What is the Pixel

The Facebook Pixel is a string of Javascript Code that when placed on our site allows Facebook to collect information about people browsing our site and their behavior.

First, it is used to track people’s behaviors within our site and thus to Record all actions that users take, such as viewing content, registering for a newsletter, adding one or more products to a shopping cart, initiating a purchase, adding payment information, or purchasing a product.

It also serves to create audiences, i.e., groups of users, customized on the type of action and time frame in which it was performed. For example, I can create the audience of who has added to the cart in the last 30 days, or I can create who has purchased in the last 90 days.

Creating custom audiences is crucial in the success of your advertising campaigns, both because you can send messages and show particular ads to only a segment of people and you can consequently exclude others, such as those who have already bought.

Thanks to the Pixel and its cataloging of actions taken by users on the website–called conversions–campaigns can be optimized for different goals such as: Content Viewing, Adding to Cart, Contact, Start of Purchase, Purchase, and so on…

What are events

The Pixel, as mentioned above, records the actions that the user takes on our website. These actions are called events.

There are several standard events that Pixel can monitor. The default event is the PageView, which is the basic event that is triggered on every page of our website.

Other standard events, i.e., the default events that Meta provides us with, can be Content Display, Contact, Add to Cart, Purchase, Start of Purchase, Add Payment Information, Etcc.

In addition to standard events, we have Custom Events, which are events that you implement yourself, but are used sporadically and may not be needed.