If you have ever wondered how successful your Facebook ad campaigns have been, there is a way to track the traffic that Facebook drives to your site. It’s a feature offered by Facebook called Pixel.

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Facebook Pixel isn’t an actual pixel; it’s a short string of JavaScript code. It tracks different kinds of user behavior from your various ad campaigns on Facebook and how specific types of users find your website. It must be configured very exactly to yield any useful data, which means, as a business, you need to know what sort of website visitor you are targeting in your Facebook ad campaigns.

Regardless of your expertise in web design, it’s important to have Pixel for three reasons:

1. It measures cross-device conversions – for example, someone who saw your offer page on a mobile device, didn’t convert, but came back later, via a desktop device, and did convert.

2. It optimizes ad serving – for example, by bidding higher to display ads to people who have converted or otherwise expressed interest in what you’re offering.

3. It builds Custom Audiences – so you can retarget ads to, on or off Facebook.

Once you are able to access all of this information, building a smart social media strategy will become much easier. For a full tutorial on how to set up Pixel and use it to track ads, click here.