How to Create & Maximize the Facebook Pixel


Facebook is a powerful tool that can take your advertising efforts to the next level.  Unlike previous online advertising tools, Facebook does not utilize cookies to track the actions and behaviors of a customer. Facebook created the "Facebook Pixel" that allows Facebook to gather detailed information on it's 2 billion active monthly users. The Facebook Pixel is the foundation of Facebook's advertising engine and a necessary component to successfully advertise on the platform. 

Whether you are currently running ads on Facebook or not, you should have the pixel installed on your website in order to start collect a great depth of information about your customers.  It's important to have customer data on hand to learn about your audience's behavior to make more informed decisions.  Additionally, when you do begin to advertise on Facebook you will have collected a history of your customers' behavior to create better, more successful campaigns.   

Understand the Why and How of the Facebook Pixel:

  • What is the Facebook Pixel and why is it important?

  • Creating and installing your Facebook Pixel

  • How to install a pixel on a Squarespace website

  • The Facebook Pixel Helper

What is the Facebook Pixel and why is it important?

The Facebook Pixel is a piece of code placed on the back-end of a website that can track a user’s actions, help optimize ads and improve your re-marketing efforts.  Each Facebook ad account is given one Facebook pixel code and after being embeded on your website in the correct places you won’t have to add it again.

There are many benefits and ways of utilizing the Facebook pixel to help your Facebook advertising campaigns.  The most important benefits include: 

Custom Audiences – Collect user information based on their website actions for up to 180 days.  Those actions include: all website visitors or specific webpage visitors, time on site and standard events (added an item to cart, purchase, etc.).

Facebook custom audience.jpg

Optimize & Track Conversions – The ability to run Facebook campaigns that find people who are more likely to convert and track the number of conversions.

Retargeting – Reach people who’ve taken a specific action on your website with retargeting ads.   

Lookalike Audiences – Create similar likeminded audiences of people based on their interactions with your website.

Facebook lookalike audience tool.jpg

Creating your Facebook Pixel

You’ll first need to create your pixel through Facebook, before installing on your website.  Go to your Facebook ads manager and follow the steps below to create your first Facebook pixel.

Step One:

  • Click on the “Ads Manager” menu

  • Click “All Tools” to expand the menu fully

  • Click “Pixels”

Ads Manager.jpg

Step Two:

  • Click on the green “Create a Pixel” button

Creating Facebook Pixel.jpg

Step Three:

  • Name your pixel and click the blue “Next” button

  • Click the “Copy and Past the Code” option

Pixel Name.jpg
Pixel Creation.jpg

Step Four:

  • Click on the entire code to copy to your clipboard and paste it at the bottom of the header section of your website.

  • Click the blue “Next” button at the bottom to finish.

Advanced Matching.jpg

How to add the Facebook Pixel to a Square Space website

The Facebook pixel is added to the same place on your website, regardless if you’re using Square Space, WordPress or Shopify.  Each website platform requires a different approach when adding the pixel to the backend of the website.  I’ve outlined below the necessary steps for a Square Space website.

Step One:

  • Login to your Square Space website

  • Click “Settings” on the left side

  • Next page at the bottom, click “Advanced”

  • Final page click “Code Injection”

Facebook Squarespace.jpg
Squarespace pixel setup.jpg

Step Two:

  • Open a new tab in your browser and go back to your Facebook Ads manager

  • Click the “Ads Manager” dropdown menu

  • Click “All Tools” at the bottom

  • Click “Pixels” under the Assets column

  • Click your Pixel name that’s highlighted blue

Facebook ads manger pixel.jpg
Facebook pixels.jpg

Step Four:

  • Click the “Set up” button

  • Click the “Manually Install the Code Yourself” option

Pixel installation.jpg
Pixel manual installation.jpg

Step Five:

  • Copy your entire pixel code

(3) Facebook Pixels (3).jpg

Step Six:

  • Return to the tab that has the Square Space website open

  • Paste the entire Pixel code into the header field

  • Click the “Save” button once complete

Squarespace pixel setup.jpg

The Facebook Pixel Helper

It’s best to double check if your pixel is working properly after it has been installed on your website with the Facebook Pixel Helper.  The Helper is a Chrome plugin tool that confirms your pixel is working properly and helps troubleshoot any errors.  It automatically reviews any website for Facebook pixel code.  The step below will show how to install the Facebook Helper Chrome extension.

Step One:

  • Click this link to access the extension in the Chrome store

  • Click the blue “Add to Chrome” button

Facebook pixel helper tool.jpg

Go to your website after the pixel helper has been installed, to confirm the Facebook pixel is working.  Locate and click the extension in the top right corner of the tool bar.  A dropdown panel will expand to show a detailed overview of the page’s pixels, including warnings, errors and successes.

Website pixel.jpg


If the pixel is working properly, you’ll see green checkmarks next to each pixel event.

The Facebook Pixel is essential if you have a website and want to successfully advertise on Facebook.  It will help you accurately measure success on your campaigns, along with reaching people through custom and lookalike audiences.

As mentioned in the beginning, even if you’re not planning to advertise soon installing the Facebook pixel will allow you to collect your audience data and understand them better.