1) Create a pixel
Click the hamburger icon (sometimes) in the top left corners of your Facebook Events Manager and select Pixels.
Facebook Events Manager Click on the green button Create a Pixel. Create the Pixel button Your pixel name, enter the URL of your website, and click Create.
When choosing the name of the pixel, keep in mind that you only get one pixel for each ad account with Events Manager.
Instead of a specific campaign, the name should represent your business. You can use Facebook Business Manager to use more than one pixel per ad account.
2) Add the code to your website
You now need to install some code on your web pages to get the pixel to work collecting information on your website. Depending on which website platform you use, there are a few ways to do this.
Choosing the platform screen You can install your pixel without having to edit your website code directly if you are using an e-commerce platform such as Squarespace or a tag manager such as Google Tag Manager.
This article on Facebook Help describes how to install your pixel if you are already using one of those tools from third parties. If you're working with a developer or someone else who can help you edit your website code, click a developer's email instructions to send everything you need to install the pixel to your developer.
If none of the above options apply, the pixel code must be inserted into your web pages directly.
In this section, we're going to walk you through that. Click Install the code yourself manually.
Copy and paste the pixel code into your website's header code. In other words, post it after the tag < head > but before the tag </head>. If you use one, you need to paste it into each page or your template. Facebook Pixel Code Choose to use advanced matching automatically.
This option matches Facebook profiles with hashed customer data from your website. This allows you to more accurately track conversions and create larger custom audiences.
Automatic Advanced Matching Screen Check that by entering your website URL and clicking Send Test Traffic, you have installed the code correctly. Get the guide for free right now! Once the activity is tracked by your Facebook pixel, click Continue.
3) Set and track the relevant events for your business
Use the toggle buttons to select which of the 17 standard events you would like to track.
You must choose whether to track on page load or on inline action for each event. Use this to track actions that involve going to a new page, such as a complete purchase or sign-up success page.
Use this to track actions within a page, such as clicking a "add to cart" button that doesn't open a new page.
For some events, you can also set parameters. Perhaps you want to track purchases specifically over a set dollar value, for example. Parameter options for Facebook pixels If you want to use custom events for Facebook pixels, go to your Facebook Events Manager.
From the top-left menu, select Custom Conversions. Then click Create Custom Conversion to use URL rules to define your custom conversion event.
4) Use the Pixel Helper to confirm it works !
By sending test traffic, you have already tested your Facebook Pixel installation. Before you start relying on your Facebook pixel data, however, you should confirm that it is also properly tracking.
Add your Google Chrome browser with the Facebook Pixel Helper extension. (It's only available for Chrome, so you'll need to install Chrome to use the Pixel Helper if you're using a different browser.)
Facebook Pixel Helper Chrome Extension Visit the Facebook pixel page. The < / > extension icon will turn blue if the extension finds the pixel, and a popup will show how many pixels it finds on the page. If your pixel works properly, the popup will also tell you. If not, error information will be provided so that corrections can be made.
5) Pixel Cookies since 2018
Facebook changed its way of using cookies to track Facebook pixel data in October 2018.
What is that meaning? This change basically allows advertisers to keep tracking Safari and Firefox data.
Both of these browsers set limits on cookies from third parties. Why would you like to reject it? For compliance reasons, advertisers in fields that have extensive privacy legislation— such as finance and health— may have to opt out.
AdEspresso conducted an experiment to test the four most commonly used types of campaign optimization: Conversions Link Clicks Engagement Reach Their objective was to find out how key metrics such as cost per click and cost per lead impact these different types of optimization.
They found that the cost per lead for optimizing link clicks was more than three times higher than for optimizing conversion.
Remember: only if you have the Facebook pixel installed, you can use conversion optimization.
Wolford is testing two audiences using the Facebook pixel. Wolford's lingerie brand used the Facebook pixel to test two different lookalike audiences from past Facebook ad campaigns based on custom audiences. Both audiences were women of 24 years of age living in Switzerland, Austria, and Germany.
One lookalike audience was based on past customers: women who in the past 90 days have purchased two or more items from Wolford.
The other was interest-based. "The conversion study helped us understand how we can use Facebook as a major advertising platform," said Aaron Fox, online acquisition specialist for Wolford.
The whole campaign saw a two-fold higher return on ad spending than previous campaigns.
To create high-value audiences, Revolve uses the Facebook PIxel. The fashion brand Revolve used Facebook pixel data to create a lookalike audience based on its highest-income clients for a recent Facebook ad campaign. The campaign saw a 28% higher yield on ad spending and a 20% lower cost per acquisition.
"With the value-based lookalike audiences of Facebook that we can create from our web traffic[ using the Facebook pixel], we have a way of finding more valuable prospects— and generating more revenue — all based on data," said Ryan Pabelona, Revolve's performance marketing director.