What’s the point of running a marketing campaign if you don't know who’s interacting with it? Luckily, you can get all the information you need with the Facebook Pixel, which is easy to use and install. 

Don't have time to read the article? Don't worry; I have you covered. You can watch the short video I made on this topic here: 

What is the Facebook Pixel?

The Facebook pixel is an analytics tool that helps optimize your Facebook ad campaigns by monitoring the actions people take on your website via a little piece of code that's been embedded into your website. It also helps you improve your Facebook ad retargeting so you can remarket your product or service to people who have already visited a specific page or taken a desired action on your website.

The Facebook pixel helps you understand what type of impact your ads have by understanding what your target audience does after seeing them. Ideally, this will allow you to expand your ad reach to people who are more likely to take meaningful action, like buying your product or service. 

How to Set Up the Facebook Pixel

First and foremost, ensure you have access to your client’s Facebook page. You won’t be able to do anything if you don’t have access. 

1. Go to Events Manager.
2. Click the green plus button to Connect data sources and select Web.
3. Select Facebook Pixel and click Connect.
4. Add your Pixel name.
5. Enter your website URL to check for easy setup options.
6. Click Continue.

How to Install the Facebook Pixel on Your Website

Once you’ve created your pixel, you’ll need to put the code on your website. According to Facebook, there are three ways to do this:  

• Manually add the code to your website
• Use a partner integration
• Email instructions

Here’s how you can install the pixel in each way that Facebook outlines: 

Manually Add the Code

This may seem daunting for most people, but it is pretty easy as the code is written for you, and all you have to do is place the code in the right spot. 

Here’s how you do it:

1. Go to Events Manager.
2. Click the Data sources icon on the left side of the page.
3. Select the Meta Pixel you want to set up.
4. Click Continue pixel setup.
5. Select Facebook Pixel and click Connect.
6. Select Install code manually.
7. Copy the pixel base code.
8. Find the header of your website or locate the header template in your CMS or web platform.
9. Paste the base code at the bottom of the header section, just above the closing head tag.
10. Click Continue.
11. Optional: Toggle on Automatic advanced matching and verify the customer information you want to send.
12. Click Continue.
13. Add events using the event setup tool or manually adding code to your website.

Partner Integration

Facebook typically has partnerships with most major website builders on the web, such as WordPress, Wix, Squarespace, etc., which means that you’ll get tailored information from your web host on how to set up the pixel on your website. 

Here’s how you do it:

1. Go to Events Manager.
2. Click the Data sources icon on the left side of the page.
3. Select the pixel you want to set up.
4. Click Continue pixel setup.
5. Click Use a partner.
6. Select a partner from the list.
7. Follow the onscreen setup instructions.

Email Instructions

This option is best for business owners that have outsourced their website needs to someone else. Of course, you can always ask your tech guru to follow the steps outlined below to install the pixel on your website: 

1. Go to Events Manager.
2. Click the Data sources tab on the left side of the page.
3. Select the Facebook Pixel you want to set up.
4. Click Continue pixel setup.
5. Click Email Instructions.
6. Enter the recipient’s email address.
7. Click Send at the bottom of the page.

What are Events, and Why Do You Need Them?

After you’ve added the pixel code to your website, you should set up some events to measure your customers' actions, such as making a purchase. You can do this by manually installing the code or using the point-and-click event setup tool, which can be applied to your whole website. 

Don’t forget to ensure that your pixel is working correctly!

The Meta pixel can track events on 17 different events, and here are some of the big ones that you may want to use:

• Purchase: Someone completes a purchase on your website.
• Lead: Someone signs up for a trial or identifies themselves as a lead on your site.
• Add to cart: Someone adds a product to their shopping cart on your site.
• View content: Someone lands on a specific page on your website.
• Contact: Someone contacts your business.
• Schedule: Someone books an appointment at your business.
• Start trial: Someone signs up for a free trial of your product.
• Submit application: Someone applies for your product, service, or program, such as a credit card.
• Subscribe: Someone subscribes to a paid product or service.

Of course, this isn't a complete list of events you can track on your website. For the full list, visit this handy pixel events guide from Facebook. 

In Summary

Tracking who comes to your website and what they do is an invaluable tool for your business marketing. The Facebook Pixel lets you get the most out of your social media advertising budget, enabling you to measure, optimize, and build highly-targeted audiences for your ad campaigns. This will lead to more conversions, revenue, and ROI for your business and sets you apart from your competition. 

Need some help setting up the pixel or tracking your ads online? Book a call with me so we can troubleshoot any challenges you face. I'd love to help you out in any way that I can!