If you’re involved in advertising on social media at all, you are likely well aware that Facebook offers some of the most advanced and user-friendly targeting. If you’ve just dabbled in Facebook advertising, you might not know about the potential within the Facebook pixel. The Facebook pixel is a piece of Javascript code that can be placed into your website. The pixel then communicates extremely valuable information to your ad account, resulting in enriched targeting. Here are just a few things you can do with a Facebook pixel.

Using a Facebook pixel allows you to optimize ads to convert.

Basically, instead of setting your Facebook ads goal of getting website clicks or impressions, you can optimize your ads to achieve conversions. These conversions can be defined however you choose, ranging from actual purchases on your website to simply searching on your website.

For example, you can identify a sale as a conversion. Then Facebook ads can target your ads towards people who are most likely to convert, or purchase, rather than just targeting someone who will click. The pixel can do this by using information collected in previous campaigns on people who have clicked but have also purchased. Your ads are more likely to result in your actual goals when using the pixel , however you define them. Learn more about conversion tracking here.

Facebook pixel makes remarketing a breeze.

Have you ever wondered how Amazon pretty much stalks you after you check out a link they shared? The pixel can compose a list of Facebook user IDs that come to your website, allowing you to retarget them later. You can even exclude audience members who have already purchased from you. This is a great way to keep your brand top of mind for the right potential consumers and push them further into the sales process.

The pixel helps you create extremely useful custom audiences.

The pixel is constantly gathering information about the people who visit and convert on your website. When creating a new Facebook ad, you can create a custom audience that targets people similar to those who have already shown interest in your content.


Overall, this is just brushing the surface of all that the Facebook pixel can do. If you are looking to truly optimize your ads, the pixel is an excellent option. Are you interested in implementing the Facebook pixel? Check out detailed instructions here or give Plaid Swan a call!

Plaid Swan 120– Maggie Weldin │ New Media Strategist