What is the primary function of the Facebook Pixel?

The primary function of the Facebook Pixel is to track user interactions and conversions on a website. When integrated into a website, the Facebook Pixel allows businesses to gather data on how users interact with their site after viewing or clicking on their ads. This tracking enables advertisers to measure the effectiveness of their advertising campaigns by identifying actions taken by users, such as making a purchase or signing up for a newsletter.

Additionally, the data collected through the Facebook Pixel helps in building custom audiences and retargeting ads, making it a powerful tool for optimizing ad performance and enhancing customer insights. The ability to track conversions is essential for understanding the return on investment (ROI) of marketing efforts and improving future advertising strategies.

The other options, while relevant to various aspects of digital marketing, do not capture the core role of the Facebook Pixel in tracking user behavior and conversions specifically.