You probably keep hearing marketing folks telling you that you need to “Pixel your audience”. So what does that mean?

Pixel your audience

Pixel is a small piece of code provided by Facebook which enables you to track visitors to your website, who are also Facebook users. It records their activity on your site and provides some analytics information in the Facebook ad manager system.

To remove any confusion, Facebook Pixel is not the same thing as a pixel on your display. So throughout this article, I will refer to it capitalised as “Pixel”.

Pixel provides useful information to help you create better Facebook ads, target your ads. Pixel data helps ensure your ads are seen by the people who are more likely to take your call to action. Allowing you to improve your Facebook ad conversion rate. Thus, reducing your cost per click (CPC) and getting a better return on your advertising investment (ROI).

You should install the Facebook Pixel now, even if you’re not using Facebook ads yet. Pixel will start collecting data right away. That way you don’t have to start from scratch when you’re ready to create your first Facebook ad.

There are many ways Pixel can help improve the results of your Facebook marketing activity. Here are a few of them.

Target lookalike audiences

One of the most powerful capabilities of Facebook ad targeting is the ability to build an audience of lookalike people. They are people who have similar likes, interests, and demographics to people who are already interacting with your website. That enables you to expand your customer base by targeting people who are more likely to engage with your content.

Retargeting Facebook ads

Using Pixel data, Facebook retargeting and dynamic ads allows you to show specific ads to your visitors. But, you do need to Pixel your audience first. You can get really detailed here. For example, you can show people an ad for a product or service that they read about on your site. You could use the ad to address common objections, such as highlighting a satisfaction guarantee.

Optimize ads for conversion types

When you Pixel your audience you can use that data to optimize your Facebook ads. Without Pixel, you can only optimize for link click conversions. With Pixel, you can optimize for the conversion types you have on your website, like purchases, content views and sign-ups.


You can even track customer behaviour across all their devices where they use Facebook. Allowing you to see if people who see your ads on mobile and then switch to desktop to purchase. Or, possibly the other way round. This information can help you refine your ad strategy, drive down CPC and calculate ROI.

Pixel opens up more Facebook ad tools and metrics

You may want to use web conversion campaigns, custom audiences from your website, or dynamic ads. You can only do so if you’ve installed the Facebook Pixel. Pixel also enables you to track additional metrics like cost per lead or cost per conversion.

How do you Pixel your audience?

Essentially all you need to do is install some code provided by Facebook into the back-end of your website. It’s a small javascript snippet, and is easy to add to most sites.

If you’re running a WordPress site then it’s even easier. Facebook provides an easy-to-configure plugin helping you manage your Pixel code and also utilise the server API version of Pixel. The server API version enables you to collect even more data, especially when serving mobile optimised pages.

If you don’t have a WordPress website our sister company, virtco®, has some great hosting packages designed to get you up and running quickly.

There’s a little more to it than that. But, for starters you want the Pixel code installed. From there you can start to set up events and conversions.

What are you waiting for?

It’s essential that you start to Pixel your audience as soon as possible, so you maximise the data you collect. You should start now, even if you aren’t thinking of advertising on Facebook straight away. Pixel is free and provides great, usable analytics even if you’re not using it for advertising.

If you’re not sure where to start, then check out our Facebook Pixel training. It’s one-on-one and by the end of the session, you will have a greater understanding of Pixel and how to use it. You will also have Pixel installed and running on your website.

Facebook Pixel online training