Pixel retargeting is a digital advertising technique that allows you to show targeted ads to people who’ve already interacted with your website or content. It works by placing a small snippet of code—called a retargeting pixel—on your site. When someone visits, the pixel tracks their behavior and adds them to a custom audience for future ad campaigns.
In the context of Facebook Ads, this is often referred to as the Facebook retargeting pixel, Facebook remarketing tag, or Facebook retargeting code. These tools help advertisers serve relevant ads to users who didn’t convert on their first visit—whether they abandoned a cart, read a blog, or watched a video.
A retargeting pixel is a piece of JavaScript code embedded on your website. When a visitor lands on a tagged page, the pixel triggers and tracks that interaction. This data is sent back to an ad platform like Facebook, which stores the behavior for retargeting purposes.
The main benefit of a retargeting pixel on a website is personalization. Instead of wasting budget on cold traffic, brands can re-engage warm leads who already know the brand. This tactic increases conversion rates and lowers acquisition costs.
This process is called pixel-based retargeting, and it’s foundational for performance-driven social ad strategies.
If you're running Facebook Ads without a pixel, you're missing critical insights—and revenue opportunities.
1. What is a retargeting pixel? It’s a piece of code placed on your site to track user actions and allow platforms like Facebook to serve follow-up ads to those visitors.
2. What is the Facebook retargeting pixel used for? It helps advertisers target users who’ve already interacted with their site or app, increasing the chances of conversion through personalized ads.
3. Is pixel-based retargeting only for Facebook? No. Other platforms like Google and LinkedIn use similar retargeting tags, but the Facebook retargeting code is among the most widely used.
4. Where do I add the Facebook remarketing tag? You insert the pixel code into your website’s header. Most platforms offer plugins or integrations to make this easier.
5. Does pixel retargeting require user consent? Yes, due to privacy laws like GDPR and CCPA, you must disclose and often gain consent for pixel tracking through cookies or site banners.
