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What is the Facebook pixel?

Updated: Jan 29


A Facebook pixel is code that you place on your website. It helps you track conversions from Facebook ads, optimise ads based on collected data, build new targeted audiences for future campaigns, and remarket your ads to qualified leads—people who have already taken some kind of action on your website.


The Facebook pixel works by placing and triggering cookies to track users as they interact with your website and your Facebook, Instagram, or Messenger accounts and ads displayed on some of your web browsing and app usage.

If you’re using Facebook, Instagram or Messenger ads or you love the sound of them to grow your business - the powerful tracking tool you should start using is the Facebook pixel and get the most out of your social ad budget.

Harnessing the Facebook pixel has amazing results for e-commerce or businesses seeking lead generation and helps drive customers to bricks and mortar locations.


Another very exciting advancement is that since May 2017 the Facebook pixel collects schema data. This enables you to target potential customers who are searching for a solution in your market. This is similar to how Google Ads operate, using customer intent data.

What is the Facebook pixel?