A Facebook pixel is an analytics tool that allows you to track and understand the behavior of supporters who visit any website. It consists of code which can be placed on a site to track conversions from Facebook ads, create target audiences, and more. Any time a visitor takes action on a website, the Facebook pixel is triggered and the action is reported. You can leverage Facebook pixels to maximize your campaign’s success in a number of ways.  

For example, you can add a Facebook pixel to your campaign pages to gather data about users, including how many view a campaign, add items to their cart (such as raffle tickets, event registrations, etc.), initiate the checkout process, and complete their transaction.

You can also use a Facebook pixel to create more effective ad campaigns by:

  • Creating ads that retarget users who have already shown interest in your fundraisers (e.g., they’ve added items to their cart but did not complete a transaction)
  • Finding new customers who are more likely to view or contribute to your campaign based on any set of characteristics through compelling ads
  • Viewing conversion rates (how many users completed a transaction after clicking an ad) and measuring the success of a particular ad campaign

To learn how to add a Facebook pixel to your organization's campaigns, check out our help article: How to set up Facebook pixel tracking

You can also learn more about Facebook pixels at the Facebook Help Center. 

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