How to use the Facebook Pixel to boost your sales


As a business owner you’re most likely always on the lookout for tips, tricks and tools to help you sell more on your online shop. In this article we’re going to be talking about the Facebook Pixel and what it can do to help boost your shops’ sales.

What is the Facebook Pixel?

Facebook Pixel is a small bit of code that you place on your website that collects data to help you track conversions from any Facebook ads, optimise your ads, build target audiences for future ads and remarket to people who have already visited your website.

It’s estimated that you need around 5 to 20 touchpoints in a customer journey before they will consider buying your product, so Facebook Pixel helps to not just provide you with more of these touchpoints but also gives you more insight into optimising your ads to target your perfect audience.

Even if you aren’t currently running any Facebook ads, you should get the pixel installed in order to start gathering data so that if and when you do decide to run ads you’ll be able to create more targeted ads from the get go.

Ultimately the Facebook Pixel helps you to create better Facebook ads and target those ads more effectively. The data you collect helps ensure your ads are seen by the people who are most likely to take action and therefore helps you increase your conversions and boost sales.

How can it help boost sales?

There are many things you can do with the Facebook pixel that will help you get to know your customers better, identify trends within their behaviour and help you to better optimise your ads to encourage conversions.

Some of the things you can do are:

Conversion tracking

Track customers across devices and see if they browse on mobile but purchase on desktop and so on. This information can help you refine your advertising strategy and calculate your projected ROI (Return On Investment).


The pixel allows you to show dynamic targeted ads to people who have already visited your site and allows you to get really specific with what you’re showing them. For example, reminding them about that product they were just looking at or had abandoned at checkout.

Create lookalike audiences

Once you’ve had the pixel installed for a while and it gets a good idea of who your customers and online shop visitors are, you can then create lookalike audiences based on who you already target. For example, you may discover through the pixel that your customers tend to be married women aged 35-50 with moderate disposable income and an interest in gold jewellery. Once you have this information you can specify these filters when creating your targeted Facebook ads, reaching new potential customers that are likely to be interested in your products.

Optimise your Facebook ads

The pixel can also help you optimise your ads for specific conversion events such as purchases or sign ups. You can also look to optimise for value, for example optimising your ads based on audience value. This means it will show ads to those who are more likely to make high value purchases.

Collectively or individually these can help you boost your traffic, customer base as well as improving your ROI and upping your conversions. There’s no reason why you shouldn’t have the Facebook Pixel installed even if you’re not planning on running ads straight away.

How do I set up the Facebook Pixel?

If you’re an EKM customer you can read our handy guide on getting the Facebook Pixel installed on your EKM shop here.

Firstly you’ll need a Facebook Business Manager account. Make sure that you’re an admin on your Business Manager account then follow these steps:

  1. Go to business settings in Business Manager
  2. Select your business
  3. Click data sources
  4. Select pixels
  5. Click the + add button
  6. Enter a name for your pixel
  7. Optional: Enter your website URL
  8. Click continue
  9. To install your pixel on your website, click set up the pixel now. If you’d like to stay in Business Manager, click continue managing my business

If you’d like to speak to an expert, get in touch with our team who can discuss the best options for your business.

If you’d like to learn more about setting up your own online shop, read on for more insights into running your own online business here.

Posted by
Rachel Smith

A professional marketer with a degree in BSc Marketing and Public Relations, with over five years experience in the finance, energy and ecommerce industry. Loves all animals and can be found scrolling through Rightmove in search of my dream house.