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Everything you need to know about the Facebook pixel

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Everything you need to know about the Facebook pixel

To understand the Facebook pixel – which, by the way, is also useful for Instagram – you don’t have to be an expert engineer or developer. No way! Creating and embedding the code on a website is a task within the reach of any mortal with a computer and internet access at hand. It is not rocket science. Therefore, taking advantage of the advantages offered by this marketing tool is a possibility that is within the reach of all Kenya Phone Number List– large and small. Yes, the pixel look is intimidating to people who are not used to seeing programming code, but don’t worry about that; what is needed is not to decipher the code, but to appropriate it to use it as a mechanism for the optimization of promotional efforts on social networks. What does it say in that code and how does it work? Mark Zuckerberg will know. You don’t have to understand it to get the most out of it. And that attitude also applies to Google Analytics, Google Ads, Twitter or LinkedIn codes. Worrying about understanding the code is as unnecessary as learning transfer protocols before using WeTransfer. An absolute waste of time.

The really important thing is to understand the opportunities that the tracking pixel offers to advertising campaign managers on Facebook and Instagram. With this small code, promotional actions can be taken to unimaginable levels. Using it, everything is perfected; from the segmentation of a campaign to the conversion rate of each effort. With the Facebook tracking pixel, activated and configured on your website, you will be able to monitor anything and, obviously, improve it. What is the Facebook tracking pixel? Yes, we already know that two paragraphs ago we said that it is not necessary to understand what it is, but we still want to tell you … because the truth is that we are very geeks and we believe that it is an interesting fact of general culture.


The Facebook tracking pixel —which, we repeat, is also useful for Instagram— is a code, invisible to the user, that is inserted into any digital platform —website, landing page or app— to monitor those who visit it and your behavior. The code is written in Javascript, a popular programming language that for experts is quite simple and functional. Yes, it looks like a paragraph in Sanskrit or ancient Greek, but it is not and all you need to appropriate it is to master the ” copy + paste ” technique . You must not do anything. You don’t have to touch it. The complete code is provided by Facebook and all they ask you to do is copy it and then paste it on your website. This means that copying and pasting the code is the biggest problem you will face. Also, it is only done once.

Step by step to create a Facebook pixel
The process is really simple. We already said it: copy + paste . However, it’s worth digging a little deeper to tear down one by one the challenges faced during its creation and installation. The first thing is to create a business manager on Facebook . This platform is the ideal one to manage advertising, publication and analysis actions on Forex Email List and Instagram – no, it is not a good idea to order advertising from the phone or from a personal account. To do this, they just need to access Facebook Business and follow the account creation process. A task similar to creating any account on a social network. The second step in the process is to add all your assets to the business manager you just created. That is, the Facebook page and the Instagram account of your business.

After this stage, what follows is to create the advertising account. Before you do, we share two tips: (i) do not associate your credit card with the advertising account, but with the business administrator —thus you will have greater control over what you spend— and (ii) use your local currency. In the creation of the advertising account and in the association of the payment method, you will also have to configure some tax aspects. For this, it is recommended that your accountant or someone who knows the legislation of your country accompany you. Thus, you will be able to adapt the configuration of the platform to your tax reality. The last step is the creation of the tracking pixel and its association with the advertising account that you just created. A step that is easily overcome by clicking on the “pixels” link in the Facebook Business Manager navigation menu.

How to insert the Facebook pixel on a website?
Clever. You already have the code in your possession. Now you need to embed it on your website. To do this, there are three ways: manual, assisted and outsourced. In the manual method you have to do everything – but we already told you that it is not complex. The assisted method is the one that you can use when your site is created in WordPress, in another CMS – content management system or content management system – or you already have Google Tag Manager installed on your website. And outsourcing is the method where you email the code to your web developer or a nerdy friend for help. We repeat, the process is not complex and is solved in seconds. Once the code is inserted into the website, the correct thing to do is to validate that everything is working. To do this there are two possibilities: (i) using the functionality to test events offered by Facebook on the pixel’s administrative page or (ii) installing the Facebook Pixel Helper plugin for Google Chrome. Either way will give you the certainty that your tracking pixel was properly installed and working.

