What Is The Facebook Pixel? [ULTIMATE Beginner’s Guide 2023]

What is the Facebook pixel (1)

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What if you could triple up your conversions, get a more engaged audience, and explode your online presence? This is the power of Facebook Pixel. So, what is the Facebook Pixel?

The Facebook Pixel is a few lines of code by Facebook that allows you to track people’s behaviors and actions on a particular page-page. This piece of code is placed on the header section of the website and the information that it gives is powerful for building Facebook ads that are relevant to your ideal customers!

You may be leveraging Facebook ads or considering doing so to promote your business. Or even, you’re managing a client’s ad account.

No matter what you’re doing, not using the Facebook Pixel while running Facebook ads is a risk you cannot afford to take!

This quick beginners’ guide aims to educate you more about the basics of the Facebook Pixel, what it is, what is it used for, and why should you be using it for getting the maximum out of your advertising budget and efforts!

So, if you find this article useful and inspiring, save THIS PIN to your Facebook Tips Board on Pinterest 🙂

What is the Facebook Pixel

The Facebook Pixel is a couple lines of code by Facebook that helps you better understand people’s behaviors and actions on your site.

This piece of code is placed on the header section of your website and allows you to exactly track every action that’s taken on the site.

The power of the Facebook Pixel is essential for building relevant Facebook ads to your exact audience.

Facebook Pixel Helper

The Facebook Pixel Helper is a Chrome extension offered by Facebook and it’s actually a troubleshooting tool to make sure that you’ve successfully validated the Facebook Pixel on your site.

THe Facebook Pixel Helper is a totally free tool and it takes 1 minute max to be added to your Chrome browser as an extension.

To download it, you simply head to Google, and search for “The Facebook Pixel Helper”, and you’re good to go with the very first result.

After installing it, it should look something like this when landing a website that has a valid Facebook Pixel in its header:

Related: If you want to learn how to use the Facebook Pixel Helper to find clients that desperately need Facebook advertising, how to pitch your offer and charge a $1,000 a month per client, you need to check out my other article (Open in a new tab)

How does the Facebook pixel work

So, how does this works?

It’s important to understand first how does the Facebook Pixel actually works.

Therefore, below are the initial steps of how does this facebook analytics tool actually works.

Install the Pixel

First of all, you’d need to install the Facebook Pixel in the header of your webiste.In a few, I’ll show you exactly where to get it from and how to place it on the site.

Receive usefool Data

You’ll receive cool information insights about your visitors on your website, such as demograpghic and geographic information, type of device etc…

Analyze behaviors

By placing the Facebook Pixel on your site, you’d know who exactly has purchased from your site, completed a specific action, added to cart and many many other behaviors and actions.

Create audiences

The Facebook Pixel allows you to create different types of audiences that I’ll discuss later in this post. (Custom audience and lookalike audience)

Choose your bidding

One of the ways to effeciently get the most out of your budget by choosing lowest bid to reach people who are more likely to take an action you care about.

Review & Scale

Use the information that the Facebook Pixel provies to measure your performance, kill bad campaigns and scale well-performing ads to the maximum.

What does the Facebook Pixel do

Say, what it can’t do! The impact of having a valid Facebook Pixel on a website is outstanding, for sure!

What the Facebook Pixel actually does is that it loads a small library of functions, it places and triggers cookies to track the actions that were taken on the site.

In addition to that, it reports each and every single event that happens on the site, things like who have purchased, added to cart but didn’t complete the transaction, who have visited a particular page, the on-page time, and much more!

These data are crucial to digital marketers and business owners who are trying to get the most of their marketing budget, efforts, and time.

Why shoud you set up the Facebook Pixel

What’s better than reducing your advertising budget, building more relevant Facebook ads to your audience, and having more sales and conversions?

Ain’t these your goals as a digital marketer or a business owner?

In reality, the Facebook Pixel is the one, and the only thing that makes your marketing campaigns stand out and gives you the power to scale, scale to the sky!

So, unless you don’t want to build healthy impactful campaigns and bring a healthy return on investment, don’t bother about it!

Adespresso has lately talked in their recent article about the importance of the Facebook Pixel, and they said:

Simply put if you’re sending traffic to your website the Facebook pixel is the difference between success and failure.

What are the benefits of Facebook Pixel

✔ Using Facebook Pixel for retargetting

The power of Facebook ads lies in the possibility of retargeting people who have already shown interest in your business.

By placing that couples lines of code on your site, you’d be able to retarget people who have:

  • Liked, shared, or engaged with your ads and brand.
  • Visited your website.
  • Stayed on your site for over a minute.
  • Scrolled more than 50% of your site.
  • Watched 50%, 70%, or 100% of your video.

Facebook offers two powerful audiences which are the custom audience and lookalike audience.

Custom audience in Facebook is powerful and actually easy to setup.

Assuming you run a video ad, you can create a custom audience based on the video views your ads have received.

The same goes for the website visits, scrolling % and on-page time.

