The digital marketing landscape is a highly technical space. For years now marketers have used various technologies to improve their ability to deliver relevant ads at the right time.

One of those technologies is tracking pixels. A tracking pixel is a 1×1 image nearly invisible to the naked eye that is coded into a webpage and hosted on an outside server. The pixel “fires” when the page loads with that image, and that outside server collects information about the browser that “fires” it. Used in combination with browser cookies, the marketing company is then able to track an individual user’s web behaviors.

Implementing this technology from scratch can be difficult for small businesses or other companies without specialized tech resources. Facebook Pixel has made it much easier for these companies to gain the benefits of tracking pixels. All it takes is copying a short block of code into the headers of the pages on your website. Now you can take advantage of all the benefits of a pixel every time a Facebook user visits your website.

So what are those benefits?

  • Custom Audiences
  • Conversion Events
  • Conversion Attribution
  • Visitor Insights

Custom Audiences

The first advantage of Facebook Pixel is the ability to create custom audiences for your Facebook advertising. How beneficial would it be to target your ads to only people who’ve visited your website previously? Now you have that ability. You can also create and target audiences of people similar to those who’ve visited your website.

Conversion Events

In addition to just visits, you can create conversion events based on phrases in the URL of specific pages. If you create a conversion event for the “thank you for your order” page on your website, you can then target ads to Facebook users similar to the people who’ve made purchases on your website.

Conversion Attribution

Another big benefit of the Facebook Pixel is conversion attribution. Without the pixel, it can be hard for small business to figure out which sales are tied to ads, and more specifically to which ones. You can quickly and easily find out which sales came from which ads. This can help you create better ads that are more likely to convert in the future. Facebook will also use this information to automatically optimize your ad delivery to users that are most likely to click-through on your ads.

Audience Insights

If you’ve ever looked into the insights section of your Facebook Page, you’ve likely noticed that you have the ability to get insight about the people who’ve liked your page. With Facebook Pixel, you’re able to gain the same type of insights on people who have visited your website, regardless if they like your Facebook Page. This type of information can be helpful in ensuring that your messaging is relevant to the types of people who visit your website.


Want to dig deeper into a real-world Facebook Pixel case study? Get the inside scoop on using Facebook Pixel from Scott Ontiveroz himself.