SEO glossary: Facebook Pixel

What is a Facebook Pixel?

The Facebook pixel is a JavaScript code. It is integrated into a website and links the behavior of website visitors who have a Facebook user profile.

The Facebook Pixel is also responsible for collecting important information and data. With this data, advertisers are able to optimize their ads, track conversions and create target groups. It is therefore an analysis tool for measuring the effectiveness of your own advertising.

A look at the Facebook Pixel code shows that it consists of two parts. There is a script part and a noscript part. The noscript part carries out tracking even if website visitors have deactivated their JavaScript.

If a prospective customer clicks on an ad, they are redirected to the corresponding website, such as a landing page. At the same time, a Facebook pixel is set, which has an individual ID. It is unique and assigns all data collected during the visit to the advertising account.

If companies would like to place a Facebook pixel on their website, a Facebook advertising account is required.

 

How does the Facebook Pixel work?

When a visitor accesses a website or app, the Facebook Pixel records their user behavior. We are talking about events here. Some events are already predefined in Facebook; they are called standard events. If there is an individual event, it is called a custom event.

 

If advertisers use the basic functions, standard events are usually sufficient. These include

 

• Contact: Contact is established between the company and the user
• Start purchase process: Visitors reach the checkout process
• Complete registration: Visitors have filled out a form and submitted it
• Lead: It is also possible to have a lead tracked when submitting the form
• Sale: If the customer has successfully completed the checkout process, a sale is recorded
• Add to cart: Visitors add products to their shopping cart
• Search: Users use the website search to search for content
• Displaycontent: Visitors open certain subpages of a website. These can be landing pages or product pages, for example.

 

Why should you use a Facebook Pixel?

If entrepreneurs or new founders have not yet dealt with the topic of Facebook Pixel, they should do so quickly.

 

Facebook Pixel offer the following advantages:

 

• Important user behavior is collected on the website
• Conversions can be tracked across devices
• Facebook ads can be optimized for conversions
• Target groups can be addressed precisely and efficiently
• Retargeting and lookalike target groups are possible
• Facebook Pixel provides valuable key figures and other tools