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What is the Facebook Pixel and how does it help?

You’ve started taking your digital marketing seriously. You’re sending newsletters, advertising on social media, and using words such as “analytics” and “click-through rate.” You are a technological superstar! But now it’s time to take things up to 11.

By adding the Facebook Pixel to your website, you will be able to track how your social media campaigns are performing, retarget those who interact with your ads on Facebook and Instagram, and guarantee you are staying smack dab in front of your customers.

So, let’s take a look at the Facebook Pixel and see what it can do.

What is this thing?

What is the Facebook Pixel Image

At its core, the Facebook Pixel is simply a piece of code that you add to your website (and/or integrate with your newsletter software/CRM). But, once it is added, the magic starts to happen. It collects data from both your website users and those who interact with your Facebook and Instagram ads, allowing you to:

  • Track conversions
  • Build targeted audiences
  • Refine the ads themselves
  • And retarget those who visit certain webpages (or even take certain actions on your site).

All of this helps you to create ads that are direct, focused, and cost-effective.


You’ve undoubtedly heard about the benefits of great analytics. Companies like Google and Facebook have become household names due to their incredible ability to collect data and allow businesses to use that data for advertising. Now is a great time for you to join the club!

Once you add the Facebook Pixel, you will be able learn a plethora of information about who is clicking on your Facebook and Instagram ads, whether or not they are making a purchase, how long they are staying on your website, what other pages they are visiting, and more. Using this information, you can refine the ads to make sure they are working for you.

Custom Audiences and Retargeting

The best feature of the Facebook Pixel is the ability to create Custom Audiences based on how visitors are interacting with your site. You can then retarget those visitors (or people like them) with your social media ads. Want to advertise a 10% off coupon to those who clicked on your site’s checkout button but didn’t make a purchase? Custom Audiences lets you do it. Want to create an Instagram ad and target anyone that lives in Jamaica who has similar likes, interests, and demographics to those who typically visit your homepage? Custom Audiences lets you do that as well.

With a bit of creativity, you can ensure that you are spending your ad bucks wisely, only paying for advertisements that are likely to actually succeed.

Get Started

Getting started is easy. We’ve created a nifty series that teaches you how to create and install the Facebook Pixel, create a custom audience, and create a Facebook ad, too! You can check that out by clicking here. You can also read Facebook’s setup instructions here: Create and Install a Facebook Pixel. In some cases, you may have to add a bit of code onto all of your site’s pages, but most web builders such as WordPress, Wix, and Squarespace allow you to simply add a plugin or copy the Facebook Pixel code over to a single submission box. From there, all you have to do is start playing around in your analytics software and start creating ads on Facebook and Instagram. Once the Facebook Pixel is installed, the data will be available for you to use whenever you are ready.

If you have any questions about the Facebook Pixel, the International Training marketing team is here for you. Send us a message at and we’ll be sure to help!