It is glaringly obvious that Facebook is the most recognized and largest Social Media network globally. Averagely, Facebook boasts of over 1.9 Billion active monthly users, who are either chatting with friends, checking ads, doing business or any other engaging content.

Ads, what exactly is that? Well even with the best social media efforts, there’s a low medium reach for organic contents.  Just as the evolution of Facebook has been massive over the years, the network has however promised its users to meet their desires by keeping their newsfeeds relatively “clean” – thereby prompting a simpler medium for businesses to reach their audience.

At some point, you may think your Hotel page’s content is interesting and intriguing enough to keep users engaged, but then Facebook doesn’t seem like that and only showcases it to only qualified audiences. This is to say only people on your page ate more likely to see your ads, – and how many people can that really get to? Not many I think.

Do you want a better idea on how to go about getting across more people to get to see contents on your Hotel Facebook page? Then Facebook Pixel is the answer.

Comprehending what is Facebook Pixel?

Nevertheless, before you venture into utilizing Facebook Pixels, you must have mastered the basics about Facebook Advertising. Only after going through the basic rudiments of how to go about Facebook ads can you blend it with the Facebook pixel and in the long run, make your stretch farther by reaching more audiences.

In simple terms, the Facebook pixel is a snippet of code placed in multiple places all through a website to monitor standard or custom activities happening on the website. Initiating the pixel will help your Hotel to reach more potential and even previous guests via smarter targeting method. It also will aid you tale better measures to tracking your marketing process with conversion tracking.

How to create facebook Pixel

As Hotel management,  you should be running your Facebook ads via a Business account you can create the pixel with your account.

Navigate to the “All Tools” option situated at the left-hand corner drop-down menu, go to Assets > Pixels.

You’d get a welcome pop up page that will explain how you can go about creating pixel ads.

Thereafter, you’d get an auto-populated, customizable name for your Ad by Facebook. However, you only can get one pixel per ad account.

After this Facebook will present you with lots of options and instructions on how you should correctly go about implementing your Pixel.

Remember, your website technology and internal resources are entirely responsible for installing the code you get.  Nevertheless, some available options include;

  • Make use of a tag manager or an integration
  • Install the code manually
  • Developer instruction would help.

What are Facebook Pixel events?

There are lots of Facebook standard “events” trackable on all websites. Some of them include;

  • View Content
  • Add Payment Info
  • Purchase
  • Search
  • Initiate Checkout
  • Lead
  • Add To Cart
  • Add To Wishlist
  • Complete Registration

Furthermore, there are still some other beneficial inclusions more than the aforesaid standard events, as Facebook enables custom events creation, thus increasing the potentials of actions trackable across the websites installed on.

However, here’s our recommendation for tracking the following standard events for Hotel website :

View Content → Website guest visits any page on the platform website

Search → Website guest initiates a search of your room inventory

Add To Cart → Website guest includes inventory to their shopping cart

Add Payment Info → Website guest initiates a payment portion of the checkout process

Purchase → Website guest makes a purchase

One important factor that Hotel management needs to always remember when dealing with Facebook Pixel is that the latter contains defined events which will news to placed on different spots and not only on the Hotel website, the Hotel’s booking engine not excluded.  These events will essentially help the tracking every ramification of the checkout process, thereby allowing to retarget guests that left the process uncompleted.

Making use of Facebook events comes with the following benefits.

  • Conversion optimization through Facebook
  • Smarter targeting & retargeting
  • Conversion tracking

Implementing the Facebook Pixel

A lot of options are readily available for you when trying to implement the Facebook pixel. Whatever technique you choose to go with will have to depend on your resources.

But let’s use the Tag Manager as a case study here.

In the case where you have an analytics guru on your team, you’d find this process extremely simple without having to go through unnecessary stress with your development team.

However, if this option is not feasible, you can reach out to your web development resources to help you with a proper installation process or guide on how to initiate the code to your website and booking engine.

So, that’s all about what you need to know about implementing and also making use of Facebook Pixel for improving your Hotel’s Facebook marketing progress.

Related article: The Dummies Guide to Facebook Native Ads for Hotels


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About the author

Are Morch is the founder and owner of Are Morch – Hotel Marketing Coach. Get more from Are on Facebook | Twitter | LinkedIn | Pinterest | Instagram| Podcast