apollo digital

How to set up Facebook Pixel and how does it work?

The Facebook Pixel is an analytics tool that allows online advertisers to measure the effectiveness of their ads by collecting data on how users interact with their website. This tool helps in creating targeted ads, optimizing campaigns and increasing return on advertising investment.

What is Facebook Pixel?

The Facebook Pixel is a powerful tracking tool that advertisers use on Facebook to collect data about users who visit their website. It allows you to track a visitor's actions on your website and use this information to create more effective Facebook advertising campaigns.

By collecting detailed data on user behavior, the Facebook Pixel (or as of now Meta Pixel) helps adjust your advertising strategies to reach the right people with relevant ads.

Why is the Facebook Pixel important to your advertising campaigns?

Increasing the effectiveness of ads

By using the Facebook Pixel, you can target your ads more precisely to those users who are most likely to be interested in your products or services. This tool allows you to analyze how users interact with your website and adjust your ads to increase their relevance and effectiveness. Optimizing your ad with Facebook Pixel leads to better utilization of your advertising budget and increased return on investment (ROI).

facebook ads manager pixel meta pixel

Measuring conversions

The Facebook Pixel allows you to closely monitor how effective your ads are in driving users to take actions such as purchases, registrations or filling out forms. With this tool, you can measure conversions from Facebook ads, whether they happen on desktop or mobile. This gives you a clear picture of the performance of your advertising campaigns and helps you make data-driven decisions.

Targeted advertising

One of the key reasons for Facebook Pixel's importance is its ability to enable targeted advertising. By collecting data about your website visitors, you can create segmented audiences tailored to specific interests and behaviors. This means you can target your ads precisely to those people who are most likely to be interested in what you have to offer, increasing your chances of conversion and optimizing your advertising budget.

How to set up Facebook or Meta Pixel?

Setting up a Facebook Pixel is a key step in improving the performance of your Facebook advertising campaigns. The following is a simple guide that will guide you through the process from creation to verifying the correct installation of Pixla.

Creating your Facebook Pixel

Start by visiting your Facebook advertising account: Sign in and open the “Event Manager”. Select “Create Pixel” and name your Pixel to reflect your business or intended use. After choosing a name and accepting the terms, click “Create”.

facebook ad facebook pixel

Adding Pixel code to your website

  1. You will receive a Pixel code: Put this code in the header "HEAD" of each web page, or in the header template if your website uses one, to ensure that the Pixel records visits to all pages of your website.
  2. Using partner integrations for easy installation: If your CMS, such as Shopify or WordPress, supports partner integrations with Facebook or Mint, these options can make installation easier without having to manually add code.

Checking the performance of the Pixel

Use the tool Facebook Pixel Helper. After installing the code on your website, you can use the Facebook Pixel Helper Chrome extension to verify that the installation is correct. The tool will analyze your website and show you if it is working properly and help you fix any problems.

If you do not use Google Chrome, you can also use the Facebook (Metin) interface, through which you can test all events and happenings on the website manually.

A few more tips and "hacks":

  • Activating automatic advanced matching: Activate this setting in Facebook Business Manager or Meta Business Suite, as it allows better conversion tracking and audience targeting by combining your customer data with Facebook profiles.

  • Domain verification: Before you can create events with your Pixl, you need to verify your domain ownership in Facebook Business Manager or Meta Business Suite. You do this by copying and pasting the specified meta tag on your website.

  • Create events and custom conversions: After successfully installing and verifying the Facebook Pixel tool, start tracking specific actions on your website with standard or custom events to improve targeting and measure ad performance.

How does the Facebook Pixel work?

Facebook Pixel is a tool that with a high degree of accuracy tracks the behavior of visitors to your website. Every time someone visits your page, the Pixel “records” that action, including page views, adding items to a cart, or making a purchase. This means that Pixel collects data about:

  • Types of page visits: What pages are the most popular?
  • Interactions on the page: Which products are added to the cart?
  • User paths: How do users navigate your website?

With this data, you can gain a deeper insight into the interests of your visitors and how best to address them through advertisements on the Facebook Ads platform.

Using data to optimize ads

When the Facebook (Meta) Pixel collects data, you can use this information to optimization of your advertising campaigns on Facebook. This includes:

  • Targeting: Target your website visitors with ads that are directly relevant to their interests.
  • Retargeting: Retarget users who have already shown interest in your products or services.
  • Content customization: Create ads that reflect users' previous interactions with your website.

For advertisers, it means better use of the advertising budget, as ads are only shown to those who are most likely to be interested in your offer.

Conversion tracking and performance analysis

facebook pixel installation meta pixel facebook ads

The most important advantage of the Facebook Pixel is its ability conversion tracking in Facebook Ads - from the moment someone sees your ad to the final action on your website. This feature allows you to:

  • Performance measurement: How effective are your ads at driving desired actions?
  • ROI analysis: What is your return on investment of advertising campaigns?

By analyzing this data, you can pinpoint which campaigns are working and which need tweaking, allowing you to optimize your advertising efforts for maximum effectiveness.

Advanced uses of the Facebook Pixel

In addition to tracking and measuring performance, we can also use the Facebook Pixel to significantly improve our advertising campaigns.


Retargeting is like a digital “remember you” for your website visitors. The Facebook Pixel plays a key role here, as it allows your ads to “follow” visitors even after they leave your page. So someone who stopped shopping on your website can see an ad for that exact product on Facebook.

This is an invaluable tactic for increasing conversions as it targets users with already demonstrated interest.

Creating "Lookalike Audiences" to expand your reach

The feature allows Facebook to find new users with similar interests and behaviors based on existing audiences – either website visitors or current customers.

This means that your advertising campaigns can reach more potential customers who are similar to those who already know your brand.

meta pixel facebook pixel help

The most common questions and problems when using Facebook Pixel

There are many issues that can occur when installing the Facebook Pixel, from codes not tracking properly to website configuration issues. The main steps to fix these problems include:

  • Pixel code verification: Make sure the code is correctly copied and pasted into header "HEAD" part of every page of your website.
  • Using verification tools: Facebook Pixel Helper is a Chrome extension that can help you identify and fix problems with your Pixel.
  • Checking your privacy settings: Some privacy settings may block Pixel from working. Make sure your settings allow tracking.

Ensuring that your Facebook Pixel is properly installed is critical to its effective use and consistent use of the Facebook Ads platform.

More about advertising and digital marketing: