Facebook Pixel Is Changing Mortgage Marketing

facebook pixel

Facebook is ever changing how we market our businesses, making it crucial that we stay ahead of the curve. While Facebook advertising can seem daunting, understanding the platform and all the evolving features can be very powerful to your mortgage marketing.

What is Facebook pixel?

Facebook pixel is a code that is placed on a website allowing users to track movement as a result of paid and organic posts. This code also allows users to collect data and build targeted audiences for the future. This works by applying cookies to track Facebook users as they utilize their website and Facebook ads.  Tracking pixel can assist with measuring conversions, optimizing ads and targeting. Additionally, Facebook pixel can help gain insights about the Facebook users visiting your site (Kim, 2017).

Who uses this tool, and why?

Facebook pixel has become very popular in the ecommerce industry by allowing for the tracking of ad success through a page and making adjustments in the future as needed.  Facebook pixel tracking can also be utilized to collect data for two types of events (“event,” in this case, meaning the steps a visitor takes on your website).


Facebook remarketing allows businesses to reach users who have already interacted with their brand in some way, whether it was visiting their company’s website or giving their information to the company (email, address, etc.). Facebook tracks these users through web cookies.

How to use a Facebook pixel? 

Following are the nine standard Facebook pixel events for which you can simply copy and paste standard Facebook event code:\n

    1. View content: Someone lands on a page on your website.
    2. Search: Someone uses the search function to look for something on your site.
    3. Add to cart: Someone adds a product to their shopping cart on your site.
    4. Add to wishlist: Someone adds a product to a wishlist on your site.
    5. Initiate checkout: Someone starts the checkout process to buy something from your site.
    6. Add payment info: Someone enters their payment information in the purchase process on your website.
    7. Make purchase: Someone completes a purchase on your website.
    8. Lead: Someone signs up for a trial or otherwise identifies himself or herself as a lead on your site.
    9. Complete registration: Someone completes a registration form on your site, such as for a subscription product.

Click here for a complete step-by-step tutorial on how to create a Facebook pixel and add it to your website.