What is Facebook Pixel

Facebook Pixel


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 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 and retargeting audiences on Facebook to users who have visited the web, or have performed certain actions on it.

How to install the Facebook Pixel

Facebook provides all the information to install the pixel at the following link:


The code base is obtained directly from the event manager and has the following format:

Installing Facebook Pixel

This script can be easily installed on the web, either manually, or through Google Tag Manager, and must be installed on all the pages that you want to be part of the measurement.


Conversion events on Facebook

Once the Facebook Pixel is configured, conversion eventscan be configured, 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.


Conversion types available on Facebook

The conversion rates 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})

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