facebook pixel

What is a Facebook Pixel?

Have you heard lots of noise about the Facebook Pixel, but not really sure what it is and how to use it? In this guide, we hope to make it very clear for you.

Facebook Pixel definition

It is a bit of code that you place on your website, it then helps you track your facebook advertising campaign by understanding what actions a user may take. There are some other benefits which includes the ability to remarket to qualified leads.

It is triggered by a cookie for monitoring interaction between facebook ad and website, remember to update your Privacy Policy to include this cookie if you are implementing, so the user knows what data you are collecting.

What are the benefits of using a facebook pixel?

If you are using Facebook advertising to reach candidates there are lots of benefits in implementing the facebook pixel, including:

Tracking Conversions

So you are promoting a job on facebook, you can track that potential candidate through your site, do they visit another job page and don’t apply? Or do they register with you rather than applying? Knowing what they are doing is really important to understand the effectiveness of that campaign. Knowing the click through rate isn’t enough.


So a candidate came to your website and hasn’t converted, you can serve them specific follow up ads to try and get them to either apply, register or sign up for a job alert. Play with it and test what sort of follow ups convert your audience.

Create Lookalike Audience

When you have a 100 conversions, you can then create a lookalike audience of the users that have converted to help you expand your exisiting user base. Potentially opening up a bigger candidate pool.

What you can track with a Facebook Pixel

Facebook has 9 standard events that it tracks, including:

  • View content: track key page views (ex: product page, landing page, article)
  • Search: track searches on your website (ex: product searches)
  • Add to cart: track when items are added to a shopping cart (ex: click, landing page on Add to Cart button)
  • Add to wishlist: track when items are added to a wishlist (ex: click, landing page on Add to Wishlist button)
  • Initiate checkout: track when people enter the checkout flow (ex: click, landing page on checkout button)
  • Add payment info: track when payment information is added in the checkout flow (ex: click, landing page on billing info)
  • Make purchase: track purchases or checkout flow completions (ex: Landing on “Thank You” or confirmation page)
  • Lead: track when someone expresses interest in your offering (ex: form submission, sign up for trial, landing on pricing page)
  • Complete registration: track when a registration form is completed (ex: complete subscription, sign up for a service)

Custom events are actions that fall outside those covered by the above standard events. You can create and use them when you want to track something non-standard.

How to implement the Facebook Pixel?

  1. Open Facebook Ads Manager
  2. Click on the hamburger icon (that’s the three horizontal lines) and click on pixels
  3. Click Create a Pixel
  4. Name your pixel

How to place on website

  1. Click Copy and Paste your Code
  2. Copy and paste the pixel code into the header code of your website, post it after the <head> tag but before the </head> tag. Make sure it is in the template if you’re using one so it goes onto every page. Then click next
  3. Copy the appropriate event code for the actions you want to track on your website
  4. Paste the event code in the appropriate location on your webpage based on the action you want to track. It should go just below the </head> tag for a new page that opens as a result of the tracked action . The click next
  5. Confirm your Pixel is working!

Tools to help

Google Chrome Pixel Helper

Facebook Pixel Info

If you need any additional help with implementing your Facebook Pixel, please get in touch.

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