How a Facebook Pixel works

Put a Facebook Pixel on your website and register which pages are viewed by Facebook users. Based on such a pixel, you can then tailor your ads to your target group. This benefits your ads and the conversion of your ads! And all thanks to a simple Facebook Pixel.

Over the years, the Facebook pixels have become increasingly popular. This is mainly due to the following three reasons:

  • More and more people have created a Facebook account. Certainly a few years ago, the growth of this social media channel was unprecedented. Recent research showed that almost 11 million Dutch people have a Facebook account. That’s telling, isn’t it?
  • Advertising via Facebook has become increasingly popular. More and more companies have also started to engage in advertising via Facebook. That has also ensured that more and more companies have started to use Pixel.
  • Facebook Pixel has become smarter/better. Due to multiple developments, this service of Facebook has become smarter and better. This ensures that you can run your ads even better via Facebook.

What is a Facebook Pixel?

A Facebook Pixel can actually be seen as a small piece of code. You can install this code on your website, after which your website is actually connected to Facebook.

This code enables your website to analyze your visitors. This way you can immediately see which logged-in Facebook users have viewed your website. For example, is this a user who has looked at new football boots on your website? Then this user will see an advertisement of these football boots on his next visit to Facebook – and therefore also of your website.

By getting started with Facebook Pixel in this way, you can advertise much more specifically. This is reflected in the conversion of the ads, but also in your turnover. If you get started with Facebook Pixel in the right way, you can scale your business unprecedentedly.

All in all, two elements play a crucial role in Facebook Pixel:

  • The online surfing behavior of a Facebook user: through the piece of code on the website, the link can be made between the Facebook user and the online surfing behavior.
  • Your advertisements: based on this online surfing behavior, you can then adjust your advertisements. This applies not only to your ads themselves, but also to the targeting of your ads. Thanks to Facebook Pixel, you know exactly which Facebook users you should/can target.

How do you set it up?

Is Facebook Pixel exactly the tool you need? That is easy to understand. With this tool you can advertise much more specifically and thus get the most out of your ads.

But – how can you use Facebook Pixel? Before you can use this tool, you need to set up a few things. To help you with this, we have drawn up the following step-by-step plan for you:

Step 1: First, choose the right ad profile

First, you should choose the right ad profile. Always choose your own profile and not the profile of, for example, an advertising or marketing agency that you work with.

Step 2: Now find the pixel code

In the advertising environment you can then click on ‘event management’ or ‘pixels’. After you’ve done that, you’ll see the pixel code. So you should install this code on your own website.

Step 3: Place the pixel code on your website

The code you found in step 2 must now be placed in/on your own website. You can do this, for example, by processing the HTML code in the HTML template of your website.

Do you use WordPress? Then you can also choose to use a special plugin. With such a plugin you load the code automatically, without the need for technical knowledge.

Step 4: Check the pixel code

You can now return to Facebook’s advertising environment. Click on ‘Pixels’ or ‘Event Management’ again and check whether the pixel code works. If the pixel code works, you will see statistics from your website visitors, among other things.

Step 5: Add the Pixel to your cookie notification

Finally, you should also add your Pixel to your cookie notification. This is one of the legal obligations that you simply have to comply with.

Step 6: analyze & optimize

Have you gone through the previous five steps? Then you can now see in the advertising environment exactly which Facebook users have ended up on your website. You should analyze this extensively, after which you can adjust your ads accordingly. By doing that, you’re optimizing your ads and conversion.

What’s the use of Facebook Pixel?

If you have gone through the above step-by-step plan, you have gold in your hands. With Facebook Pixel you can go in many directions:

  • Find new audiences: Thanks to the Pixel Code, you can find completely new audiences. Do you notice that a lot of the same types of users come to your website? And have you never thought that such people would end up on your website? Then you have discovered a new target group with Pixel!
  • Retargeting: you can also create ads that are linked to the behavior on your website. For some users, this feels like ‘stalking’, but it is a smart form of marketing. It is important that you make relevant and good advertisements.
  • Creating target groups: Finally, with Facebook Pixel you can also compose your target groups. You don’t have to do this yourself; this is one of the values that is automatically set by Pixel.

In other words: with Facebook Pixel you enjoy many possibilities. If you want to make your Facebook ads more profitable, you absolutely do this with Facebook Pixel!


Would you like to get started with Facebook Pixel? Do you only find it difficult to follow the above step-by-step plan? Or maybe you run into problems? For everything that has to do with Facebook Pixel, you can contact us. We are happy to help you set up your Facebook Pixel perfectly!

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