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Facebook, owned by Meta, is a powerful advertising tool that bases its effectiveness on its famous Pixel.
If you plan to run any kind of advertising campaign on Facebook, the first task to prepare your website is to add the Facebook pixel code to your website and verify that it works correctly.
In this tutorial, I will guide you step by step to install the Facebook pixel on your website yourself.
But, first of all, the first thing you need to do is to create a business account on Facebook. If you don’t have it yet, find out how to do it here.
What is the Facebook pixel?
When you install Facebook Pixel on your website, you’ll be able to measure conversions, create custom audiences and optimize your Facebook and Instagram ad campaigns.
What is the Facebook Pixel for?
- To track conversions
- Add and manage items in your catalog
- Allows the creation of customized audiences and the like
- To optimize Facebook Ads for conversions
- Gives you access to more Facebook Ads tools and metrics.
How to create the Facebook pixel
Before we go any further, the first thing to note is that you need to have a business account created in Facebook Business Manager, better known as the Business Manager.
If you don’t have a Facebook business account yet, check out this article to find out how to do it.
Log in to your Facebook account and access the Ads Manager.
Click on the hamburger menu (top left) and select “Business Settings”.
Look for the “Data Sources” option and when the drop-down menu appears click on “Pixels”.
You will see the “Add” button highlighted in blue, click on it and a pop up will open where you can give a name to your new pixel.
Then select the option “Configure Pixel”.
In the next step you can choose how to add the pixel to your website, automatically through one of the integrations (Shopify, Woocommerce, Prestashop…). In this tutorial we are going to select the option “Add the pixel code manually to the website”.
You can then copy the code of the pixel to paste it into your site, between the tags…..
Once you have entered the facebook pixel code in the head of your website, go back to the facebook admin and follow the steps to configure the most relevant events you want to measure on your website.
Verify the installation of the Facebook Pixel
The best way to verify the correct installation of the pixel on your website is to use the Google Chrome plug-in “Facebook Pixel Helper”.
What are Facebook pixel events?
The Facebook pixel tracks users’ activities on your site. Facebook Pixel events are those activities that have been marked as important in some way, for example, a registration or a purchase.
These events can be reported to your Facebook ad campaigns as KPIs, or they can be used to define target audiences for your ads.
Types of Facebook Pixel Events
There are standard events and customized events.
The 9 most common standard events that we can find are these:
- See content
- Search on the website
- Add to cart
- Add to wish list
- Initiate payment
- Add payment information
- Generate leads
- Complete registration
If an activity on your site is not included in one of the standard events above, you can mark it as a custom event with the event name of your choice (e.g., “Appointment Booking”).
For simplicity, I generally recommend that you avoid custom events and instead try to use one of the standard events.
Also, unlike standard events, with custom events you can’t track and optimize your Facebook ad spend.
Check here the official facebook guide to set up events.
If you want to increase the customers of your business or online store, Facebook and Instagram are excellent channels to attract new customers. It is very important to know in as much detail as possible how your website visitors behave. The more you know about the people who are curious about your brand and decide to take action on your website, the better you will be able to define the content of your next ads and generate more sales!
In order to use the pixel, you must already have a website. If you still don’t have a website or online store and need to boost your online presence, NB Online can create your website from scratch and make all the necessary connections to grow your sales.