Facebook pixel: What it is and how to configure it in 2024

by Gerardo Sánchez June 6, 2024

The Facebook Pixel is a piece of JavaScript code that is inserted into your website to track visitor actions.

This code sends information to Facebook about user behavior on your site, allowing you to:

Measure conversions : See how many people take valuable actions on your site after viewing or interacting with your Facebook ads.
Optimize ads : Adjust your advertising campaigns to show ads to people who are most likely to take the actions you want.
Create custom audiences : Generate lists of people who have interacted with your website to target specific campaigns to them in the future.
Get detailed data : Access advanced analytics on user behavior on your website.

How to set up Facebook Pixel in 2024?

Setting up the Facebook Pixel is a simple but essential process to maximize the performance of your advertising campaigns.

Here are the steps to set it up in 2024:

Create a Facebook Pixel :

Log in to your Facebook Ads Manager account.
Go to the menu and select “Pixels” under the “Measurement and Reporting” section.
Click "Create a Pixel" and follow the instructions to name your pixel.

Install the Pixel on your website :

Facebook will provide you with a unique code.
Copy this code and paste it into the header of your website, just before the closing </head> tag.
If you use a content management system like WordPress, you can use plugins like "PixelYourSite" to make installation easier.

Configure Pixel Events :

Events are specific actions you want to track, such as purchases, sign-ups, or visits to specific pages.
In Facebook Ads Manager, select “Set up events” and choose the events you want to track.
You can add events directly in the pixel code or use Facebook's Events Manager to set them up without any coding.

How to verify that the Facebook Pixel is working correctly?

It's crucial to make sure your Facebook Pixel is set up and working properly to ensure you're collecting accurate data. Here are a few ways to check it's working:

Facebook Pixel Helper – This is a Google Chrome extension that allows you to check if the pixel is installed correctly on your website. It will show you if the pixel is active and tracking events.
Facebook Events Manager : In Ads Manager, you can access Events Manager to view the data collected by your pixel. Here you can check if events are being recorded correctly.
Manual testing : Perform specific actions on your website (such as filling out a form or making a purchase) and see if these events are reflected in Facebook Events Manager.

What common mistakes should you avoid when setting up the Facebook Pixel?

When setting up the Facebook Pixel, it's important to avoid some common mistakes that can affect the accuracy and effectiveness of tracking:

Incorrect code placement : Make sure you place the pixel code in the header of your website. Placing it anywhere else can prevent it from working properly.
Not setting up important events : Make sure you track all events relevant to your business. Failing to do so can result in the loss of valuable data.
Not verifying your settings : Use tools like Facebook Pixel Helper to make sure your pixel is working properly.
Don't update your pixel : Keep your pixel updated with new features and improvements that Facebook releases. This will allow you to take full advantage of its capabilities.

Benefits of using the Facebook Pixel in your advertising campaigns

Using the Facebook Pixel offers numerous benefits for your advertising campaigns:

Better audience segmentation : With the pixel, you can create custom audiences based on user behavior on your website.
Ad Optimization : The pixel allows Facebook to optimize your ads to show them to people who are most likely to take your desired actions.
Accurate conversion tracking : You can accurately measure how many people take valuable actions on your website thanks to your Facebook ads.
Detailed analytics : The pixel provides detailed data on user behavior, allowing you to make informed decisions and improve your strategies.

Additional tools to take advantage of the Facebook Pixel

To maximize the use of the Facebook Pixel, consider using additional tools that can enhance its functionality:

Google Tag Manager : Makes it easy to manage and update marketing tags and pixels on your website without having to modify the code directly.
Facebook Analytics : Provides detailed insights into the performance of your campaigns and user behavior on your website.
WordPress Plugins : Use plugins like "PixelYourSite" or "Tracking Code Manager" to simplify pixel installation and management on WordPress websites.

How to stay up to date with Facebook Pixel updates

Facebook regularly updates its advertising platform and tools, including the Facebook Pixel.

To stay up to date with the latest updates and best practices:

Subscribe todigital marketing blogs and newsletters : Stay informed about the latest developments in the use of the Facebook Pixel and other marketing tools.
Participate in webinars and events : Facebook and other digital marketing platforms often offer webinars and events where you can learn about the latest updates and strategies.
Join communities and forums : Participate in online communities where digital marketing professionals share tips and experiences on using the Facebook Pixel.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses, I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.