The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use pixel data to:

* Make sure your ads are being shown to the right people;
* Build advertising audiences;
* Unlock additional Facebook advertising tools.

Set up the Facebook pixel by placing pixel code on the header of your website. When someone visits your website and takes an action (like completing a purchase), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer takes an action, and will be able to reach that customer again through future Facebook ads.

There are several ways you can use data collected from the Facebook pixel tracking to refine your Facebook advertising strategy.

With the Facebook pixel, you can:

* Reach the right people
Find new customers, or people who have visited a specific page or taken a desired action on your website. Plus, create Lookalike Audiences to reach more people who are similar to your best customers. Learn more

* Drive more sales
Set up automatic bidding to target people who are more likely to take an action you care about, like making a purchase. See how to optimize your ad sets for conversions.

* Measure the results of your ads
Understand how successful your ad is by seeing what happened as a direct result. You can view information like your conversions and sales. Find out what data you can see from your Facebook pixel page.

For full step-by-step instructions on creating your Facebook pixel, adding pixel to your site or modifying an existing pixel, follow our Facebook Masterclass.