30-Second Summary
What you'll learn from this article
- Facebook Pixel is a JavaScript code that tracks website behavior
- Standard events are critical for campaign optimization
- Conversions API has become mandatory after iOS 14
- GTM installation is the cleanest and most manageable method
- Pixel verification testing must be done
Facebook Pixel is a powerful tracking code that measures, optimizes, and builds audiences for your advertising campaigns. With proper setup, you can track conversions, create lookalike audiences, and set up effective retargeting campaigns.
What is Facebook Pixel and How Does It Work?
Facebook Pixel is a JavaScript code that tracks user behavior on your website. This code sends data to Facebook about page views, button clicks, form submissions, and purchases.
Step-by-Step Pixel Installation
There are three ways to install Pixel: Manual code installation, integration via partner platforms (Shopify, WordPress, etc.), or Google Tag Manager. GTM is the cleanest method and makes future updates easier.
Standard Events and Custom Conversions
Standard events are pre-defined actions optimized by Facebook (Purchase, Lead, AddToCart, etc.). Custom conversions allow you to track URL-based specific actions. Both methods are important for campaign optimization.
Conversion API and iOS 14 Solutions
After iOS 14 updates, browser-based tracking has weakened. Conversions API provides more accurate data by sending server-side data. Using Pixel and CAPI together gives the best results.
Correct Facebook Pixel setup is the foundation for successful Meta advertising campaigns. Verify installation, set up necessary events, and check that data flows correctly before starting your campaigns.