How to use Facebook Pixels

How To Use Facebook Pixels to Create a Better Ad on Facebook

Most advertisers still can’t boast about any major success using Facebook to advertise their businesses.

Your Facebook ads may fail not only because you don’t know how to use Facebook pixels but also because you don’t know their benefits.

Facebook is one of the giant social media platforms with over 2.23 billion users all over the world.

Apart from the benefits you get using social media, Facebook alone has a great number of benefits that you can explore to strengthen your connections with potential customers online.

This is possible for web owners with the use of Facebook advertising pixels.

Of course, if you want to get the most out of your ads on Facebook, the Facebook pixel is a must-tool for you.

You don’t have to advertise with Facebook before you can use the pixels.

Having the Facebook pixels setup on your site can help you start collecting relevant data about your audience and make your website fully ready before launching your first Facebook ad.

So, it won’t be a bad idea showing you what the Facebook advertising pixel is and how to set it up on your website to create a better Facebook ad.

The Facebook pixel is not the only marketing or advertising tool on Facebook. There are others with different purposes.

If you want to boost traffic, leads and conversion with your ads, installing the Facebook pixel on your website will help you generate precise data with which you can target your audience and get a better ad result.

What is the Facebook advertising pixel?

The Facebook pixel is a few lines of codes, which can be inserted into your website to send data about your audience to Facebook and improve your ad performance.

Just like Google Analytics, which shows you data about your web visitors and how the audience engages with your website, so is the Facebook advertising pixel.

When you install the Facebook pixel on your website and create a Facebook ad, the tool collects data that can help you track conversions, reach more target audience and retarget your potential customers.

In this manner, the Facebook pixel helps you to understand user impressions on your ads, and also the actions people take when they visit your website.

How does the Facebook pixel work?

How does the Facebook pixel work

Once you place the Facebook pixel code in the header of your website, Facebook will understand better how your audiences convert on your website and provide data that can be used to optimize your ad conversion.

A conversion does not necessarily mean but includes “close of sales” among other engagement activities an audience performs on a site.

However, Facebook calls actions that people take on your website “events”.

Depending on your objective, events include viewing content such as an article or product catalog, filling a form, adding a product to a shopping cart on your website and so on.

Let us say when people visit your site and make a purchase, the action will trigger the Facebook pixel and data about their action will be recorded so you can use it to target users with similar behavior, device, location and so on.

The Facebook pixel does not work for those who have successfully taken a certain action on your website alone. It can also be used to remarket to users who landed on your site and bounced back.

Some users may leave your site before or after completing a transaction. That does not mean their interest in your business ends there.

Imagine someone canceling his order after adding a product to his cart on your ecommerce site, there are many possible reasons for that action. Even the one that purchased something wouldn’t mind returning to your site if something prompts him.

The pixel makes it possible to reach your potential customers across multiple platforms. If the customers don’t lose sight of your brand, the relationship will continue.

I can remember searching for “high quality men shoes” on Google sometime ago and one of the search results led me to Jumia.

After adding some shoes to my shopping cart, I left the site somehow without checking out and it completely escaped my mind to return.

How to use Facebook pixels

I noticed that when I logged in to Facebook some few days later, I started seeing Jumia’s ads. What surprised me most was how the ad contained the shoes that I added to my shopping cart earlier.

That reminded me of my wish to buy the shoe. Immediately I clicked the ad and returned to the site, I placed my order and got the shoe.

Remarketing the product to me would have been a lot of work for Jumia. With the Facebook pixel, all it takes is just to install the pixel code on your site and optimize your ad. Faceboook will take care of the rest.

My interest in the shoe manifested as I added it to my cart. After leaving the site, the Facebook pixel tracked my actions and helped the brand to discover me and also remarketed the exact product to me on Facebook.

Before giving up on your potential customers, you need to retarget them. You can make them return to your website to complete a certain action using a common event. It is possible your prospects will convert during their second visit to your site.

Meanwhile, remarketing would have been almost impossible if there is no multiplatform tool like the Facebook pixel to track your customers across the web.

The Facebook pixel uses all data it collects about each person that visits your site to understand your potential customers and do better at displaying your ads to them when they are on Facebook.

