Facebook Pixel is one of Facebook’s most powerful marketing tools—but also one of the least known in the social media marketing world.

This powerful tool can help you get the most out of your Facebook ad budget. It takes just minutes to set up but can save you thousands of pounds a month by giving you better targeting. In short, Facebook Pixel is a way for Facebook to track how people engage with your website. Then, you can use this data to better target your ads by creating custom audiences.

Pretty neat, right!?

So in this article, we’ll show you how to use the tool, discuss if it’s right for your brand.

Let’s dive in!

First, what is Facebook Pixel?

In short, Facebook Pixel is a piece of code that you can add to your web page that helps you collect data about your customers and better target your ads. You can use it to track conversions and better target your ads. Technically speaking, the code acts as a cookie on your website. So when someone views your site, Facebook will log that a user has viewed your site and send the data back to Facebook. Facebook Pixel can even track users cross-platform. So for example, if someone views your site on both their iPhone and iPad over the course of a week-long period, Facebook will keep track of their interest.

Great, but what can I do with that data?

Since Facebook Pixel is logging important customer information, you can use Facebook Pixel’s tracking data to target your Facebook ads to people that are already interested in your product. In the end, this improves your Facebook ad ROI and ups your conversion rate. Who doesn’t love the sound of that!? Even if you’re not already using Facebook ads, it’s still worth having Facebook Pixel on your website. Facebook will start collecting data now so that you’ll have an easier time targeting users in the future.

Here are our favourite ways to use Facebook Pixel:

  • Facebook ad retargeting

You can use the data collected by Facebook Pixel to target ads to people that have already visited your website. This increases your chance of closing the sale and keeps your brand fresh in the mind of potential customers.

  • Facebook ad targeting with lookalike audiences

You can also use Facebook Pixel’s data to create a lookalike audience of people who have similar interests and a similar demographic of people who have visited your site in the past. This can get your products in front of valuable new eyes.

  • Facebook conversion tracking

Use Facebook Pixel to better understand how people interact with your website after they click on one of your ads. See the pages they go to and if they visit your site on another device. One great example of this is tracking if someone originally finds your website on a smartphone, and then completes the purchase on their laptop. You can use this data to better optimise your mobile experience, etc.

  • Better optimise your ad campaigns

Since Facebook Pixel tracks customer behaviour on your website, you can use its data to target people that are most likely to spend the most amount of money on your site.


Subscribe to our mailing list


Should my brand use Facebook Pixel?

Yes, yes, and… #YES!

There’s no doubt that all brands should add Facebook Pixel to their site. There is absolutely zero downside to using the features, and only more profits and a better Facebook ROI to gain. Oh, and like discussed earlier—even if you’re not currently using Facebook ads—the data you’ll collect from Facebook Pixel will be super valuable when you eventually make the jump to Facebook ads. Plus, if you need any more convincing: Facebook Pixel is 100% free. There are absolutely no downsides to adding it to your website—heck, it won’t even increase your site’s load time.



In this article, we showed you what Facebook Pixel is and how to use it to better target your ads. We highly recommend that everyone using Facebook Ads embraces the tool—after all, you only have ad revenue to gain. But now we want to hear from you. Does your brand use Facebook Pixel? What data do you track? Let us know in the comments.

Join the conversation