Social Media Marketing

Custom Events You Can Track with Facebook pixels

4 Mins read

Initially, setting up Facebook pixels events required a freelance social media manager in Dubai to add the pixel code manually to specific web pages. However, with the invention of Facebook pixels, social media managers no longer need to follow this procedure.

The tool streamlines the setup of pixel events, so you don’t need to add the codes manually. Facebook pixel is a codeless setup that enables you to add specific actions, page load triggers, and URLs for event codes to the website to help track visitor activity.

The JavaScript code works by loading a library of activities you can use whenever a site visitor takes action (e.g., clicking on an ad) that you want to track. The data gathered helps users learn more about how customers are interacting with the website so you can improve funnels and ad sequences. The first step to enjoying all such benefits is to install the base pixel code.

How to Install Facebook pixels Events

Facebook pixels are available in two parts: the event code and the base code. The latter allows users to monitor when a page is viewed using a unique ID of the Facebook pixels. Once this part of the pixel is set up, Facebook begins to collect data from your site.

The event code enables freelance social media marketers in the UAE to monitor specific customer actions on the website, e.g., when a page loads. Such insights help marketers identify how customers move through a website so they can create ads based on those actions.

Once you set up the pixel base, you can add events to the site using the Event Setup Tool (under the Ads Manager icon, select Pixels under Events Manager). When installing an event, you need to choose whether you want to track customers’ actions by URL or click on a New Button. 

The latter allows marketers to trigger events from specific actions (e.g., a button click). Facebook then opens your web page, highlighting all the clickable button options and events associated with the clicked buttons. So which custom events can you track using Facebook pixels?

1. Conversion Tracking

This is an essential tool in social media marketing in Dubai for marketers who want to run their campaigns on autopilot.  Facebook pixels enable marketers to track a visitor’s actions and analyze the effectiveness of a conversion funnel. The conversions also help the marketers define their custom audiences for adequate ad optimization. 

Tracked conversions appear on the Facebook Analytics dashboard and the Facebook Ads Manager. Facebook pixels track conversions in three ways: using custom events, standard events, and conversions.

2. Dynamic Ads

Marketers can leverage Facebook pixels to create dynamic ads for a retargeting campaign. You can create a dynamic ad by populating an advertisement template with information from the data feed. 

This way, you can create numerous ads without having to configure them individually or display ads to people who have already visited the website. For example, you can display an ad to people about a product they added to a wishlist or abandoned in a shopping cart.

3. Custom Audiences

The dynamic ad feature helps marketers identify customers who have already taken the desired action. They are called custom audiences. Marketers can define them to optimize ad sets that target Facebook users who match specific audience criteria. 

As such, they get to save money and don’t have to display ads to the same audience. When defining a custom audience, ensure the Events Manager is already tracking your events and custom conversions correctly.

4. Lookalike Audiences

Facebook pixels enable marketers to create lookalike audiences within minutes. These are people with similar interests, likes, and demographics who are already interacting with the website. 

Pixel-based lookalike audiences update over time, so they remain relevant when using them to launch cold traffic campaigns. Freelance social media marketers in Dubai can also leverage the feature to expand their customer base.

5. Optimization Ad Type

Social media marketing managers use either of the four optimization types (engagement, conversion, reach, and engagement) when launching a campaign. Facebook pixels make it easy for marketers to identify cost-effective ways of optimizing their ad campaigns and tools that have a significant effect on essential metrics.

6. Ads designed for Conversions

Data obtained from Facebook pixels can be used to optimize Facebook ads for specific conversion events on a website. With the tool, the only conversion marketers can optimize for is clicks made on links.

Facebook pixels, however, enable marketers to optimize conversions aligned to a company’s business goals, e.g., newsletter signups or purchases.

7. Sales Funnel

Marketers identify areas to focus their marketing campaigns on by analyzing sales funnels. With most companies running e-commerce ventures, the marketers look at the products viewed and compare them to the number of checkouts, add to carts, and purchases.

If the conversion rate is lower than desired, marketers know where to focus their efforts when refining the sales funnel. Facebook pixels make this process easier by providing data about a product’s conversion rate.

8. Return on Investment

Social media managers need to monitor and analyze their ad spending with regard to returns earned. Facebook pixels make this process easier as marketers can access information about the value of a cart on Facebook. 

The information obtained enables marketers to calculate the returns on ad spend, which is more important than the cost of making a sale. Social media managers use such information to determine the performance of a social media campaign and determine if they should proceed with the campaign or not.

9. Ad Audience Based on Value

Data regarding customers buying from the website and the amount they spend is critical for marketers who optimize ads based on value. As such, freelance social media managers in the UAE can fine-tune the ads to appear to people who are most likely to make high-value purchases.

10. Access to More Facebook Tools

Facebook pixels provide access to essential social media marketing tools and metrics. You can track metrics like cost per conversion or cost per lead, and access tools to help customize audiences and create dynamic ads.


Facebook pixel is a handy tool for social media marketers who want to understand their audiences and how they interact with the website. The insights gained help them define their customers in a bid to display the right ads and provide the right information at the right time.

Don’t shy away from engaging a freelance social media manager in Dubai to help you optimize your ad campaigns using Facebook pixels.

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