I’ll not go in depth into custom and lookalike audiences in this article, as the main focus here is the Facebook Pixel itself. I’ll cover them into another article soon.

Lookalike audience in Facebook is lucrative and interesting too!

It allows you to simply tell Facebook, hey Facebook, this is my most ideal audience, bring me more people that share the same interestes, behaviors and charachterestics.

How awesome is that? 😍

To create a lookalike audience in Facebook, you would need to create a custom audience first, that would be your source audience for the lookalike one.

After selecting your audience or data source, you would need to select the best performing location in your previous ad that brought you the best traction.

Lookalike audience ranges from 1% to 10%. The 1% represents the people who are mostly similar to your lookalike source. The bigger the percentage is, the broader your audience will become.

This is more advanced stuff, if you don’t know what you’re doing you will end up losing your shirt using irrelevant ads.

Other benefits of the Facebook Pixel are:

The posibility to segment your audience into three different categories

Have better insights about your performance

Get access to more powerful metrics

Facebook Pixel Setup

Setting up Facebook Pixel comes into two phases. First, you need to create a Facebook Pixel, grab your Facebook Pixel ID, and code, then secondly you need to install it on your desired website or webpage.

No matter what the platform you’re using (it can be WordPress, Shopify, Clickfunnels, or other), every and each platform has a section for Facebook Pixel and tracking!

For platforms like Shopify, for example, placing the Facebook Pixel is super easy. They already have done the hard work for you, you just grab your Pixel ID and place it in its section there.

Shopify is a platform that acts as an eCommerce hosting, and it has everything you need to start selling online, anywhere! Learn more about Shopify (Open in a new tab)

On the other hand, while placing the Facebook Pixel on WordPress is easy as well and it doesn’t take much effort and time, but you should have developing and technical skills.

Noting that, this is can be done manually (you manually place the couple lines of code in the header section of your site), or using a Facebook Pixel WordPress plugin.

How to create Facebook Pixel?

After understanding the process of setting up Facebook Pixel, you should start by creating it in your Facebook Business Account.

In order to be able to create a Facebook Pixel, you need to have a Facebook Ad Manager Account, so if you have not set up one yet, you’ll need to set one up.

Once that done, you’ll need to head to the Event manager tab section. Below is an example for your reference.

Once you do so, you’ll be taken to a page where you can create a Facebook Pixel to track websites activities, measure real-world results and and measure app activity and outcomes.

Since this tutorial about the Facebook Pixel, we would be going with the first option.

So, you go to Data sources – All sources – Facebook Pixel. Follow the screenshots below.

At this level, after giving your Faceobok Pixel a name, you’re done setting up the Facebook Pixel, congratulations!

The below screenshot is for you in case you’ve been wondering what the Facebook Pixel ID is.

Your next step would be to install the couple lines of code into your site.

How to install the Facebook Pixel

After hitting the Get Started button, you’ll be taken to a place where you choose how you want to install the Facebook Pixel you’ve just created.

If you have a developer that works with you, you could simply hit the third option, provide the developer’s email, send them the instructions and they’ll just know their job.

However, if you want to place the code by yourself, you’d go for the second option which is to manually add the Facebook Pixel code to a website.

Again, by doing this, a new screen will pop up, containing your couple lines of code that you need to place on the header of your website. The image below practically explains this!

Now, different platforms have different procedures for placing that Facebook Pixel code. The most common used ones are Shopify, WordPress and Clickfunnels!

✔ How to install the Facebook Pixel on WordPress

To install the Facebook Pixel on WordPress, you can go grab you JavaScipt code from Facebook Ad Manager Account, and simply place it in the header section of your site, (or let your developer handle this for you).

WordPress tends to be the best platform for bloggers. Learn more about how you can start an income-generating blog from as low as $2.75 (Open in a new tab)

Or you can do it in a different way, if you’re not confident of your coding skills.

After hitting Get Started, a pop up will show on your screen, remember?

You’d need to go for the first option this time, “Add code using a partner integration, which is WordPress in your case”.

After doing so, by following the steps and instruction, you’d be able to successfuly install the JavaScript on your site with ease.

✔ How to install the Facebook Pixel on Shopify

It’s good to admit that Shopify is the leading company in the eCommerce world, and the fact is, they’ve done all the hard work for you.

That’s why teenagers of 18 years old, who don’t even have technical or coding skills, succeed on their platform.

Chances are you may have set up your store on Shopify or considering to set up one soon, you’ll need to be placing the Facebook Pixel Code to better measure your traffic and understand the actions taken on your online store.

On the Shopify backend dashboard, you’d need to go to the Online Store section – Preferences. Follow along with the below screenshots.

Hit save, and I’m glad to tell you congrats! You’ve just installed the Facebook Pixel code on your Shopify store 🙂 How easy was that?

By the way, Shopify does offer a 14-day free trial. Put your feet into this and test its water. 14 days is enough period to set up your store, import some products, and populate it with the needed pages. (Grab your 14-day free trial)

✔ How to install the Facebook Pixel on Clickfunnels

Clickfunnels is a comprehensive toolkit for marketers that allows you to create outstanding and high-converting funnels and landing pages.

