What Is Facebook Pixel? (All You Need To Know)

Facebook has a huge body of users – over two million, in fact. Therefore, many businesses advertise on Facebook. Simply put, there are just lots of potential customers. 

For this reason, Facebook provides a lot of tools to advertisers. One of these tools is Facebook Pixel, which we’ll discuss below. 

What Is Facebook Pixel?

Facebook Pixel is a free tool that allows you to track activity on your website. This information is then utilized to track the effectiveness of Facebook ads, determine your targeted audience, retarget ads, and optimize your current ads. Simply put, it allows you to see more information about who is making purchases based on your ads. 

For information on how to use this tool, take a look below. 

Does Facebook Pixel Only Track Traffic From Facebook?

Facebook Pixel can only track data on websites that have it installed. Therefore, this isn’t software that tracks all your movement across all the websites you visit. Only those with Facebook Pixel will track your movement. 

However, on the website owner’s side of things, Facebook Pixel does not only track traffic from Facebook. Instead, this little bit of code tracks all traffic and keeps up with what it does. 

Therefore, it will track how many people visit your website and what percentage make a purchase, for instance.

It can track how much traffic clicks on a certain link or where people tend to navigate. 

Furthermore, this tool works to tie that activity to a particular Facebook ad if you’re currently running ads.

Next, it allows you to retarget ads to those that have already visited your website. Therefore, you can further prompt almost-customers. 

Is Facebook Pixel Free?

Yes, you can set up Facebook Pixel for free when you have an advertising account. Of course, to get the most out of it, you do need to advertise on Facebook, which isn’t free. 

However, in the long run, Facebook Pixel may actually help you spend less money on advertisements.

After all, it lets you know what ads are working and allows you to retarget ads to those that have already visited your website. 

In this way, Facebook Pixel simply works to help you get more out of your paid advertisements. Setting up the tracking tool is completely free, though. 

How Do I Find Facebook Pixel?

Finding your Facebook Pixel is pretty straightforward. Firstly, you’ll want to go to your Facebook Event Manager associated with your business account.

Then, click on the Data sources icon on the left side of the page. (It looks like a triangle with three circles.)

Select which Pixel you want to set up. Then, click continue Pixel setup. Finally, select Meta Pixel and Connect.

There will be various options, but you want to select Install code manually. This will show you a long numeric code, which is your Pixel code. 

Copy this code to your clipboard so that you can use it on your website. 

What Are the Benefits of Pixel?

What Are the Benefits of Pixel?

For most people who use Facebook ads, you’ll also want to utilize Pixel. Simply put, this free tool simply makes using Facebook ads more successful. 

For instance, Pixel will track when certain people visit a page on your website or do another action that you specify. Then, you can use Pixel for retargeting ads to those people. 

Therefore, if someone visits your website and looks at an item, you can retarget your ads so that they continue to see advertisements for that item. 

Pixel also tracks which types of people make purchases. Therefore, you can retarget your ads to those that actually end up purchasing from you – not just those that visit your website. Sometimes, those two demographics are different. 

Furthermore, you can also measure how successful certain ads are by how many purchases they produce – not just how many people click on them. 

While this is an extra step to advertising on Facebook, it can be extremely useful. 

How Do I Create a Facebook Pixel?

Facebook intends all advertising tools to be extremely user-friendly, and Pixel is no different. To use Pixel, all you need is a website for your business and the ability to edit that website’s code. 

If you check both of those boxes, go to your Events Manager.  Click the big green plus symbol to connect data sources. Next, select Web.

The next few steps are pretty straightforward. Simply follow the prompts by selecting Meta Pixel and then Connect.

Add a Pixel Name for identification purposes, and then enter your website’s URL. In many cases, you’ll have some easy setup options. 

Now, your Pixel account is created, and your ID is active. However, that doesn’t necessarily mean that it’s tracking. If no easy setup options were available, you’d need to manually add Pixel to your website. 

Do I Need a Facebook Pixel?

You don’t have to set up Facebook Pixel to advertise on Facebook. In fact, many people advertise on Facebook without ever taking advantage of this free tool.

However, Facebook Pixel is completely free and provides some extra tracking for your advertisements.

Simply put, it helps you see what ads are actually pushing people to purchase on your website. 

Furthermore, you can also target your ads to those that have visited your website previously. In some cases, you can even target ads based on the extra product someone looked at. 

Of course, Pixel does take some more time to set up. Therefore, not everyone feels the need to dedicate that extra time. 

To know more, you can also read our posts on Facebook Engagement Rating, Facebook Reach, and Facebook Events.


Facebook Pixel is a tracking tool that allows you to keep track of who does what on your website. Specifically, this tool tracks how individuals interact with your website based on Facebook ads you have running. 

However, Pixel doesn’t just track traffic from Facebook. Users with Facebook accounts that visit your website can be targeted with specially-made advertisements, even if they didn’t come from Facebook. 

Pixel is completely free, though it does take a second to set up. You’ll need to set up important “actions” for instance. Plus, the tool only provides information. You’ll have to decide what to do with that information. 

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Cara Suppa

Cara Suppa has been freelance writing for over a decade and holds a BA in English and an MS in Integrated Marketing Communications. Outside of work, she is an avid cook, gardener, and discount shopper.

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