What is Facebook Pixel?

Facebook page on mobile with laptop
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Have you ever posted an ad on Facebook as a business owner?

Did you feel as though you were casting a wide net into the vast sea of Facebook only to pull in an empty catch?

Not only can this be disheartening, it also means you are not seeing any return on your advertising investment.

This is where the Facebook Pixel comes in.

Facebook Pixel is an analytics tool

Essentially, the Facebook Pixel’s purpose is to improve the effectiveness of your advertising by understanding the actions people take on your website. This is achieved by ensuring the right ads are shown to your target audience, measuring the results of these targeted ads, and ultimately driving more sales.

Let’s break down how it works:

Installing the Facebook Pixel on your website allows you to track your visitors’ actions within your site. You will know if they add a product to their wish list, search for a specific service you offer, or check the location of your business on your website.

With this insight, you can target your advertising specifically to those visitors through Facebook. Your Facebook ad can showcase the benefits or features of a certain product they searched for on your website. Ideally, this remarketing would convert into a future sale.

The result? A more tailored advertising experience with higher conversion rates at no additional advertising cost to you. That is money in the bank (literally).

Creating and installing your Facebook Pixel

To begin seeing the many benefits of the Facebook Pixel, your business or organisation will need to have a Facebook account and a website where the Facebook Pixel code can be attached.

We understand the thought of having to add the code to your own website may seem daunting. Thankfully, the team at Optimise Online can complete the entire process for you.

Leverage Facebook to maximise your marketing efforts.
Ask us how today.

Build your audience

Your Facebook audience comprises those people you already engage with, and those you wish to engage with in the future through targeted ad campaigns.

Let’s look at how this can work for you:

1. You can build a lookalike audience of people with similar interests and demographics using data the Facebook Pixel has learned about those who have already visited your website.

2. The lookalike audience you create allows you to physically build on your current customer base. By targeting your next Facebook ad to the characteristics of your audience, you can engage a whole new group of potential customers.

Retarget and convert

Retargeting is a way to connect with people who have shown interest in your brand through visiting your website, viewing your Facebook page, or watching your videos. Your Facebook ads are delivered to the feed of those who previously engaged with you. This aims to keep your brand foremost in peoples’ minds and entices them to come back to your website.

You can strategically position your ads to raise brand awareness or provide an opportunity for a purchase when people browse Facebook or visit your website.


Even if you haven’t started advertising your business on Facebook, it is still advisable to install the Facebook Pixel on your website.

It works for you behind the scenes gathering ever-important data that will be beneficial for when you decide to post your first advertisement.

If you need help installing the Facebook Pixel into your website, get in touch with Calum and the team at Optimise Online.

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