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  • Writer's pictureJames Green

Beginner's Guide to the Facebook Pixel

Updated: Nov 8, 2020

Ever get that feeling your phone is listening to you? 😳⁣⁣⁣⁣⁣⠀


Or that the website you were on yesterday is now flooding your Facebook feeds? 😳⁣⁣⁣⁣⁣⠀


This simple retargeting is done by businesses using the power of the Facebook Pixel in their social media advertising strategy...⁣⁣⁣⁣⁣⠀

If your business in any way tries to get awareness, leads and sales online you NEED to sort out your Facebook Pixel⁣⁣⁣⁣⁣!⠀

In this video I cover:

  • What is a Facebook Pixel

  • How does it work

  • How you can install it

  • How you can retarget your website visitors

  • How tocreate audiences on Facebook & Instagram that the algorithm knows are most likely to buy from you

What is a Facebook Pixel?

A Pixel is basically a tiny piece of code that sits on your website and tracks your website visitors and their behaviour 🕵⁣⁣⁣⁣⁣⠀


One line of code that completely changes the game for your whole marketing plan 🔥⁣⁣⁣⁣⁣⠀

⁣⁣⁣⁣⁣It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.

When people talk about ‘cookies, data collection, tracking, retargeting’ it’s not anything too sinister it’s this piece of code picking up data about who comes to your website and what they do... much like Google Analytics.

It’s not physically someone in Facebook’s big evil underground lair watching your every move.

What can the Pixel do?


✅Tracking and measuring people's actions on your website

✅ Optimise delivery of your ads to people who are likely to take action

✅ Create custom audiences from website visitors and specific actions or pages they have visited to retarget to


✅ Promote 'Dynamic' ads to automatically show website visitors the products they've viewed on your website

✅ Reach 'Look a like' audiences of your followers, website visitors, email signups, previous customers and more.


So let’s go into a bit more detail on those points…

Tracking and measuring people’s actions on your website

These actions such as ‘filled out lead form’, ‘added to basket’, ‘checkout initiated’ or ‘purchase’.

This is fundamental for any company spending on marketing and advertising.


It’s staggering the amount of businesses that don’t meticulously measure the results and return of investment.

Continuously pouring heard-earned precious budget into ineffective channels and methods because they think or have a gut feel it might be working.

Using the Facebook Pixel properly means ANY business can precisely track the conversions from your marketing efforts.

Regardless of if you are even spending a penny on social media ads! Isn’t it a no-brainer for your business to be able to measure specifically the ROI and ROAS from your campaigns.

You can customise and tailor what the Pixel measures to your business and its needs. This isn’t me poo-pooing on brand advertising, but for your brand advertising to work it should demonstrably improve the metrics and effects of your direct sales advertising.

If you don’t track and measure whats happening, how do you know whats working and what isn’t?

Optimise delivery of your ads to people who are likely to take action!

Facebook measures this behaviour and tracks the type of users who actually convert with your ads means it can optimise to reach more people similar to those customers or leads.

Ensuring your ads are shown to people that take action, not just like and comment.⁣⁣⁣⁣⁣

Saving you money and increasing the performance and ROI of your ad campaigns.

By using a Facebook Pixel your leveraging the huge masses of machine learning and customer isnight Facebook’s machine has to improve your ads and get more sales

Now I hope by now you’ve already committed to not pressing that ‘boost post’ button and are managing your ads in ads manager.

If that sentence confuses you please pause this video go to and create a business account to run ads properly from.

The Pixel measures the actions being taken on your website and by who.

So it can refine and increase the effectiveness of your future campaigns as both you and the algorithm are learning more about what works, to which audiences.

Create custom audiences from website visitors & specific actions or pages they have visited

Would retargeting any visitors of your contact us page make sense for some quick wins?

Or those that have spent over 3 minutes browsing in the last 30 days?

Or if you sell products via your website people that added an item to basket but never checked out?

Or ones that purchased from you 4-6 weeks ago and have now run out of that product?

The list is endless and I bet you’ve already got some exciting ideas about where the bottleneck is for your business and how you can retarget those people with a simple ad to get them back into the funnel.

By the way...

  • Retargeted customers are 70% more likely to purchase

  • Retargeting ads get 10x higher CTR

  • Retargeted customer spend 5x more

Honestly this is typically our biggest win with businesses who have been investing and doing great marketing campaigns but are just missing that last piece of the puzzle.

Especially for high value goods or B2B businesses, people tend to have longer decisions before buying and are comparing your service or product to multiple other competitors. Just imagine if you are the only one of those competitors specifically sending a tailored message to that prospect at the most crucial part of the buying process. And that’s where you can start really exploding your leads or sales is by segmenting your customer journey up and create specific pieces of ads and content for those specific stages.

