As Facebook advertisers we want to advertise to people most likely to respond to our ads – we want to narrow our audience down to those most likely to want to see our ads – here is how the Facebook Pixel helps us:

Facebook Pixel is a piece of code we add to the back end of a website.

It then connects to Facebook and sends data re visitors to that website – if they are on Facebook it identifies them and therefore their likes and habits.

We can then advertise to those visitors – but more importantly, to people SIMILAR to those visitors, who are in the specific location we are targeting. This is called creating a Lookalike audience.

Similarly, if we have the name / email of existing clients (eg people who like cosmetic surgery or non-surgical procedures), we can upload their data to Facebook and it will find other people SIMILAR to those visitors, who are in the specific location we are targeting – another way of creating a Lookalike audience.

Corinna, who leads the social media team we work with, has this explainer video – the Lookalike audiences bit is at 1:49 :