At first glance, Facebook ads can seem pretty confusing. Its capabilities are powerful, but quite overwhelming and complex. Pixel, Facebook’s ad analytics tool, is one of the more frustrating and complex features.
Facebook pixels are incredibly common across most ad platforms. Anyone currently or planning to use Facebook ads will find Facebook Pixels a great tool. If you want to get the most out of your social advertising budget, you need to know exactly what the Facebook pixel is and how it works.
What is Facebook Pixel?
The Facebook pixel is a hidden code that you can put on your website. The code will collect data to help you track conversions from Facebook ads, optimize those ads for your target audience, build that audience for future ads, and make remarketing to those who have already visited your site and have taken any action on it.
Facebook pixels work through consistent retargeting. This means that they will save a cookie, information stored as text strings on your computer, that will track visitors visiting your website so you can create targeted advertisements. Once a visitor sees an ad, the Facebook pixel can be used to track their behavior on return.
What is the Facebook pixel for?
What is the benefit of Facebook Pixel?
In short, the Facebook Pixel is a great way to boost your Facebook ad conversion rates and improve your return on investment (ROI). The information gathered is vital to create stronger Facebook ads and helps with ad targeting. This ensures that your ads are seen by visitors who are more likely to take action.
Installing the Facebook Pixel now will save you a lot of time in the future. Whether you are currently using Facebook ads or not, Facebook Pixel will start collecting data for use later and will be ready as soon as you do to create your first Facebook ad.
Notable examples of what the Facebook pixel is for:
- It allows you to see how people interact with your site after viewing your Facebook ad. You can then track those customers across all of their devices, allowing you to refine your advertising strategy and calculate your ROI.
- Helps expand your potential customer base by allowing Facebook to use the collected data to build a wider audience with common interests with those who are already visiting your site.
- Provides additional tools and metrics to use, such as web conversion campaigns, dynamic ads, and the ability to track cost per lead and cost per conversion.
- Facebook retargeting, which is simply consistent targeting for Facebook. Show targeted advertisements to new customers or to current customers with advertisements related to something they may have previously left in their shopping cart.
- Optimize your Facebook ads for specific conversion events running on your website.
- Optimize Facebook Ads targeting your audience based on value leading to a higher ROI.
- Allows you to customize website events to collect additional information.
Create and add a Facebook pixel to your site
Create and add Facebook Pixel to your website
When everything is explained about what and why, it remains only to decide how.
- Go to your Facebook Event Manager and click the big blue button in the main Connect Data Source window.
- Since more people are more likely to have a website than their own application, we will choose the Internet option presented in the next window. Then click “Get Started”.
- Select the Facebook Pixel and click Connect.
- Provide detailed information about your pixel by giving it the name and URL of the website where it will be installed.
- Then you will need to choose how you want to set the pixel code. If you’re using Squarespace, WordPress, or another Facebook partner, the partner integration option is recommended. In this tutorial, we’ll be using WordPress.
- By choosing WordPress from the list of partners, you can choose which features you want to include along with the code.
Automatic Advanced Matching will collect additional data from your visitors. It’s not necessary, but the more information the Facebook Pixel has, the better tailored ads will be.
- Click Continue to continue.
- Next, you’ll ‘I’ll be able to download a ZIP file with your Pixel code. Click the green Download button.
- Once downloaded, click Continue and follow the onscreen instructions to add the .zip to your WordPress site.
- During the connection verification phase, it may take several minutes after installation for the connection to become active. Wait and when it turns green, click Continue.
- Now you can set up the events that will take place on your website. Enter your website URL in an accessible location and click Connect.
- A new tab should open on your website, and with it a pop-up window. Click to start configuring events.
If you don’t feel like setting up events now, you can always come back to it when you’re ready.
Events will track visitors’ actions and trigger reactions based on the trigger you configured. This can be anything from tracking certain button clicks to triggering a checkout request when a visitor adds something to their cart.
- You can see how well your Pixel is performing by returning to your Facebook Event Manager page.
Your page should look something like this. You can track all of your events, test them to make sure they work as expected, and tweak the settings as you see fit. It is also imperative that visitors know that your website is collecting data to comply with Facebook’s terms and conditions.
Avoid legal complications and ethical dilemmas by clearly notifying visitors that you are using the Facebook pixel. Give users the option to opt out if they choose to do so, as people are always wary of their need for online security and privacy in this digital age.