Using the Facebook™ Pixel is less well understood than it should be.

Marketing has always been about understanding customers & being relevant to their needs.

Social Marketing delivers incredible inroads to being increasingly relevant, in a vastly different way to traditional mass media marketing.

Social Marketing is about becoming relevant & connecting on a more personal, human level. It fits in the big brand media schedule right under mass media. For many businesses, it exists without mass media. If executed correctly, social media delivers concurrently to multiple niche audiences.

So how is the Facebook Pixel relevant to this?

Put simply, the Facebook™ Pixel is tracking code placed on your website that allows you to re-target people who have performed specific actions – you know exactly where they are in your sales funnel process – and thus what message they need to move to the next stage.

The Facebook Pixel enables you to isolate a message to any of the following people:

  • Visited any page on your site within a specific/specified period
  • Engaged with social content on Instagram of Facebook
  • Engaged with a specific video (to a specific depth of view)
  • Visited a specific page or pages, number of pages or period of time on pages on your website
  • Engaged with an event you have created on Facebook
  • Visited specific page(s) but NOT other specified pages
  • Taken specific actions such as initiating downloads or listening to a video file
  • Have viewed a product but failed to make a purchase or add to cart
  • Have placed an item in a cart but failed to complete the purchase

The pixel allows you insight into the behaviour of your customers, and to retarget accordingly.

You need to consider which behaviour you will want to re-target before you launch the campaign – and you literally push your audience to Step A, Step B, Step C and so on with your sales funnel ads.

Campaign mapping is absolutely essential.

Remembering that your ad or activity that delivered the customer to your site, if delivered via social, was in itself filtered to target specific lifestyle and areas of interest, the tracking of their behaviour once on your site is essentially a second filter.

Used at the most top line level, the Pixel allows you to re-contact with people who have visited a page on your website. This means, if you have 1000 website visitors on an average week, you can target the people who visited your site the previous week – any page of your site. Easy. Essentially, you are calling them back. A second-time visitor is much more likely to allow a conversion to take place.

Here are some of the most common uses for this type of Facebook™ Pixel marketing:

  • For E-Commerce campaigns – connect with people via a mobile campaign, and re-target people who have viewed product pages on desktop – knowing that people tend to make purchases on Desktop.
  • Promoting blog posts that are general interest topics for your target (not hard sells) and retargeting with your offer/sales page.
  • Following up those who have clicked to your landing page but did not click on the Call to Action with a fresh offer.
  • Targeting people who have been to any page on your website but have not yet been to a product or booking page with a specific and time-bound offer (Hotels do this well).
  • Targeting people who have been to a shopping cart thank you page, but who are not on your mailing list with a lead magnet for a signup – or even just to introduce a new product.

Since it was first established, the Facebook Pixel marketing opportunities have advanced so far that almost anything is possible. Creating your sales funnel with extreme relevance becomes much more possible – and of course cost effective in that you are targeting increasingly smaller audiences.

Steps for getting started with the Facebook™ Pixel:

  • Step One: create your pixel in the Facebook Ads Manager – you will find the path under ’Events Manager’.
  • Step Two: Load the Pixel code into your website header alongside your Google Tracking code (or the Pixel ID if it’s a WordPress site).
  • Step Three: Create your custom audiences in the Ads Manager.
  • Step Four: wait for your retargeting audience to build before executing a retargeting campaign (minimum audience of 100).

Don’t forget to install free Chrome extension Pixel Helper – give it an hour or two before you check that your pixel is working (you may need to disable your Ad Manager to see the pixel confirmation).


You need about 100 or more pixel activations before you can start using pixel based audiences – ideally the audiences should be 1000 or more.

If you found this of value, consider joining our mailing list for regular E-Updates – just put your details in the form below: