How to Create and Use the Facebook Pixel

How to Create & Use the Facebook Pixel

If your business has a website, you need to use the Facebook Pixel. Whether you’re advertising or not, building a list of website visitors is a huge opportunity for you to increase traffic, leads, sales, etc.  The Facebook Pixel is a free way to do it.

We’re here to show you how to use this amazing snippet of code to increase your following, and engage with users who you would never get to speak with otherwise.  Watch the Facebook Pixel tutorial video below, or continue reading to learn how.

Step 1: Create the Facebook Pixel

Go to your Ads Manager and click the hamburger (3 horizontal lines in the top left hand corner). Scroll down to All Tools, but don’t click it, just hover over it.

Find Pixels in the menu and click it.  You’ll now see a page that looks like this:


Click the Create a Pixel button and Facebook will now create your Facebook Pixel for you.

You’ll be able to name your pixel (see screenshot below).  Keep in mind you’ll only be able to have one pixel per ad account.


You’ll know that your Facebook Pixel was created successfully when you see this:


Step 2: Install the Facebook Pixel on your website

Now it’s time to install this code on your website. Facebook gives you 3 options when it comes to installing the pixel. Either way, it’s important to know that your code should be placed in the <head> of your website.

You should see a screen like the one below to determine how you’ll place your code.

If you’re using a company like Shopify, Wix, Squarespace, etc, click the first option to learn how to install your pixel on those types of websites.

If you’re really code-savy, you can install the pixel yourself.  Click the second option to see how to install the code on your own.

If you’re like me, who has zero patience with HTML, codes or plugins, option 3 is the way to go.  Click it and you’ll send a detailed guide to your website developer so you make sure it’s done properly.

Step 3: Create Custom Audiences to build website traffic lists

Once you’re sure that your Facebook Pixel is created and installed, your final step is to begin creating Custom Audiences of website visitors.

Go back and click on the hamburger in the top left where it says Ads Manager, but this time click on Audiences from the drop down.  You’ll now see this screen:


Click Create a Custom Audience to begin your audience creation.  You’ll now see the screen below where you can select a number of different attributes.

You’ll see your pixel name to the right of a small circle.  Red means your pixel is not installed correctly, and green means you’re good to go.

To start, select All Website Visitors to track any visitor to your site.  You can select the time frame in which they visited (at most within 180 days) and you can also name your audience here, too.

When you’re done, click Create Audience.


If you’ve completed this correctly, your audience will appear in your audience list. To the right it may say Audience Too Small, or Populating, depending on what type of audience you create.  But don’t fret. It can take up to a day to see numbers there.  However, once you create that audience, no matter who visits your site, they’ll be added to that list (provided they have a Facebook profile).

And you’re all set! The pixel is now in place and you’re on your way to building valuable relationships with potential customers on your website.

If you have any questions about this process, or Facebook Ads in general, contact us and we’ll be happy to help.