Mastering The Facebook Pixel: The Beginners Guide

Mastering The Facebook Pixel: The Beginners Guide
3 Minute read

If you’re using Facebook Ads to promote your business, the Facebook Pixel is one of those things that can completely transform the way you advertise on Facebook.

What is the Facebook Pixel?

Facebook Pixel is cookie (a piece of code) installed on your website, which allows you to track your website’s visitors. The main purpose of the Pixel is to give you a better overview of your Facebook Ads campaigns and enable you to easily create retargeting audiences.

If you’re new to the world of Facebook advertising, the Pixel may seem like a confusing thing. Fear not, the Pixel is actually much easier than you think.

In just a couple of minutes you’ll be mastering the Pixel. Shall we begin?

Why is the Facebook Pixel so important?

Imagine you’re trying to hit a target with a tennis ball blindfolded. Even if you’re the best thrower in the world, being blindfolded you’ll have a hard time hitting your target. You don’t know where it is. You don’t know if you’re getting closer to it or moving away from it.

That’s what running Facebook Ads without a Pixel is. You’re simply “throwing” ads at some audiences without knowing if they’re actually bringing you results or not. Using a Facebook Pixel not only helps you find the target in the dark, it also tells you essential informations about it.

How does exactly the Facebook Pixel help you?

  • Tracks actions performed by your website visitors
  • Attributes website actions to your Facebook ads
  • Offers a detailed insights of the performance of your campaigns
  • Enables easy creation of retargeting audiences
  • Allows us to create complex retargeting strategies
  • Enables creation of powerful Look-a-Like audiences (audiences similar to other audiences)
  • It optimizes your advertising budget, by displaying your ads to people most likely to convert, based on previous user interactions history
  • It’s an almost infinite source of well targeted audiences

Now that we know Facebook Pixel has such an essential role in our marketing strategy, let’s start implementing it to our website.

Creating the Facebook Pixel

Open our Business Manager settings page and go over to: Data Sources -> Pixels.

Select “Pixels” from Data Sources dropdown on the left side.

To create a new Pixel press “Add” button.

Press “+ Add” button next.

Enter a descriptive name for your Pixel and optionally add your website URL then press “Create” button.

Add your informations and press “Create” button.

Boom! Your Facebook Pixel has been created now!🎉

Installing the Facebook Pixel

Next, select “Set up the Pixel Now” option.

Select the second option to begin the set up.

We have 3 options to install our freshly created Pixel:

Option 1: Connecting to a Partner Platform

The steps could be different, depending on the platform you are using. It’s usually easy to install and it will most likely do not involve any coding.

Easiest way to install is to simply follow the instructions prompted on the screen.

Here are the installation guides for some of the most common platforms:

Option 2: Manually installing the Pixel Code

If you’re not using one of the main platforms and you realized you need to add the code manually on your website, don’t worry. You don’t need any kind of programming experience. It’s just a “copy-paste” situation. 😆

Select “Manually installing the Pixel Code”.

Next, we’ll add the Pixel Code to the header of every page of our website, just above </head> tag.

Pro tip: if you’re using WordPress you can add the code only on the header of header.php page and it will automatically apply for all pages.

Locate your header and paste the Pixel right above </head> tag.

Option 3: Let your developer install the Pixel for you

You can choose to email the full instructions to one of your teammates or the developer you’re working with.

After successfully adding the Pixel onto your website, add your website URL and let Facebook test if the Pixel is installed correctly. If everything was done correctly, you should see this:

Ta-Da! If you see it “Active” it means you’ve successfully installed the Pixel!

Is it active yet? If so, you’re a pro! Your Pixel is firing and now should be tracking properly.

PS: Automatic Advanced Matching is a relatively new feature. You may turn it on, as their many sources say it may increase conversions.

Setting Up The Events

Now that the core of the Pixel is installed, it started tracking only one action: Page View. As we may want to track more actions (such as Purchase or Start Trial), we’re going to add few more pieces of code on specific pages.

Select “Manually Install Event Code”

You can select one of the presets for various industries such as below.

Next, decide what kind of action you want to track and click on that action. It should look like this:

Copy the code and paste it below </head> tag onto the specific page that you want to track.

For example: If you are tracking a “Purchase” event, only add the code onto “Thank You” page. The Purchase event will only fire when “Thank You” page is been visited.

If the event code is installed correctly you should see “Active” message again.

Once you have installed the event code onto all the specific pages you want to track, you can easily test if the Pixel is firing correctly.

Select “Test Event Setup”
Insert the URL of the webpage you want to test.

Once again, if everything was done correctly, you should see a list of all events triggering on that specific webpage:

Congratulations! You’ve successfully installed the Facebook Pixel.


The Facebook Pixel is a quintessential tool that enables us to track the performance of our advertising and also help us create powerful retargeting campaigns.

You can install it by seamlessly connecting it to major platforms or manually install it to your website.

If you want to optimize your advertising budget and spend less time managing Facebook Ads, try for free our professional automation platform: