How to Install & Check Your Facebook Pixel
An AdNerds Tutorial for Beginners
Have you ever made a search on the internet for a product, clicked through some websites to get a price comparison or find a style you liked, and then saw the same products or brands’ ads on your Facebook newsfeed later that day? Zuckeberg isn’t spying on you, at least not directly; those brands are just retargeting via the Facebook pixel.
We’ve discussed the importance of conversion tracking before, and it is just critical to success in social media marketing as it is in PPC. You need to know where your visitors are coming from so you can create more effective ads and spend your budget more efficiently. The Facebook Pixel is a powerful tool that can help you accomplish that goal, and it’s going to be the cornerstone of your success in Facebook advertising if you use it the right way.
What is the Facebook pixel?
It’s a snippet of code that you install within the head tags on every page of your site. When users engage with your website and your Facebook ads, Facebook drops cookies so that you have records of those visitors’ actions and can utilize that information in the future. Before you can optimize for conversions, you need to install the Facebook pixel properly (we’re about to show you how).
What can it do?
Jane is a college freshman who just moved to Seattle. She needs a new rain jacket, and so she starts shopping online. (You sell rain jackets, so this is good news for you, IF you have the Facebook pixel set up).
- Suppose she finds a blue one she likes on your site, and adds it to her cart, but then gets distracted by a friend’s phone call and doesn’t purchase it. The Facebook pixel lets you show her an ad for that exact blue rain jacket on her Facebook feed, increasing the likelihood that she’ll be motivated to purchase (retargeting).
- Seattle’s a rainy place, and there are probably a lot of other out-of-state college students that need rain jackets. The Facebook pixel gives you the option to target people with Facebook ads who have similar demographics and interests to Jane since she has already interacted on your site (lookalike audiences).
- If Jane added the rain jacket to her cart on her iphone, but ended up purchasing it on a desktop, the Facebook pixel tells you this so you can identify trends and adjust your efforts/budget to increase ROI (conversion tracking).
- If Jane visited your website two months ago, and hasn’t been back since, the Facebook pixel can let you know so you can show her an ad reminding her of your brand (custom audiences).
And that’s just a surface-level illustration of what the Facebook pixel can do… ultimately, the more data the Facebook pixel has to work with, the more it can show your ads to people who are most likely to take action or who are most likely to make high-value purchase (conversion optimization or value optimization).
You need it to be able to track other basic metrics like cost per lead or cost per conversion, also; like we said, it’s the cornerstone to your marketing strategy on social media.
How do I install it?
Step 1: In Events Manager, navigate to the top and select “Pixels”.
Step 2: Open the drop-down menu for “Set Up” and select “Install Pixel”.
Step 3: Choose how you want to set up the pixel
We’re going to show you how to do it yourself, but you can always email the instructions to one of your developers, or you can connect it to your Ecommerce platform without having to install code.
Step 4: Copy the provided code
Step 5: Paste it into the back end of your website
We use the DiviBuilder on WordPress, which makes it super easy to paste the code into the “< head >” section of the website.
Step 6: Click “Save Changes”
Don’t forget this step or you’ll have to redo steps 4 and 5!
How do I know that it worked?
Install the Facebook Pixel Helper (find it on the Chrome Plugin Store)
When you visit the page/site that you want to verify, the Pixel Helper will light up. You can click on it and it will give you the ID number, which you can check against the one in Events Manager. If everything matches, you’re good to go!
Have questions about anything in this tutorial or about how to use the Facebook Pixel once it’s installed? Empirical360 once used a Facebook campaign to drive over 800K in revenue for a client…and that’s just one of our success stories. We’re experts at social media marketing, and we know how to complement your social efforts with conversion tracking!
Shea Duncan - Author
Director of Content Marketing
Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!