The Facebook pixel is Facebook's analytics and tracking tool.
Essentially, it’s a piece of code that you install onto your website which then allows you to track and monitor things happening on the site.
Here's a main ways the pixel can be used...
Track conversions/events
If you’re sending traffic to a landing page, or to your website, you want to be able to track what they’re doing, right?
You’re gonna want to know if your ads are effective or not. Are people taking the action you want them to take when you send them to your site?
The Facebook pixel allows you to monitor all of that, so you can see whether your ads are performing well or not.
How does it work?
You create a pixel in your facebook for business account.
You add that code into your websites code.
If someone comes to your website (whether that’s through Facebook or another source, such as Google), the pixel ‘fires’ and tracks them. 🔥
Why do I need it?
When you next go into your advertising account. Facebook separates these users from your other Facebook user data and says "Here's the people that came to your website - do you want to advertise to them again, to get them back to your website?"
You can then re-advertise to these people when they are next on Facebook - even though they came to your website first.
You can go as specific as you want , for example, you can target people that have visited specific pages on your site, purchased a specific product or added a product to cart and abandoned!
Find out more about the Facebook Pixel.