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Facebook pixel. What is it, and why do you need it?

The short answer of what a Facebook pixel is could be: “A piece of code that connect a company’s web page to their advertising on Facebook”. The Facebook pixel is a snippet of code written in Javascript to be added within your web page header tags. This snippet of code enables powerful advertising tools for measuring, optimization and targeting. By implementing the Facebook pixel you can set up and see different actions visitors take on your web page. This will help you to make your Facebook and Instagram advertising effective.


Free of charge of course.

How does the Facebook pixel work?

After implementing the Facebook pixel it will start sending information to Facebook straight away. This makes it possible for you to know when different actions are being taken on your web page before and after a potential Facebook ad. It can be that the visitor landed on a specific page, added an item to cart, initiated check-out or booked a consultation. The beauty of the Facebook pixel is that you can reach, and retarget all your website visitors. Based on specific pages or specific actions taken. You can reach these people through a so called custom audience. As more and more people convert on your web page, the information sent to Facebook will help you show your ads to an increasingly relevant audience. A known fact within advertising is that your message needs to be repeated to get effect. Using traditional media you spread your message at random, which can be costly. Using the Facebook pixel you can repeat your message to those people who have already shown interest in your brand.

Facebookpixel, facebook pixel

What can be done with the information from the Facebook pixel?

The Facebook pixel, generally speaking, is a analysis tool. A tool that helps to measure the effectiveness of ads by interpreting how people interact with a web page. This data can be used for many things. For example it can be used to make sure that your ads are shown to the right people or to create different types of targeting. Have you heard of look-alike-targeting? This is something very interesting that can be done using the Facebook pixel. Since you can see what type of people actually visit your web page, Facebook can find people with similar interests, demographics and geographical placement. So, look-alikes are Facebook & Instagram users whose digital behaviour are similar to your visitors. Using pixel targeting (custom and look-alike targeting) you can reach a better, and more relevant audience. You will be able to reach people that are more likely to engage with your content and take interest in what you offer. Using this type of retargeting, there is no need to choose from gender, age, location and interests. Of course it is still possible to segment pixel targeting based on these credentials. 

What data can be gotten from the Facebook pixel?

There is no way to see exactly who has been integrating with your ads or is visiting your website. However you can get information about how many ‘pixel fires’ that have occured, and what type of events trigger the pixel. These events can be further specified based on:


  • URL - top 50 URL’s based on traffic (shows how many times these URL’s have activated the pixel).
  • Domains - Shows what domains have the pixel installed.
  • Platform - Here you can see what platform is being used by the visitor while integrating with your website.


If you want to see how many conversions have been generated by your advertising - you can use the ads reports section. 

Facebook pixel, Facebookpixel - sites tracked
facebookpixel - platform used


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