What is Facebook Pixel?
This can be a little bit complex if you are not familiar with developers’ tools or digital marketing. That is why in the following article we will explain what the Facebook pixel is.
The Facebook pixel is a statistical analysis tool that measures, optimizes and manages the events of your advertising campaigns on the Facebook platform.
How can we create a Facebook pixel?
First, what we need to do is to go to the Pixels tab in the Ad Manager. Then, click on Create Pixel and then assign a name to the pixel. Keep in mind that you can only have one pixel per advertising account. Once this is done, you must choose a name that represents your business.
Check the box to accept the conditions. If you manage several websites, know that you can create up to 10 pixels in your Business Manager. You can filter the data by domain name. Once configured, you must install the pixel code on your website – this is the stage that scares most users.
How can I install the Facebook pixel?
To install the pixel on your site, Facebook offers 3 clear options: the first option is to use an integration or a tag manager like Google Tag Manager.
In case you are using Wix, Squarespace, Shopify, Magento, WooCommerce or BigCommerce, just follow the instructions given by Facebook. By clicking on the CMS that interests you, Facebook will give you the installation procedure of the Facebook pixel to follow for that CMS.
The second option is to install the code manually. That is, copy and paste the code in the main tags of the pages of your website to be able to effectively track each of them with the Facebook pixel.
If you do not use any of the mentioned CMS or use a homemade CMS, you can also send the instructions by email to a developer.
If you use WordPress, we will tell you how the installation will be there without even having to touch the code, but why show you the installation in WordPress?
WordPress is the CMS most used by websites worldwide. In fact, more than 25% of websites work with WordPress. Therefore, there is a possibility of one in four that your website works with WordPress.
Simply download and install the Pixel Caffeine plugin. Once you have set your pixel ID, you will install it on every page of your site with just one click.
If, on the other hand, you don’t want to use this plugin and install your code manually, you can use the installation guide that Facebook offers for WordPress.
Make sure your Facebook pixel is installed correctly by checking if it works. In Pixel Caffeine, you can directly see if your pixel is installed correctly, although you can also install the Facebook Pixel Helper extension in Google Chrome, which we recommend doing.
This is a Facebook extension that allows you to see on any site, including yours, if a Facebook pixel is installed.
Once the extension is installed, you will see in your browser at the top right the small icon of the extension – click on it and the extension will tell you if your pixel is working.
In addition to validating that your pixel is working correctly, it also helps you solve any problem you have with your Facebook pixel.
How to install conversion tracking?
As we have commented, Facebook allows you to follow a specific event, such as a purchase, an add to the cart or a registration.
There are 2 ways to track conversions with your Facebook pixel and one is more complicated than the other. This step is essential and is also the most technical, so read the following carefully. Let’s start with the most complex method.
Standard events: The first way is to use standard events directly on Facebook. When using standard events, you must change the code on the pages for which you want to follow a specific conversion. Standard events are very useful if you have an e-commerce site, because you can:
– Follow people who put items in your cart.
– Follow people who have added items to your wish list.
Keep track of people who begin the payment process, but do not finish it. If you have installed the Pixel Caffeine plugin, you can configure standard events from the plugin without having to modify the code.
Just click on the event you choose, for example, Full Registration and choose the URL of the page that indicates that this event has occurred. If you have not installed the Pixel Caffeine plugin, you must change the code of the page that corresponds to the conversion and add the additional code that will define the event on your page.
For example, if I would like to track purchases on my website, I must select an event of my choice – the purchase – to configure it and add the additional code to my existing code on the thank you page. The procedure is a bit complicated, so avoid doing it if you don’t think you’re able to.
What are the types of conversions we will find?
Custom conversions: The second and simplest of the two ways is to create custom conversions. These are where you define the conversion you want to follow, without being limited to the 9 standard Facebook events, so you can create up to 40 custom conversions and do not need to change the code of your Facebook pixel.
In fact, it allows you to juggle with the URLs of your website to track conversions on your site without having to touch the code.
To create a custom conversion, go to Ad Manager, then click Custom Conversions in the Measurement and reports section and then click Create a custom conversion.
In URL, place the second part of the URL of the page that means a conversion for you, for example www.xxxxxxxx.com/ my-thank-page, being this a thank you page is the one that will indicate that you have An event occurred, this event being the inscription to a newsletter or advertising.
You must give your conversion a name. This should be clear to you and your team, although you can always change it later. In category, choose the event that suits your page. You can choose between purchase, add to cart, view content, among others.
You can also assign a monetary value to your custom conversion; this is very useful if your custom conversion is a purchase. In your Facebook reports, you can see the number of conversions, as well as your monetary values.