Stiddle - How to setup Facebook pixel

One of the greatest benefits of Facebook advertising is the ability to test and target your ads with high accuracy. If you’re using Facebook ads, there is one tool that you MUST utilize immediately to optimize and make the most of your social media ad budget: the Pixel. As a matter of fact, it is one of the most popular marketing tools with over 7 million websites using it to make better data-driven, business decisions! Now, you might be wondering, why is it so popular? How can I use it? Or simply, what is a pixel? 

Luckily, you’ve stumbled across this article! In this blog post, we have made it our mission to discuss Facebook Pixel and the many benefits it can offer, as well as a couple ways to connect or integrate it into your business page. In the end, we hope that you’ll acquire a foundation in the topic and enough to begin implementing it yourself! 

Without further ado, let’s get started! 

Facebook Pixel: What Is It? How Does It Work? What Can It Do?

Before we start using it, we first need to understand what a Facebook Pixel is. According to Meta (Facebook), a pixel is a piece of code that you put on your website that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. By installing it on your website, you can truly gauge your ads’ performance. In other words, it collects data that you can then use to help you track conversions, optimize ads, and build targeted audiences such as lookalike audiences. Using data to better understand your target audience is important to the long-term success of your online business. 

Don’t worry, it may sound complicated, but it’s easy to understand and use once set up! Once your pixel has been set up, it’ll run in the background, tracking visitors and requiring no additional work!

You may be asking, how does it work? When a specific action has been taken, the Facebook Pixel will then be triggered and log it as an ‘event’, which can be further separated into ‘custom event’ and ‘standard event’. You’ll know when a customer took an action after seeing your Facebook ad, allowing you to retarget them at a later date! For the simplicity of this blog post, we’ll only be focusing on standard events which are ones predefined by Facebook and can be used to log conversions, optimize for conversions, and build audiences. There are a total of 9 standard events, which are:

  • View Content
  • Search
  • Add to Cart
  • Add to wishlist
  • Initiate checkout
  • Add payment info
  • Make purchase
  • Lead
  • Complete registration

Once you’ve selected an event, the Facebook Pixel will then track all visitors that have taken a specific action, producing data that you can later use to further your goals.  For example, if you select the event ‘Add to wishlist’ a customer has added one of your products to their list, Facebook will then track that user while recording data for you. Afterward, you can retarget them with a Facebook ad, presenting the item with an attractive discount offer. 

Since the pixel is monitoring every movement on your website, you can easily discover which of your product(s) interest shoppers! However, this isn’t the only benefit that Facebook Pixel has to offer. Let’s dive into it in the next section.  

Facebook Pixel: The Benefits

Now that you have a general understanding of the Facebook Pixel, let’s discuss some of the many benefits. As you have learned from the previous section, the pixel can be used to track and learn more about your audience. However, that is far from the only benefit that it has to offer. 

Here are some benefits of adding a Facebook Pixel to your website: 

  • Track the number of conversions like newsletter signups or purchases, the cost per conversion (CPA) and the conversion rate (CVR).
  • Revenue reporting: most eCommerce carts can pass the actual order value back to Facebook. This allows you to measure return on ad spend (ROAS).
  • Build website custom audiences (WCAs) of all website visitors for retargeting.
  • Create audiences of people that have taken the desired action (leads, purchases, etc) to exclude from retargeting. 
  • Create lookalike audiences in seconds. These pixel-based lookalikes will dynamically update over time so they will always be relevant when using them in cold traffic campaigns.
  • Dynamic product ads can be created, allowing you to retarget recent website visitors with the exact products they viewed.
  • Promotion of in-store traffic, if you have a brick-and-mortar store. 

Whew! That was a lot, but we hope that you can see that there are many benefits to using Facebook Pixel; there are many more that haven’t been listed! 

Hopefully, we got your excited about pixel by now because we are now going to jump into how to create a Facebook Pixel! 

