What Is Facebook Pixel? How To Create Facebook Ads That Are Useful For Conversion

 “Facebook Advertising” is a powerful advertising platform with many functions. However, due to its high functionality, it often adds complexity. You are not the only one who is in trouble if it is difficult to use. I also had a hard time getting used to “pixels” in particular.

What Is Facebook Pixel? How To Create Facebook Ads That Are Useful For Conversion
Facebook Pixels

The “pixels” used by most advertising platforms are used to issue cookies that track website visitors, allowing them to later display ads to them. Thing. This is ” the sequence retargeting (English) what is also referred to as a”, even if you revisit the website to see the ad in the past of visitors is displayed, a Facebook pixel in order to track their actions Will be used.

This guide will explain the features of Facebook Pixel, how to create pixels and how to use them in various ways. Use this guide to improve your conversions and improve your return on investment ( ROI for your ads.

What is Facebook Pixel?

Facebook Pixel is an analytical tool that measures the advertising effectiveness of Facebook ads by understanding the actions of website visitors.

Facebook Pixel is the code that tracks events such as:

  • Number of page views
  • add to cart
  • purchase
  • Scroll range
  • Time spent on the page
  • others

See the Facebook Pixel Event Guide to see what events you can track.

Facebook Pixel helps you serve your ads to the right audience, including optimizing your ads. If you use more pixels, Facebook of retargeting (English) addition to being able to improve, and people who have visited particular pages, you can also attempt to again reach the person who caused the action to be expected.

In short, Facebook Pixel helps you better understand the effectiveness of your ad by understanding what your ad will do later. As a result, it is possible to reach users who are likely to take meaningful actions (such as purchasing products).

How does Facebook Pixel work?

Previously, Facebook had “custom audience pixels” to reach website users again and “conversion pixels” to track conversions such as sales. You could only add one custom audience pixel to each ad account, but you could add conversion pixels for each web page you want to track conversions to.

Facebook Pixel can be a tricky feature to understand, but it can also dramatically increase your advertising effectiveness on Facebook. It will help you to better understand the effectiveness of Facebook ads as well as who you are viewing your ads to In other words, Facebook Pixel allows you to convey what you want to convey more effectively, and you can expect higher advertising cost-effectiveness.

In 2015, Facebook replaced the old pixels with new single pixels to simplify this process and consolidate the pixels needed for tracking into one. And in 2017, it was updated again to make it easier and more effective to display ads on the platform. This update includes more tracking features such as button click activity and page metadata.

Facebook Pixel works in 6 steps:

  • Pixel installation. First, add the tracking code to your website.
  • Gathering insights. You’ll receive insights about your site visitors, including where they came from, what device they used, and other demographic information.
  • Behavioral review. See what your users do on your website, such as browsing a particular product page or what you put in your shopping cart.
  • Build your audience. Using the collected data on pixel-by-pixel events, the custom audience of Facebook (English) to create a and similar audience, you create customized advertising aimed at their specific audience.
  • Bid optimization. To use your budget efficiently, take advantage of the lowest cost bidding strategy to reach users who are likely to take the desired action (such as purchasing a product).
  • Event analysis. Evaluate conversion events to determine the best Facebook advertising strategy for your business.

If you’re confused about conversion tracking, Facebook pixels, etc., don’t worry, we’ll cover them in more detail below.

How to use Facebook Pixel

Facebook Pixel offers five key features that help you achieve a higher return on investment:

  • Website Custom Audience
  • Custom conversion
  • Standard and custom events
  • Dynamic advertising
  • Conversion optimization

1. Website Custom Audience

Web site custom audiences, web site visitors (in English) is the Facebook of features that help to re-target. If you have added Facebook pixels, we will track the behavior of website users who are logged in to Facebook.

Pixels track activities such as:

  • Pages visited by users
  • Pages that users do not visit
  • When do users visit the page?
  • Scroll range
  • Time spent on the page

With such data, it is possible to display ads to the very target audience. You can also use this data to create similar audiences to reach customers who are more likely to buy your product. It also helps to exclude certain groups to avoid continuing to target people who haven’t converted or aren’t very responsive.

