What is the Facebook Pixel?

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Facebook Pixels

Are You Considering Advertising on Facebook?

Then you need to know about the Facebook Pixel

If you’re using Facebook ads or you plan to use them in the future - this is the one key tool you should start using right away.

The Facebook pixel is code that you place on your website that helps you measure the effectiveness of your Facebook marketing campaigns by understanding what users do on your site. The Facebook tracking pixel data helps ensure your ads are seen by the people who are most likely to take your desired action.

The Facebook Pixel is generated within your Facebook Ads Manager account. The default pixel will help you in three main areas:

  • Conversion Tracking: identifies conversions to Facebook traffic (e.g. conversions could be a download of a PDF, a video watched, email link clicked or a sale on ecommerce website).
  • Optimisation: After installation, you can set up automatic bidding to target people who are more likely to convert.
  • Remarketing: Create custom audiences based on groups of users who came from certain ads or, for example, added a product to the cart but didn’t purchase or those that watched a video. Then you can show your ads to such audiences. It also gives you the option to create lookalike audiences

Facebook Pixel - Option to Create Lookalike Audiences

Facebook can use its targeting data to help you build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website. This can help expand your potential customer base.

Even if you’re not using Facebook ads yet, you should install the Facebook pixel now. It will start collecting data right away so that you don’t have to start from scratch when you’re ready to create your first Facebook ad.

You Can Use the Facebook Pixel to Collect Data on an "Event"

An “event” is simply a specified action that a visitor takes on your website, like making a purchase. Facebook has 17 predefined standard events and can be used to log conversions, optimise for conversions and build audiences

  1. Facebook has predefined a set of 17 standard events.
  2. You can set up custom events yourself.

Facebook Pixel Standard Events

The standard Facebook pixel events for which you can simply copy and paste standard Facebook event code are:

Website action Description Standard event code
Add payment info Customer payment information during a checkout process. For example, a person clicks on a button to save their billing information. fbq('track', 'AddPaymentInfo');
Add to cart The addition of an item to a shopping cart or basket. For example, clicking an Add to Cart button on a website. fbq('track', 'AddToCart');
Add to wishlist The addition of items to a wishlist. For example, clicking an Add to Wishlist button on a website. fbq('track', 'AddToWishlist');
Complete registration A form completed by a customer in exchange for a service provided by your business. For example, signing up for an email subscription. fbq('track', 'CompleteRegistration');
Contact A telephone, SMS, email, chat or other type of contact between a customer and your business. fbq('track', 'Contact');
Customise product The customisation of products through a configuration tool or other application your business owns. fbq('track', 'CustomizeProduct');
Donate The donation of funds to your organisation or cause. fbq('track', 'Donate');
Find location When a person finds one of your locations via web, with an intention to visit. For example, searching for a product and finding it at one of your local stores. fbq('track', 'FindLocation');
Initiate checkout The start of a checkout process. For example, clicking a Checkout button. fbq('track', 'InitiateCheckout');
Lead A submission of information by a customer with the understanding that they may be contacted at a later date by your business. For example, submitting a form or signing up for a trial. fbq('track', 'Lead');
Purchase The completion of a purchase, usually signified by receiving order or purchase confirmation, or a transaction receipt. For example, landing on a Thank You or confirmation page. fbq('track', 'Purchase', {value: 0.00, currency: 'USD'});
Schedule The booking of an appointment to visit one of your locations. fbq('track', 'Schedule');
Search A search performed on your website, app or other property. For example, product or travel searches. fbq('track', 'Search');
Start trial The start of a free trial of a product or service you offer. For example, trial subscription. fbq('track', 'StartTrial', {value: '0.00', currency: 'USD', predicted_ltv: '0.00'});
Submit application The submission of an application for a product, service or program you offer. For example, a credit card, educational program or job. fbq('track', 'SubmitApplication');
Subscribe The start of a paid subscription for a product or service you offer. fbq('track', 'Subscribe', {value: '0.00', currency: 'USD', predicted_ltv: '0.00'});
View content A visit to a web page you care about. For example, a product or landing page. View content tells you if someone visits a web page's URL, but not what they do or see on that web page. fbq('track', 'ViewContent’);

Facebook Pixel Custom Events

You can use custom events in place of standard events, or to collect more details than Facebook pixel standard events can provide.

For instant, you could use Facebook pixel tracking to record views of a specific category on your website, instead of tracking all views. Perhaps you want to separate kitchen renovation interest from bathroom repairs based on which sections of your building company's website they viewed. Or you could filter all purchases to measure just those of women’s shoes over $40.

Custom events use URL rules based on specific URLS or URL keywords - this extra code is called parameters.

These allow you to customise the standard events based on:

  • How much a conversion event is worth
  • Currency
  • Content type, or ID
  • Basket contents

You can learn more about custom conversions in this Facebook help article.