The Facebook Pixel is a small piece of code that you can add to your website. It helps you track the actions visitors take on your site after seeing your ads on Facebook. This information allows you to understand how effective your advertising is and helps you optimize your campaigns for better results. By using the Facebook Pixel, you can create targeted audiences based on user behavior. For example, you can retarget people who visited specific pages or took certain actions, like adding items to their cart. This makes your advertising more efficient and can lead to higher conversion rates.