How To Use The Facebook Pixel

by | Apr 19, 2017 | Digital Marketing, Marketing Machine, Tech

Liking. Tweeting. Instagramming. If you had used these words 10 years ago, people would’ve probably tried to have you committed. Since the invention of social media, these words have become a part of the American lexicon. And Facebook is the kingpin.


With over 2 billion users, business owners are clamoring to reach as many of them as possible. The most effective way to get more attention from audiences on Facebook is by paying for ads to services your business offers. Managing these ads and tracking their success just got a lot easier with the Facebook Pixel. The Pixel allows you to track the conversions you are getting through the ads you are running on this social network. It’s important to know and understand the ROI of each ad and how you can strategically modify your audiences, content of imagery to attract more of the right people.

The Facebook Pixel is super cool and useful, but a little bit of a pain to create, implement and maintain. Here are some of the top tidbits of info you need to know about the Pixel to optimize your social paid ads:

Developing your Facebook Pixel


The first step in this process is developing a unique Facebook Pixel for your business. Each page of your website will need to have its own Pixel to make results tracking more accurate. You can find the tools to develop the Pixel in your ads manager section. (This is assuming that you already have a Facebook advertising account connected to your regular profile. If you’ve ever boosted a post or run an ad, you have this account.) Facebook makes this one step process easy breezy. First, click on the green button that says Create a Pixel. Give it a name and then select how you want to install your code.  Once you have developed your Pixel, you will then need to install this on your website.

Installing the Facebook Pixel

facebook - pixel-screenshot 2

Installing the Facebook Pixels you have created on your website is fairly simple. In order to get this done, you need to look at the code for each of the pages you want to track. In between your <head> </head> tags is where you will need to put the code for the corresponding Pixel. Don’t be alarmed if the Pixel you have loaded onto one of your web pages shows to be “unverified.” It will show this tag until a conversion has been made. If you have a WordPress site there are some amazing plugins that make this installing process even easier. Go to the Plugins section of your WordPress site and download and install a plugin called Headers and Footers. Copy the code from ads manager and then paste it into the Scripts in Headers box. Then click Save. 

Creating Custom Conversions & Tracking Campaigns


Once you’ve created the pixel and installed it you’ll want to create a custom conversion so you can monitor info about people taking actions on your Facebook ads. Is this creepy yet? But, it is so effective. So now you’ll go back to Ads Manager, and click on the menu at the top left, hover over All Tools and select Custom Conversions. Create Custom Conversion button, insert the URL on whatever page you want to monitor. Now name your conversion, click the Create button and voila!

Why is Using Facebook Pixel Important?  

Investing money into various marketing methods is something most business owners are quite familiar with. The last thing you want to do is waste your money on marketing methods that just aren’t producing conversions. Implementing the use of the Facebook Pixel is the best way to find out what ads are working and which ones need to be retooled for success.  If you’re a busy business owner, and would rather leave this Facebook Pixel, and Ad Management to the experts, consider allowing Orbit Design to help you with your social media marketing. This is an excellent way to ensure that all your efforts in social media and digital marketing are working toward your ultimate business goals.

Rachel Distler

Rachel Distler

Digital Marketing Account Manage at Orbit Design
Rachel is the digital marketing manager at Orbit and handles our Marketing Machine program. She is eager to answer any of your questions regarding social media, blogging, SEO and web content. Originally from Vermont, she has a passion for small business and community involvement. She is a craft beer enthusiast and classic movie addict.
Rachel Distler

Latest posts by Rachel Distler (see all)

Submit a Comment

Your email address will not be published. Required fields are marked *