Facebook pixel

The Facebook pixel

A piece of code for your website that lets you measure, optimise and build audiences for your advertising campaigns.

Go to Ads Manager
Measure conversions with the Facebook pixel

Measure cross-device conversions

Understand how your cross-device ads help influence conversions.

Optimise for the audience that is most likely to convert with the Facebook pixel

Optimise delivery to people who are likely to take action

Ensure that your ads are shown to the people most likely to take action.

Retarget website visitors with the Facebook pixel

Create Custom Audiences from website visitors

Dynamic ads help you automatically show website visitors the products that they've viewed on your website, or related ones.

Measure website traffic with the Facebook pixel

Learn about your website traffic

Get rich insights about how people use your website from your Facebook pixel dashboard.

How the Facebook pixel works

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 optimisation.

Conversion tracking with the Facebook pixel

Once we had Facebook conversion tracking in place and started using Custom Audiences, we saw a huge uplift in sales. Facebook ads became ROI-positive for us from day one!

Amy Norman

Co-founder, Little Passports

Setting up the Facebook pixel

If you have access to your website's code, you can add the Facebook pixel yourself. Simply place the Facebook pixel base code (what you see when you create your pixel) on all pages of your website. Then add standard events to the pixel code on the special pages of your website, such as your add-to-basket page or your purchase page. For full step-by-step instructions on adding the Facebook pixel to your site, visit the Help Centre.

Many people need the help of a developer to complete this step. If that's the case, simply email your Facebook pixel code to them and they can easily add it to your site.

Create your Facebook pixel to send to your developer, or install it yourself.

Additional resources

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