eCommerce Tips & Trends

eCommerce Basics: The Facebook Pixel

Michelle Mondonedo

by Michelle Mondonedo

On 2019 M08 20

by Michelle Mondonedo

If your eCommerce store plans on doing Facebook advertising, it’s going to need the Facebook pixel.

Why do you need this tool, and how will it make your social advertising spend worth it? All good questions! Let’s start with the first one.

What is the Facebook pixel for?


The Facebook pixel is an analytics tool that gives you insights on how visitors interact with your website and Facebook ads.

This leads to the next question…

Why is the Facebook pixel important?

By understanding the actions your visitors take, you can use this knowledge to improve your ads, show them to new, relevant audiences, and continue to market to those who have visited your site in the past – keeping your brand top of mind.

This effectively takes out the guesswork of whether you’re showing your ads to the right people, giving you confidence that your ad spend is going towards engaged audiences who are likely to be interested in your business.

Benefits of Installing the Facebook pixel

  1. Know where conversions are happening.
    Once you know which type of campaigns and ads are encouraging purchases and other desired actions, you can double down and put money into what’s working.
  2. Retarget your ads for better results.
    Get as granular as you’d like by segmenting your ads to specific users, increasing the chances of reaching customers who are ready to buy.
  3. Leverage lookalike audiences to raise awareness.
    By finding users with similar interests of those who’ve visited your site, finding potential customers is a lot easier and hassle free.
  4. Optimize your ads with specific goals in mind.
    Using the pixel allows you to customize conversion events – besides purchases, you can track other important business goals such as email signups or customer engagement.
  5. Gain access to other relevant marketing metrics.
    If you don’t install the pixel, you won’t be able to see other metrics such as cost per lead or cost per conversion.

What do I need to create a Facebook pixel?

This depends on where your eCommerce store is hosted. If you maintain a website that doesn’t have a third-party integration with Facebook Business, you’ll have to create a pixel by going through Events Manager or Business Manager, then set up your pixel by manually updating your website’s code.

However, BigCommerce, Magento, Shopify, Squarespace, and WooCommerce are a few of the major eCommerce platforms that have a partner integration with Facebook Business, allowing you to install the pixel without having to touch your website’s code at all.

How do I connect Facebook pixel for Shopify?

There are two ways to connect the pixel to Shopify stores. You can either go to the Shopify page on Facebook’s Events Manager and follow instructions there, or log in to your Shopify store, add in your Pixel ID, and connect your Shopify products to Facebook.

For detailed instructions, visit the Facebook Pixel help center article for Shopify owners.

How do I connect Facebook pixel for BigCommerce?

Similar to Shopify, you can go to the BigCommerce page on Facebook’s Events Manager and follow instructions there.

You can also log in to your BigCommerce store, go to Advanced Settings > Web Analytics > Check the Facebook Pixel box > Add and save your Pixel ID. Once set up, you can go to your Facebook Ads Manager to start creating ads.

For detailed instructions, visit the Facebook Pixel help center article for BigCommerce owners.

How do I connect Facebook pixel for Magento?

There are two ways to connect the pixel to Magento stores. You can either go to the Magento page on Facebook’s Events Manager and follow instructions there, or download and install the special plugin (found on this article for the Facebook pixel and Magento integration) to begin.

How do I connect Facebook pixel for WooCommerce?

Similar to Magento, you can either go to the WooCommerce page on Facebook’s Events Manager and follow instructions there, or download and install the special plugin (found on this article for the Facebook pixel and WooCommerce integration) to begin.

Install Facebook pixel and avoid wasting ad spend


Learning how to use Facebook pixel is critical if you’re serious about growing your online store. With over 2 billion people on Facebook and a finite amount of money to spend on digital advertising, it’s crucial to make sure that you maximize your advertising budget by looking for customers in all the right places.

Even if you are not ready to start doing Facebook ads, it’s still recommended that you install the pixel anyway so you can begin collecting data on your site’s visitors. That way, you’ll have a reliable data set to guide you once you are ready to start bidding.