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No it’s not related at all to the smartphone made by Google – Google Pixel.

Facebook Pixel, What Is It?

The Facebook Pixel is a piece of Javascript code that can install in your website’s code. Don’t worry it’s not as complex as it sounds. The pixel allows you to track every page view on your website by a Facebook user.

This allows you to:

(i) Track specific page visits actions and conversions on your website.

(ii) Build custom audience lists based on these visits to run campaigns retargeting users of your website.

Why is the Facebook Pixel important?

Tracking conversions allows you to measure the performance of each and every Facebook campaign, ad set and ad you are running by the website actions that matter to you. Without installing the Pixel you won’t know if your marketing campaigns are successful and Facebook’s machine learning won’t be able to track what’s going on to help you get better results.

As the Pixel gathers data on every action on your website which helps Facebook find people that are willing to take the desired result from running Facebook ads whether that’s someone filling out a lead form or reading your blog.

You’ll be able to review the analytics in Facebook Ads Manager and dive into your data to understand how, who and where your conversions are coming from this can be broken down into demographics such as age, gender and interests so help you focus your marketing spend on the areas that are giving you the best return.

How does the Facebook Pixel work?

The Javascript code is installed into every page of your website. When a user loads a page on your website and a new URL loads, the Pixel is fired and a visit to that page registered by Facebook. In addition the Facebook Pixel also allows you to track specific actions using events that users take on a webpage—such as when a lead is generated.

How to install the Facebook Pixel

Create the Pixel 

Login into Facebook Ads Manager. This is will be much easier to do if you are on a laptop or desktop. Click on the “Pixels” option underneath the drop down menu in the top left corner of the screen.

Hit the blue “Add Data Source” button on the setup screen, select “Facebook Pixel” . Enter a name for your Pixel in the pop up box and click “Create Pixel”.

Success. Your Pixel has now been created, now you need to install it to your website  Click “Install Pixel Now” to add it to your website.

Installing the Pixel

On the next screen select “Manually Install the Code Yourself”. You’ll see a screen that looks something like the screenshot below. This is the Pixel Code you need to install on your website to track users that visit your website.

The easiest way to install the Facebook Pixel on your website is to use Google Tag Manager. That way you only have to install one piece of code to your website. Alternatively you’ll have to directly add the HTML files to your website, you may need your web designer or web developer to help you with this.

This Pixel code needs to be installed in the header of your website between the HTML <head></head> tags on every page of your website.

If you have a WordPress website you have the option to use plugins to add codes to your header section of your website we use the plugin:  SOGO Add Script to Individual Pages Header Footer.

However this code will only track page views, we want also track conversions on your website.

Setting Up Conversion Tracking

There are two ways to track conversions with your Facebook Pixel: Standard Events and Custom Conversions.

Custom Conversions are easier to set up and require less tinkering around with your websiite as you only need to install the Base Code and you’re done.  But we’ll be showing you both ways.

Using Standard Events

Standard Events is the standard list of website events and conversions that Facebook has created. They are additional snippets of code you can add to specific pages to your website that fire when an event takes place.

There are two types of standard events you can install: Inline Action and On Page Load.

Inline Action

Inline action events fire when a specific event you want to track happen on the same page.

For example if someone fills out a contact form, but this doesn’t send them to a new web page such as a thank you page (and they stay on the same page and don’t load a new URL) you can record this action by using the InLine Action that fires when someone completes the form and you could track this event as a “Lead” or “Complete Registration”

On Page Load

On page load events fire when as the name suggest a user loads a page. Therefore these are great to use if someone is taken to a certain page when triggering an event. For example, if a prospects fills out a form to give their name and email they can be directed to a thank you page with the “Lead” event on the thank you page. Each time the thank you page is loaded would equal a new lead.

Using Custom Conversions

Custom Conversions are easier to use as it allows you to track conversions based on when a new page is loaded on your website. It works very similarly to the On Page Load event without having to manually install the small snippet of code on each page.

To use custom conversions you only need to install the Base Pixel Code to your website, there are no additional tinkering with code required as all the rules are set up from without Facebook Ads Manager.

To create Custom Conversions go back to your Facebook Ads Manager and open the menu. Click on the “Custom Conversions” menu item underneath the Measure & Report tab.

Hit the “Create Custom Conversions” button on the right that should be either blue or green. Enter the website URL that a user will visit to complete the conversion such as the URL of the thank you. Then choose a Standard Event that most closely matches the event.

In this example we are tracking leads that download a lead magnet from WhyyMedia so we will using the event “Lead”

Once you’re happy with everything hit the “Create” button.

Checking and Testing Your Pixel

Once you have installed your pixel and add your relevant events you now need to make sure the pixel is installed correctly.

If you installed the code directly to the header or html file and you are using Chrome as a browser you can right on the page and click “View Source”. Use the find tool and search “Pixel” and it should be showing in the source files.

Alternatively you can use a plugin called “Facebook Pixel Helper” this will check for your Pixel even if you used the Google Tag Manager to install your Pixel.

If it is installed correctly you should see the Pixel Helper plugin show up blue like the screenshot below:

Using the Facebook Pixel

The Pixel you installed will now start to track all traffic that comes to your website. If you’re running Facebook Ads it will automatically assign any traffic to your campaigns.

In Facebook Ads you’ll be able to create different audiences to target based on the Conversions you set up to be able to tailor your marketing to different audiences.