You may or may not have heard of them, and you certainly won’t have seen them (they’re invisible), but the benefits of Facebook pixels are crystal clear…


What is a Facebook pixel?

Refreshingly – and unlike a lot of new technologies these days – a Facebook pixel is exactly what it says on the tin. It’s a pixel (yes, one of the tiny little squares that comprise the digital images we see) and it’s for Facebook. But what exactly does that mean?

If you’re familiar with Google Analytics then we’re halfway there. Google Analytics enables you to track the number of times a specific page is being viewed. Similarly, the Facebook pixel is an analytical tool that allows you to measure the effectiveness of your advertising. Put simply, it tracks the actions people take on your website.

The pixel is a transparent, 1×1 image file that can be embedded on pages outside of Facebook – and each time it’s loaded, it sends data back to Facebook. Simple, right? Well there’s a bit more to it than that…

Why use pixels?

In short, pixels are a great way to hone your Facebook advertising strategy, which is a good thing because Facebook is one of the most powerful advertising platforms out there. The data these pixels collect can be used to measure, optimise and build audiences for your campaigns. They can help you reach the right people and drive more sales. They offer retargeting, optimisation and tracking – all in one:


Track visitors on your website so you can advertise to them later. Choose to retarget everyone who visits your site, those who visit specific places on your site, or those who take specific actions on your site.


Adverts will only show to the people who are most likely to convert, based on their previous shopping or browsing history.


See what visitors buy from your site, how they got there, what they click on and more.

How to use pixels

The only downside of pixels is that they can be confusing to use – so it pays to let someone show you how. That’s where we come in. At 21six, our digital experts can help you use pixels to get a better return on your advertising investment by making the most out of their three key functions:

Build custom audiences

Facebook doesn’t let you advertise to individual website visitors – you have to advertise to groups of users with shared behaviours instead. These include:

  • All potential customers
  • People who searched for a product on your website
  • People who viewed a specific product or category
  • People who started purchasing
  • People who completed purchasing
  • People who were referred from a paid search engine result
  • People interested in deals and offers 
Create custom conversions

In the same way you can set up custom audiences, you can also create custom conversions. This is where you use ads to send people to your website to take a specific action, for example, sign up for a newsletter. At any time, you can create a report for one of your ads that will show the conversion rate for any of your custom conversions. It’s another great way to track users’ preferences and line them up for retargeting.

Set up a standard event

While custom conversions are tied to a URL (usually some kind of thank you or completion page), standard events don’t need to be. By setting up a standard event, you can measure specific actions that people take when visiting your page, for example, making a purchase. This can be tracked across mobile, tablet and desktop and is achieved by setting up a ‘snippet’ code…

We could go on. Truth is, when you really get under the skin of Facebook pixels, the possibilities are endless, the capabilities are considerable and the benefits are clear to see.

If you’d like to learn more, please get in touch with our digital team and we’ll show you what Facebook pixels could do for your business. Call us on 02380 620088, or email