A Facebook conversions campaign is one of the campaign types offered by Facebook, and it basically allows us to track conversions of visitors on the site. The goal of the campaign is to understand user behavior on your website and identify the relevant target audience that is most likely to convert (whether it’s a purchase, downloading a guide, adding items to cart, submitting a lead, and more). The campaign relies on embedding a Facebook Pixel on the site, which aims to measure user activity and accordingly provide indications of conversions on the site. In this article, we will explain what a Facebook Pixel is and how to create it, how to create a Facebook campaign, and how to measure and track its results. We have prepared a complete guide that will explain a bit about Facebook’s conversion tracking tools, with which you can track your campaign results.
What is a Facebook Pixel?
Facebook Pixel is a tool that allows you to measure user actions on your website. The pixel allows you to know how many people visited your site, which of them added products to the shopping cart, how many paid / abandoned the cart, and more. The pixel will help you build custom audiences and refine the audience you target in the ads you run. After you set up the Facebook Pixel, the pixel will trigger when someone performs the defined action on your site, helping you understand your website’s conversion rate.
How to Create a New Facebook Conversion Pixel?
- In Ads Manager at the top, click on EVENTS MANAGER:
2. Click on ADD NEW DATA SOURCE:
3. Copy the top code and add tracking code from the bottom section to it:
4. Copy the code:
Embedding the Conversion Pixel on Your Site
After copying the pixel in the previous step, note that the pixel is in an “Unverified” status. The reason for this is that the code needs to be placed on your website page – so Facebook can recognize it and the pixel will become active (reporting a conversion). The code needs to be placed where you want to receive a report on the conversion. For example, if you want to know when a visitor filled out details (leads) in a contact form, you need to place the pixel in the code of the “Thank You” page that the visitor sees after submitting the details. The code should appear between the < HEAD >< /HEAD > tags on the thank you page. It does not need to be on all pages or even on your product’s landing page. Its place should be on the page displayed when the transaction is completed. In some WordPress themes, there is a place to add conversion / conversion tracking code. If you don’t have one, you can always add the code to the top of the page (Header).
Embedding directly into the events code:
After embedding the pixel, we will see the pixel we created under Events and check whether it is active or not:
How to Check That the Pixel Works?
- There is a Facebook tool – a Chrome extension – Facebook Pixel Helper
To download: http://bit.ly/fbpixel - The extension is added to your browser, and looks like this:
- Clicking on it provides information on proper pixel implementation:
- For more information and troubleshooting, you can visit Facebook Help here.
Testing with Facebook's Tracking Tool
In Ads Manager, select Test Events and then select the pixel we want to track:
How to Make Sure Your Campaign Tracks Conversions
Under the Ad Set – select the pixel you want to optimize for:
Under the ad, you can choose whether to track or not track pixels:
Tracking Facebook Conversions Campaign Results
Now that you can see your ad’s performance inside Ads Manager, under Actions, conversions will actually be displayed, giving you a much clearer picture of success that will make it easier to measure return on investment:
This is how we can track advertising campaigns and see which campaign brought us success.
Summary
A conversions campaign is essential for analyzing user behavior on your site. Implementing the Facebook Pixel will provide you with excellent insights into them, so you can better tailor your ads to the audience and refine your paid Facebook advertising. We highly recommend using this tool and benefiting from accurate tracking. Furthermore, use a remarketing campaign afterwards and you will see a big difference in results.
About the Author
Or Fialkov is the CEO and owner of Fialkov Digital, a digital marketing and advertising agency. He runs paid campaigns on Google, Facebook, Instagram, YouTube, LinkedIn, and TikTok, and builds websites and landing pages. He also implements AI in businesses, including AI agents, agentic marketing automation, AI reporting systems, GEO (Generative Engine Optimization), and AI video for campaigns.
