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  • Writer's pictureIgnite Digital Media

Facebook Pixel - What is it and How Does it Work?

Updated: Sep 17, 2021

The Facebook Pixel, it sounds complicated, but really isn't!

The Facebook Pixel is a tool created by Facebook to enable users to access website analytics, track their visitor activity, and optimise their digital marketing efforts.

The Pixel is probably the most valuable tool a business could use. Even if they don’t intend on using Facebook’s marketing services.

What Is It?

The Pixel is a unique piece of website code that you can install on to any website. When you create the pixel, Facebook provides you with the code that you just simply copy and paste into the header code of your website, if you don’t know how to do this, your website developer can help..

If you built your website on one of the online site building platforms like Wix, Squarespace, or shopify, then Facebook has already got you covered! They have partnered with all the popular website building platforms to streamline the installation process as much as possible, all you need to do is provide the code, and your website platform will take care of the rest.

As soon as the Pixel is installed, it will start tracking website actions immediately. Facebook has provided an analytics dashboard within Business Manager, where you can access all the Pixel data collected from your site.

The data that is collected can be used to assist your business growth, it can tell you what products are the most popular, what type of people visit your website, allowing you to really zone in on your target audience and really get to know your customers.

As well as website traffic, the Pixel can also track actions like purchases, sign ups, add to cart, abandoned carts, subscriptions,to name just a few... These are called Event Codes, these Event Codes can be used to log purchase conversions, drop offs, and create optimised audiences to help with your ad targeting.

Event Codes work by adding the snippet of code to the certain web page where the action takes place. All you need to do is enter what you want to track into the code and it's done!

The Facebook Pixel really is invaluable to businesses both online and those with physical locations, and if you are looking to advertise on social media, it is an essential tool. Make sure your Pixel is the centre of your marketing strategy.

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