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What Is A Meta Pixel And Why You Should Use It?

Okay, so some of us are aware that one of the greatest benefits of social media advertising is the ability to test, track, refine and target your ads with laser precision, right?

But have you ever wondered if and how you can track your visitor’s activities on Facebook and Instagram? Well, you can with Meta Pixel, formally known as Facebook Pixel. As of February 2022, Facebook Pixel changed its name to Meta Pixel.

Meta Pixel is an analytical tool that allows you to track your website visitor’s activities. It is an excerpt of code that helps identify Facebook and Instagram users and see how they interacted with the content on your website (page views, product views, adding to cart, starting checkout, purchases, etc). All this data is encrypted and depersonalized, so only Facebook can see which users were visiting your website.

After acquiring all this data, you can use it to target people with ads based on interests, preferences, and their behaviour online. It also allows you to track your ad performance. The Meta Pixel specifically helps businesses with a Facebook page determine and improve the ROI from the world’s biggest social network. If you’re using Facebook or Instagram Ads now, or plan to use them at any point in the future, the Facebook pixel (or Meta pixel) is a must-use tool.

“Why should I use Meta Pixel?” you may ask. Here are a few paramount reasons why you should.

According to, Meta Pixel can:

  • Enhance relevance by serving ads to custom audiences made up of visitors to your website.
  • Boost ad reach by creating audiences from a custom audience of website visitors.
  • Track key performance metrics that matter to your business.
  • Improve conversions on key post-click landing pages.
  • Make sure that your ads are shown to the right audience. Find new customers, or people who have visited a specific page or taken a desired action on your website.
  • Drive more sales. Set up automatic bidding to reach people who are more likely to take an action that you care about, such as making a purchase.
  • Measure the results of your ads. Try as much as possible to keep track with your ads results. You need to be fully aware and understand the impact of your ads by measuring what happens when people see them.
  • Build custom audiences. According to, this probably one of Facebook’s most powerful targeting capabilities. Instead of building your audience with the social network’s self-serve ad tool, you have the option to let the Meta Pixel do it for you. It makes the whole process more efficient. These audiences aren’t defined by demographics or interests; they’re made from people who have engaged with the page that your pixel is on.

As a result, they’re more pertinent than anything you could build from a universal group of Facebook users. They’re people who have already shown an interest in your business.

Looking at all those together with the lens  of an advertiser, you’re probably thinking, “the Meta Pixel is one of the most influential retargeting tools on the internet.” And you’re right.

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