What is a Facebook pixel?


What is a Facebook pixel and is it effective for law firms?

We encourage law firms to make the most out of social media marketing, purely because it’s proven to help generate leads and improve engagement. Facebook is a key platform to use for social media marketing, but it can sometimes be a bit complicated. If you’ve dabbled in Facebook advertising for your law firm, then you may have come across something called Facebook Pixel.

Many people are confused by Facebook Pixel but it can be a useful tool when marketing your business. We’ll explain how you use it, but let’s first take a look at what it actually is.

What is a Facebook Pixel?

Facebook Pixel is a piece of code that you can put on your website. In simple terms, it collects data from your site that helps you track your Facebook Ads activity.

When somebody clicks on your ad and ends up on your site, Facebook Pixel drops a nice little cookie. This cookie tracks the individual who visited your site, providing you with information about the user. It can also remarket to people (who have a Facebook account) who have already been to your website.

Why should you use Facebook Pixel?

It might sound a bit confusing but it can be worth giving Facebook Pixel a go. Why? Well, it gives you lots of vital information that you can use to improve your Facebook advertising campaign. In doing so, this means you can alter your ads to make them more effective, ensuring that you target the right people.

In the end, this will also make Facebook advertising more cost-effective for you.  If you think about it, when you use data to guide your ads and target the right audience, then it will improve your conversion rate.

How do you use Facebook Pixel?

The best thing about this tool is that it can be used in a variety of ways. Below, we’ve listed some of the top ways you should start using Facebook Pixel.


Facebook retargeting is a smart way to show your ads back to people who’ve already been on your site. If someone was on your site, then they must have been interested in something. The data you get from the Facebook Pixel means you can be very precise and show an ad for a service that they looked at for a long time before leaving your site.

Conversion tracking

Essentially, you can use it to track the people who end up on your site after viewing your ad. See what they do on there, how long they stay on the site, and when they leave. You can even track them on two different devices. So, you may see they saw your ad on a mobile device but then left and returned on their laptop.

Facebook ad optimisation

You can also use this tool to optimise your Facebook ads for specific conversions. Normally, you can’t do this. But with this tool you can improve your ads, so they encourage people to perform certain tasks that benefit you. For example, clicking on your ad and then signing up to a mailing list. Or, clicking the ad and contacting you about a specific service.

Create lookalike audiences

The data collected by Facebook Pixel lets you build something called a lookalike audience.

Basically, this means you create an audience profile based on the people who are visiting your site and interacting with your ads. Pixel will make a note of their interests, demographics, shopping habits and so on. As it spots patterns, it will create a lookalike audience full of all these common traits. Now, you know more about your target audience, giving you a specific type of customer to market to.  

How do you create a Facebook Pixel?

You know what one is, you know how they work, now it’s time to create a Facebook Pixel for yourself. The good news is that it’s very straightforward.

  1. Log into Facebook Events Manager and click on the Data Sources tab - which should be on the left-hand side.
  2. Here, you’ll see a list of data sources, and Facebook Pixel will be at the top.
  3. Click the blue ‘Get Started’ button, and a new screen will pop up.
  4. Here, you get to choose the name of your Pixel.
  5. Call it whatever you want, then add your website URL underneath.
  6. We suggest copying it directly from your site, just to make sure you don’t make a mistake.
  7. From here, you can click ‘Continue,’ and the Pixel will be created for you.

How do you install this on your website?

Next, you have to install the Facebook Pixel on your website. This can be tricky, but there are some easy ways to get it done. If you work with a web developer or someone else manages your site, then you can choose to email the instructions to them, and they’ll handle it.

Otherwise, you can use an integration or Tag Manager to seamlessly install it on your site. This only works with certain websites that are built on platforms like Magento, Wix, Shopify, and many more.

If the above options aren’t viable, then you have to copy the code into your website. Ideally, you will either have someone who can do this for you, or your site integrates with it naturally.

How do you know if your Pixel is working?

Lastly, you must know if you installed it correctly and if the Pixel is working.

  1. To do this, go to your website and load up any page.
  2. Go back to the Pixels tab in Facebook and it should say when the Pixel was last active.
  3. If there’s nothing there, then it’s not working.

If you use Google Chrome, then download the Facebook Pixel Helper extension. Once installed, you should visit your website. The extension icon turns blue and provides you with a popup telling you how many pixels are on the page. This lets you know if it’s working or not as well.

The Facebook Pixel may sound a bit complicated but it’s a very handy marketing tool to have. If you use it properly, it can help you manage your ads more effectively and potentially convert more leads or clients.  

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