Whatever data the Facebook pixel collects about your audiences, however, can be used for effective retargeting. With the data, you can equally discover which of your products is of high interest and advertise the product to the right audience.

How to use the Facebook pixel

After successfully installing the Facebook pixel on your website, the following are the major ways to use the tool with your ads and boost your ROI.

Target custom audiences

Custom audiences are groups of users categorized by common actions, factors or behaviors. To create custom audiences, you may consider parameters such as:

  • Audiences based on location: People who visited your website within a geographical location.
  • Audiences based on date and time: People who visited your website within a specific period of time, say your traffic or audiences in the last 24 hours.
  • Audiences based on specific webpage: People who visited your website via a specific page or landing page.
  • Audiences based on age: People who visited your website and within a certain age bracket.
  • Audiences based on interests: People who visited your website and share common interests.

Once the pixel is installed on your website, the data is there to optimize your ads.

Create new audience for your Facebook ads

In the course of setting up your Facebook ad, you will reach a stage where you need to set your custom audience, what is required of you is to select the parameter that best suits the group of audiences you wish to target.

The strategy is to ensure your ad reaches the exact groups of people who the ad is meant for and convert people with the potential of buying what you sell on your website.

You can equally use the strategy to create lookalike audiences or exclude specific people from seeing your ads so you don’t waste your ad budget on those who might have already converted or don’t have interest in your business.

Create custom conversions

If you have been using Facebook ads without the pixel, you will only be able to track link conversions.

Meanwhile, the Facebook pixel can also be used to track conversions.

This will enable you to track purchases of some sets of products or certain actions taken on your website.

Assuming you want to know the quantity of products sold within a price range, say purchases of smartphones sold below $50, you can set a rule by filtering all the purchases done so far.

Custom conversions work just the way custom audiences track groups of users with common behaviors. The difference is that the former tracks actions, while the latter tracks the audiences.

To create a custom conversion, you need a custom completion page.

A custom completion page is the type of a web page that pops up when you complete an action on a site.

If you don’t forget, a conversion is the completion of an action that transforms an audience from one stage to the other through a funnel. It may be from an audience to a subscriber, visitor to customer etc.

How to use Facebook pixels for custom conversions

Examples of custom completion pages are:

  • Thank you for ordering
  • Thank you for downloading
  • Thank you for signing up
  • Thank you for your comment

When you place such a page on your site and set it to pop after an audience completes an action, the pixel will track the audience specially as the page is not like other normal pages on your site.

Before anyone can see your “thank you page”, he must have already converted – clicked your Facebook ads, landed on your product page and purchased a product.

To create Custom Conversions, login to Facebook business suite. On your dashboard, find and click Events Manager > Custom Conversions.

How to use Facebook pixels

NB. You need data source to create custom conversions, which means you need to have an active ad with which you can source for data.

You can choose a category for your custom conversion and add the unit price of the product you intend to track its conversions.

The categories of custom conversions available on Facebook including:

  • Add Payment Info
  • Add To Cart
  • Add To Wishlist
  • Complete Registration
  • Initiate Checkout
  • Lead
  • Purchase
  • Search
  • View Content

You may use Facebook ads without creating a custom conversion. But once it’s set, it will help you to track all your ads.

The essence of this strategy is to know if you are making profit on your ad campaign.

Let’s say the product costs $10 and you spend $15 to advertise each product sold, that implies that the ad is not profitable. For this reason, it’s important for you to optimize your ad campaigns so the cost of your ad can be as low as possible.

Track events on your website

The Facebook pixel can be used to gather data on events that take place on your website. With this feature, you will be able to create ads that target those who have already shown interest in your business and boost your conversion rates.

You may ask, what is an event?

An event with regard to Facebook pixel setup is a website-based action which someone performs when he visits your site, such as purchasing or opting for a newsletter, depending on your objective.

Meanwhile, there are two types of events that you can track with Facebook pixel on your website.

  • Standard events; and
  • Custom events

Whatever action someone performs on your site falls under either of the two event types.

Facebook pixel standard events

Facebook pixel standard events are the predefined user actions existing across the entire Facebook ad network to retarget those who have visited your website and somehow developed interest in either your product or service before.

