Are you planning on advertising on Facebook? Do you want to create better ads that will help grow your business? Do you want unique advantages when you advertise on Facebook that you cannot find anywhere else? If you answered yes to any of those questions, then you have come to the right place. You must set up Facebook pixels if you are looking to truly maximize your advertising efforts. It is unmatched in all its benefits and is worth your time to get it set up. Stick around, and we’ll explain how to set up Facebook pixels and have you on your way to reaching your goals.
What is a Facebook Pixel?
You are not alone if you have never even heard of a Facebook pixel. However, you should get well acquainted as they will provide excellent value to your Facebook ads.
A Facebook pixel is a few lines of code from Facebook that you copy into the header section of your website. This code allows the pixel to receive information about the actions taken on your site to make your Facebook ads more relevant to your audience. The pixel has the unique power to help you monitor conversions from Facebook ads, optimize ads, build targeted audiences for future adverts, retarget people who have previously interacted with your website, and much more.
After advertising to people that have spent some time on your website, you can then use the Facebook pixel to track their behavior when they revisit the site. This tool is immensely useful because it helps you understand what advertisements are most effective and will give you a unique power to reach your target audience efficiently.
Why Facebook Pixels are a Necessity
The Facebook pixel provides you with the crucial information you need to improve your Facebook ads and better reach your target audience. When you allow the pixel to track the actions taken on your website after entering through a Facebook ad, you can create ads that are more likely to have the consumer make a conversion.
Facebook Pixels are a conducive way to ensure you are getting the necessary data you need to improve your Facebook ad conversion rate and ROI. Even if you are not using Facebook ads, you should still install Facebook pixels. That way, you already have critical data and will be well prepared when you do decide to build Facebook ads.
For example, the fashion brand Revolve created a Facebook ad campaign with the help of Facebook pixels. The campaign generated a 28% higher return on ad spend and 20% lower cost per acquisition. At this point, I know what you are thinking, so how do I set up Facebook pixels, and how do I do it now?
Walk Me Through the Process
While it may seem daunting at first, setting up your Facebook Pixels is actually reasonably simple. Let’s walk through it step by step.
Step One: Create Your Pixel
From your Facebook Events Manager, click the hamburger icon (≡) in the top left and choose Pixels.
Click the green Create a Pixel button.
Name your pixel, enter your website URL, and click Create.
Step Two: Add the Pixel Code to Your Website
There are a few different ways to add the pixel code to your website, depending on what website platform you are using.
Facebook has several partner integrations that make setting up your Facebook pixels a practically seamless process. If you use a website platform like Squarespace or a tag manager like Google Tag Manager, you can set up the Pixels without actually having to edit any of your website’s code. Check out all of their partner integrations here, and start setting up your pixels.
If you plan on working with a developer or having someone else edit your website’s code, Facebook makes it easy to pass on all the information they need with the click of a button. Just click Email Instructions to a Developer, and they will receive all the necessary information they need to install the pixel.
If neither of these previous options fits your situation, you will need to go ahead and insert the pixel code directly into your web pages. That may sound complicated, but the following instructions will show you how to do just that.
Click Manually Install the Code Yourself.
Copy the base code of the Pixel and paste it between the tags on each web page or in your website template to install it on your entire website.
Choose whether to use automatic advanced matching. This option will match your analyzed customer data from your website to Facebook profiles. This allows you to track conversions most accurately and create larger custom audiences.
Enter your website URL and click Send Test Traffic to test whether you have installed the code correctly.
Once you have confirmed that it is tracking activity correctly, click Continue.
Step Three: Select the Events You Would Like to Track
Select which standard events you’d like to track that would be meaningful to your business. For each event, you will want to choose whether to track an event on page load or track an event on online action. What’s the difference?
Track Event on Page: This tracks the actions that include when a customer goes to a new page.
Track Event on Inline Action: This tracks the actions that take place on the same page.
If you’d like to use Facebook pixel custom events, just head to Facebook Events Manager. Choose Custom Conversion and then click Create Custom Conversion and enter the necessary information using the URL rules.
Step Four: Install the Facebook Pixel Helper
A convenient and helpful way to ensure your pixels are tracking correctly is to install the Facebook Pixel Helper extension to your Google Chrome Browser. It is an intuitive troubleshooting tool that will confirm you have installed your Facebook pixels correctly.
Congratulations! You have successfully set up your Facebook Pixels. Now you are ready to reap all the benefits. If you do happen to still be a bit lost, here is a detailed video that should help you.
So Now What?
Now that you have created your Facebook Pixel in the Ads Manager, you are ready to start using the pixel for your next campaign with The Next Ad.
When creating your campaign with The Next Ad, go to the Goal Specific section, which can be found under Campaign Settings. This will hold all the Facebook Pixels that have been previously imported and allow you to import any other conversion pixels you created.
Simply select the pixels you would like to use for your campaign, choose the Event type, and click next.
There you have it! Not so bad, right?
What You Can Look Forward To
Now that you have set up your Facebook pixels, you will be creating better ads and seeing how it positively impacts your business. The Facebook pixel will, without a doubt, significantly improve your advertising. You are now able to:
Retarget audiences: Retargeting gives you the ability to remind your customers of products and services they may have seen while browsing your website but didn’t buy. It enables you to show your visitors relevant ads and bring them back onto your website.
Track conversions: When you add event tracking, you will be able to track conversions on your website resulting from your Facebook ad campaigns. Event tracking enables you to track page views, purchases, add to cart, leads, and complete registration.
Create new types of custom audiences: Facebook Pixel gives you the unique opportunity to create custom audiences that can be used for your ad campaigns. You can create custom audiences to target people based on things like how long they spent on your page, what they purchased, and much more.
Optimize your ads for conversions: Another great feature of Facebook Pixel is its ability to help you create conversion ads optimized for people who are expected to take a particular action on your website. Optimizing your ads is the most effective way to reach the most people who are likely to respond effectively to your Facebook ad campaigns.
Create lookalike audiences: Lookalike audiences have a track record of producing great success for Facebook ad campaigns. Lookalike audiences are powerful in their ability to give you access to new people who have not heard of your business before but are similar to your current customer base. It gives you the ability to continually grow and improve your customer base as you are frequently reaching new and likely customers.
Take Advantage of Your New Power Tool
The Facebook pixel is truly an immensely powerful tool that every business should take advantage of. You will learn how to most effectively engage your current audience, all the while finding new leads and growing your audience.
You now know all the quality benefits that are now at your fingertips with Facebook pixels. Now go ahead and get to creating your next campaign and growing your business with Facebook pixels.
Author: Alexandra Jaillet