Pixels Vs. Cookies: The Power of Pixels (and how to use them!)

What is a Facebook pixel?

A Facebook pixel is an analytics tool that can be installed on your website and used to track important data about your customers. This helps you measure the effectiveness of your marketing and advertising, while also understanding more about your particular audience’s behavior. 

How do Facebook Pixels work?

The pixel is essentially a piece of code that you plug into your website to track your visitors behavior and purchasing habits. After you’ve set up and installed the pixel, it will begin “firing” when someone takes an action on your site. The data that the pixel collects helps you make sure your ads are being shown to the “right” people (buyers), driving more sales, measuring the potency of your advertisements, and finding a broader audience of likely buyers. 

Facebook Pixel Vs. Tracking Cookies 

Okay big deal, we’ve had tracking cookies for since the mid 90’s. It’s common knowledge that websites have been able to track our movements since the invention of the internet. But there’s 2 MAJOR differences between cookies and pixels: 1.) A cookie is a small piece of code stored in your browser by a website you visit. A pixel is code you place on your website that triggers cookies. 2.) Cookies can be deleted and removed from your browser history; Pixels (as of now) cannot be deleted or cleared.

As you can imagine, the permanency of the Facebook pixel’s data collection power makes it a reputable force to be reckoned with. 

Bottom line: This is a tool you need to be utilizing in 2020 if you expect to keep a “leg up” against your competitors. 

How to Use Facebook Pixels 

Although there are MANY ways that you can use Facebook Pixels to grow your business, we’re going to share 3 simple ways that you can get started right now:

  1. Custom Audiences 
  2. Retargeting 
  3. Lookalike Audiences 

Create Custom Audiences From Your Website

Once installed, the pixel will track the movements of your website visitors. It will tell you what pages they visited, when they visited them, and what they clicked. Using this data, you can now targeted groups of people “Custom Audiences” who visited your services section, your pricing page, or even people who abandoned a cart on your page. 

You can now advertise to these Custom Audience groups you’ve now created off your website based on their shared behavior. This is referred to as “Retargeting” because this custom audience is already familiar with your website and business, they are now more likely to buy your products or services.


Now that your Custom Audiences are saved to your Facebook Business account, you can now retarget your ads to your “warm audience.” Studies have shown that it takes anywhere from 7-14 touch points before someone will be comfortable enough with your brand before deciding to make a purchase. 

The good news is that your Custom Audience is already warmed up to your brand, so your retargeting efforts are more likely to be successful!

Lookalike Audiences 

Now that you’ve targeted and retargeted people that have visited your website, let’s talk about all the people that haven’t visited your site yet. 

How do you find them? 

Well, all that data your pixel has collected on your current buyers can now be put to good use. Using the data profile you’ve now created for your current buyers, (their common demographics, interests, & behaviors) you can now create a “lookalike audience.” This lookalike audience is an entirely new audience made up of people with similar demographics, interests, and interests of people most likely to buy your product or services. 

Now it’s time for you to put your pixel to work and get started growing your audience and business! 


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