TwoSix Moments: 3 Big Questions about Facebook Pixels, Answered

Have you ever shopped online for a new pair of shoes and then popped over to Facebook to then see an ad for those same shoes on your news feed? Have you ever wondered why this is happening? Well, the answer to this advertising technique is based on Facebook pixels!   

Facebook is changing the advertising world as we know it and it has become one the world’s most popular places to deliver ads. Along with the growth and evolution of Facebook ads, Facebook pixels have also become an integral part of an ad strategy.  

We often get asked questions about Facebook pixels, so we are here to answer three questions about them and how they could revolutionize your ad strategy.  

1. What is a Facebook Pixel?  

 It is important to note before reading the rest of this blog what exactly a Facebook Pixel is. We get this question quite often when we are having conversations with clients about Facebook ad campaigns, so here’s the definition according to Facebook:  

“The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.” 

This snippet of code is placed on your website to help track conversions from Facebook ads as well as build targeted audiences that can be used for building a larger audience with similar attributes.  

2. How do you install a Pixel?  

 The most overwhelming part about pixels for organizations who haven’t used them before is the installation process. Here is a quick step-by-step guide to help you along the way:  

Step 1: Open Facebook Ads Manager, click the top Menu button and select Pixels. 

Note: this may show up under different columns depending on your settings. Ours shows up underneath Measure & Report.   


Step 2: Name your pixel!


Step 3: Install your pixel by manually copying + pasting the code 

Note: There are other ways to install a pixel, but we will use the Copy/Paste option to simplify the process for you.  


Step 4: Test your pixel and make sure it’s working and download the Facebook Pixel Helper extension for Google Chrome.  

For more step-by-step guides check out Hoosuite’s Blog or Social Media Examiner 

3. Why do organizations use them?  

 Facebook pixels have the power to help you deliver targeted messages to very specific or niche audiences. For example, if visitors to your website have been consistently visiting your page about where to golf in the area, monitoring the  Facebook pixel for that page will help you build a re-targeting audience based on those page visits and/or build a larger audience with similar interests for future targeting.  

Building that larger audience is referred to as a lookalike audience and is based on the traits of the users who have visited that specific webpage or pages.  

We hope that this brief introduction of Facebook pixels is helpful for building your future ad strategies! If you’re still looking for help with your Facebook ad strategy, make sure to give us a call! We’d be more than happy to help you through the process.  


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