If you are a Facebook ads user or plan to use it in the future, there is one important tool that you don’t want to miss and should start using right away. The Facebook Pixel helps you to get the most out of your social ad budget. In this blog post. We are going to share everything you need to know about it, and it works. 

What is a Facebook pixel?

Without getting much into the details, for now, the Facebook pixel is a code that you place on your website. It helps you collect data that track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket your product to people who have already taken some kind of action on your website.

Facebook pixel works on the principle of placing and triggering cookies to track users as they interact with your Facebook ads and website. 

There are two different kinds of pixels: the Facebook conversion pixel and the Facebook custom audience pixel. In 2017 Facebook discontinued the conversion tracking pixel. 

If you are still using the Facebook conversion pixel, you must switch over immediately. 

Facebook Pixel Events

Why does one need to set up the Facebook Pixel?

For starters, Facebook pixel provides you with the data you can use to create better Facebook ads and better target your ads. Facebook tracking pixel ensures that your ads are seen by the people who are most likely to take your desired action, improving your Facebook conversion rate and giving you a better ROI.

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Even if you are not Facebook ads yet, we suggest installing Facebook pixels now. It will start collecting data right away, saving you from starting over from scratch while designing your very first Facebook ad.

Use Facebook Conversion Tracking

The Facebook pixel helps you analyze how people interacted with your website after viewing your ad on Facebook.

With Facebook Pixel, you can even track customers across different devices. This allows you to see if users tend to see your ads on desktop but switch to mobile before buying. Or, maybe it’s the other way around. All this will help you develop a more refined ads strategy and calculate your return on investment.

Use Facebook retargeting

You can now show you ads to people who already visited your website through Facebook Retargeting Pixel and dynamic ads. You can choose to get granular here. For instance, you can show people and ads for the exact product they added to a wishlist or abandoned in a shopping cart on your website. 

Create Lookalike Audiences

Facebook comes up with its targeting data to help you create a lookalike audience of people who have the same demographic, likes, and interests from people who are already interacting with your websites. This can help you expand your customer. 

Optimize Facebook ads for conversion

You can optimize your Facebook ads for specific conversion events on your website through Facebook tracking pixel data. Without using pixels, the only conversions you can optimize for are links clicks. 

With the help of pixels, one can optimize conversions that align more closely with purchases, signups, and other business goals. 

Optimize Facebook ads for value

Facebook also tracks data about who buys from your site and how much they spend. This information can help you optimize your clients based on value. 

Facebook Pixel will automatically show your ads to people who are most likely to make high-value purchases. 

Gain access to more Facebook ad tools 

If you are eager to use web conversion campaigns, custom audiences from your website, or dynamic ads, you should install the Facebook pixel. Installing a Facebook pixel is the only way of using these features. You will also need Pixel to track the metrics like cost per conversion or cost per lead.

How to Use the Facebook Pixel 

There are two different types of events to collect data by using the Facebook pixel. 

  1. There is a set of 17 pre-defined standard events given determined by Facebook.
  2. You can also set up custom events yourself.

An “event” is simply a specified action taken by a visitor on your webpage, like making a subscribing news-letter.

Read more about: How to install the Facebook Pixel for Dynamic Ads using Google Tag Manager

Facebook pixel Standard Events 

The 17 standard Facebook Pixel events for which you just have to copy and paste the standard Facebook event code are:

Facebook custom event types

  1. Contact: someone contacts you on your business website.
  2. Customize product: Someone choose a specific version of your product, such as selecting a different color.
  3. Donate: someone donates in favor of your cause.
  4. Find a location: someone searches for the physical location of your business.
  5. Schedule: Someone set up an appointment at your business.
  6. Start Trail: Someone signups for a free trial of your services or product.
  7. Apply: Someone applies for your program, product, or service, such as credit card.
  8. Subscribe: Someone subscribes to a paid service or product.
  9. View Content: Someone lands on some page of your website.
  10. Search: Someone uses the search function to look out for something.
  11. Initial Checkout: Someone initiates the checkout process to buy something from your website.
  12. Add to Wishlist: Someone adds a product from your site on the wishlist.
  13. Add to Cart: When someone adds a product to the cart on your website.
  14. Add payment info: Someone enters their payment details in the purchase process on your website.
  15. Complete registration: Someone completes a form for registration on your website, like a subscription form. 
  16. Lead: Someone signs up for the trial or identifies themselves as a lead on your website.
  17. Purchase: Someone make a purchase from your website.

