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What is a Facebook pixel?

Have you heard of the Facebook Pixel, but always wondered what it is?

To quote Facebook, “The Facebook pixel is a piece of code for your website that lets you measure, optimise and build audiences for your advertising campaigns”.

In really simple terms, Facebook gives you pixels that you can install on your website or landing pages. The pixels can track who visits your website. You can then create very targeted campaigns based on the information collected to improve your sales or conversions.

Why is having a Facebook pixel important

Well, you can’t measure what you can’t track.

When you have facebook pixels installed you can track how many people visit your website and if they take an action (like buying something or signing up for your email list). It can even track how many people add your product to your shopping cart but don’t proceed to check out.

Being able to measure all this means you can see how well your marketing is performing. Plus, you get insights into your customers/clients and target market.

For example, how often do you find something online that you love, add it to your cart, and you don’t finish your purchase?

Apparently, you’re not alone if you do this.

According to Neil Patel, approximately 96% of visitors who go to a website are not ready to buy. And not being ready to buy means behaving like that – adding to the shopping cart but not purchasing.

Having a Facebook pixel means you know how many people who start to shop and don't finish.

And then you can retarget them.

What is retargeting?

Here’s the Wikipedia definition.

“Behavioral retargeting (also known as behavioral remarketing, or simply, retargeting) is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions. Retargeting tags online users by including a pixel within the target webpage or email, which sets a cookie in the user's browser. Once the cookie is set, the advertiser is able to show display ads to that user elsewhere on the internet…”

The KISS (Keep It Simple & Straightforward) explanation is retargeting is putting your ads in front of people who’ve been to your website and acted a certain way. EG put something in the shopping cart but didn’t purchase.

So, if someone visits your website, adds a product to your shopping cart but doesn’t purchase, you can retarget them with an ad showing the product they were interested in. Or you might offer them the opportunity to subscribe to your email list so you can stay in touch until they are ready to purchase.

Does that sound familiar?

Have you ever online window-shopped. And then all of a sudden that product from that business appears everyone online?

In some instances the ad might even say something like “Did you forget something?” and have the image of the exact thing that’s sitting in the shopping cart waiting for you to come back and purchase it.

That’s retargeting.

Why is it important?

Retargeting means you have a much higher chance to convert your audience into buyers. Because you’re appearing in front of them when they get to the point that they are ready to buy. 

Retargeting increases the number of touchpoints you have with your market. You can read more about touchpoints here

And that is why having a facebook pixel is so important. Afterall – you really don’t want to lose 96% of potential customers do you?


If you're not sure how to set up your Facebook pixel let us know. We'd love to help you.


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