There are 17 predefined standard events you can track on your website. Each of these events comes with a codes to be copied and pasted on website.

  • Lead: When someone fills a form or signs up for a trial of your product or service. 
  • Purchase: When someone has successfully purchased on your website. 
  • Complete Registration: When someone fills a registration form on your website, perhaps, a subscription form. 
  • Add Payment Info:  When someone adds their payment details, to make a purchase.
  • Add to cart: When a customer adds a product to a shopping cart on your website. 
  • Add to wishlist: when a customer adds a particular product to the wishlist on your website. 
  • Initiate Checkout: When a customer begins the process of purchasing something on your website. 
  • Search: This is when customers search for something on your website. 
  • View content:  This is when a customer lands from Facebook to a particular page on your website. 
  • Contact: This is when someone wants to communicate with an official of your business or organization. 
  • Customize product:  This is when a user wants some customized product, such as a specific color of some product. 
  • Donate: This when customers donate to the growth of your business. 
  • Location: This is when someone wants detailed information about the physical location of your business.
  • Schedule: This is when someone has an appointment to meet you or representative of your business. 
  • Start trial: This is when someone wants a trial of your product or service before paying. 
  • Submit application: This is when a user applies for your service or product. 
  • Subscribe: When a customer wants a product or service by subscribing to it.

The image below shows a few of the Facebook pixel standard events and what their codes look like.

How to set up Facebook pixel on website

All you have to do is to copy and paste the code of any event you want to track on your website.

Nevertheless, the predefined standard events are not limited to the list above.

You can track more events by making use of parameters, which are extra bits of code that let you provide more information about a standard event, such as:

  • Product ID or content types 
  • The value of a conversion 
  • Basket contents 
  • Currency

As the case may be, you may decide not to use the Facebook pixel to track the record of all views on your website, rather for a specific category only.

Let us say you want to retarget people who have visited your website with an interest in your product, you can select events such as: View Content, Add to Cart and Purchase. And then copy and paste the code of each event on your website for actualization.

Facebook pixel custom events

The custom events are the possible events that you can track on your website but which are not standard events. They can be used to collect more data about an event than what Facebook pixel standard events can provide.

Custom events are not like custom conversions, which are tied to a custom completion page like a “thank you” page. To use them, you only need to add an additional snippet of code to the page you want to track.

Run dynamic ads

Another thing you can use the Facebook pixel for is to run dynamic ads. In case you run an ecommerce website, dynamic ads can help you display products from your catalog based on your target audience.

Facebook refers to dynamic ads as catalog sales. So, while you are creating a new campaign, you will see Catalog Sales as part of the objectives.

how to use Facebook pixels

Assuming you have multiple products, it is unwise to create a campaign for each of the products.

With this type of ad, Facebook will use the interest of the audience to determine which product the ad will fetch from your website and display to the audience.

Let’s say you sell both Toyota and Lexus cars and over time I have shown interest in Toyota products. Then the ad which Facebook will display to me will definitely contain Toyota cars.

This is to make sure your ad displays the right product to the right audience.

And without the use of Facebook pixel, it would be hard to track the users and get accurate information to determine their interest or behavior both on Facebook and your website.

Optimize conversions

Optimizing your ads for conversions may not be possible without using standard events and custom conversions on your website.

Although you can optimize your ad to boost your traffic, click through rate (CTR) or video views, which are not sales conversions.

While it is important to use the pixel to boost sales conversions, Facebook can determine the objective of every website that has the pixel and collect information about the interest of the audience and target those who have the potential to convert.

How to install Facebook pixel on website

Now that you have a better understanding of what Facebook pixel is, how it works, and how to use it, it is now important to know how to set up Facebook pixel on your website.

You don’t need to install the Facebook pixel on each page of your website, that will be tiresome. The approach you are about to learn will show you how to create and place the pixel on your index page so it can trigger on any page that someone visits on your website.

Create your pixel 

Login to your Facebook Business Manager account or read how to use Facebook Business Manager to learn how to open an account if you don’t have one yet.

After logging in to your Business Manager account, point your cursor to the dashboard icons at the left hand side of the page to expand and unhide the dashboard if its items are not showing.

Click on the menu icon on the top right of the page sidebar and locate Events Manager among the list of menu that pop up on the next page.

