Measure Your Results Using the Facebook Pixel: Key Metrics You Need To Know [UPDATED FOR 2020]

If you’ve got a website and a Facebook page, did you know you can get some pretty rich data from Facebook Analytics if you add a pixel to your website?

Most people know about Facebook Insights for their business page, but the Facebook pixel can open up a whole new world of data for you.

You can access Insights via your Facebook page and these stats are easy to find and simple to understand. But if you want to take your data a step further, Facebook Analytics gives you even more information on how people are interacting with your website and Facebook page. Think Google Analytics but for Facebook!

If you want to find out more about tracking and measuring results with Facebook Analytics, read on.

Look At Your Goals

Before you can measure results, you need to work out what your goals are. Do you want more followers, more engagement or to make more sales online?

Remember to be realistic in your goal setting. If you’re a small local business, it may not be achievable to expect a million new likers on your Facebook page.

Some goals include:

  • Build brand awareness
  • Promote your app
  • Grow sales online
  • Increase local sales
  • Generate leads
  • Re-target existing customers

Set Your Objectives & Deadlines

Once you’ve looked over what you want to achieve, set your objectives and realistic deadlines to reach them. When you’re measuring results, deadlines are crucial because otherwise you may never feel like you’ve gotten anywhere.

Plan Your Content

There’s no point setting goals and measuring them without a great content plan in place. Spend some time (uninterrupted!) coming up with themes, imagery and wording for your posts. Create a dedicated social media content strategy which breaks down what you’re posting, when and to what platform if you’re using more than one.

Start Implementing & Measuring

Now it’s time to start implementing your content strategy and measuring your goals. Be guided by your deadlines and even consider breaking your larger goals down into mini goals so you can see if you’re on track to achieve those big scary goals.



Active Users

pixel active users by hour

Keep a close eye on how many active users your Facebook page has. The more active users, the more engaged they are with your content. It will help you to see if you’re on the right track with your strategy and posts, or if you need to be changing tack and trying something new.

You can see also what time of day your users are most active so schedule your posts around these times for maximum reach and effectiveness.

Top Referrer Domains

This shows you where most of your users are finding you outside of Facebook. This can help you focus on other channels that are bringing you Facebook traffic. You might think it’s your website, but it could actually be your Pinterest page, for example.

It’s mostly going to show Google domains as many people will probably find you via a branded search on their local Google search engine, but there could be some other websites linking to your Facebook page too.

Top URLs

These are the URLs on your website that are sending the most traffic to your Facebook page. You might find these align with your most popular content according to your Google Analytics. Look at what kind of content these pages have and try and create similar new content.


If you’re monetising your Facebook page by paying for Facebook ads, you can use this metric to determine what revenue has been generated by your Facebook page.

Depending on the event sources you’ve set up in your Facebook Analytics, you could see the total revenue generated, the average purchase per user, or people who made purchases within set time frames, amongst other option.