The Facebook pixel enables you to measure, optimise and build audiences for your Facebook ad campaigns. You can measure how many people use your AVM as a result of your Facebook Ads, and retarget them.
To create a Facebook pixel, please follow this guide from Facebook.
Get the pixel ID (it will be a long number) and add it to your settings page.
When someone submits a lead, this will trigger a conversion on Facebook if they came through a Facebook ad.
You can also use this pixel to build a custom audience (to re-market to your instant valuation tool visitors).