A Facebook pixel is an analytics tool that consists of a code that you can put on your website. The pixel aims to track site visitors. This data allows you to retarget those users with Facebook ads in the future, as well as see what they’re doing on your site when they return. Out of all of the incredible tools Facebook has created for marketers, perhaps the most useful is Facebook Pixel. The pixel allows you to monitor how successful your Facebook Ads actually were—giving you more accurate conversion stats—and create custom audiences based on site traffic. These are huge, exceptionally valuable benefits. The following are examples of the type of data a pixel can capture.

  • All of your website visitors during the past 1-180 days
  • People who visited a particular page or group of pages
  • People who visited a particular page but not others
  • People who visited during the past 180 days, but not lately
  • People who executed certain events X number of times or valued at X pound sterling
  • People who were within the top 5%, 10% or 25% of most active visitors

A company can then target all of the website visitors to promote a recent blog post, having shown interest before. Further detailed targeting can see the use of keywords on a page’s URL to promote that specific product or service. Likewise you can begin to exclude people who have visited a confirmation “thank you page” after a registration for a newsletter or purchase when trying to promote said product or service. Don’t waste money targeting people who have already given you money recently! A company may wish to target visitors who have visited the site at least twice or are in the top 25% of most active visitors when promoting an opt-in or products or services. That’s just scratching the surface, but you get the point. A company can create hundreds — even thousands — of these audiences that may be critical to successfully adapting to the Coronavirus Pandemic.