The Facebook pixel: measuring the effectiveness of your ads


Facebook Pixel is a free analytics tool that allows you to measure the effectiveness of your ads by tracking the actions of people on your website.


You may use Facebook Pixel to:

  • Deliver your ads to the right audience. Find new customers or target people who have viewed a specific page or performed a desired action on your website.
  • Boost your sales. Set up automatic bidding to reach the people most likely to perform a desired action (e.g. make a purchase).
  • Measure the results of your ads. Measure actions taken after viewing your ads to better understand their impact.

How Facebook Pixel works

Once installed, Facebook Pixel is triggered whenever a user performs an action on your website, such as adding an item to the shopping cart or making a purchase. The pixel receives these actions or “events,” which you can view in the Events Manager on your Facebook Pixel page. On this page, you can see the actions taken by your customers. You also have options to reach these customers again with your future Facebook ads.

About Facebook Pixel events

When an action is performed on your website (someone adds an item to their shopping cart, for example), your Facebook Pixel is triggered and records it as an “event.” Events are the result of Facebook ads (paid) or organic coverage (free). There are two categories of events: standard and custom.

Standard events are predefined actions that are recognized and supported by Facebook across all ad products. When you add these standard events to your pixel code, it allows you to log them, optimize conversions and build audiences.

Custom events are actions that fall outside the scope of standard events. You can give them a unique name that describes the action taken. You can use these events to create custom audiences. You cannot use them for optimization or attribution, unless they correspond to a custom conversion. You can then choose the standard event for which you want to optimize the custom conversion.

Add events to your company’s key pages to better understand your customers’ journey. If you set up events along their journey (from product page view to purchase, for example), you’ll be able to measure the results of your ads and optimize them to achieve the most meaningful conversions for your company.

This article is part of the Digital marketing and eCommerce toolkit, an initiative offered as part of the free digital marketing and e-commerce consultation service for retailers of the City of Montreal.

Offered in collaboration with :

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