diff --git a/builtins/amp-pixel.md b/builtins/amp-pixel.md
index 9bca18b57a4b..f639fe6bab3d 100644
--- a/builtins/amp-pixel.md
+++ b/builtins/amp-pixel.md
@@ -14,31 +14,32 @@ See the License for the specific language governing permissions and
 limitations under the License.
 -->
 
-### <a name="amp-pixel"></a> `amp-pixel`
+## <a name="amp-pixel"></a> `amp-pixel`
 
-The `amp-pixel` element is meant to be used as a typical tracking pixel - to count page views.
+The `amp-pixel` element is meant to be used as a typical tracking pixel to count page views.
 
-#### Behavior
+### Behavior
 
 The `amp-pixel` component behaves like a simple tracking pixel `img`. It takes a single URL, but provides variables that can be replaced by the component in the URL string when making the request. See the `src` attribute for more information.
 
-#### Attributes
+### Attributes
 
 **src**
 
 A simple URL to send a GET request to when the tracking pixel is loaded.
 
-#### Substitutions
+### Substitutions
 
-The `amp-pixel` allows all standard URL variable substitutions.
-See [Substitutions Guide](../spec/amp-var-substitutions.md) for more info.
+The `amp-pixel` allows all standard URL variable substitutions. See the [Substitutions Guide](../spec/amp-var-substitutions.md) for more information.
+
+For example, this code:
 
-For instance:
 ```html
 <amp-pixel src="https://foo.com/pixel?RANDOM"></amp-pixel>
 ```
-may make a request to something like `https://foo.com/pixel?0.8390278471201` where the RANDOM value is randomly generated upon each impression.
 
-#### Styling
+may make a request to something like `https://foo.com/pixel?0.8390278471201`, where the `RANDOM` value is randomly generated upon each impression.
+
+### Styling
 
 `amp-pixel` should not be styled.