How the Facebook pixel works
When someone visits your website and takes an action (for example, opening a menu), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer took an action after seeing your Facebook ad. You'll also be able to reach this customer again by using a Custom Audience, which means of someone looks at your Christmas menu but doesn’t book you can give them a nudge.
When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. This is called conversion optimisation and it means you build an audience who are more likely to convert into visiting customers.
Setting up the Facebook pixel
If you have access to your website's code, you can add the Facebook pixel yourself. Simply place the Facebook pixel base code (what you see when you create your pixel) on all pages of your website. Then add standard events to the pixel code on the special pages of your website, such as your booking page or your contact page. For full step-by-step instructions on adding the Facebook pixel to your site, visit the link below.
Many people need the help of a developer to complete this step. If that's the case, simply email your Facebook pixel code to them and they can easily add it to your site.
Find out more about Facebook Pixel here