A must for re-marketing, lookalikes and making the most of Facebook data
The Facebook Pixel is an incredibly useful analytics tool which measures the events (actions) taken by people engaging with your business, allowing you to analyse their behaviour to see how well your ads are performing. Not only does it allow you to look back at past ad performance, but it can be used to shape new audiences such as lookalikes, and to drive more sales.
Keep reading to learn how to set up a Pixel, track customer events and check that your Pixel is working. All you need to start is a website for your business and to be able to update your website’s code.
Installing your Facebook Pixel
You can create a Pixel by going to the Pixels tab in Ads Manager, and clicking “Create Pixel”.
This will generate a piece of code that you need to enter into the header of each page of your website. There are multiple ways you can do this
1. If you manage your own website, paste the entire Pixel code into the header of each website page, at the bottom of the header section, just above the closing head tag.
The next step, if you’ve put the Pixel code onto your website yourself, is to test it is working.
Click “Send Test Traffic”. If your status says “Active”, your base code has been installed correctly. Bare in mind it may take several minutes to update.
2. If someone else makes changes to your website select the “Email instructions to a developer option when installing your Pixel code, and send the code to your developer’s email address.
3. If your site uses a tag manager or is hosted on a website platform, check out Facebook business to learn more, including setting up your Pixel.
How to track events
Once you’ve placed the base code onto your website (as above), you can start tracking the events that matter to your business. To track these, you need to install more code onto your website so that Facebook can recognise when someone has taken the desired action.
Tracking events is extremely useful as it allows Facebook to show you people who are likely to take a certain action, or show you audiences of people that have triggered an event.
Here are some examples of the types of actions you can track (there are many more than the ones listed):
- Visits to a specific page
- Added items to a shopping cart
- Subscribing to mailing lists
- Add to wish list
- Making purchases
If you pick up where you left off when installing the base code, you should have your Pixel open and be at the part where you are provided with your base code. From here, choose to “Continue”, and then toggle on the events you would like to track.
For each event you can set parameters to generate the code you need. In this example, we have decided to install a Pixel for purchases with a conversion value of £10.
At this point, you are given to options to track your event on:
Track Event on Page Load is the option to choose if you are tracking an action which involves someone landing on a certain page. For example, a confirmation page after completing a purchase. The code generated from this must be pasted just below the closing header section of the page.
Track Event on Inline Action should be used if the action you are tracking requires a person to click on something (such as a wish list or Add-to-Cart button). The code generated from this must be pasted between script tags next to the action you want to take (e.g. a button).
Paste the Event Code into your website. Remember, you can repeat these steps to record multiple events.
The above explains how to set-up standard event tracking. For information on custom events, you can visit Facebook’s developers site.
Check that your Pixel is working
The most efficient way to check if your Pixel is working is to use the Chrome Pixel Helper plug-in – this allows you to see if a Pixel is installed on a website, check it for errors, and interpret the data coming from it. To use this, you need to have Chrome installed as a browser.
To install the Pixel Helper, download it from the Chrome App store and add it as an extension.
Once the installation is complete, you should receive a notification and a small icon will show in your address bar.
To check if your Pixel is working, click the Pixel Helper icon in the address bar. Next, check the popup to see if any Pixels were found on the page, and whether they have been set up successfully.
If the Pixel Helper finds a Pixel on your site and there are no errors, you’re ready to start creating ads and tracking events with your Pixel.
If you have issues with your Pixel, visit Facebook’s FAQ centre to learn more about troubleshooting.