If you are using Instagram adverts, or Facebook advertising now, or you are thinking about using it in the future, you should install a Facebook Pixel on your website now…it’s as simple as that.
Now that’s out of the way, let’s look at what it is, why you need it, and how you install it.
What is the Facebook Pixel?
Very simply it is a bit of code that you put on your website. Your code is unique and set up in your Facebook account. It acts kind of like a cookie, collecting data about the people who visit your website from Facebook.
Why do I need it?
Are you ever amazed that after you’ve been absent mindedly looking at a product online, you suddenly see adverts for it everywhere? It’s no accident, it’s called ‘retargeting’. On Facebook you can target people who have already visited your website with your ads if you have the Pixel installed.
2. Track Conversions
If you set up Event Tracking through your Facebook ad manager, you can track conversions on your website that have been directly caused by your Facebook adverts. An event could be purchases, add to cart, page views, leads, form completion etc.
3. Custom Audiences
You can create a custom audience to target people who visit specific pages on your site, or spend a certain amount of time on your website, or have previously purchased from you etc.
4. Lookalike Audiences
These are audiences that Facebook generates of people who are similar to a custom audience you have already created – so, you can create an audience that’s similar to your previous customers, or to people who have clicked your ad before.
How do I set it up?
Step 1: Create a Pixel
- From your Facebook Events Manager, click the hamburger icon ( ≡) in the top left and choose Pixels
- Click the green Create a Pixel button.
- Name your pixel (choose your business name rather than a specific campaign), enter your website URL, and click Create.
Step 2: Add it to your website
You will get options to choose from that will depend on your ecommerce platform. Choose the correct one and follow the steps…I promise it is as simple as that. If you need help, there is a step-by-step help guide on Facebook.
Step 3: Set up the Events
- Select from the list of standard events what you’d like to track
- For each event, you need to choose whether to track on page load or on inline action.
a. Track event on page load: Use this to track actions that involve going to a new page, like a purchase complete or sign up success page.
b. Track event on inline action: Use this to track actions within a page, like clicking an “add to cart” button that does not open a new page.
- You can also set parameters for some events (e.g. only track sales over a set value).