Facebook Pixel: How to Create And Install

Before we get into this section, make sure that you have access to a Business Manager account and that you are the admin. Once you have done that, you’re finally ready to create your pixel! 

Creating Your Facebook Pixel

  1. Go to Events Manager.
  2. Click the green “Connect Data Sources” button on the left side of your screen.

3. Select Web, then click “Get Started”.

4. Select “Facebook Pixel” and click “Connect”.

5. Enter a name for your Pixel then enter your website URL to check for easy setup options. If qualified, you may not be required to code when adding the Pixel to your website.

6. Click “Continue”

Now, you should be able to see the Pixel you just created on your screen(as seen above). Make use of the Pixel Helper to see if it is properly working!

Installing Your Facebook Pixel 

You’re half-way done! As you can see from above, the setup hasn’t been completed yet. Facebook allows you to manually add pixel code to your website, or you can connect your site using one of Facebook’s many partners including Squarespace, WordPress, Shopify, and others. For this guide, we’re going to provide tutorials for both approaches.

Manual Installation: Step-By-Step Guide 

Bear in mind, you can find these instructions on the Facebook website. However, we will provide pictures! You will find that the first few steps are very similar to the procedures you performed in the prior section. 

  1. Go to Events Manager.
  2. Click the “Data sources” icon on the left side of the page.
  3. Select the pixel you want to set up.
  4. Click “Continue Pixel Setup”.

5. Select “Facebook Pixel” and click “Connect”.

6. Select “Install Code Manually”.

7. Copy the pixel base code.

8. Find the header of your website.

9. Paste the base code at the bottom of the header section and above the closing head tag as demonstrated below. You will need this for EVERY page of your website. 

10. Click “Continue”.

11. Optional: Toggle on Automatic Advanced Matching and verify the customer information you want to send.

12. Click “Continue”.

13. Add events using the Event Setup Tool or by manually adding code to your website.

14. Finally, click “Done”.

Whew! You have manually installed your Facebook Pixel onto your website! Congratulations! 

However, we are far from done! As promised, we will walk you through multiple ways of installing your Facebook Pixel. The next section will discuss how to integrate or connect your pixel with Facebook’s many partners. 

Partner Integration: Step-By-Step Guide

Let’s start from the beginning! You will find that the first three steps are the same as in the previous guide.

  1. Go to Events Manager.
  2. Select the pixel you want to set up.
  3. Click “Continue Pixel Setup”.
  4. Click “Use A Partner Integration”.
  5. Select a partner from the list, as shown below.

6. Follow the onscreen setup instructions, depending on your selection.

There are many different partners you can choose from. We will not be going over all of them, but we’ll provide an example of one of the most popular selections: Shopify. 

Shopify Integration: Step-By-Step Guide

  1. Recommended: After selection, the first window you’ll encounter is one asking you whether you want “Automatic Advanced Matching” on or off. We recommend you turn this on.

2. In the next window, select “Online Store” on the sidebar.

3. Next, select “Preferences” in the drop-down menu, which should appear after you click “Online Store”. Copy and paste your Facebook Pixel ID, then save it. Then continue on. 

4. Once done, verify your connection.

5. Once verified with a green dot, confirm it in the next window. You’re done!

Congratulations, you’ve connected your Facebook account to your Shopify business page! 

Facebook Pixel: Conclusion

We hope by now we have convinced you of the power and benefits that Facebook Pixel has to offer. With further integration, you will be able to monitor how your website and business is really performing while making the necessary changes to better it. 

All you need to do is take the time to install your pixel and Facebook will take care of the data-gathering! Use this information to your advantage to help you optimize your ads, target the correct audience, etc. All in all, we hope that this article has helped you in your process of creating and installing your Facebook Pixel. 

If you are interested in how you can use data collected by the pixel, check out our articles on Lookalike Audiences and Facebook Lead Generation. We promise it’ll be worth your time! 

Keep an eye on our blogs for more marketing articles like these. Until then, we wish you the best in your business ventures!