Once you’ve got a business Facebook page, you can have a free Facebook ads account which allows you to advertise on both Facebook and Instagram and create a ‘Facebook pixel’.

The Facebook pixel is a bit like a cookie – it records the behaviour of anyone on your website and reports back to Facebook. It learns as it goes and communicates the learnings back to Facebook. Facebook begins to use that knowledge to decide who and where to show your ad. Once firing, your pixel will look for the people most likely to take the action you want them to.

Retargeting is a trick the Facebook pixel has up its sleeve. Once the pixel is on your site, Facebook will show ads to people who have browsed, but maybe perhaps not purchased; all designed to get people who are showing consideration of your product, to convert. If you’ve ever been followed around Facebook or Instagram by a website you’ve been on, well that’s the pixel in action.

Don’t be put off by the jargon. An ads pixel is simply a snippet of code you can easily add to your website to track any sales that have happened as a result of your Facebook or Instagram advertising. And don’t worry, no development is required, Shopify, Woo, or Wix websites (among others) allow you to paste the code into your website settings.

To create a pixel in Facebook

  1. Go to Business settings in Business Manager.

  2. Select your business.

  3. Click Data sources.

  4. Select Pixels.

  5. Click the + Add button

  6. Enter a name for your pixel.

  7. Optional: Enter your website URL

  8. Click Continue.

  9. To install your pixel on your website, click Set up the pixel now.


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