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Facebook Pixel – What is it and how to use it for your restaurant?

Facebook Pixel for your restaurant?

Most of the restaurants that you can find out there in the world are using Facebook ads. That’s because Facebook ads is one of the most effective methods available to promote the business. While you are using Facebook ads, you need to think about going forward with Facebook Pixel as well. It can help you to get better results out of Facebook ads.

What exactly is Facebook Pixel?

Facebook Pixel can simply be defined as a code, which you can place on the website. This code has got the ability to keep on collecting data. This data can eventually be used to track conversions from Facebook advertisements, develop an audience for your future advertisements and optimize the advertisements. Data collected with Facebook Pixel can also be used to remarket the advertisements to people who have already had some sort of interaction along with the business website of the restaurant.

The functionality behind Facebook Pixel is delivered by triggering cookies. In fact, cookies are used to track all the users when they are interacting along with the website and the advertisement campaigns that you run on Facebook.

You can find two different types of Facebook Pixels. While using Facebook for restaurant marketing, you will have to go ahead with one of those options.

  • Facebook conversion pixel
  • Facebook custom audience pixel

Facebook discontinued the conversion tracking pixel back in the year 2017. If you are still using it, it is the high time to go ahead with the other option.

Why should you set up Facebook Pixel?

Several reasons are available for the restaurant owners to think about setting up Facebook Pixel on their business websites. When you get the assistance of a marketing agency for your restaurant, you will be able to get this as a part of the marketing campaign as well. That’s because they have a solid understanding about the benefits that Facebook Pixel can deliver at the end of the day.

Here are some of the most prominent reasons available for you to think about using Facebook Pixel for the betterment of your restaurant business.

  • You can use it for conversion tracking

Facebook Pixel will provide you with the opportunity to understand how people are interacting along with the restaurant website after they see the Facebook advertisements. It is also possible for you to track customers across the devices as well. Then you will be able to notice if people see your advertisements on the mobile devices, and whether they switch to their desktop computers before they make a purchase. Likewise, you can get lots of useful information. You will be able to use this useful information to refine the overall advertisement strategy. Along with that, you will be able to calculate the return on investment at the end of the day.

  • You can get the most out of Facebook retargeting

Facebook retargeting can provide you with the chance to display targeted advertisements to the people who have already visited your website. When you visit a particular website on Facebook, you will be able to display advertisements related to it on Facebook. That’s how retargeting works. This will help you to further enhance restaurant visibility and keep on engaging with the customers who show an interest towards your business.

  • You can create lookalike audiences

Creating lookalike audiences can be done with ease with the support and assistance that you get out of Facebook Pixel. In other words, you will be able to create audiences with people who share similar interests, similar likes or come from similar demographics. This can eventually assist you to expand the potential customer base.

  • You can optimize Facebook advertisements for conversions

Data that you collect with Facebook Pixel can also be used to optimize Facebook advertisements for conversions. When you are not using Pixel, the only type of conversion that you can optimize would be the link clicks. But when you are using Facebook Pixel, you will be able to optimize the conversions that match closely with your business objectives.

  • You can optimize Facebook advertisements for value

Since Facebook is collecting data from the website, you will be able to use it to optimize the advertisement audience based on value. In other words, you will be able to display advertisements automatically to the people who have a more possibility to go ahead with high value purchases.

  • You can uncover Facebook ad tools

While using Facebook Pixel, you will be provided with comprehensive access to the Facebook ad tools. Along with that, you can receive access to Facebook metrics as well.

How to use Facebook Pixel?

Now you have a basic overall understanding about Facebook Pixel. While keeping that understanding in mind, you should learn how to go ahead and start using it. This is where you need to figure out the different events linked with Facebook Pixel.

  • Facebook has got 17 pre-defined events.
  • You will be able to define your own customized events as well.

Here are the 17 standard events that you can find on Facebook Pixel.

  • Purchase: A customer is making a purchase on the website.
  • Lead: A customer shows an interest to purchase your offer.
  • Complete registration: A customer goes through a sign up process and creates an account in your website.
  • Add payment information: Customer enters payment information to purchase something on the website.
  • Add to cart: A customer adds something that you have available for sale to the shopping cart.
  • Add to wishlist: A customer adds a product to the wishlist.
  • Initiate checkout: A person would initiate the checkout process on website.
  • Search: A person uses the search functionality to look up for something on the website.
  • View content: A person views content that exist on a specific page of your website.
  • Contact: A person is getting into contact with your business.
  • Customize product: A person goes for a specific version of a product that you have.
  • Donate: A person makes a donation through the website.
  • Find location: A person searches for the physical location of your business.
  • Schedule: A person reserves an appointment through your website.
  • Start trial: A person initiates a trial period of a product that you offer.
  • Submit application: A person applies for a product that you have got for sale.
  • Subscribe: A person subscribes to a paid service or a product that you offer.