Don’t get me wrong, when you advertise on Facebook, you can’t show ads to specific website visitors of your choice. Instead, it is possible to display ads in user groups (website custom audiences) based on shared behavior. for example:

  • People who have visited the website within the last 24 hours
  • People who have visited the website within the last 180 days but have not revisited the website in the last 30 days
  • People who visit a particular landing page of a website
  • People who visited a particular page of the website but did not visit other pages

Website custom audiences can be defined based on data about which pages they visited or did not visit, and when they visited. The target time frame can be specified from 1 day to 180 days.


Audiences are created separately from your ads. Once your audience is created, you can choose what ads to show to that audience and which ads to use. Alternatively, you can leave it for a while for future use.

2. Custom conversion

One of the great features of Pixel is the ability to create custom conversionsIt’s similar to creating a custom audience, it’s created by selecting the completion page and naming your conversions. A typical completion page is a page with the following thank-you words:


  • Thank you for your purchase. We are currently preparing to ship the ordered product.
  • Thank you for your registration. You will receive an email from us shortly.
  • Thank you for your comment. Click here for a free download.

REI email

This means that custom conversions are created separately from Facebook ads and you can choose when to use them in the future.

Tracking pixels are already working on every page of your website, so it’s easy to track people who visit your completion page, especially those who click on your Facebook ad.

Pixel settingsIn addition, you can select a conversion category and add an amount. For example, if you created a custom conversion to track the people who visited your ebook download page, you could incorporate the price of your ebook into it. This feature helps you assess whether your promotion was profitable. For example, although the price of an e-book is $ 20 to 1 per purchase, which was derived from the Facebook Ads advertising costs when I paid $ 25, you can see that that should change the advertising content.

Please note that the custom conversion categories you can select include:

  • Add payment information
  • add to cart
  • Add to wish list
  • Registration completed
  • Check out start
  • Lead
  • purchase
  • search
  • Content view

Interestingly, when you view your ad on Facebook, once a custom conversion is created, it will be tracked for all your ads, whether you want to optimize it or not.

All custom conversions are constantly tracked. You can also create a Facebook ad report at any time to see your custom conversion rate.

Custom conversion settings are limited to 100 per advertising account. In addition, deletion of custom conversion can be at any time (temporary set is limited to up to 20, could not be deleted).

3. Standard and custom events

  • Purchase. The site visitor completes the purchase and the landing page and purchase confirmation page (such as the “Thank you” page) are displayed.
  • Specify the date and time. Book a store visit.
  • search. Perform a search on your website or app.
  • Trial started. Start a trial of the products and services offered by the business.
  • Apply. Apply for products, services, programs, etc. provided by the business.
  • Subscription registration. Start a paid subscription to a product or service.
  • Content view. Visit a web page of interest (eg product page or landing page).

Note that standard events support the following ” parameters ” so you can include additional information about the event:

  • Product ID
  • Category
  • Number of purchased items
  • Content-type
  • Conversion amount

For example, suppose you want to track events such as scrolling in a particular category of your website instead of all pages. You can then isolate your audience based on your site’s conversion-related activity and define a custom audience.

Custom event

Custom conversions are linked to URLs (usually thank-you pages and completion pages), but custom events don’t need to be linked. Instead, you can track conversions by adding pixel code to the page of interest.

Custom events are commonly used to collect more data than standard events.

4. Dynamic advertising

If you run an e-commerce site, you can leverage Facebook Pixel to display dynamic ads. Dynamic advertising, also known as “catalog sales” for advertising accounts, is the ability to automatically display products from your catalog based on your target audience.

Pixel settings

For businesses with a large number of products, it is not easy to create advertisements for each page visited or product with action. Instead, you can create a dynamic ad template that will determine what ads are displayed by the behavior of your potential customers.

Here, let’s take an example of the luxury eyewear brand “9Five”, which aimed to expand its sales network to the world and reach new customers.

To reach its goal, 9Five used data collected from Facebook Pixel to build a custom audience of people who viewed at least one product but didn’t make a purchase. Then, we displayed a dynamic ad full of previously viewed product images to our custom audience.

