Digital Marketing Resources

How does a Facebook Pixel improve conversion?

by | Mar 21, 2024 | CRO

retargeting pixel

A tracking pixel can boost conversion

A Facebook tracking pixel is a small piece of code that is embedded on a website. It allows businesses to track the behavior of visitors to their website, such as which pages they visit, what products they view, and whether they make a purchase. When we understand how a user engages with us we can better optimize their experience and ultimately boost conversion.


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This code snippet would create a 1×1 pixel image that would be loaded from Facebook’s servers when the page is loaded. The image would contain a unique identifier that would be used to track the user’s activity on the page.

Even though tracking pixels are invisible to the naked eye, you can still block them by using a browser extension like AdBlock Plus. AdBlock Plus will prevent the loading of tracking pixels, which will help to protect your privacy.

How a Facebook pixel works

Facebook uses tracking pixels to track the activity of users who visit websites that have installed the pixel. This information can be used to create custom audiences for Facebook ads. For example, a business could create a custom audience of people who have visited their website but have not yet made a purchase. This audience could then be targeted with ads for specific products or services.

Also known as Retargeting

This is also known as “retargeting” your customers. Retargeting can be a powerful tool for businesses that want to reach people who are already interested in their products or services.

Tracking pixels measure users on-site and off-site

Tracking pixels can also be used to measure the effectiveness of Facebook ads. For example, a business could track the number of people who click on an ad and then visit their website. This information can be used to determine how effective the ad is at driving traffic to the website.

Here are some of the benefits of using tracking pixels for Facebook ads:

  • You can track the effectiveness of your ads. Tracking pixels can help you determine which ads are driving the most traffic to your website and which ones are resulting in the most conversions. This information can help you optimize your ad campaigns and get more out of your advertising budget.
  • You can create custom audiences for your ads. Tracking pixels allow you to create custom audiences of people who have visited your website, interacted with your ads, or taken other specific actions. This information can be used to target your ads to people who are more likely to be interested in your products or services.
  • You can track the performance of your website. Tracking pixels can help you track the performance of your website by tracking the number of visitors, the pages they visit, and the actions they take. This information can help you improve your website’s content and design to make it more user-friendly and engaging.

How to use a Facebook pixel on your website

If you’re interested in using tracking pixels for Facebook ads, there are a few things you need to do:

1. Create a Facebook pixel.
2. Install the pixel on your website.
3. Configure the pixel to track the actions you want to measure.
4. Create custom audiences based on your pixel data.
5. Target your ads to your custom audiences.

Tracking pixels can be a powerful tool for businesses that want to track the effectiveness of their Facebook ads and improve the performance of their websites. If you’re not already using tracking pixels, I encourage you to learn more about them and how they can benefit your business.

Kori Ashton

President at MaxCRO | TEDx Speaker | YouTuber Over the past two and a half decades, I’ve been a founder, a Chief Digital Strategist, or CEO for multiple digital agencies focused on developing persona-driven, integrated marketing campaigns in both the corporate & nonprofit sectors. I am passionate about delivering valuable and actionable data. Let's talk about brand strategy & conversion!