What is a Facebook pixel? Meta’s marketing tool, explained

If you have a website for your business and are wondering how well your ads are reaching potential customers, you probably want to be able to measure it to make sure the money you spend on advertising for your business is money well spent. Meta (the parent company of the social media platforms Facebook and Instagram) offers a tool that can measure this by capturing how your customers interact with your business website.

At one point, this tool was known as the Facebook Pixel. But since the tech company’s recent rebranding into Meta, the tool has also undergone a name change and is now known as the Meta Pixel.

In this guide, we’ll look at what this tool does, how much it costs, what to expect when setting up, and whether or not it’s worth trying it out.

Note: For the purposes of this guide, we will use the terms “Facebook Pixel” and “Meta Pixel” interchangeably as the former term is still commonly used.

What is a Facebook pixel?

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Put simply, a Facebook Pixel (now officially known as a Meta Pixel) is some code that can be placed on your business website. Once installed, this code shows how people react to your Facebook ads and tracks the interactions your customers / prospects have with your websites, such as buying a product on your site.

You can then use this information to target your ads to potential customers who are most likely to be interested in your ads and products in the future.

How much does a Facebook Pixel cost?

Meta’s Business Help Center guide on the subject doesn’t seem to explicitly say the tool is free. But the current online consensus between social media management software companies like Sprout Social and ecommerce companies like Shopify is that Facebook Pixel is free.

What to expect when creating and installing a Facebook pixel

According to Meta, you can install a Facebook Pixel by doing it yourself or by having a developer help you. If you’re planning on doing it yourself, you’ll be happy to know that Meta offers a detailed step-by-step guide for both creating a Facebook pixel for your business website and installing it.

Meta offers three installation methods depending on the situation: manually add the code to your business website, use a partner integration to do so, or email the installation instructions to the person responsible for updating the code of the website.

Is Facebook Pixel worth trying?

If you’re using Facebook Ads as part of your marketing strategy for your business, it’s worth using the free Facebook Pixel tool if only to gather the data you need to help you improve your marketing strategy and save on ads by helping you understand. which Facebook ads are doing well to bring you business and which ads are not.

The general consensus seems to be, among social media management software experts and ecommerce companies, that the Facebook Pixel is a pretty useful tool for businesses using Facebook Ads. Companies like Sprout Social, Hootsuite, and Shopify have advertised the benefits of using the Facebook pixel in their guides on the subject.

Some of the other benefits these companies have mentioned on the Facebook Pixel include conversion tracking and access to retargeting data (which you can use to show ads to customers who have already interacted with your site).

At the end of the day, though, it’s up to you and what you think will work best for your business and its marketing needs.

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