SEO glossary: Facebook Pixel

What is a Facebook Pixel?

The Facebook Pixel is a JavaScript code. It is embedded on 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 and noscript part. The Noscript part performs tracking even if website visitors have disabled their JavaScript.

When a prospective customer clicks on an ad, he is 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 for this.

 

How does the Facebook Pixel work?

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

 

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

 

• Contact: Contact is established between company and user
• Start checkout process: visitors get to the checkout process
• Complete registration: Visitors have filled in a form and submitted it
• Lead: In addition, there is the possibility to have a lead tracked when submitting the form.
• Sale: If the customer has successfully exited the checkout process, a sale is recorded.
• Add to cart: Visitors add products to the shopping cart
• Search: Users use website search to look 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 fresh founders have not yet dealt with the topic of Facebook Pixel, they should do so quickly.

 

Facebook Pixel offers the following advantages:

 

• Important user behavior is collected on the website
• Conversions are trackable 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