Facebook Pixel Events


Kevin Urrutia




February 28, 2023

Facebook has so many tools to help business owners get more leads, make more sales, and boost their reputation. While most marketers know about traditional ads inside of Facebook, not a lot know about all of the unique features you can use to track data or the custom ads you can create.

If your business sells products or services, you’ll want to know exactly how many people are coming and buying from Facebook. While your ads will give you a good amount of data, there is another step called Facebook pixel which can give you even deeper data.

On top of Facebook pixel, there are pixel events, which can use different events that take place on your website to set up the next steps.

What is Facebook pixel?

Facebook pixel allows you to put code on your website so you can track and discover exactly which conversions came from Facebook exclusively. This can help you measure how well your ads are working and figure out specific conversion rates from them.

By using cookies in a web browser, they’re able to track users every step of the way as they move through your site and perform certain actions.

When you understand exactly how customers are moving through your funnel, you’re able to make it even better so you can optimize sales and conversions. It can help you make your sales pages and your funnels even better, giving you an overall better ROI.

Facebook pixel will start collecting data, with or without using ads, so the sooner you can start to use it, the more data Facebook will have to optimize your conversions.

Without pixel, you’re only able to see the click-through rate on your ads. You cannot access all the backend data. Sure, you could use something like Google Analytics to track more data, but since you’re already advertising on Facebook, why not use their advanced tools for better results?

Data you can get from Facebook pixel

With Facebook pixel, you’re able to see everything that you would need to create better ads. Some things include:

  • How users interact with your ad
  • Whether they stay on a mobile device, switch to a desktop, or any switches they make before purchasing
  • Find people who have purchased on your site before and advertise specifically to them
  • Show your ad to people who abandoned their shopping cart on your site
  • Advertise to people with similar demographics and interests
  • Target people based on frequency, recency, and time spent

Without pixel, you only have clicks from your ad and then your own website analytics, but no map that draws a line between the two.

How you can use this data for pixel events

Pixel events is the next-level use of the data you can collect. Inside Facebook, there are 17 standard events you can choose from to customize your data.

All 17 events include:

  1. Contact – someone reaches out
  2. Donate – someone makes a donation.
  3. Add to cart – when someone adds your product into their shopping cart.
  4. View content – when someone goes to a specific page on your website.
  5. Lead – when someone signs up as a potential lead for your business.
  6. Purchase – when someone buys from your site.
  7. Search – when people search on your site, which can be filtered by keywords.
  8. Customize product – when someone picks a specific version of your product for sale.
  9. Find location – when someone searches for a specific address.
  10. Schedule – when someone makes an appointment.
  11. Subscribe – when someone subscribes to your product or service.
  12. Start trial – when someone selects a trial option.
  13. Complete registration – when someone fills out a form on your website.
  14. Add to wishlist – when someone adds your product or service to their wishlist.
  15. Submit application – when someone finishes an application.
  16. Add payment info – when someone adds their payment information onto your website
  17. Initiate checkout – when someone starts to buy something from your site.

Where to find the Facebook pixel code

Instead of Facebook pixel code being in Ads Manager, you’ll find it under Facebook Events Manager.

You’ll come across a screen like this:

Once you get to this page, you’ll want to select the option you need. From there, you’ll see this page.

This step should only take a few minutes to set up and install. The instructions are simple and if you’ve used Facebook pixels in the past, it’s even easier to use. You’ll have to manually install the code yourself onto the pages where you need it.

You’re allowed to create multiple Facebook pixels, but to do so and to manage them all you need to do it under Ads Manager.

You’re then able to select the data you want it to track from there.

After you’ve input your code, you’re then able to have Facebook send some test traffic to confirm.

Other things you can do with Facebook pixel events

You’re able to get even more specific with your site, such as targeting based on one specific product or knowing where people are in your sales funnel.

When you have this data, you’re able to optimize your funnel and make more sales for your business down the line.


Even if you don’t use it specifically for advertising yet, you can still start to gather data for how people from Facebook are interacting with your site. Install pixel in just a few steps and start getting all the data you could ever need.

What are you waiting for?

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