How to Use the Facebook Pixel for Conversion Tracking

Advertising is incredibly valuable to businesses that run most of their advertising campaigns online, especially since digital marketing is the most cost-effective way to market a business. While it may seem like common sense to monitor results from advertising efforts, having the right skills and tools to read those results and turn them into insights for improving marketing campaigns can be a little more difficult. For platforms like Facebook, measuring these results and tracking conversions is possible with the Facebook Pixel tool. 

What is the Facebook Pixel?

When used correctly, Facebook can bring plenty of success to your business. This platform has significantly grown to cater to businesses and their advertising needs by developing tracking tools to enable marketers to have accurate data. The Facebook pixel is one of these tracking tools.

It works by adding a bit of HTML code on the backend of your website to track information on people who engage with your ads. This can be done with the expertise of a social media marketing agency. The Facebook pixel follows anybody who visits your website and tracks all their activity, from purchasing an item to filling up a form and even monitoring the pages they visit. The Facebook pixel gathers relevant information about them, such as their age, location, gender, interests, and other data. 

Using Facebook Pixel to Track Conversions

Tracking conversions using the Facebook pixel depends on the type of conversions you want to track. Here are several different ways to do it.

Basic Tracking

Setting up your Facebook pixel will automatically trigger basic traffic tracking. On the Business Manager page under Event Manager, you see a graph representing traffic directed to your site. The event Pageviews shows you exactly how many visitors your site is getting.

Custom Conversion Event

If you want to track direct-purchase conversions, then set up the Custom Conversion event on the Business Manager page. Use a custom URL (such as a Thank You URL) to redirect buyers so that Facebook can start tracking those visits as purchase conversions.

Facebook Advertising and ROI

Checking if your Facebook advertising investment brings you significant returns is important to find out if it’s worth continuing or if your ad strategy needs tweaking. You can check your ad’s performance in two ways. 

1. Run Lead Generation Ad

This is an ad where Facebook users answer a form found directly on your ad without being redirected to another page or leaving Facebook altogether. Note how many leads you end up generating and converting. Lead generation ads provide business owners with live data on whether your advertising efforts are working and worth having on Facebook. 

2. Run a Traffic Ad

Generate a discount code that is specific to the Facebook platform only, then run a traffic ad. This ad has a button that redirects the user to an external page, such as a landing page on your website. Discount codes specific to the Facebook and Instagram ecosystem can allow you to easily track conversions and get a better idea of your ROI. 


Running a Facebook ad might seem intuitive, but there’s a lot of work that goes into making them effective tools for monitoring conversions. By learning the ins and outs of Custom Conversion Events, running lead generation or traffic ads, and the basics of tracking, you can give more meaning to the numbers your ads are generating. With every conversion you track, you score another little slice of success for your business through your trusty ads. 

Are you in need of a social media marketing company in New Jersey? At Varemar, we offer our clients custom and professional web design as well as social media strategies, SEO, and digital marketing work to help small to medium-sized businesses grow. Get in touch with us today for your Facebook advertising needs and our other services!