Pixel Facebook: Understand what it is and how to use it

Pixel is the smallest element that makes up a digital image. And, in a way, that’s what Facebook’s Pixel tracking tool does. From each click of visitors to your page, you can build a picture of your conversions and who your audience is, in fact.

If you are already part of the digital business universe or are collecting information to join this journey, it is always important to remember: numbers are your friends. Successful campaigns are those that achieve results. But this path to success can be easier or more difficult depending on the amount and quality of information you have at hand.

To understand how Pixel Facebook can be a useful tool on this journey and how to use it, keep reading this article.

If you prefer, see this video content:

What is Pixel on Facebook?

Pixel Facebook is an analytical tool that allows you to measure the effectiveness of your ads. In practice it is a code snippet that must be installed on your page. Once installed, Pixel tracks the traffic generated from Facebook ads. The tool generates metrics that inform the action taken by the visitor from the moment he arrives on the page until a possible conversion. The higher the number of conversions, the more accurate the information about the customer profile your product/service has.

Facebook Pixel Benefits

Effective communication only exists when the right message reaches the audience it was created for. So if you don’t know who you’re talking to, it will be more difficult to craft and deliver your message. And this is the key point of Pixel Facebook and what generates the three main benefits of the tool.


Pixel Facebook ensures that your ads will be shown to the right people. By identifying the consumer profiles generated by the tool, it allows you to find new people who might be interested in your content. Pixel Facebook also helps you find people who have visited a specific page or taken an action you expect from them on your site.


Through the automatic bidding system – one of the cost-per-click options of paid traffic – you can reach more people who have a good chance of engaging in your strategy. Let’s say your goal is to sell more. The system learns your consumer’s profile and shows your ad to so-called lookalikes, people with similar consumption habits and who would tend to be interested in your product/service.

To learn more about Paid traffic click here.


Let’s repeat the mantra so you don’t forget: numbers are your friends. Quality information in quantity is the key to successful marketing strategies and campaigns and to measuring the temperature of your business.

That’s why metrics are one of the benefits of Pixel Facebook. The tool lets you know what happens when the user sees your ad. This helps you understand the impact your advertising is having on your audience.

How does Pixel on Facebook work

As we mentioned earlier, Pixel Facebook is a snippet of source code that should be copied and pasted into your page header. The tool tracks only the actions performed on your page generated from organic or paid traffic from the largest social network in the world. It even says what kind of device was used to access your page.

You can create up to 100 different pixels to track actions such as content preview, a website search, add the product to cart, add the product to wish list, record payment information, make a purchase, initiate checkout, and complete registration.

Each of these actions are called events by Facebook. There are three types of events: standard, custom and custom conversions.

Standard events

Standard events are actions that Facebook recognizes as “complete registration”, “search” and “add to wish list”.

Custom Events

Custom events are events not listed among the standard events. You can create and name them as long as the name is not the same as a standard event.

Custom conversions

Custom conversions allow you to create rules about events or certain URLs and thus develop very specific filters such as: all purchases of women’s blouses for R$50. This helps to generate data on which people are likely to buy this product and optimize distributing the ads to other people with the same profile.

The configuration of events happens at Pixel creation time or later, in the Data Source tab of the Event Manager.

How to configure Pixel on Facebook

The first step is to be a Facebook Page admin. If this is the case, follow the steps below:

  1. Access the Event Manager section and click on “Pixels”;
  2. The next page will show the pixel options, give it a name;
  3. Click create and go! Or almost
  4. Install the code on your website*

*The code will be created and to add it to your page, you can choose between three types of installation: send the instructions by email for a programmer to install, connect your Pixel to a Partner Platform, which has an integrated connection with the Facebook or install it yourself by copying and pasting your pixel code after the <head> tag and before the </head> of your site.

How to check if it’s working

Facebook provides an extension called Facebook Pixel Helper. This tool diagnoses the installation and points out solutions in case it detects any problems.