--- title: "Facebook marketing » Tracking conversions with Facebook Pixel" description: "Discover what Facebook Pixel is, how it works, and why it matters for your online marketing strategy. Gain insights into Meta’s pixel." url: "https://www.mickyweis.com/en/facebook-pixel/" source: "https://www.mickyweis.com/en/facebook-pixel/" published: "2020-07-07T12:19:27+00:00" --- ![brevkasse marketing top 2](https://www.mickyweis.com/wp-content/uploads/2021/04/brevkasse-marketing-top-2-1.png) **You just need to install your Facebook Pixel – uh?** One of the questions I have received more than once is about the Facebook Pixel and what it actually is. At its core, it is a small piece of code that you can add to your website, either directly in the site’s code or via [Google Tag Manager.](https://www.mickyweis.com/en/google-tag-manager/) When you have added this code to your website, Facebook will be able to match the behavior of users on your website with the same users on Facebook. This allows you to use that behavior in your audience targeting and therefore in your [Facebook advertising.](https://www.mickyweis.com/en/facebook-ads/) **When you have installed your Facebook Pixel correctly, you will see a small green light flashing in your Facebook Business Manager.** ![Facebook Pixel active status showing green light and page view data.](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%2039'%3E%3C/svg%3E)   This indicates that your pixel is active and Facebook is receiving traffic from it. You can then create audiences based on this data. You can also access your Facebook Events Manager to see which actions users take on your website and set up unique pixel events. An event is when you specify a particular action that a user takes on a website. **Below is an example of how it might look on a webshop.** ![Example of Facebook Pixel events on a webshop tracking user actions.](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20211'%3E%3C/svg%3E) **In this case, we have set up specific events for the following actions:** - When people add items to their cart - When they begin the checkout process - When they complete a purchase This means that we can build audiences based on this behavior. In addition, you can use these audiences to create lookalike audiences. These audiences ask Facebook to find a certain percentage of users who are most similar to those who have already taken a given action, such as adding something to their cart. If Facebook matches their demographics, interests, and locations, and finds users similar to these, this audience will often be one of the best performing in relation to your marketing content. Jump to section [Toggle](#) ### **Why exclude recent buyers?** For example, if you want more people to buy from your webshop, you might want to consider excluding those who have just made a purchase. It can therefore be an advantage to create an audience of those who have bought something in the past 7 days and exclude this audience from your campaigns. Unless of course, you specifically want to sell to them again. ### **Custom events** You can set up these basic events, but also customize your own. Once you have the pixel installed, only your imagination sets the limits. Here are a few examples of custom event tracking: - People who have visited /contact - People who have visited /service/service-number-1 - People who have visited the homepage but no other pages - People who have visited /thankyouforyoursubscription In this way, you can create more specific audiences and provide better content to each audience by tailoring it based on their behavior on your website. ![Micky Weis](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2072%2072'%3E%3C/svg%3E) ### Micky Weis Freelance fractional CMO · 17 years in digital marketing · Copenhagen Micky Weis er en af Danmarks mest erfarne digitale marketingeksperter med næsten 17 års erfaring. Han arbejder som fractional CMO og specialiserer sig i SEO, organisk vækst, AI i marketing, affiliate og kommerciel strategi. Han har arbejdet med brands som Hummel, Matas, Tattoodo og Firtal, og driver i dag sin egen praksis, Weisio, fra København. [LinkedIn](https://www.linkedin.com/in/mickyweis/) [Get in touch](https://www.mickyweis.com/en/external-cmo/) ## Got a comment? Commenting requires a login right now. If you have a question about this, send it over and I will reply directly. [Get in touch](https://www.mickyweis.com/en/external-cmo/) [Log in](https://www.mickyweis.com/wp-login.php?redirect_to=https%3A%2F%2Fwww.mickyweis.com%2Fen%2Ffacebook-pixel%2F%23kommentarer) ## Read next [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/incremental-attribution/) Big data ## [Incremental attribution: Why META’s update matters for marketers](https://www.mickyweis.com/en/incremental-attribution/) Meta has launched a new way to measure ad effectiveness – known as Incremental Attribution. It might sound like yet… 29 Apr 2025 · 3 min [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/facebook-ads/) Facebook ## [Facebook Ads; The ultimate guide to managing ads and get results](https://www.mickyweis.com/en/facebook-ads/) Getting traffic to your website with Facebook advertising is easy! But getting high-quality traffic is a different story – and… 1 Mar 2024 · 56 min [![](data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20758%20429'%3E%3C/svg%3E)](https://www.mickyweis.com/en/facebook-conversions-api/) Facebook ## [Understanding Facebook Conversions API: Why it matters to setup today](https://www.mickyweis.com/en/facebook-conversions-api/) There’s a lot of talk about Facebook Conversions API these days, but very few actually understand what it is—and why… 17 Feb 2024 · 2 min Usually replies within 24 hours ## Want me to look at yours? Tell me what you are sitting with. You get an honest answer — including if the answer is that you do not need me. - ✓ **No pitch**You get an answer, not a sales meeting. - ✓ **No lock-in**Month to month, if we go ahead. - ✓ **Straight to me**No account manager in between. [Follow along on LinkedIn](https://www.linkedin.com/in/mickyweis/)