This dynamic ad featured lifestyle images collected from the brand’s website and promotional copies, which varied with location and promotion. For example, 9Five has even shown a dynamic ad to a similar audience in Canada with a 20% discount promotion as an on-site sale on Labor Thanksgiving Day.


Continuing the campaign that started in August 2017, 9Five has achieved the following:

  • 3.8 times more revenue than advertising
  • 40% reduction in customer acquisition unit price
  • 2.6 times more cost-effectiveness for advertising 

5. Conversion optimization

If you’re not using standard events or custom conversions to track your website’s events, you won’t be able to optimize for conversions. You can optimize site visits, link clicks, video views, and more, but those metrics don’t always lead to sales.

With the addition of pixels, Facebook will know what conversions are for your business and will serve ads to those who are more likely to convert.  

How to install Facebook Pixel on your website

Today’s Facebook pixels perform a similar function to previous custom audience pixels. It must be placed at the top of the index page for it to appear on all pages of your website. No matter which page is loaded, the pixels will work to keep track of where the user is.

If it hasn’t been created yet, you need to create the pixel first. Please access the event manager first.

Then click ” Link Data Source “. 

data source

Then select ” Web ” as the data source.


Add pixel details.

There are three ways to add Facebook pixels to your website:

  1. Use integration or tag manager
  2. Add code manually
  3. Email the steps to the developer

choose choose

1. Add Facebook pixel code to Shopify using “Integration”

If you have a store in Shopify, the procedure is pretty simple :

  1. Click Facebook in the Sales Channels section of Shopify’s admin screen.
  2. ” Setting Click the”, ” set of data sharing and click”.
  3. In the Customer Data Sharing section, click the Enable Data Sharing toggle.
  4. In the Select Data Sharing Level section, select StandardExtended, or Maximum.
  5. Select a pixel from the list. If you haven’t created a pixel yet, follow the steps to create one.
  6. Click “Confirm ” and you’re done!

2. Manually add Facebook pixel code to your website

For pixels to work properly, they must appear on every page of your website. The best place to add pixel code is the global header of your website. Find the <head> </ head> in your code, or the header template, and update the global header. At that time, paste the Facebook pixel code inside the header code (after <head> and before </ head>).

3. Ask the developer to add the Facebook pixel code to your website

If you have a web developer who will maintain your site, we will send you a pixel code and a step-by-step email to add your Facebook pixel. Select the third option “Email instructions” and enter your email address.

Once the pixel code is added, start using the Facebook Pixel Helper to see if it’s working properly.

Once you’ve verified that it’s working properly, go back to your ad manager to create your own custom audiences and conversions and start showing your ads on Facebook. If there is enough time and monitoring, expanding the ad (English) makes it possible.

Make the most of Facebook pixels

If you want to maximize the cost-effectiveness of advertising on social media, we recommend using Facebook Pixel. Simply add pixel code to build your target audience, including evaluating and optimizing your promotional effectiveness. As a result, you will be able to achieve higher conversions, revenues, and return on investment ( ROI .

Frequently Asked Questions

Should I also use Facebook Pixels?

Yes, we recommend you to use Facebook Pixel. Facebook Pixel, which provides valuable customer information, helps you create more effective Facebook ads and improve your ad targeting. The data obtained by tracking Facebook pixels makes it possible to show ads to those who are most likely to take action.

What kind of data does Facebook Pixel collect?

Facebook Pixel collects data that enables conversion tracking from Facebook ads. This includes website activity and multi-device activity. The data collected will help you optimize your ads and build a more sophisticated audience for future ads. It also allows you to reach people who have taken certain actions on your website again.

How can I get Facebook pixels?

You can create a Facebook pixel by following 6 steps:
Open Event Manager in Facebook Ad Manager.
Click Link Data Source.
Select a Facebook pixel and click “Link”.
Add a name to the pixel.
Enter the website URL to see the configuration options.
Click “Next”.

How many Facebook pixels do you need?

The Business Manager account is supposed to be able to create up to 100 pixels. But unless you’re dealing with different websites and audiences, you don’t need multiple pixels. A single Facebook pixel with a large amount of data will give better results than multiple pixels with a small amount of data.

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