What is Facebook Pixel and how to use FB Pixel?

A Facebook pixel is nothing but an analytics tool and remarketing script that we see as a piece of code. It is closely linked to the advertising account. It allows us to analyze the number of page visits and actions taken by users on that site. Thanks to the data provided by Facebook Pixel, we can, among other things, measure the effectiveness of ads on Facebook.  But that’s definitely not all!

A small code that can do wonders!

You surely remember a situation when you were looking at a product in an online store. You may have even added it to your cart, but in the end you decided not to make a purchase. Then, for a few days (or even longer!) you were haunted by Facebook ads. The culprit of all the fuss was the Facebook Pixel, or rather the website owner who decided to use it effectively.

For marketers and online store owners Facebook Pixel is indispensable. Thanks to it, they can, among other things, use remarketing or create groups of recipients who are more likely to decide to buy a product or service.

What do you need the pixel for?

The Facebook Pixel, as we wrote earlier, collects data about users who have visited your website and taken specific actions on it. Thanks to it, you can get information about what users do and what and where they click on. Based on this data, remarketing lists are drawn up, which you can then use in your Facebook ads by, among other things, creating custom audience groups.

Facebook pixel and remarketing

Remarketing are actions aimed at people who have already been to your website or showed interest in your brand’s offer in a specific way (e.g. added a specific product to the shopping cart or went to a specific subpage). Facebook Pixel allows you to target your ad to users who have performed a specific action.

Even if you’re not using a Facebook ad at the moment, you can still place a pixel on it. What’s more, it’s worth it! Properly installed, the code will already collect information that will allow you to create effective ad campaigns in the future.

Facebook Pixel and optimization of ads and UX on a website

The data collected by Facebook Pixel is a great resource for optimizing ads. Thanks to it, it is possible to estimate whether the promotion is really aimed at potential customers or just a random Facebook user. This allows you to quickly intervene and modify a suboptimal ad.

Facebook Pixel also allows you to improve the UX of your website. With the data collected by the base code, you can see where would-be customers interrupt the purchase process. It’s not uncommon for a small modification, such as introducing an additional button, to increase the number of transactions dramatically.

Groups of similar audiences

Facebook Pixel also allows you to create groups of similar audiences. This allows you to reach out to people with similar interests compared to those who have converted on your website. This will make you reach out to new potential customers.

Facebook Pixel Events

The Facebook pixel consists of two parts: base code and event code.

Events are actions that take place on your website (e.g., someone types a product name into your website’s search engine). They may occur as a result of displaying an ad to a user, but they are also often the result of organic reach. Events are monitored by Facebook Pixel. We can divide them into two types: standard and non-standard.

Standard Events

Standard events are those that are predefined by Facebook. They allow you to:

conversion registration;
Optimize for conversions;
Create audience groups.

Currently, Facebook provides 17 standard events, which we present below.

Adding payment information

Facebook Pixel saves this event when a customer adds payment information. This could be, for example, when billing information is saved by clicking the appropriate button on your website.

Add to cart

An event that involves adding a product or service to a shopping cart. This may include clicking the “Buy Now” button.

Add to wishlist

An event is recorded by the Facebook pixel when a user adds a product or service to a wishlist. This can be a click on “Add to your wishlist”.

Completion of registration

Facebook Pixel credits this event if a user sends certain information in exchange for a service you provide. This could be signing up for a newsletter.


An event is any form of contact with a company through your site. It can be clicking the phone or email icon, or sending a chat message.

Product personalization

If a business has an on-page configuration tool or app that allows a customer to personalize a product, then its launch can be considered an event by Facebook Pixel.

Making a donation

An event involves clicking a button that allows you to donate to an organization or initiative using the website.

Finding a location

Facebook Pixel will consider an action as an event if a user searches for the location of your business with the intention of visiting it. This could be checking with the “Search” button to see if a particular product is in one of the stationary stores whose address is available on the website.

Initiate checkout transition

An event will be credited if the user initiates the payment procedure on the page. Such an action can be initiated by clicking the “Proceed to checkout” button.

Contact acquisition

Contact acquisition will be recorded by the Facebook pixel if a customer sends the company certain information with the intention of being contacted. This could be by completing a contact form or downloading a product sample, resulting in an interaction.


A Facebook pixel will consider a purchase an event if the action completes the transaction and you receive a confirmation or go to a thank you page for a successful transaction, such as placing an order.


With a pixel, a meeting scheduled by a customer to take place at one of the company’s locations will be considered an event.


The Facebook Pixel will save an event every time a user searches for a product or service on your site. They can do this by, for example, typing in a specific name and clicking “Search”.

Starting a trial period

Taking advantage of the trial period will be considered an event by the Facebook pixel if a potential customer decides, for example, to subscribe to a subscription, which will be free during the initial period.

Submitting a request

Facebook Pixel will record this event if a user submits a request that allows them to use a product or service. This could be a click of the “Submit” button.


A pixel will register an event if a customer takes an action that ends with the purchase of a paid subscription to a product or service. The action may end with a click of the “Buy” button.

Viewing content

This is a visit to a website, such as going to a particular subpage. A Facebook pixel informs marketers or online store owners that someone has visited their website. However, it is impossible to determine what specific action the user took based on this event.

Custom Events

Custom events are all other actions that do not fit into the above directory. Any action can be pinned under them if the standard codes are not enough, such as clicking a link or a new button.

You can assign up to 100 custom conversions to your advertising account, which allow you to monitor various events. They can be freely modified, named, and deleted if you decide you no longer need them. With custom events it is possible to create groups of custom audiences.

Implement now!

How to start using the Facebook pixel effectively? You should place the code snippet between the tags on your website. You can activate it in the Facebook Business Manager under “Pixels”. In the next step you need to install the pixel. You can do it yourself or assign the task to an agency that runs your online store.


Only a well implemented pixel will collect data about users and their actions on the site. It will trigger every time someone takes an activity on your site.

The Facebook pixel provides us with data for analysis, which is necessary to optimize ads and improve sales results. Thanks to it you will know the values of conversions, such as: purchase on the site or initiate a transition to checkout. Thus, you will significantly increase your ROAS!

Don’t wait and implement Facebook pixel as soon as possible. It will make a significant impact on your ads and their budget.

At Space Ads, we use the Facebook pixel in many different ways:

  • we use standard and custom events,
  • we create custom audience groups
  • we analyze data about conversion values.

Thanks to this we optimize ads and increase ROAS of our clients!

So if you are looking for support in running Facebook Ads, contact us and ask for a quote!