Then making sure people who have hit the stage or brought back in with your retargeting ads.

A common example we use is for B2B clients, anyone who visits your pricing page in a niche B2B industry is very interested and close to converting.

By retargeting them with a specific offer of a free demo, phone call or free trial you can convert those people at that last step who are already aware of you and searching for a product/service like yours.

Brick and mortar businesses like restaurants can use it to reengage people who visited their website menu page or booked a table 30 days ago to come back again. Whatever the interaction is you can create specific ‘custom audiences’ and tailor them to exactly your specific objective. You can upload email lists into Facebook and target them, whether it’s a list of your newsletter subscribers for a specific offer or for previous customers to repeat their order. You could test out huge different segments of people who’ve viewed your blog pages for over 30 seconds in the last 60 days but been to your ‘order’ page. I could waffle on for hundreds of more intricate examples but it really depends on exactly what your business does and what you want your audience to buy from you.

Promote 'Dynamic' ads to automatically show website visitors

the products they've viewed on your website.

Think about the last ASOS or Amazon ad you saw... why not use that concept for your business?

Facebook dynamic ads automatically show the right products to people who have expressed interest on your website, in your app or elsewhere on the Internet.

Simply upload your product catalogue and set up your campaign, and it will continue working for you for as long as you want – finding the correct people for each product, and always using up-to-date pricing and availability.

Reach 'Lookalike' audiences

These lookalikes can be of your followers, website visitors, email signups, previous customers and more.

Let Facebook do the hard work in identifying new customers.

Well you know I mentioned Facebook can ‘optimise’ campaigns by searching for similar people to those that convert.

You can also create with your Pixel data what’s known as ‘lookalike audiences’.

Simply this is where you take one of the examples I said above, perhaps people that have purchased from you in the last 60 days, you can then create audiences that are 99% similar or 98% or 95% similar and target those new audiences with ads and bring them to your business.

Facebook will always know more than we do about your perfect audience however well we create and imagine the customer persona, so start building your data today and let them do the hard work, not you.

You should always be testing and varying these audiences to try and get those marginal gains in terms of cost per clicks, cost per leads and actual sales.

How Does the Pixel Work⁣⁣⁣⁣?⁣


When someone visits your website and takes an action (for example, buying something), the Facebook pixel is triggered and reports this action.⁣⁣⁣⁣⁣⠀


This way, you'll know when a customer took an action after seeing your Facebook ad⁣⁣.


You'll also be able to reach this customer again by using a Custom Audience.⁣⁣⁣⁣⁣⠀

But how do you get all this magic working for you?

Luckily it’s very easy to get rolling today! All you need is a website, the ability to edit your site and your unique pixel code.

To create a pixel you can simply go to ‘events manager’ and ‘pixels’ in your Facebook Business Manager.

It will give you 3 options to implement.

One is to just email over to your website developer and let them implement, happy days. Not everyone has a website developer on retainer (or one thats happy to work for cheap haha).

If you are using a website building platform like SquareSpace, Shopify, Wix, WordPress the implementation is actually very quick and easy with many website builders having plug-ins that handle the complicated stuff.

Or you can insert the code manually


To learn more about this take Facebook’s free course called Facebook Blueprint which has modules specifically on implementing the pixel and creating ‘events’.

What about other platforms?

We manage LinkedIn, Snapchat and Google Ads too for clients and it isn’t only Facebook that have this ability.

Even LinkedIn also have an insight tag which can do similar things and you can create custom/matched audiences by uploading lists of companies.

Not a lot of users know this and ignore the potential of these other ad platforms when its best using everything together.

Perfect for you B2B salespeople who can’t for love nor money get through to any of the decision makers you are trying to reach.

Why not reach everyone in their company with a specific offer and message showing what you do?

It makes sense doesn’t it, that old adage of ‘its easier to retain a customer than acquire a new one’.

Well you can do this continuously, measurably and automatically by using the Facebook Pixel in your ad campaigns.

Do You Need Help?

I hope you’ve enjoyed this video and it’s brought some new ideas for how you can hunt attention online and start effectively turning clicks into customers for your business right now!

  • If you are running ads and don’t have a Facebook Pixel, close this window and sort it out now

  • If you are running ads and have a Pixel but don’t use any retargeting ads, close this window and sort it out now

  • If you aren’t running ads yet, close this window and sort it out now

  • If you havent closed this window yet as you are feeling apprehensive and confused about where to start.

Get in touch and we can help you out.

You can’t afford not to take advantage of the free game-changing technology that is out there and has been the backbone of billion dollar businesses built online


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