You might be wondering… What is a pixel?

A pixel is a piece of code you put on a webpage. Ad networks such as Facebook, Google, LinkedIn, SnapChat, and more give you pixels to put on your website. By placing a pixel on a webpage, the ad network knows which users of its service are both logged into its service and visiting that page on your website.

What is the purpose of a pixel?

1. To create custom audiences:

These website visitors can be added to an audience on each ad network based on conditions you specify. You can say I want all website visitors to this page within the past 90 days that are logged in Facebook users. You can then advertise to just these Facebook users as long as the audience size is large enough (for privacy reasons).

2. To create lookalike audiences:

You can start from a custom audience and tell Facebook to give you the 1% of a city, state or country’s population that most closely resembles the people in your custom audience.

3. To track conversions:

You can say that all visitors to a thank you page, confirmation page, or other page a visitor sees after opting in or purchasing something should be counted as conversions. You can tell an ad network like Facebook to optimize for conversions so you want them to show ads to more people similar to the ones who are a part of the custom audience of people who have visited the thank you page.

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