece, Wix all included) – no tech skills required.

Once the Facebook pixel is on your website, it starts to gather data about your web visitors – which pages they view, which actions they take, which buttons they press. 

So what does this mean for your business?

Who are your online customers?

Learn who your real customers are, based on those who visit your website, stay on your website and take specific actions on your website.

Identify where the problems are on your website are

Do you know where your web traffic drops off? As an example, by using the Facebook pixel data, you can look at the total number of page views vs add to basket vs initiate checkout vs conversion.

Are your drop off rates in line with eCommerce averages? If not, now you can see where the drop off in specific actions is happening, and you can look to fix the potential problems. 


There are very few of us who purchase above a certain price point without looking at the product more than once. We have to convince ourselves we need it, we get interrupted when about to buy etc. This is where retargeting ads come in, and are SO powerful in driving online purchases.

The FB pixel allows us to retarget web visitors who showed real signs of intent to purchase.

For example, the Facebook pixel enables us to serve an ad to someone who visited our website 3 times, or even serve an ad to people who ‘added to basket’ but didn’t ‘checkout’.

Expand your pool of prospective buyers

Through using the pixel and knowing who your web visitors are, Facebook can find people ‘similar’ to your web visitors (or purchasers, or email sign ups etc).

By creating a ‘lookalike audience’, you can serve ads to people Facebook knows are most likely to be interested in the same product as those who have already visited your website, thereby widening your net of relevant prospects.

Tracking your ultimate goals

Yes, you’re probably using Google Analytics, but Facebook has its own robust analytics, and can track user activity across whichever goals you set – product page views, email sign ups, purchases. With the ‘Custom Conversion’ setup, you can even setup tracking on the most granular or specific task you want to report on. 

“But I don’t run Facebook ads”

Even if you’re not running FB ads now, by installing the FB pixel, you start collating this vital info to make your digital marketing more effective. And should you run FB ads in the future, you already have a bank of data to tap into, so you can deliver highly targeted and strategic ads 🙂


Add Standard Events to your website – not just the pixel. The more you start tracking specific actions taken by your users, the more intel you have, including where you have problems on your website and who your most relevant customers are. AND the opportunities for really targeted, highly successful ad campaigns goes to a whole new level.

Standard events include actions such as ‘Add to Basket’, ‘Initiate Checkout’, ‘Leads’ etc.

If you’re ready to install the Facebook pixel, here’s more info how: