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How To Set Up Facebook / Meta Pixel

One of the most significant benefits of Facebook advertising is the ability to test and target your ads with high accuracy. If you’re using Facebook ads, there is one tool that you MUST utilize immediately to optimize and make the most of your social media ad budget: the Pixel. As a matter of fact, it is one of the most popular marketing tools with over 7 million websites using it to make better data-driven business decisions!

In this article, we'll cover how to set up and install a Meta Pixel on your website. To learn more about the Pixel before getting started, check out the benefits of installing a Meta Pixel.

How To Set Up Facebook / Meta Pixel

One of the greatest benefits of social media advertising is the ability to test, track, refine and target your ads with laser precision. The Facebook pixel is a data-gathering tool that helps make the most of your ads across Facebook and Instagram.

As of February 2022, Facebook Pixel changed its name to Meta Pixel. You will see it referred to with both names throughout this article.

If you use Facebook or Instagram ads now or plan to use them at any point in the future, the Facebook pixel (or Meta pixel) is a must-use tool. Read on to learn how it works.

The Meta Pixel is a piece of code that you put on your website that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.

You can use the Meta Pixel to:

  • Make sure your ads are shown to the right people.

  • Find new customers or people who have visited a specific page or taken a desired action on your website.

  • Drive more sales.

  • Set up automatic bidding to reach people who are more likely to take an action you care about, like making a purchase.

  • Measure the results of your ads.

  • Better understand the impact of your ads by measuring what happens when people see them.

If you already created a Meta Pixel and want to find your Pixel base code, skip to section 2, Add the Meta Pixel to your website. Follow the instructions to Manually add Pixel code to the website.

Before you begin

  • You need a website for your business.

  • You must be able to update your website's code.

How to set up Pixel

  1. Go to Events Manager.

  2. Click Connect Data Sources and select Web.

  3. Select Meta Pixel and click Connect.

  4. Add your Pixel Name.

  5. Enter your website URL to check for easy setup options.

  6. Click Continue.

How to install Meta Pixel to your website

Once you've created your Meta Pixel, you're ready to put the Pixel code on your website. For instructions on how to do this, choose your setup option:

  • Manually add Pixel code to the website

  • Use a partner integration

  • Email instructions

How to set up Pixel events

After you add the Meta Pixel base code to your website you can set up events to measure the actions you care about, like making a purchase. You can do this by manually installing the code or by using the point-and-click Event Setup Tool. Then, make sure that your Meta Pixel is working correctly.

You can use one Pixel across your whole website, including multiple pages of your website.

If you use the Meta Pixel to share events with Meta, we recommend that you also use the Conversions API. The Conversions API works with your Meta Pixel to help improve the performance and measurement of your Meta ad campaigns. Learn more about the Conversions API.

Tracking events with Meta Pixel

Once you've set up the Meta Pixel, the Pixel will log in when someone takes an action on your website. Examples of actions include adding an item to their shopping cart or making a purchase. The Meta Pixel receives these actions, or events, which you can view on your Meta Pixel page in Events Manager. From there, you'll be able to see the actions that your customers take. You'll also have options to reach those customers again through future Facebook ads.

If you use the Pixel to share events with Meta, we recommend that you also use the Conversions API. The Conversions API works with your Pixel to help improve the performance and measurement of your Facebook ad campaigns.

Meta's Business Tools Terms require that businesses (or partners acting on their behalf) may not place Pixels associated with their Business Manager or ad account on websites that they do not own without our written permission. Starting May 5, 2021, Meta will show verified domain owners the events and custom conversions recently received from Meta Pixels placed on their website. While verified domain owners will see all these events, the only events they can use for ad optimization and reporting are events they can access from their own Business Manager Account.

If you don’t want your Meta Pixel or custom conversion information visible to the domain owner, you can remove the Pixel from the website or delete the custom conversion before the specified date.

How To Set Up Facebook / Meta Pixel

Creating Meta Pixel With Business Manager

The Meta Pixel is a piece of code that's placed on your website to report conversions, build audiences and get insights into how people are using your website. You can create up to 100 pixels in your Meta Business Manager account.

If you reach the limit of 100 Meta Pixels, but you need to create another Pixel, you can create a new ad account, which will let you create 1 new Pixel. You can then assign permission to the new ad account and new Pixel to your Business Manager. You can also create a second Business Manager, which will let you create an additional 100 Pixels.

You may want to create a Meta Pixel in Business Manager if:

  • You already have a Business Manager account.

  • Someone else manages your Meta ads.

  • If your business has more than one website, or more than one major product or service.

  • If you want to take advantage of Pixel's measurement capabilities, but you're not ready to start creating ads.

How to create a Meta Pixel in Business Manager

  • Go to Business Settings in Business Manager.

  • Select your business.

  • Click Data Sources.

  • Select Pixels.

  • Click the + Add button.

  • Type in a name for your Pixel.

  • Optional: Enter your website URL.

  • Click Continue.

  • To install your Meta Pixel on your website, click Set up the Pixel Now. If you'd like to stay in Business Manager, click Continue Managing My Business.


The Facebook pixel isn’t perfect, but it’s an essential tool that all advertisers should have set up and properly installed. It can and will absolutely impact your campaigns, especially since Facebook does so much of the heavy lifting behind the scenes to show your ads to users who will take the actions you want.

This is why, of course, it’s also important to set up event tracking and to choose the right objective for each ad campaign.

Over time we may see new versions of the pixel since we already have in the past, but for now, the combined use of the pixel and the Conversions API is the best way to go.

About Absolute Digital SEO Agency

If you're trying to optimize your website for Google SEO, we'd recommend reading this article first to get started: 3 Ways To Improve Your Google SEO Campaign Right Now! For more on SEO agency topics or SEO-related articles, you can read our SEO blogs here.

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