Facebook Pixels are useful marketing tools embedded into websites, that help tailor Facebook adverts to the best audience.

We’re all for tailored advertising, that means users see items that are most relevant to them, pages they have visited before and items they have added to an online basket.

You reach more of the audience that matters to you.

How does it work?

A Facebook Pixel is a snippet of tracking code that sits in the backend of a website page. It tracks the actions of people visiting your website, whether they’re buying a specific item or searching for useful content.

The data that the Facebook Pixel collects can help businesses build a marketing campaign that targets users in a structured and, more importantly; relevant way.

What data does a Facebook Pixel give you?

You can track site visitors by which page they visited or by content that they searched for, as well as:

  • Purchases
  • Lead
  • Complete Registration
  • Initiate Checkout
  • Add to Cart
  • Add to Wishlist
  • Search
  • View Content

All of which will give you a deeper insight into which parts of your website users are interested in or products they are adding to cart.

How does it link to Facebook?

Facebook creates a “Custom Audience” from the Pixel data which instantly gives you more insight into what site visitors are doing on your website.

Installing a Facebook Pixel can be a bit technical, but they have put together a page that helps walk you through the process.

Grow your audience with your new knowledge:

Once you have a Custom Audience of 1000 people, you can then start to build a Lookalike Audience. This audience is built using the data collected with your Facebook Pixel and uses specific lead types to create a brand new Lookalike Audience list.


Facebook Pixels can help you in the following three ways:

  1. You can identify the behaviours of your website audience
  2. You can create custom Facebook ads based on the Custom Audience it builds
  3. You can grow then your target audience with Facebook’s Lookalike Audience

If you have any questions about Facebook Pixels or want to use them to help your business, get in touch with the Fill the Gap Marketing team, and we’ll be happy to help.