How to Use Hubspot with Facebook Pixel Tracking

Hubspot users who advertise on Facebook and Instagram can get stronger results by installing and optimizing the Facebook Pixel on their sites. With the right setup, you can track visitors, understand behavior, and improve ad targeting using real performance data from your pages.

This step-by-step guide walks you through what the Facebook Pixel is, how it works, and how to configure it so your campaigns benefit from accurate tracking and conversion insights.

What Is Facebook Pixel and Why Hubspot Marketers Need It

The Facebook Pixel is a small piece of JavaScript you place on your website to send visitor data back to Meta. That data powers ad optimization, retargeting, and conversion reporting on Facebook and Instagram.

When you use the pixel alongside marketing tools such as Hubspot, you gain clearer insight into how ad clicks turn into leads, demo requests, or purchases on your site.

Key Benefits for Hubspot-Focused Campaigns

Track which ads drive high-value actions on your pages.
Build retargeting audiences based on behavior like page views and sign-ups.
Optimize campaigns for events that matter most to your funnel.
Measure return on ad spend using reliable conversion data.

All of this comes from a single script that runs quietly in the background while visitors browse your website.

How the Facebook Pixel Works Behind the Scenes

The pixel fires whenever a page loads or a tracked action occurs. Each time it fires, it sends an event to Meta with details like URL, timestamp, device, and event type.

By default, you get a basic page view event. You can also add standard events and custom events to track specific behaviors related to your marketing or sales process.

Standard Events You Should Know

Meta provides predefined events that cover most common actions:

ViewContent – Important content viewed (for example, product or landing page).
AddToCart – Product added to a shopping cart.
InitiateCheckout – Checkout process started.
Lead – Lead captured through a form submission.
CompleteRegistration – Sign-up or registration completed.
Purchase – Transaction finished and revenue recorded.

You can track these events on key Hubspot landing pages or forms to understand which ads produce the most leads or customers.

Step-by-Step: Create Your Facebook Pixel

To get started you need access to Meta Business Manager. Once inside, follow these steps to create your pixel.

Open Events Manager in Meta Business Manager.
Click Connect Data Sources and select Web.
Choose Meta Pixel and click Connect.
Enter a descriptive pixel name, like “Main Site Pixel”.
Optionally add your website URL if you want guided setup tips.
Click Continue to finish creating the pixel.

After these steps, your new pixel ID is ready to be installed on your site.

Install the Pixel on Your Website

Next, you need to add the base pixel code to every page you want to track. The code should be placed in the <head> section of your pages to load early.

Option 1: Install Code Manually

In Events Manager, choose your pixel.
Click Continue Pixel Setup, then select Install Code Manually.
Copy the full base code snippet provided.
Paste the snippet into the <head> of your site template, just above the closing </head> tag.
Publish or deploy your updated template.

Once this is live, every page with the code will send page view events to Meta.

Option 2: Use a Tag Manager

If you use a tag manager, such as Google Tag Manager, you can add the base code there instead of directly editing templates. Create a new tag, paste the pixel code, and fire it on all pages.

This method makes future edits easier because you can manage tracking scripts from one interface, even when campaigns come from different tools like Hubspot, email platforms, or other ad networks.

Set Up Standard Events for Better Optimization

The base code only tracks page views. To unlock conversion optimization, you need standard events firing when key actions occur on your site.

Event Setup Using Code

For each important action, add an event snippet to the relevant page or button. For example, to track a lead form thank-you page:

Add the base pixel code to the page.
Below the base code, add a Lead event script provided by Meta.
Publish your changes so the event fires whenever that page loads.

You can repeat this pattern with events like CompleteRegistration on sign-up confirmation pages or Purchase on order confirmation pages.

Event Setup Tool in Events Manager

If you prefer a visual approach, Meta offers an Event Setup Tool:

In Events Manager, select your pixel.
Click Add Events > From the Pixel.
Enter your website URL and click Open Website.
Use the on-screen prompts to mark buttons or URLs as events.

This lets you define events without editing code directly, which can be useful when collaborating across teams working in systems like Hubspot and your CMS.

Test and Troubleshoot Your Facebook Pixel

Before relying on your data, verify that your pixel is firing correctly and sending the right events.

Use the Pixel Helper Browser Extension

Meta provides a browser extension called the Meta Pixel Helper (formerly Facebook Pixel Helper):

Install the extension in your Chrome browser.
Open a page that should contain your pixel.
Click the extension icon to view detected pixels and events.
Check for warning messages or errors and adjust your code if needed.

The extension shows when page views and events fire, plus any implementation issues that would affect optimizations.

Check Events in Events Manager

Inside Events Manager, you can:

View recent activity and event counts.
Confirm that lead, registration, or purchase events are being received.
Use the Test Events tab to see real-time event firing while you browse your site.

Consistent event data ensures your retargeting audiences and conversion-optimized campaigns work properly.

Use Pixel Data to Improve Campaigns with Hubspot

Once your pixel is stable, you can use its data to strengthen campaigns tied to your Hubspot workflows and lead management process.

Build High-Value Custom Audiences

In Ads Manager, create website-based audiences using pixel data, such as:

All visitors in the last 30 or 60 days.
People who viewed specific product or service pages.
Visitors who started but did not complete checkout.
People who submitted a lead form but have not yet purchased.

These audiences are ideal for retargeting with content that matches where contacts are in your funnel, including follow-up ads that mirror your Hubspot nurture sequences.

Run Lookalike Audiences from Your Best Visitors

You can also build lookalike audiences based on high-quality website visitors or converters. This helps you find new people who resemble your most valuable contacts and leads.

Combining lookalike audiences with clear event tracking allows your ads to find users more likely to convert, supporting the same goals your Hubspot campaigns target.

Best Practices for Privacy and Compliance

Modern advertising requires attention to privacy expectations and legal requirements. When using any tracking tools, follow these best practices:

Disclose tracking in your privacy policy and cookie notice.
Honor regional consent rules where applicable.
Review Meta’s data and advertising policies regularly.
Coordinate with legal or compliance teams if you manage large-scale Hubspot and ad operations.

Transparent communication builds trust while still allowing you to capture the data necessary for optimization.

Where to Learn More About Pixel Implementation

For more detailed technical references and screenshots that walk through every step of pixel setup, visit the original guide from HubSpot at this Facebook Pixel article. It covers examples, screenshots, and additional context for different site setups.

If you need expert help aligning your ad tracking, analytics, and marketing stack, you can also consult a specialized agency such as Consultevo, which focuses on performance marketing and digital growth.

Putting It All Together for Better Results

Installing the Facebook Pixel, defining the right events, and validating tracking gives your campaigns a strong data foundation. When you combine that reporting with the contact insights and workflows you manage in Hubspot, you can build highly targeted, measurable campaigns across paid and owned channels.

Review your tracking regularly, adjust events as your funnel evolves, and let reliable pixel data guide decisions about creative, audiences, and budgets for ongoing improvement.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

Scale Hubspot

“`