If you have your own website, or maybe a Facebook page AND a website, you’ve probably heard or seen references to the “Facebook Pixel”. It may be one of those terms where you just kinda brushed it off because you don’t even know what a pixel is, let alone a Facebook pixel. You’re just trying to build up a good Facebook page and get some traffic to your website.
We get it, not everybody is a big Facebook nerd, but this particular “thing” is very important to the long-term growth capabilities of your business.
The Facebook Pixel is how you track events that happen off Facebook.
We are going to break down 3 important pieces in this post:
- The main purposes of the Facebook pixel
- How to install it correctly on your site
- How to test that it is indeed working on your website
So, buckle up buttercup, and let’s go for a ride!
The main purposes of a Facebook Pixel are:
- To track actions and conversions
- To optimize your current/future ads
- To create custom audiences for fun things like retargeting 😱
Compared to a standard tracking script, the pixel is slightly different. Different in the sense that it’s able to track users by their personal Facebook profiles which means that you’re able to follow or retarget across different devices (such as their laptops and mobile smartphones) provided the user is logged into their Facebook profile. This unlocked incredible opportunity when retargeting because users rarely purchase the first time they see an ad.
Let’s understand how the pixel looks and what the elements are before installing it
The Facebook Pixel is made up of 2 primary parts. The base pixel and the event tracking portion.
- The base pixel should look something like this:
The “PageView” event is the base event from Facebook. It basically sends data back to Facebook from your site that says “Hey, a person from Facebook viewed your page!” This is a good code to have. At the very least, you should have this running. This helps to “mature” the Facebook Pixel. We will dive in to that another time, but you need to start sending pixel traffic between your website and Facebook as early as you can.
- The event tracking portion should look something like this:
Now this is where we can have some fun. You can use some of the Facebook-supplied event tracking. They give you things like “Purchase”, etc. But what if you don’t have something for them to purchase yet? Maybe you’re trying to show off an awesome Facebook ads case study 😉. You can make up your own tracking. This is called a “custom conversion”. Here’s the important bits:
For the parts above in bold, you can make that say anything you want, we just suggest keeping it one word with no spaces or symbols.
Installing the Facebook Pixel
There’s essentially three ways to get a Facebook Pixel installed on your website! You can use one of their partner integrations for Shopify, WordPress or Squarespace. This is a good option to use if you have your website built on one of their supported platforms. You can also copy / paste the code yourself into your website code or you can email the instructions to your favorite website developer.
Head to the “Events Manager” tab on the top, left-hand side in your Facebook Business Manager.
If you have multiple pixels – select the pixel you would like to install.
Click “Set Up” (top right) and “Install Pixel” – you will be shown three main ways to install:
How to Check to See if the Facebook Pixel is Setup Correctly.
To check to see if the pixel has been installed correctly on your site, use the free Chrome plugin “Pixel Tool Helper” and download it to your browser. The plugin will glow green when it spots a pixel on any website.
Looking For More Help Setting Up a Facebook Pixel On Your Website?
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