How to Create a Facebook Pixel Event

Nathan Rizzuti Profile image

Written by:

Updated January 16, 2023

As consumer privacy becomes a significant concern among internet users, businesses must know proper practices to track critical data while keeping it safe. Pixels are a great way to help grow audiences and increase sales while respecting privacy. Below, we’ll show you how to create a Facebook pixel event; this allows businesses to increase conversions and optimize marketing strategies.


  • A Facebook Pixel event lets users track specific actions on their website, such as adding an item to a cart.
  • Installing pixels gives businesses a clearer view of the customer conversion path and can significantly increase sales and engagement.
  • Facebook offers a specific tool to create and install pixels on websites.

For more helpful information on social media marketing, we have additional resources explaining things like the Snapchat pixel code. And if you want to grow your knowledge of the Facebook ad platform, read our guide on how Facebook tracks offline conversions.

Insider Tip

Use the information from your Facebook Business Manager alongside the Facebook Ad platform to analyze trends and optimize your website for peak conversion rates.

How to Create Facebook Pixel Events

Creating a Facebook pixel event is a tag added to a webpage that sends Facebook information about when a particular action has been taken. These types of actions/events include things like:

  • Video View
  • Add to Cart
  • Subscriptions
  • Purchases
  • Donations
  • Completed Registration

By adding these pixels, organizations can track customer info in greater depth, which allows them to form a detailed picture of their marketing efforts. From there, they can optimize their strategy, boosting good trends and eliminating bad ones.

Organizations can use the information to reach more granular audiences and target them more accurately.

For more on this, you can read our resource that explains if you can have multiple Facebook pixels on a website and how that can help increase profit. Also, we have a great guide explaining the difference between Facebook Pixel vs Facebook Analytics.

STEP 1 Open Facebook Business Manager

Log into your Facebook Business Manager account. On the homepage, press “Menu” and then “Events Manger.”

STEP 2 Add a Facebook Pixel Event

Open the dropdown menu that says “Add Events.” Then select from the three available options depending on your situation:

  1. Using the conversions API
  2. From a New Website
  3. From the Pixel

Here, you’ll enter the URL from the webpage to which you want to add the event.

STEP 3 Install the Facebook Plugin (If Necessary)

If you haven’t already, you’ll need to select the site service partner and ensure the Facebook plugin is installed beforehand. For example, WordPress users must install “Facebook for WordPress.” Plugin.

You can also configure your settings, such as Automatic Advanced Mapping. This setting gives Facebook more information to cross-reference the web activity with specific Facebook profiles. Ultimately, this provides more defined information and can help increase conversion rates.

STEP 4 Install Facebook Pixel Event

Return to the Facebook business manager and the “Add Events Page.” After choosing your option to add an event from the pixel, the “Facebook Event Setup Tool” will appear.

Next, enter the URL of the specific page you want to set up an event for and press “Open Website.”

STEP 5 Set Up Event Preferences

After opening the website, a box will appear that lets you set up the event according to your needs.

Press the “Track URL Button” and then select from the list of events:

  1. Add to Cart
  2. Initiate Checkout
  3. Lead
  4. Purchase
  5. Payment Info
  6. Add to wishlist

This will track whichever specific event you choose. You’ll also have the option to select from “URL Equals” and “URL Contains.” The difference here determines whether the event works on a single qualified URL (Equals) or multiple qualified URLs (Contains).

After choosing, press “Confirm.”

Repeat this process until you’ve added all the necessary events.

STEP 6 Test Your Pixel

In the upper right-hand corner, press “Finish Setup.” Then review the events you’ve created to ensure they meet your preferences. Finally, press “Finish,” and Facebook will send a confirmation.

Select the button that says “Test Events.” This option allows you to open your website and trigger the pixel for the event you set up. After triggering the event on the webpage, return to the Facebook platform to see if the pixel has fired.


Enable popups when installing the Facebook plugin on your web partner. Otherwise, the pixel event may not work.

STAT: In total, there are 18 different Facebook pixel events users can choose to set up on their web pages. (source)

How to Create a Facebook Pixel Event FAQs

Does the Facebook Pixel Event Tool cost money?

The tool is entirely free to use.

Can you create multiple Facebook pixels on a single page?

Yes, users can install many pixels if you edit the code. Installing multiple pixels allows businesses to send the data to multiple agencies or create lookalike audience data.

Do other social media platforms have pixel events?

Many prominent social media platforms, like Instagram, Snapchat, and Twitter, offer conversion tracking tools.
Nathan Rizzuti Profile image