The Facebook Pixel: What Is It? How Do I Use It?

If your digital marketing strategy is going to involve Facebook, there’s nothing more essential to understand the ins and outs of than the Facebook Pixel.

The Facebook pixel gives you powerful tracking abilities to gain crucial analytics from the ads you run and the people they touch. If you’re not tracking your users as they go down the funnel, you won’t really know how effectively you’re being at bringing in leads.

So, let’s dig deeper into what a Facebook pixel actually is, and how to use it properly.

What is a Facebook Pixel?

A Facebook pixel is basically just a snippet of code that you place on the website you’re driving traffic to. However, while it is simple in definition, it can handle a lot of complex tracking activity.

First and foremost, your Facebook pixel can be used to track how many people convert on your website (make a purchase, leave their email, etc.) after viewing your ad on Facebook.

The pixel can also help you optimize your target audience automatically based on data from your website. It can also help you remarket your products/services to qualified leads (i.e., people who have already been on your website and expressed interest).

The way the pixel works is by utilizing cookies in your visitors’ web browsers. These cookies allow Facebook to collect data about how users interact with your ads and your website, which in turn will allow you to optimize your campaigns better for the future.

Obviously, this comes with many benefits.

  • Track how many people convert. Sure, 1k people clicked on your ad, but how many of those clicks resulted in a sale or lead? That’s a question that can be difficult to answer without employing a pixel. A pixel will determine exactly how many ad clicks turned into conversions on your site.
  • Remarket to interested people. People are known to click and forget. Qualified leads may have expressed interest in your product, but then something interrupted them and now they’ve forgotten all about you. Retargeting with the help of your Facebook pixel will enable you to remind them and recoup a lost lead.
  • Build a lookalike audience. FB lets you create “lookalike” audiences – submit an existing list of emails that use your service, and it’ll find people on Facebook that are similar. You can use the FB Pixel to create lookalike audiences of people who perform specific actions (which are tracked on Pixel) or buy specific products/service! Pretty cool, right?
  • Run more effective campaigns. Your pixel can optionally be used to help optimize your ads by tracking conversion rates and narrowing down who you are targeting based on live results and collected data from your website.

How To Use a Facebook Pixel

Facebook has predefined nine standard events that you can track with your pixel or you can create your own custom event to track.

Standard Events

If you choose a standard event, then you can just copy/past some code that Facebook generates for you and put it on your website. These events are:

  1. View content: Someone has landed on one of your website’s pages.
  2. Search: Someone has used the search bar on your website.
  3. Add to cart: Someone has used the “Add to Cart” button on your website.
  4. Add to wishlist: Someone has used the “Add to Wishlist” button on your website.
  5. Initiate Checkout: Someone has begun the checkout process on your website.
  6. Add payment info: Someone has typed in their payment information on your website.
  7. Make purchase: Someone has bought an item through your website.
  8. Lead: Someone has signed up for a trial or identified themselves as a lead through your website.
  9. Complete registration: Someone has completed the registration form on your website.

Custom Events

If a standard event doesn’t collect as much information as you’d like or if you’d like to track something other than the above, a custom conversion pixel can be used instead.

A custom pixel is tracked with URL rules that allow you to get more specific. For instance, a custom pixel can allow you to track who views content within a certain category of your website (versus “view content” which won’t differentiate between content). If you own a pet shop or run a pet care blog, this could allow you to separate fish owners from bird owners.

Before you can setup a custom conversion event, you need Facebook to understand what it is you want to track. Login to your Facebook Ads Manager, click Custom Conversions, and then click Create Custom Conversion. This will allow you to define your ULR rules.

You’ll also be given the option to customize a standard event with additional parameters, which allows you to track information that standard events typically don’t. For instance, you can use parameters to define a product name, ID, or category; a specific search string; a person’s registration status; how many products someone puts in their cart; or the value of a conversion event.

The Step-by-Step

If you aren’t tech savvy, it may be worth calling in a professional to help you set this up (especially if you are using custom conversion events). However, you can give it a go on your own:

1. Create a pixel

In the Facebook Ads Manager, click the ≡ and choose “Pixels” in the dropdown. Click “Create a Pixel” and then give it a name. Accept the terms and then click “Next” to move to the next step.

Tip: You only get one pixel for each ad account, so make sure the pixel’s name represents your business not just a single campaign for your business.

2. Add The Base Code

The next step is to add the code that Facebook generates to your website. Click “Copy and Paste the Code” and place it into the header section of your website. This means after the <head> tag but before the </head> tag. You will need to edit the code for each page on your site individually, unless you’re using a template.

3.  Add The Event Code

Once your pixel’s base code is added, you also need to add the event code. The event code will need to go in a specific place on your site depending on what actions you’re tracking. It goes just below the </head> tag for a page that opens after a person has completed the action you are tracking (i.e., on a “thank you” page). You can also attach it to buttons or other elements that trigger the action.

4. Verify & Track

The final step is to verify that your pixel is working and then you’re ready to start tracking. In a matter of days or weeks (depending on how busy your site is) you’ll have a wealth of data built up to analyze.

Once you’ve got the pixel running, you’re off and running. The next step is to monitor the events to make sure they’re firing correctly so that you can use them properly. You can now define conversion goals for the ads you run, letting you optimize your ads for actions performed on your site – pretty cool, right? Over time, you can structure ads to unique driver leads who are more inclined to perform particular actions on your website!

Have any questions about setting up and installing your Facebook Pixel?  Contact us today at 864-326-3444 or info@link360inc.com! We will be more than happy to help.

About Link360

Link360 is a Lead Generation Company Located  in South Carolina.  We help business owners generate leads through digital marketing.

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