The opportunities offered by the tracking pixel
The code is a hidden observer on your website capable of identifying, tagging and storing all visitors and their behaviors. The information it collects is sent to Facebook so that the social network can classify your users by the characteristics you choose. For example, once the pixel is operating on your website, you can ask Facebook to identify people who spend more than two minutes and scroll more than 50% on a particular page; to then design an advertising action on Instagram aimed at those users. Or, you could also ask it to store the information of the users who saw your product video, added it to the shopping cart and did not finish the checkout process . As you can see, the possibilities are endless! And the best part, you don’t need to know anything about programming or code, you just use logic and planning to create campaigns with better segmentation. Another case that shows the operation and power of the Facebook tracking pixel is that of online stores . Let’s imagine a business that sells T-shirts and has the tracking pixel embedded in its e-commerce platform. Thanks to the code, the marketing team will be able to design actions tailored to each user, taking into account the phase of the conversion funnel they are in. For example, they can create a specific ad for people who visited the store in the last month and did not buy, or activate a campaign for people who once came to the store, but have not returned in the last month.

The main function of the Facebook tracking pixel
The primary responsibility of the code is that indicated by its name: the monitoring of users who visit a web platform and their behavior. This apparently basic function is what allows users to understand, and then segment them for advertising actions. Consequently, the main contribution of the Facebook tracking pixel to marketers is remarketing – creating tailored or personalized ads for users who previously visited a web page.

The tracking pixel allows us to classify audiences , taking into account the stage of the journey they are in and their characteristics. This classification guarantees optimization and increases the efficiency of advertising actions. With this small code, we have a powerful tool that allows us to be present – with messages perfectly adapted to each circumstance – throughout the consumer’s journey. From the knowledge stage, through the consideration stage and ending with the conversion stage. It is also the weapon that enables us to maintain relationships after the purchase, in order to create effective after-sales processes and assertive actions for loyalty and repurchase.

The Facebook pixel to monitor events
Throughout the article we have said that the tracking pixel is a small code that is used to monitor the visitors of a web platform and their behavior. But how does that code track behaviors? Simple, with event settings. More settings? Yes, but this does not need any code manipulation or anything like it. An event, by definition, is an action or behavior of the user within a website or application. For example, staying on a page for a while, scrolling , playing a video, adding a product to the shopping cart, clicking a link, or completing a registration form. All these basic behaviors or a combination of them can be defined as events and can be tracked by the Facebook tracking pixel, to later be used as variables for the segmentation of an audience for an advertising action.

By configuring the events, you can make a detailed follow-up of users and thus find the best quality ones for the business. That is the value of events, which allow users to be identified and separated by their quality or by the stage of the journey in which they are; because not all users who visit your website are at the same level of knowledge of the product or at the same level of closeness to the conversion. A user who entered your website and added a product to the shopping cart is very different from another who entered and bounced after fifteen seconds. Now you are surely wondering how they are configured. Well, well, Facebook offers a very simple option: the event configuration tool. To find it, go to the administrative panel of the tracking pixel – in the business manager -, look for the button that says “configure” in the upper right and click “configure new events”. There a window opens in which all you will need is the URL of the page where you want to configure the event. The following steps are simple and assisted. Finally, you should test that the event was properly configured – you can do it with the event tester, the one we use to validate the correct installation of the pixel, or with the Facebook Pixel Helper that we installed in Google Chrome.

Custom audiences for Facebook and Instagram
Once everything is installed and running – both the pixel and the events – we will have in our possession the weapon to transform advertising efforts on Instagram and Facebook. To do this we will create custom audiences. A personalized audience is a segmentation option offered by Facebook and Instagram, which finds your current audience among the users of the social network. Custom audiences are your user segments that have a specific characteristic over a period of time. For example, a custom audience could be people who visited your website in the last 30 days or users who watched 75% of the video you have posted on Product A page and didn’t buy it. Those personalized audiences will then be the primary and definitive input for the segmentation of your advertising campaigns. With them, you can design better ads for your business, which adapt to the user’s reality and solve their doubts.

Similar audiences, the piece that makes the difference
With personalized audiences in your library of marketing assets, you will increase the performance of your advertising actions on Facebook and Instagram. But that will only help you to be seen by those who already know you. How do you extend your business reach to users who have never seen you? The answer to that question is: with similar audiences, a tool that offers the Facebook tracking pixel to reach new people, but with a high probability of being interested in your business. What Facebook’s similar audiences do is rely on custom audiences and then search for users with similar behaviors. To create a lookalike audience, the first thing you need to do is choose a custom audience — the ones you created with your tracking pixel. Then, click on “create lookalike audience”. With this command, Facebook analyzes the characteristics of the chosen personalized audience, finds what unites them and then searches its user base for those who have similar behaviors. For the process of creating a similar audience to be efficient, you must meet three requirements: (i) choose a personalized source audience with more than one hundred users, (ii) choose the country in which you will search for similar users, and (iii) you will define how similar you want them to be to your users, on a percentage scale of one to ten – 1% means that you choose 1% of the population of the country you chose because it is more like your personalized audience.

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