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What is Facebook Pixel? Meta’s marketing tool, he explained

What is Facebook Pixel? Meta’s marketing tool, he explained

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

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

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

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 Facebook Pixel?

Meta, formerly Facebook.
SOPA Images/Getty Images

Simply put, a Facebook Pixel (now officially known as a Meta Pixel) is a piece of code that can be inserted into your business’s website. Once installed, this code shows you how people respond to your Facebook ads and tracks your customer/prospect interactions with your website, such as purchasing products on your site.

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

How much does a Facebook Pixel cost?

Meta’s Business Help Center guide on the matter does not seem to explicitly state that the tool is free. But the current consensus online among social media management software companies such as Sprout Social and e-commerce companies like Shopify is that the Facebook Pixel is free to use.

What to expect when you create and install a Facebook Pixel

According to Meta, you can install the Facebook Pixel either by doing it yourself or by getting a developer to help you. If you’re planning to do it yourself, you’ll be glad to know that Meta offers a detailed step-by-step guide and to create a Facebook Pixel for your business website and to install it.

Meta offers three installation methods depending on your situation: manually adding the code to your company’s website, using a partner integration to do it, or emailing installation instructions to the person responsible for updating the website’s code.

Is Facebook Pixel worth trying?

If you’re using Facebook ads as part of a marketing strategy for your business, then the free Facebook Pixel tool might be worth using just to gather the data you need to improve your marketing strategy and save money on ads. helps you understand which Facebook ads are working well for your business and which aren’t.

The general consensus, among social media management software experts and e-commerce companies alike, seems to be that the Facebook Pixel is a pretty useful tool for businesses using Facebook ads. Companies like Sprout Social, Hootsuiteand Shopify have outlined the benefits of using the Facebook Pixel in their own guides on the subject.

Some of the other benefits these companies mentioned about the Facebook Pixel include conversion tracking and access to retargeting data (which you can use to show ads to customers who have previously 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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