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E-adam
06 October 2025
Consultancy
Facebook Pixel is a code structure that tracks every action visitors take on your website. In other words, it acts like your “eye” on each customer, allowing you to monitor their behavior from the moment they land on your site.
For example, when a customer clicks on your ad and lands on your website, Facebook Pixel records where the click came from — the country, city, and even district (e.g., Turkey → Ankara → Bahçelievler). It also captures device information (mobile or desktop), brand (e.g., Samsung), model, and even time of day the interaction happened. This data helps you understand which time slots your ads perform best and optimize accordingly.
Pixel also tracks which platform the user came from (e.g., Instagram, Facebook), gender, and age group.
Once the user enters your website:
Page View – Pixel logs that the user viewed a page.
View Category – If the user is male, for example, and visits the men’s category, Pixel records this.
View Content – When they click on a product, Pixel records which product, URL, price, and product ID were viewed.
Add to Cart – Pixel tracks which items were added to the cart, their quantity, total value, product IDs, and URLs.
Initiate Checkout – When they proceed to checkout, Pixel captures their movement through the checkout steps.
Add Payment Info – It tracks whether they selected cash on delivery or credit card, how long they stayed on the payment step, and the total value of the products.
Purchase – Finally, when they complete the purchase, Pixel records the transaction value, currency, product details, and marks the user journey as a completed funnel.
This level of detail allows you to segment audiences precisely. For example:
Users who added products worth 50 TL to their cart can be grouped separately.
Users with 100 TL or 100+ TL carts can be placed in different segments (A/B/C).
You can later use these segments for retargeting or other marketing strategies.
Imagine you have a physical store. Customers walk by your store (Facebook ads), but only some enter. Once they enter, you observe whether they’re male or female, which section they go to (e.g., men’s section), which product they pick up, try on, and eventually purchase.
Facebook Pixel does this digitally — but with even more precision. It doesn’t just track in-store behavior; it also remembers past online behavior, allowing you to create lookalike audiences and remarketing campaigns effectively.
To create a Pixel, you need either a personal Facebook account or a Business Manager account.
Personal Account:
Go to Events Manager.
Click Data Sources → Add New Data Source → Facebook Pixel.
Name your Pixel and enter your website URL.
Business Manager:
Go to Data Sources → Pixels → Add.
Enter a Pixel name and your website URL to continue.
Facebook then gives you a Pixel code, which you should paste just above the </head> tag of your website. If you’re using a prebuilt e-commerce platform, often you only need to insert your Pixel ID in the designated field.
After installation, you can use the “Send Test Traffic” feature to check whether Pixel is firing correctly. For example, using the I Love Shoes demo site:
Visit the homepage
Click on a product
Add size 36 to the cart
Proceed to checkout
Fill in address info
Select payment type and complete the order
Facebook then logs every event: ViewContent, AddToCart, InitiateCheckout, and Purchase — along with prices, product IDs, and URLs.
If there are errors (e.g., events not firing), you may have misplaced the code, or the Pixel ID doesn’t match. Facebook’s diagnostics will show you exactly where the problem is (e.g., “AddToCart not firing”, “Purchase not detected”).
For remarketing, lookalike audiences, and accurate tracking, your Pixel needs to function at 100% efficiency. If your Pixel only works at 70%, then 30% of your budget is essentially wasted because you’re targeting incomplete or inaccurate audiences.
If you’ve read this far, congratulations 👏
You now have a full understanding of how Facebook Pixel works.
You can read more of our Facebook marketing content here, or reach out to us for professional support to get your Pixel and ad strategies running at full power. 🚀
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