Definition:
The Facebook Pixel is a javaScript code that cplaces an empty 1 x 1 pixel image and is inserted into the pages of a website to track visits and conversions coming from Facebook. When the script is loaded on the page, it sends a hit to Facebook that allows it to see what type of hit it is (page view or interaction), and allows you to generate audiences based on user profiles. The Facebook Pixel allows you to create more efficient campaigns in Facebook Ads, and allows you to create lookalike audiences and retargeting on Facebook to users who have visited the website, or have performed certain actions on it.
Índice de contenidos
Standard installation of the Facebook Pixel
Facebook provides all the information to install the pixel at the following link:
https://business.facebook.com/business/help/952192354843755?helpref=page_content
The code base is obtained directly from the event manager and has the following format:
This script can be easily installed on the website, either manually or through Google Tag Manager, and must be installed on all pages that you want to be part of the measurement.
Conversion events on Facebook
Once the Facebook Pixel is configured, it is possible to configure
conversion events, which can have two formats:
- Standard conversions: a code is inserted or also through Google Tag Manager so that the conversion code jumps when the interaction you want to measure occurs.
- Custom conversions:Can be configured without codes by applying URL rules.
Implementation of the Facebook Pixel via API
The implementation of the Facebook Pixel can also be done using the Facebook API, which allows sending events programmatically without the need to insert JavaScript code on each page.
Below are the instructions on how to perform this implementation:
Initial Configuration
Obtain an Access Token: To use the API, an access token must be obtained from the Facebook Developer Portal.
This token is required to authenticate requests to the API.
Send Events through the API
To send events to the Facebook Pixel, it is necessary to make an HTTP POST request to the Pixel events API.
The steps are as follows API URL:
The URL to send events is: https://graph.facebook.com/v12.0/YOUR_PIXEL_ID/events?access_token=YOUR_ACCESS_TOKEN
It is important to replace YOUR_PIXEL_ID with the Pixel ID and YOUR_ACCESS_TOKEN with the access token obtained. Request Body: The body of the request must contain the details of the event to be sent.
The following is an example of how the request body for a Purchase event could be structured:
{
"data": [
{
"event_name": "Purchase",
"event_time": 1610000000,
"user_data": {
"em": ["[email protected]"]
},
"custom_data": {
"currency": "USD",
"value": 30.00
}
}
]
}
Make the Request: Tools such as Postman or programming libraries (e.g. Axios in JavaScript or Requests in Python) can be used to send the POST request. It is critical to configure the request to include the body in JSON format.
Event Verification: After sending the events, it is advisable to verify that they are being registered correctly.
This can be done through the Facebook Event Manager, where you can view the events in real time and make sure that the information is being sent properly.
Maintenance and Updating: It is important to monitor event performance and make adjustments as needed.
It should also be ensured that the implementation is kept up to date with any changes to the Facebook API.
With these steps, it is possible to implement the Facebook Pixel using the API, allowing events to be sent programmatically and flexibly, without the need to insert JavaScript code directly into the website.
Conversion types available on Facebook
The conversion types available on Facebook are as follows:
- Add to wishlist
- Add to cart
- Add payment information
- To find
- Find Location
- Calendar
- Lead
- Purchase
- Contact
- Content viewed
- Submit Request
- Donate
- Start payment
- Start Test
- Customize product
- Full registration
- Subscribe
- Other
The conversion script has the following format:
fbq('track', 'Purchase', {currency: "USD", value: 30.00})
Meta Pixel and Conversions API
Currently, the most up-to-date name is Meta Pixel, although “Facebook Pixel” remains widely used. Measurement should no longer rely only on the browser pixel: Meta recommends combining it with Conversions API to improve data quality in the context of blockers, cookie restrictions and privacy changes.
Current implementations should therefore refer to Meta Pixel + Conversions API, integrated with an appropriate consent setup.
Frequently asked questions about Facebook Pixel
What is Facebook Pixel?
Definition: The Facebook Pixel is a javaScript code that cplaces an empty 1 x 1 pixel image and is inserted into the pages of a website to track visits and conversions coming from Facebook. When the script is loaded on the page, it sends a hit to Facebook that allows it to see what type of hit it is (page view or interaction), and allows you to generate audiences based on user profiles. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.
What is Facebook Pixel used for in digital marketing?
It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.
How is Facebook Pixel related to a digital strategy?
It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.
What should be considered when working with Facebook Pixel?
It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.