Facebook Pixel, a JavaScript code segment developed by Facebook and made available to users under Facebook Business Manager1.
It enables tracking of conversions from Facebook ads, optimization of ad content and targeting, performance measurement, and detailed analysis of targeting settings2.
For support regarding Pixel Management, please submit a request here.
Facebook Pixel, the enhanced version of the previous Facebook Pixel version, operates through event and URL tracking, and allows you to create detailed audience segments, measure conversions, and optimize your campaigns—all within just a few minutes of setup. It enables you to build highly effective ad campaigns by leveraging user actions on your website, especially for achieving more efficient Facebook ad campaigns.
Measuring Your Facebook Ads
Facebook Pixel’s conversion tracking allows you to follow up on actions users take after interacting with your Facebook ads (such as clicks or views) across all devices—including smartphones, tablets, and computers. By creating a pixel and adding it to key conversion pages on your website—such as the payment page, registration result page, or payment steps—you can see in detail which users completed conversions during the duration of your ad campaigns, and optimize your target audience based on these insights.
Cross-Device Conversions
You can see how potential customers interact with devices before completing a conversion, enabling you to optimize your ad campaigns by targeting individuals most likely to perform a specific action.
You can identify users most likely to complete actions such as making a purchase, signing up, or filling out a contact form. Using these insights, you can automatically create new audience segments based on visitors to your website and retarget them, expanding your audience through similar interactions.
Especially, you can set up conversion funnels based on users visiting a product page on your website, and achieve more effective and accurate results by targeting product-based audiences. With Audience Statistics, you can create tailored Audience Targeting and conversion funnels that not only track page views but also identify and target users who perform specific actions such as adding items to cart or purchasing a product—ensuring precise timing and relevance through Custom Audience Segments.
Benefits of Conversion Tracking
Ad optimization works alongside Facebook’s Optimize for Website Conversions feature, where Facebook automatically shows your ads to users most likely to convert.
Measurement allows you to calculate the return on investment of your ads by measuring the number of conversions your ad generates. This enables you to see exactly how much you spent per conversion and make fine-tuned adjustments accordingly.
Facebook Pixel Installation
You can create a Facebook Pixel through Ad Manager, the Ad Creation Tool, or the Power Editor (available only in Chrome browsers). In Ad Manager, click on Tools in the top menu, then select Create Pixel. Finally, click Show Pixel Code to view and copy the code, or alternatively, select the option to send the code via email. If you’re having trouble with the code, you can use the application described in the article titled Segment Setup and Usage to seamlessly and efficiently integrate all Facebook Pixel features—including dynamic properties—into your website.
To add the Facebook Pixel code to your website, follow the instructions under the Facebook Pixel Installation section. Then, retrieve the code you received either directly from the opened field or via email, and insert it into the relevant code sections of the pages you want to track conversions for. This enables you to monitor key actions such as completing a sale, finishing a registration, viewing product pages, browsing, or adding items to a cart. By assigning conversion values, you can evaluate your advertising campaign performance and sales performance based on conversion metrics. After the standard installation, you can generate custom configurations tailored to your needs through the Facebook Pixel page via URL. To leverage dynamic properties, you must use the Events feature. For this, existing code sections should include additional definitions such as content_type and content_ids for the specific events. To verify whether the Facebook Pixel code has been correctly added, please review the Verification of the Created Facebook Pixel Code section.
Verification of the Created Facebook Pixel Code
After creating your Pixel ID and adding it to your website, the code status will initially display as not verified until a conversion is recorded. Once your system begins receiving data, you can proceed with the necessary adjustments. But what if you want to verify whether the code is working correctly before any conversions occur? Of course, there is a way. Using the Facebook Pixel Helper extension, which is provided by Facebook, you can view whether the code you’ve implemented on your website is functioning properly. This extension will also prove helpful when utilizing dynamic pixel features.
You’ve obtained your pixel code, installed it on your website, and verified it. Now you can start creating ads. You can create an ad using the ad creation tool or the Power Editor. Then, select the option to increase conversions on your website, and from the dropdown menu, choose the pixel name corresponding to the conversion pixel you’d like to use with your ad, or create a new pixel. After defining the specific goals related to your ad, under Suggest and Bidding sections, select Website Conversions so that the system can show your ads to users who are most likely to convert. Note that the system tracks conversions that occur within 1, 7, and 28 days after a user clicks on an ad, as well as within 1, 7, and 28 days after a user views an ad.
Tracking Conversions
After following the instructions under the heading How to Use Facebook Pixel for Optimization, once you’ve created your ad, you can view your conversion data in the Ads Manager under the Ads view, where you’ll see the relevant information in columns, including Results (conversions) and Cost (cost per conversion). These columns, which contain your data, directly link to the ad sets and campaigns you created with the Website Conversions pixel, enabling you to properly track the performance of your campaigns.
You can also view the step-by-step process flow with the video provided above and quickly start launching your ads and achieving conversions using the information listed above. In addition to all these steps, I recommend reading the articles “The First Step in E-Commerce: What Comes Next?” and “How to Open and Run an Online Store”.
*[FB]: Facebook