It is also possible for you to customize the codes by adding more details such as currency, content type and basket content.

On the other hand, you will be able to create custom events on Facebook Pixel. You will be able to notice that these custom events are based upon specific URL keywords and URLs.

How to create your Facebook Pixel and add to the website

Here are all the steps that you should follow in order to create the Facebook Pixel and add it to the website. When you go ahead with these steps, you will be able to do one of the best investments that you can ever do towards the betterment of restaurant marketing campaigns.

  • Create the Facebook Pixel

You will be able to create the Facebook Pixel from Facebook Events Manager. You can click on the Hamburger Icon on Facebook Ads Manager and click on Pixels.

Then you can click on the green coloured Create A Pixel button.

You should next add a name to the Pixel and then enter the website URL. Along with that, you should create the Pixel.

While you are picking the name of the Pixel, you need to make sure that you are getting only one Pixel Ad account. Therefore, it is better if you can use the name to represent your restaurant business. In other words, you should not name the Pixel to represent a specific ad campaign.

  • Adding the Facebook Pixel code to the website

Now you have created the Facebook Pixel and you should go ahead and add the code to the website. Several methods are available for you to do it. In fact, the specific method that you should use would depend on the website platform that you are using.

If you are using an eCommerce platform or a tag manager, you will be able to edit the pixel without touching the website code. You can find plenty of helpful guides on the internet on how to do it.

If you got the assistance of a developer or a development company to have your website, you can send all the instruction to him along with the Facebook Pixel code. Then the Pixel code will be installed on your website.

Or else, you can add the Facebook Pixel code manually to the website as well. You need to be adding it to the header section of the website. In fact, the code should be added in between <head> and </head> tags of the website.

  • Make sure that you are tracking events related to the business

Upon installing the Facebook Pixel, you should be tracking events that are related to your business. As mentioned earlier, 17 pre-defined events are provided to you with Facebook Pixel. However, all these events would not be useful for the restaurant business.

It is better if you can go through the list of all the events and make sure that you are only using the ones that can contribute positively to the restaurant business. You can take one by one and analyze them in detail. Then you will find it as an easy task to pick the right events for the business at the end of the day.

  • Make sure that Facebook Pixel is working fine

Once you go ahead with the Facebook Pixel installation, you need to do some testing and make sure that it is working properly.

You can go ahead and add the Facebook Pixel Helper to the Google Chrome Browser. This extension is only available in Google Chrome. If you don’t have it, you can simply search and install.

Now you need to visit the web page or the website where you installed Facebook Pixel. If the extension detects Facebook Pixel to be present on that website, you will be able to see how the extension is turning blue. In addition to that, you will also be able to detect a pop-up, which would showcase how many pixels have been found on the page. The popup will also tell you whether you have successfully installed Facebook Pixel on the web page or not. Or else, you will be provided with the corrections that you have to make.

  • Add the Facebook Pixel notice to the website

Now you have successfully added Facebook Pixel to the website. After doing that, you should also think about adding the Facebook Pixel notice to your website as well. That’s because you are collecting data from the visitors to your website. Therefore, you should let them know that you are collecting their data.

You should provide a clear notice that you have installed Facebook Pixel on the website. Then the visitors who come to the website are aware of it. In addition to that, you can also tell the visitors that there is a possibility for them to stay away from getting their information collected by the website as well. Along with that, you can also add a URL, so that they can use to get additional information about Facebook Pixel and what they can get out of it.

Final words

Facebook Pixel is one of the best tools that can contribute towards the success of your restaurant. You should be using it. All you have to do is to follow the steps that we indicated and you will be able to get the job done while ensuring effective results.


About the Author:

Michal Fico
I help Business Owners leverage proven, results-driven online marketing systems to generate more leads, add more clients & increase revenue. I provide marketing agency services, one-on-one consulting, group coaching, online training programs, and marketing content targeted at helping you discover how to generate more business using online sales & marketing systems. If you are struggling to use online marketing to drive sales for your business, then I want to help you. Inbox me at


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