Back in 2015, Facebook introduced their new Facebook Pixel. You’ve probably heard of Google Analytics, and are aware of how adding this code to your website allows you to track how many times certain pages on your site have been viewed. The Facebook Pixel takes a similar approach in tracking traffic to your website.

How Does the Facebook Pixel Work?

The Facebook Pixel combines tracking, targeting and optimization all into one handy tool. To implement it, you need to visit the Ads Manager page on Facebook and click on the “create a Pixel” tab. Then, Facebook will provide a unique code for your website, which should be implemented on each of the header tags on every page of your site.

This code will anonymously track all visitors to your website, as well as all the individual pages visited. But that’s just the beginning. Once you’re armed with this information, you’ll be able to create custom audiences for Facebook advertising. This is important because you’ll be able to reach people who, for instance, visited several pages on your site, but never made it to the checkout page. Or, you can target those who did reach the checkout page, but did not convert. You’re able to remind them that your awesome product or service is still available, and they can jump right back to your site to easily finish their transaction.

Basically, the Facebook Pixel allows for re-targeting on a smaller scale, allowing your company to join the big players like

For more information about the Facebook Pixel, check out our recent podcast on this very topic!


Original podcast show notes: If you’re advertising on Facebook or thinking about dipping your toe into these waters, one of the tools you should be using is the Facebook Pixel. Today Sandro goes over what it is, how to implement it and what it can do for you and your small business.

Editor’s note: This episode was recorded under our previous brand. You can find us now at Liz and Sandro’s Marketing Podcast.