If you want, you can also add some other details to standard events using extra bits of code called parameters. These parameters will help you customize the standard events based on:

  • Currency
  • Content-type, or ID
  • Basket content
  • How much a conversion is worth.

For Example, you can record views of a specific category, instead of tracking all views, on your website by using Facebook pixel tracking. Perhaps you want to separate football players from squash players based on which sections of your sports-wear supply website they viewed.

Facebook Pixel Custom Event

Facebook Pixel Custom Event can also be used in place of Standard events, or to collect more information than a Facebook standard event can provide.

Facebook pixel URL

Custom events use URLs based on specific URLs or Keywords.

How you can create a Facebook Pixel and add it to your website

Up till now, we think you are pretty sure what you want to track and why you need to use Facebook Pixel. Now, it’s time to create your own Pixel and put it to work on your website.

Creating Facebook Pixel can be painstaking and somewhat confusing, but we assure you that by using these simple and straightforward steps, you’ll not find it that hard. So let’s get started.

Step 1: Create your Pixel

  1. On your Facebook Event Manager, click the Hamburger icon in the top left and choose pixels.
  2. Click the green Pixel button.
  3. Pick a name for your Pixel, insert your website URL, and click create.

While choosing a name for your Pixel, remember that with Event Manager, you only get to create one PIxel for each ad account. Therefore, your Pixel’s name should not represent a specific campaign but your business. If you are interested in choosing more than one Pixel for one ad account, you can start using Facebook Business Manager.

Step 2: Add the Pixel Code to your Website

To get the Pixel you just created to gather the information on your website, you have to install some codes on your webpages. There are different separate ways of doing so, depending on the platform you are using.

  • If you are a user of eCommerce platforms like tag managers or Squarespace, you can install your Pixel without editing your website code. This Facebook article will help you install your Pixel if you are using one of those third-party tools. 
  • If you can reach a developer or someone who can help you edit your website code, click Email Instruction to a Developer to send your developer all the things they are going to need to install the Pixel.
  • If neither of the situations works for you, you need to insert the Pixel code directly into your web pages. We will walk you through in this section.
  1. Click “Manually Install the Code Yourself”
  2. Copy and Paste the Pixel Code into the header of your website. For that, you have to insert right after the <head> tag but before the </head> tag. Keep in mind that you must paste it into every page, or into your template if you are using one.

Facebook Pixel Events code

Read more about: How to fix a double-counting Facebook pixel in Shopify?

  1. Choose whether to use automatic advance matching. This option will match hashed customer data from your website to Facebook profiles. This will increase your chances of tracking conversions more accurately and create a large custom audience.
  2. You can check whether you have installed the code correctly or not by inserting your website’s URL and clicking “Send Test Traffic.”

Once you see that Facebook Pixel is tracking activity, click Continue.

Step 3: Look for the right event for your business 

Now it’s the time to select which of the 17 standard events you’d like to track using the toggle buttons. You will need to choose whether to track on page load or on inline action for each event.

Track Event on Inline Action: use this to track the actions within a page, like clicking on the “add to cart” doesn’t direct your customers to a new page.

Track Event on Page Load: use this to track actions that take to a whole new page, like a signup success page or a purchase complete.

If you are looking to use Facebook Pixel custom events, head to your Facebook Event Manager. Select Customer Conversions from the Top left menu. Click on “Create Custom Conversion” to define your custom conversion event using URL rules.

Step 4: Confirm your Facebook Pixel is Working

A little check won’t hurt. Although you already tested your Facebook Pixel by sending test traffic, before you rely on the data coming from Facebook Pixel, you should confirm that it’s also tracking properly. 

Facebook pixel code

  1. Add the Facebook Pixel Helper extension to your Google Chrome (this Extension is only available for Google Chrome) 
  2. Visit the page where you installed Facebook Pixel. If the Extension finds the Pixel, the </> extension icon will get blue, and it will notify you via a popup that how many pixels it finds on the webpage. The popup will also tell you if your Pixel is working properly or not. 

Add Pixel Notice to Your Website

In accordance with Facebook’s terms, and in some cases, the law, you must make sure that your visitors know that you are collecting their data.

This means that you have to clearly notify them that you are using the Facebook Pixel and that their information is collected through cookies or some other methods. You should also know that they can opt-out of you having access to their information.

The End

Suppose you want to be able to accurately monitor your campaigns’ ROI and utilize website visitor retargeting (and you should absolutely want to do both). In that case, you don’t have much choice: you need to install the Facebook Pixel, a must-use tool for all Facebook marketers.

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