Clickfunnels is not just a page builder! Grab your 14-day free trial if you have not done so (Open in a new tab)

Related: The Story Of Kevin David Getting Rich From Clickfunnels (Open in a new tab)

Now, a quick explanation here, pro marketers usually take people to something that’s called a landing page that contains a lead form.

Driving people into a funnel, a step by step up to the final buying decision will help you better sell and have higher conversion rates.

Therefore, if you’re a marketer, for example, who is collecting leads by driving people to a particular landing page, you definetaly should have a Thank You page.

The way that this works is simple. After people opt-in with their personal information, they will be taken to the thank you page for segmentation purposes.

Chances are that people who have visited your landing page will bounce off. Not all people would instantly convert or buy from the first time.

Therefore, Facebook makes it easy for you to segment those people who have visited your page and actually have landed on your Thank You page, and give them a tag of “Lead”.

With that being said, if you’re using Clickfunnels or considering using it soon, by heading to the tracking section, you’d be able to directly grab your couple of lines code from Facebook and simply throw it in its place, exactly like the screenshot below!

Now, after learning setting up and installing the Facebook Pixel on your website, it’s time to verify whether everything is working fine or not by checking the status of your pixel with the Pixel Helper.

It should look something like this:

What is an Event Code

Overall, the Facebook Pixel’s purpose is to measure and track the actions taken on your website.

So, whenever a site visitor takes an action on your site, this is called (an Event).

It’s good to mention here that there are a set of standard events metrics which you can simply copy and paste onto your webpage.

Image From The Next Ad

You can also create and set up custom events manually yourself.

Frequently Asked Questions About Facebook Pixel

What is the Facebook Pixel?

The Facebook Pixel code is a piece of JavaScript script that you install in the header of your website to measure people’s actions and behaviors on a webpage.

What is Facebook Pixel Helper?

The Facebook Pixel Helper is a Facebook Pixel Chrome Extension offered by Facebook for free as a troubleshooting tool to confirm that Facebook has successfully validated the Facebook Pixel on your site.

What is Facebook Pixel ID?

The Facebook Pixel ID is the code that consists of 15 numbers. On platforms like Shopify, placing the ID code is enough.

Where is my Facebook Pixel?

In case you’re wondering where to find the Facebook Pixel Code, after setting up a Facebook Ad Manager Account, you can head to Event Manager tab – Create Pixel.

What is Facebook Pixel used for?

The Facebook Pixel is used to track every action taken on your website to better understand your visitor’s behaviors and segment them into categories.

It will also help you build Facebook ad campaigns that are more relevant to your audience.

This is will surely skyrocket your ROI (Return on investment) and reduce your costs to the least because you’re actually targeting your most ideal audience.

What can Facebook Pixel track?

The Facebook Pixel can literally track every single action (event) taken on your site.

You could know exactly who has, clicked, engaged or even visited your page.

You’d know also the on-page time on the site. The more people stay on the site the less your advertising costs will be.

Also, the power of the Facebook Pixel will allow you to know what’s the scrolling precentage of a page.

For sure people who have scrolled 70% of your page are more interested than people who have just read the first 25%.

How to setup the Facebook Pixel on WordPress?

Installing the Facebook Pixel on WordPress can be completed by either:

  • Adding it manually in the header section of the site (This requires a little bit of technical & coding skills)
  • Using a Facebook Pixel WordPress Plugin.
  • By emailing the instruction to a developer and they’ll know their job.

How to setup the Facebook Pixel on Shopify?

Setting up the Facebook Pixel on Shopify is a piece of cake!

You simply grab your Pixel’s ID from the Facebook Ad Manager Account, go to Shopify backend office – Online Store – Preferences, and simply drop your ID in its right place.


In short, if a piece of Javascript code can boost your conversions and ROI, won’t you consider placing it on your website?

knowing and understanding the actions taken on your website is key, and this is the advantage that the Facebook Pixel gives you over your competitors.

The sole purpose of this article is to educate you about the best activities for building relevant Facebook ads to your audience.

In this article, I’ve explained what Facebook Pixel and Facebook Pixel Helper are, how to create and install the couple lines of code on your website, and answered some frequently asked questions related to it.

Facebook is a great source of traffic for most marketers and businesses, but the fact is that around 62% of small businesses fail to bring any results and end up losing their budgets.

Are you struggling with scaling ad campaigns? Are you serious about leveling up your Facebook ad skills?

Then don’t forget to claim your special discount for the #1 premium Facebook ads training, because I don’t know how long will the discount actually last!

Will you be considering implementing the Facebook Pixel in your next project?

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Odeh Ahwal

Odeh Ahwal

So behind every great blog is usually someone who runs it all. That would be me, Odeh Ahwal. I've created the eComDimes blog with a mission to help people provide well for their families by starting online businesses, share my experience, and just introduce you to different ways of making money online! eComDimes we help you turn your dimes into dollars!

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