How to set up Facebook pixel on website

Click Connect Data Sources to open the tab, then click Data Sources.

Facebook pixels set up

Select Web as your data source and click Connect to get started.

Select a connection method which is Facebook Pixel and then click Connect.

how to set up facebook pixel on website

A summary of how Facebook pixel works will display. This is a repetition of what we have discussed earlier in this guide. You can read it or click Continue to proceed.

Then Connect Website Activity Using Facebook Pixel.

You will be required to name your pixel and check your website for easy set up options.

Ad Pixel Details

To do this, give your pixel a name and enter your website URL, then press Next.

Add Facebook pixel to your website

Facebook provides three ways for adding Facebook pixel to a website namely:

  1. Manually add pixel code to website
  2. Use a partner integration
  3. Email instructions
Ways of Installing Facebook Pixel to a website

You can choose any of the methods above as it is convenient for you.

Manually adding pixel code to website

The best practice to manually install Facebook pixel on a website is to place the pixel code in the global header of a website. While the pixel fires on each page of the site using this method, you have to be careful not mess up with your header code as any error made here can technically damage your website.

For a WordPress website, login to your WordPress admin account dashboard. Go to Appearance > Theme Editor. Select your current theme to edit and click header.php.

Place your pixel code in-between <head></head> section of the file and then click save to effect the change.

Use a partner integration

You can connect your site to Facebook using a partner integration such as Drupal, Joomla, HubSpot, Shopify and so on or request a new partner if yours is not on the list.

By default, WordPress will be suggested to you. This actually means you can install the code automatically by connecting your WordPress account to Facebook.

If you wish to connect your WordPress account to Facebook, the following are the steps to set up Facebook pixel on a WordPress website.

  1. Open a new tab in your browser to launch and login to your WordPress admin.
  2. Go to Plugins and click Add New.
  3. Search “Facebook for WordPress” plugin, install and activate the plugin on your website.
  4. Select Settings on your WordPress admin dashboard and choose Facebook from the dropdown menu.
  5. Click Get Started and follow the instructions. You will be prompted to connect your Facebook Business account.
  6. Choose your account, follow all instructions and click done when all is set.
  7. Verify your pixel is working perfectly.

Email instructions

By selecting this method, it means you want a developer to help you install the Facebook pixel on your website on your behalf.

This requires the email address of the developer handling the maintenance of your website so Facebook can send relevant information to him regarding your Facebook pixel set up code.

Confirm your Facebook Pixel is working perfectly 

Regardless of the fact that you have confirmed the pixel code was correctly installed, it’s of high necessity to confirm it’s also tracking properly. 

How do you do this?

Open your Google Chrome browser and install the Facebook pixel extension on your browser. However, note that this feature is only available on the chrome browser.

After installing the pixel extension, go back to your website where you have installed the pixel.

If the pixel is correctly installed, the Facebook extension on your browser will automatically turn blue, also, a pop-up will come up, showing you how many pixels are on the page.

If the pixel isn’t working properly, the extension will indicate and provide you with the necessary details, on how to fix the errors.

Add pixel notice to your website

Not to violate Facebook terms and conditions, and also some advertising media such as Google AdSense, you need to make it known to your website visitors that you are collecting their data. 

For this purpose, you need to place a disclaimer notice on your website, letting the visitors know you have a Facebook pixel on your site, which collects data about their activities.

How to get the privacy policy? 

TermsFeed has a tool to help you generate a privacy policy, which makes it easier for you to create a pixel notice for your visitors on your website.

To do this, just follow these simple steps.

Go to TermsFeed privacy generator, and you will be provided with two options either to generate the policy for a website or an App.

Privacy Policy Generator

Select for website, click NEXT STEP and follow the instructions you are prompted to proceed.

Note that information about your website and business practices will be required to generate your privacy policy with TermsFeed.

In conclusion

Facebook pixel is a must-have tool for you as a website owner, digital marketer or advertiser. As stated earlier, it is important for you to know how to use Facebook pixels.

While Facebook pixel has a lot of benefits, it has no negative effect such as slowing down a website. Rather it will lead to a high conversion rate of your website if you know how to set up Facebook pixel on website.

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