Facebook Pixel is one of my favorite tools provided by Facebook. What is a Facebook Pixel, you ask? It is a free tracking code that goes on your website. It’s free, easy, and only takes five minutes. Once installed, you start gathering data for up to 180 days that helps you tailor your Facebook Ads to reach people who have visited your site. Even if you don’t have an ad campaign planned, compiling that information is going to be useful for you once you do move forward with Facebook Ads.

Let’s imagine you are a local Taco Shop owner with a Facebook Pixel on your website and you are trying to promote $2 Taco Tuesdays. You can create a Facebook Ad that will target everyone who has been to your website in the past month. The ad could say something as simple as, “Don’t forget it’s $2 Taco Tuesdays!” This is so much more effective than simply hitting that enticing “Boost Post” button. If you are using Google Chrome, you can install the Facebook Pixel Helper to assist you in the process.

Here is an easy way to understand the difference between using a Facebook Pixel to target your advertising versus boosting a post. With your Facebook Pixel you are able to reach people you know are already interested in you and your business. When you boost a post you might reach more people, but they are virtually random and likely don’t care about your business.

Production sales can benefit, too. Let’s say we put the Facebook Conversion Pixel on Lot 1. After the sale, you had 2-3K views on Lot 1. You can now create an ad like “You might not have bought Lot 1, but we are selling some semen and here’s your chance to own a piece of him.” You already know they’ve been to your website and they know exactly what you’re selling.

Along with targeting people who have visited your website, your Facebook Pixel will also help you target ads to people who have visited your opt-in page, but didn’t opt-in and people who visited your sales page who didn’t buy. You can also find new Facebook users who are similar to those who visit your website.

Once you have your Facebook Pixel setup, you can begin customly retargeting audiences.

  • Step One: Select “Tools” in your Ads Manager and then select either Audiences or Pixels
  • Step Two: If you selected Pixels, simply select “Create Audience”. If you picked Audiences, you can now select the “Create Audience” button to select “Custom Audience.” Then select “Website Traffic”
  • Step Three: Now you can create the type of audience you want.

  • Step Four: Select how long you want to track people. The default is 30 days, but you can choose up to 180 days. You can adjust the window from a minimum of 1 day to a maximum of 180 days. This means those who you are tracking will be kept in the audience for the length of your selected duration.
  • Step Five: The last step is to create your ad, customizing your audience to target.


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