If you are working hard to grow your Facebook page and using the social platform to advertise, you must use the Facebook Pixel! It allows you to see the effectiveness of traffic driven to your website from the social network, as well as create events for conversion goals such as checkouts, signups and more.
What does the Facebook Pixel actually do?
The pixel is a short piece of code, similar to code you may have seen for Google Analytics, that fires a signal off to your Facebook advertising account each time a specific page is visited that has the code on it. From here, the data or hits, are recorded by Facebook for use with your advertising. The pixel can be used on specific pages only like a checkout page or signup thank you page, or on every page of your website.
** It is important to note there is only one type of Facebook pixel now as the conversion tracking pixel and the Custom Audience pixel has been combined. **
Benefits of Using the Facebook Pixel
- The reasons to use the Facebook pixel on your website may include:
- Measuring the effectiveness of your ads on Facebook and Instagram
- Gathering information about visitors to your site and targeting them on Facebook
- Create Lookalike audiences based on the audience that currently visits your website
- Create an audience from people who have bought or signed up for your product or service
By using the data collected by the Facebook pixel, we can better target the right people for our brands, as well as ensure a better return on investment for future ads as we have a clearer idea of the visitors.
How to Add the Facebook Pixel to your Website or Page
To get started using the Facebook pixel, we need to firstly add it to our webpages. Remember that the pixel will only start monitoring from when it is first installed, and cannot track or monitor data previous to that.
Depending on your website and your own expertise, you can either send the code to your website developer and ask them nicely to add it to the head section of your website code, or you can try the following.
Firstly, go to Pixels in your Facebook Ad Manager: https://www.facebook.com/ads/manager/pixel/facebook_pixel
If there isn’t already a pixel created, click the button ‘Create a Pixel’ and continue with setup. This will give you a pixel code that you can now copy and use.
The code needs to be added to the header section of your website. If you use WordPress, we recommend using a child theme and adding the code into the header.php file in editor, or checking your theme for integrations. For example, the popular Divi theme by Elegant Themes has an integration section in its options page, which allows you to paste this code directly into the header section.
If you cannot access the code sections of your site like many other dealers, send the code in an email to your developer and ask them to add it in for you.
Another option, which you or your developer might be using, is Google Tag Manager. If you are using this, add the code into a new container and set to trigger once on every page visit.
Once installed, you can click the ‘Send Test traffic’ button on Facebook to check the pixel is firing.
At this stage, you can also add events in. To get help with this, contact our support team.