Facebook Pixel: What It Is and How It Works

Facebook is an incredible platform considering the amount of data it has about its users and the breadth of its audience. Such potential could not have been overlooked by advertisers and companies, meaning that they all want to use it for own advantage. However, even though the idea to use Facebook for adverts was brilliant, it was very difficult to implement due to the numerous configuration peculiarities and JavaScript snippets. Besides, much more features significantly complicating advertising were constantly introduced. Fortunately, Facebook Pixel was created to simplify the process.

Facebook Pixel is a JavaScript snippet that developers and owners should place on each page of their websites. The code generates a cookie and, thus, enables Facebook to check the ways a visitor uses the website under consideration as well as other web pages. The introduction of the snippet made it considerably easier to gather data and track the activity, which in necessary for a website owner. Besides, currently, one snippet can do the work while previously, it took many of them to check custom conversions, audiences, and standard events.

The way Facebook Pixel works can be explained using the example of custom audiences. When trying to advertise a specific product, a company want the ad to appear in a place that is the most effective for this purpose. When an average e-store is concerned, the highest level of efficiency can be achieved if people who visited a page of a specific product are exposed to the advert. For example, if a user browsing the website of the store checks the pages of Samsung phones only, it means that he/she is not intended to buy an iPhone. In such a way, the audience interested in particular things is determined, and the relevant ads are presented.

Facebook Pixel collects the data about the pages visited or ignored, time at which it was done, a gadget that was used, as well as goods, which were selected and purchased in an e-store. With such information at hand, advertisers can choose custom audience that will see certain ads on Facebook. Besides, there is a possibility to arrange lookalike audiences, which further assists advertising companies. Overall, Pixel is an amazingly simple but highly effective and cheap way to make sure advertising campaigns reach the target audience.

 

If you are a WordPress user willing to benefit from Facebook Pixel, you can have it functioning on your website in a pretty simple way. For this purpose, there exist several plug-ins, for instance, WP Facebook Pixel, and easy-to-follow documentation. In addition, Magento extensions can be applied to help you with the snippet.