Have you ever wondered why after you visited a website and went straight to your Facebook profile or Instagram account, you are suddenly welcomed with sponsored ads related to your most recent searches?
Well, the Facebook pixel is responsible for that. But what really is it and why is it important in your business? Let me guide you through the simple answers to these critical questions, and the steps on how you can get your Facebook pixel and install it on your website.
What is Facebook Pixel?
Facebook Pixel is an analytics tool that is made of code that you can embed on your website or every web page that you want to track. The pixel fires to track visitors who landed on your site: may it be just on your homepage, or all the way to the “add to carts page” before they finally leave for whatever reasons they have at the moment.
It might have been a lost sale, but with Facebook Pixel it’s not a lost opportunity because it can help you retarget those people through paid ads so they can be reminded to finish what they should have done or to finally convert (register, book an appointment, buy an item, etc.).
Also, the pixel code can help you gauge the effectiveness of your ads campaigns on Facebook by tracking the behavior of your website visitors or how they interact or use your site.
When someone clicks on your ad that directs them to your site, Facebook Pixel can monitor their actions or whether they have converted or not. Hence, with the pixel, you won’t only know the click-through rate (CTR) of your ad, but also your conversion rate.
Where Can You See Your Facebook Pixel?
You can find your Pixel ID on Facebook Ads Manager. From your ads manager, click on “Events Manager” and click on “Data Sources.” You will see your Facebook Pixel on that dashboard, and if you haven’t created one yet, you will be given the option to create your pixel id.
Take note that the exact location as to where you can find your pixel may change now and then. Before it’s under the “Asset” tab, and then it was moved under “Events Manager” in the “Measure & Report” tab. Nevertheless, one thing is for sure, you can find it somewhere on Facebook Ads or Business Manager.
And before you get confused between ads manager and business manager, the latter is preferred if you are an advertiser who shares multiple pages with other users and you also have multiple ad accounts. This is also a safer route to manage all your Facebook pages and ad accounts.
How to Create a Pixel ID?
Go to Ads Manager and under the “Events Manager,” go to the Pixels tab. Click “Create a Pixel” and name your pixel. Of course, using your page name or domain name is an obvious choice.
How to Install the Facebook Pixel?
Once you found the option to create your pixel id, it’s time to install it on your website. There are three ways to do it:
1. Use an Integration or Tag Manager
If your pixel is not yet installed, you can find the option to set it up just like in the image below.
Once you click the “Set up Pixel” button, you will be presented with three options, and using a tag manager is the first one.
If your website is being hosted on the platforms that you can see in the picture below, you can simply follow the instruction given by Facebook.
If you have a Shopify store, the process is just easy. In your Admin page, go to “Online Store” and then to “Preferences.” From there, you can see a box where you can paste your pixel id. After clicking save, you are done.
2. Traditional Manual Installation
This is the most common among the three options. To start, simply click on “Manually Install the Code Yourself” and you will be redirected to a new screen showing the entire pixel code. You just have to copy the entire Facebook Pixel code and paste it in the global header of your website.
Locate <head> </head> in your header template and paste the pixel code in the middle of the header, just right after <head> and before </head>.
3. Email the Instructions to a Developer
If you are afraid that you might paste the code in the wrong section, you can always ask a friend of yours or you can ask a web developer to install the code into your website. If your site was made by someone, he or she can certainly assist you with this. Or if there is a developer who maintains your site, simply email the code and the instructions to him/her.
Once you are done, you can check if it was correctly installed and if it is working properly by using the Facebook Pixel Helper.
Also, when your pixel is finally up and running, you can go back to your Ads Manager and create custom audiences and custom conversions to begin your Facebook advertising campaigns with a stronger foundation. Once you have gathered enough data, you can decide if it’s time to scale your ads to reach a larger audience.
Do You Need Help With Your Facebook Pixel?
If you have more questions or other concerns regarding this topic, feel free to contact us. We’d certainly love to connect with you and answer your queries.
Facebook Pixel is a very useful analytics tool, but it's not the only one. As a business owner, it's also important that you know your other options, and whether such options can be combined with other tools to create stronger outcomes.
Have you heard about Google Analytics? Check out our separate blog about this topic here.