Facebook pixels: The new age of advertisement

A digital marketing agency once, said, “The internet has revolutionized advertising”. The way advertisements are made and broadcasted to the way customers react. It all depends on how you decide to advertise your products. When the internet came, things already stepped up a notch. However, after the introduction of Facebook pixels, everything changed. It has never been easier to reach out to the right customers than it is now. 

If you are using Facebook Ads, then you must have heard about the Facebook pixel. On the other hand, if you are not using Facebook Ads- what are you waiting for? The most efficient way to Advertise and reach the right consumers is right here! There is so much Facebook pixels can do for you, only if you know how to use it efficiently. 

If you look at it, Facebook pixels is not a new thing. But most people either don’t use it or if they do, they are not able to utilize its full potential. It may seem like a confusing tool at first, but it’s not. Many people ask: Is Facebook pixel even needed? The answer is an absolute yes. Without Facebook pixels, you are limiting yourself from the most successful targeting options. You are depriving yourself of the most accurate conversation tracking software.

So, what is the Facebook pixel? A Facebook pixel is an analytic tool that consists of codes that you can put on your website. It is a snippet of code unique to your ad account, designated between the HEAD tags of every page of your website. It tracks site visitors, visitors from Facebook ads; optimizes ads; builds targeted audiences for future ads, and remarket it to people who have already taken some kind of action on your website. Enabling you to retarget those users with Facebook ads in the future. 

It even allows you to see what you are doing on your website when these customers return. Hence, it empowers you to gain more insights about your customers and send targeted messages to those who already know your brand. 

Before we dig deeper into how Facebook pixel facilitates you to get a better return on investment, let us understand how Facebook pixels work. It works by setting and triggering cookies to track users as they interact with your Facebook ads and website. 

Facebook used to have a custom audience pixel for retargeting website visitors, And conversion pixels for tracking website conversions such as sales. While each advertising account had only one custom audience pixel, you can create multiple conversion pixels — one for every individual web page you wanted to track conversions. 

Facebook discontinued conversion tracking pixels back in 2017, So if you were using them, you need to switch over. You can learn how to do so in this Facebook business help article. If you are an old custom audience pixel user, use these instructions to understand how to upgrade to the current pixel. 

While this all may seem complicated to non-Facebook pixel users. I assure you, they make advertising on Facebook way more effective. Not only does it allow you to know exactly, who are you advertising to. But it also helps you understand how your Facebook ads are performing. It also helps you make messaging more effective, driving a better return on your advertising money. 

So, what are the core functions of Facebook pixels & why should you use them? As a businessman, the most predominant thing we all check before investing in something is the ROI- And the Facebook pixel is made just for that. So here are its four key roles:


  1. Targeting with the custom audience for websites.
  2. Ad delivery optimization.
  3. Tracking conversions with event and custom conversions.
  4. Dynamic ads.

#1. Targeting with the custom audience for websites:

It would not be an exaggeration to say that this is the most important role out of all four. This, right here, is what helps most people to gain success exponentially. When you add pixels to your website, Facebook automatically knows when someone visits. It tracks what they came to see and when. 

  • It shows you all the visitors on your website during the past 24 hours. 
  • People who have visited your website within the past 1-180 days.
  • People who have visited your website in the past 180 days but have not been back in 30 days.
  • It shows you people who visited a particular page or group of pages.
  • It even tells you people who visited a specific page but not other pages.
  • People who executed certain events on your website.
  • It even shows you the list of the top 5%,10%,20% people who have spent the most time on your website.

You can define a custom audience by classifying people into those who visited and who did not visit your website within the timeframe of 180 days. The audiences are designed independently from Facebook ads. Therefore, once they have been created you can when to advertise them and which ads to use.

#2. Ad delivery optimization:

When you make an advertisement, you don’t necessarily want it to be seen by everyone, except your target audience. While creating a Facebook ad, the pixels let you choose your intended audience. Some of you might be asking why is this even needed? It’s for optimization purposes, Facebook has smart systems that help you show to the right people within your audience.

The selected audience are usually the ones who are most likely to take action by viewing your ad. Facebook pixels helps you save money by avoiding people who have no use for your ad: those who won’t take any action towards it. 

Facebook can do this because of the insane amount of data they gather on users. People spend a ridiculously huge amount of time on Facebook clicking, engaging, and converting. So, if you are not using Facebook pixel, you will be limited to optimizing for lighter actions like impression, link clicks, engagement, and reach.

#3. Tracking conversions with even and custom conversions:

Facebook pixels can define conversion by utilizing Pixel events that you can use to track specific actions on your website. Those are used for reporting, targeting, and optimization. Hence, allowing Facebook to know when a conversion happens so that your ad reports can reflect them. How else will you know if your ads are even working?

For example, you select a standard event like “purchase”, now Facebook will report you all the purchases that happen because of someone seeing or clicking on your ad. You can also ask pixels to track the purchase of a particular product by selecting custom conversions. Assuming you already created it previously.

You can also make custom conversions by selecting a conversion page and naming a conversion. Generally, the completion page is some thank you page, for example: “Thank you for shopping, Your order is on the way!”

You can make conversions independently from Facebook ads. Later you can choose when to use them in the future. Since tracking pixels are fired in all your website pages, you can effortlessly identify who came there by Facebook ads.

#4. Dynamic ads:

If you are a big e-commerce site having pixel is a must. Even if you are using it, you might not be taking into account its dynamic ads. If you have thousands of products, it may not be reasonable to create ads for each product based on specific pages people visited and specific actions they took. For example: showing your ads in a catalog format.

On the whole, you can understand that if you don’t have Facebook pixels on your website, optimizing your work and sales is a tall order. Without pixel, you are just making it difficult for yourself. We all live in the age of the internet, where everything is one click away. But, this also means there are millions of data floating around. If you want to be victorious in today’s market competition, you need to optimize your business. Facebook pixel is the way.

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