How to Install and Use the Facebook Pixel: A Guide for Marketers [UPDATED]

If you’re planning on spending money on Facebook ads, wait!

Have you installed your Facebook pixel yet? No? Then this should be the first thing you do before you give Facebook a cent of your marketing budget.

If you’re a marketer, read our guide on how to install and use the Facebook pixel now.

What is the Facebook Pixel anyway?

Simply put, it’s a unique piece of code which you add to your website (most platforms have a section to add it or you can use a plugin to install it). This code tracks visitors from Facebook and their activity on your website.

Just like Google Analytics tracks visitors to your website, Facebook does the same, but for people who visit your website from your Facebook page.

The Facebook Pixel can be used to:

  • Make sure your ads are shown to the right people. Find new customers, or people who have visited a specific page or taken a desired action on your website.
  • Drive more sales. Set up automatic bidding to reach people who are more likely to take an action you care about, like making a purchase.
  • Measure the results of your ads. Better understand the impact of your ads by measuring what happens when people see them.

Once the Facebook pixel is set up, the pixel will fire when someone takes an action on your website.

Examples of actions include adding an item to their shopping cart or making a purchase. The pixel receives these actions, or events, which you can view on your Facebook pixel page in Events Manager. From there, you’ll be able to see the actions that your customers take. You’ll also have options to reach those customers again through future Facebook ads.

Event Tracking

You can also track specific actions your users take on your website, using event tracking. This is another short piece of code and you determine what you want to track and what you want to call your code. You could track things like when people sign up to your newsletter, when they start the checkout process, make a purchase or simply visit a particular page or blog on your website.

There are different levels of codes depending on how technical you want to get. Choose from basic, recommended or advanced installation codes. Add your own custom parameters to narrow down your specific events to track.

For example you can track anyone who views your products, or you could track anyone who views your products which are over $20 in value.


What If I Don’t Have My Own Website?

Not to worry – many other platforms like Leadpages, and Eventbrite have the functionality to add the Facebook pixel to your pages. Get the full list of third party platforms that allow Facebook  pixels to be added here.

Creating & Installing Your Facebook Pixel

Before you begin

  • You need a website for your business
  • You must be able to access your website’s code

Create a Facebook Pixel

  1. Go to your Pixels tab in Events Manager.
  2. Click Create a Pixel.
  3. Read how the pixel works, then click Continue.
  4. Add your Pixel Name.
  5. Enter your website URL to check for easy set up options.
  6. Click Continue.

track website conversions pixel


Add the Facebook Pixel to Your Website

Now you’ve created your pixel, you can put the Facebook pixel code on your website.

For instructions on how to do this, choose your setup option:

Manually add pixel code to website

manually add pixel code to website

Image: Facebook.com/business/help

Use a partner integration

  1. Go to the Pixels tab in Events Manager.
  2. Click Set up Pixel.
  3. Click Use a Partner Integration.
  4. Select a partner from the list.
  5. Follow the onscreen setup instructions.

Email Instructions

If someone else updates the code on your website, follow these steps to email them your Facebook pixel setup instructions.

  1. Go to the Pixels tab in Events Manager.
  2. Click Set up Pixel.
  3. Click Email Instructions.
  4. Enter the recipient’s email address.
  5. Click Send at the bottom of the page.

Set up events

After you add the pixel base code to your website you can set up events to measure the actions you care about, like making a purchase.

You can do this by manually installing the code or by using the point-and-click Event Setup Tool. Then, make sure that your pixel is working correctly.

How To Use Your Data From Facebook Analytics

The whole point of installing the Facebook pixel is to get valuable insights into how people from Facebook are interacting with your website.

Track metrics like top URL’s, session times, and devices. This will help you narrow down what content people are visiting, how long they spend on your website and what devices they’re using. If people are mostly coming from mobile devices and spending more time than those on a desktop, when you’re running paid ad campaigns on Facebook, you know that you should target mobile users over desktop ones.

When you can see what content they’re interacting with, you can use this to plan your content strategy going forward, and also know what content you should pay to promote and what you should rather leave to the mercy of Facebook’s organic reach.

So what are you waiting for? Head over to your Facebook Ads Manager and get pixelling now!