The Facebook pixel
A piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns.
Go to Ads Manager
Measure cross-device conversions
Understand how your cross-device ads help influence conversions.
Optimize delivery to people likely to take action
Ensure your ads are shown to the people most likely to take action.
Create custom audiences from website visitors
Dynamic ads help you automatically show website visitors the products they viewed on your website—or related ones.
Learn about your website traffic
Get rich insights about how people use your website from your Facebook pixel dashboard.
How the Facebook pixel works
When someone visits your website and takes an action (for example, buying something), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer took an action after seeing your Facebook ad. You'll also be able to reach this customer again by using a custom audience. When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimization.
Once we had Facebook conversion tracking in place and started using Custom Audiences, we saw a huge uplift in sales. Facebook ads became ROI-positive for us, from day one!
Amy Norman
Co-founder, Little Passports
Setting up the Facebook pixel
Many people need the help of a developer to complete this step. If that's the case, simply email your Facebook pixel code to them, and they can easily add it to your site.
Create your Facebook pixel to send to your developer, or install it yourself.
Additional resources
Facebook Blueprint
Advertiser Help Center
Marketing Partners
Get help expert from a Facebook Marketing Partner or an Instagram Marketing Partner.
More Retargeting Tools
Skills and Training
