Would you drive in a blindfold?

I’m hoping the answer is “No”.


It’s pretty unlikely you’d reach your destination if you tried it.

We all know, when you’re driving you need to see what’s going on around you and know you’re on the right track.

It’s a similar story with Facebook Ads:

If you don’t have the Pixel on your website, you’re asking Facebook to drive blind.

It can’t see what the traffic is doing and doesn’t know whether it’s reached the destination you want or not.

What is the Facebook Pixel?

Facebook’s Pixel is a bit of code that is added to the back end of your website. It does a similar job to a cookie. If you have it on your website it records who comes to your website and what they do when they get there.

What difference does it make to your campaigns?

With the Pixel in place, you’ve got many more options for the types of advertising campaign you can run. And you’re likely to see a much better return on your advertising spend.

It gives you the power to run conversion campaigns that are optimised for purchases / leads. And Facebook can learn what types of people are buying / signing up, so it can target your Ads at more people like them.

You can create Ads that retarget people who’ve been on your website or added to cart, but didn’t go on to buy. This is most profitable type of campaign for most e-commerce businesses.

There’s also a whole range of new audiences you could build based things like your highest value purchasers, website visitors or people who’ve looked at specific pages on your website. Which enables your Ads at Audiences who are likely to convert.

Is it easy to install?

Unless you’re very tech savvy, I’d recommend getting your web developer to install the Pixel for you. Particularly if you want to set up standard events (which I’d definitely recommend for online retailers). That way you can be confident it’s working correctly.

If you’d prefer to install it your yourself, there are plug-ins you can use if you’re on a widely used web platforms like WordPress or Shopify.

Install CAPI tracking too

When you install the Pixel you’ll have to option of adding CAPI tracking too. This is where your server passes data directly to Facebook’s server, not via an app. The data tends to be more accurate through this route.

I’d definitely recommend you add it too. It’s going to become much more important when Apple’s iOS 14.5 operating systems goes live.


If you’re looking for the maximum return from your Facebook and Instagram Advertising, having the Facebook Pixel on your website is essential.

It’s not a big job for your web developer and will make a real difference to the effectiveness of your campaigns.


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