Many of you have certainly heard of this tool. Who hasn’t been asked if you have your Pixel installed on your website?

The Pixel, what is this bébitte? I reassure you, it is not an insect and it does not bite! Facebook Pixel is a traffic analysis tool. Once installed on your website, it starts sending your visitors’ information to Facebook.

Facebook Pixel vs Google Analytics

Facebook Pixel looks a bit like Google Analytics, but with different purposes. It is installed in the same way, that is to say with a few lines of code that you must integrate into your website. Unlike Google Anylitics, where the main use is to obtain detailed statistics of all the people who visit your website, Facebook Pixel will be used mainly to build the targeting of your advertisements.

Without going into details, of which I will have ample opportunity to come back to the multiple ways of creating audiences or “Lookalikes”. On the other hand, knowing that an audience is a group of people who share common interests and / or criteria. The goal of creating or optimizing an audience is to maximize the targeting of people who would be interested in your products or services in order to run campaigns that generate a good return on investment (ROI). The goal is to reach as many people of interest as possible.





We use the Pixel to create “Retargeting” campaigns. That is to say, select certain people who have taken certain actions on your website and have them return to your site. For example if you have an online store and you want to reach people who have started ordering a product, but have not finalized their payment. You could run a campaign that would target these people by offering them a 20% promotional code that they could apply to their order, for example. On average, a good retargeting campaign increases your chances of making a sale by 200%.


Another way to use the Facebook Pixel is to create a “Lookalike” using certain criteria based on the habits and actions of people who have visited your website. For example, you could select a group of people, which we take as an action to consult your contact page, or for example select a group of people who have clicked on more than 2 links on your site, or even select a group of people who have completed a purchase on your site.

From your sectioned group of people, you can create a “Lookalike”. That is, ask Facebook to create an audience based on information collected from people who are in your group. Facebook will analyze your group and try to find commonalities that represent these people among themselves. From these common points, Facebook will try to find among all the Facebook users, other people who could have the same interests as the people who find themselves in the selected group. The greater the number of visitors to your website, the more precise your “Lookalike” audience will be.

Facebook Pixel

The Facebook Pixel, used the right way, can be a formidable tool in your quest to optimize your Facebook advertising campaigns. In future articles, we will discuss some practices and ways of working with the Facebook Pixel in more detail. Now that you know the potential of this Facebook tool, there is no reason to go without it. Don’t waste time and install it now.