Out of all of the incredible tools Facebook has created for marketers, perhaps the most useful is Facebook Pixel.
The tracking pixel allows you to monitor how successful your Facebook Ads actually were—giving you more accurate conversion rates—and create custom audiences based on site traffic. These are huge, exceptionally valuable benefits.
Two years ago, there were two distinct Facebook pixels: one was the conversion pixel, and the other was for tracking audiences. Earlier this year, Facebook combined these two into one upgraded tracking pixel!
In this post, we’re going to go over everything you need to know about Facebook Pixel, including what you can do with it, how to install it, and tools that can make the process a little easier!
Why You Need Facebook Pixel
Facebook’s tracking pixel has two major capabilities: tracking users who took action off-platform because of your Facebook Ad, and tracking activity on your site for retargeting purposes. Anyone running Facebook Ads should absolutely, without a doubt have the pixel installed.
Let’s take a look at the first purpose: conversion tracking on Facebook Ads.
This alone is worth installing the pixel, because instead of just measuring the clicks to your site, you’ll actually be able to see how many users complete the desired action. That could be signing up for a newsletter, or making a full purchase. You’ll be paying for that actual conversion, and you’ll be able to see how effective your ads actually are.
This also allows you to troubleshoot your ads more effectively if you aren’t getting the results you want; if you’re getting a lot of clicks but not a lot of conversions, you know that the ad is great, but something about either the offer or the landing page isn’t quite cutting it for your customers.
Not a lot has to be said about why retargeting is so valuable.
The ability to target users based on specific action on your site (like visiting certain pages, or not quite completing their purchase) can help you deliver highly targeted messages to warm audiences that are already familiar with the brand.
This makes your ad much more relevant, potentially lowering your relevance score (saving you money!), and getting more results.
Where to Find Your Tracking Pixel
Each Facebook Ad account only gets one pixel, which you’ll install on every page you want to track on your site.
This is different from the old tracking pixel, where you’d install different types of tracking pixels (with one for conversions, one for views, etc.) on specific pages.
You can access your tracking pixel through your Ads Manager.
Click on the drop-down menu in the top left corner once you’ve navigated to the Ads Manager, and click on “All Tools” at the very bottom of the options. Then select “Pixels.”
If you haven’t even created your pixel yet, this is what you’ll see when you land on the pixel page:
When you hit “create pixel,” all you’ll have to do is name the pixel in order to create it. You’ll see a note that you can sign up for
You’ll see a note that you can sign up for business manager if you want to create up to 10 additional pixels.
Once you’ve done this, you just have to decide how you want to install it. Which brings us to our next section…
How to Install Facebook Pixel
When you create your pixel and once it’s time to set it up, Facebook will automatically present you with several different ways to install your pixel.
For this guide, we’re going to show you how to install the tracking pixel manually, the simpler way to do it with AdEspresso’s own Pixel Caffeine, and how to easily install the pixel on Shopify stores.
If you’ve found us because you’re actively searching for how to install the pixel, read through this post in its entirety before starting to add it to your website. We’re also going to show you how to install specific events into the code, so wait to read that before clicking away and starting the installation process!
Traditional Manual Installation
Manual installation is the traditional and most common way to install Facebook’s tracking pixel. When you’re on the Pixel page in the Ads Manager, you’ll see the option to “Finish Setting Up Pixel” if it’s not installed yet. Click this.
When you see this, you’ll be shown three different options. Go ahead and always choose “Install Manually” unless you’re installing it for Shopify.
On the next screen, you’ll see an enormous box of text code in step 2. That’s your pixel. Copy it. You’ll install it into the header of every individual page on your site that you want to track.
When you click to your site get behind the scenes and, go to each page’s code. You’ll then install the pixel in the following location:
Installation with Pixel Caffeine
Pixel Caffeine is an incredible WordPress plugin created by AdEspresso and released earlier this year. I recommend that all my (other) clients use it on their sites.
The biggest advantage to Pixel Caffeine is easily its custom audience features. This tool will help you to create laser-focused custom audiences like you wouldn’t even believe. You can read more about that here.
The reason we’re talking about Pixel Caffeine specifically in this post, however, is because it makes pixel set up a heck of a lot easier.
Before using any of the features, you’ll connect through your Facebook account. This is a one-step process giving Pixel Caffeine access to your Facebook Ads accounts.
Back on the Pixel Caffeine dashboard (located within your WordPress plugins), you’ll choose which Ad account you want to connect for this particular site and which pixel ID you want to use. Pixel Caffeine will automatically pull up the pixel IDs you can select based on the ad account you choose.
That’s it! Once you hit ok, your pixel is installed. In the sections below, you can set advanced options like custom events and choosing to delay pixel firing by a custom number of seconds.
Installing Facebook’s Tracking Pixel in Shopify
Have a Shopify store you want to install the tracking pixel on? This is actually pretty easy.
First, find your pixel ID. This can be found on the main Pixel Page, under the pixel’s name.
Copy the pixel ID, and then head to your Shopify Store. Once there, navigate to Preferences, located towards the very bottom of “Sales Channels”.
Once there, scroll down until you see “Facebook Pixel.” All you have to do know is paste the pixel ID that you’ve already copied from Facebook right into this box, and you’re set.
How to Add Events to Your Pixel
When installing the pixel manually, you need to add “events” to your pixel in order to determine what you’re actually tracking. You would, for example, place an extra snippet of code to the end of the pixel on your “Thank you for your order” page to track sales.
When manually installing, you’ll see the option to “continue” after you copy your pixel code. On the next screen, you’ll see the option to add events to your pixel. Let’s look at the purchase pixel, for example. When you switch the box to “on” you’ll be able to add sales parameters, and you’ll be given an extra snippet of code to install in the pixel on the specific pages you want to track conversions on. Add this here:
The event options you have include:
- Generate Lead
- Complete Registration
- Add payment info
- Add to cart
- Add to wishlist
- Initiate checkout
- View content
Facebook Pixel is a must-use tool for all Facebook marketers. If you want to be able to accurately monitor your campaigns’ ROI and utilize off-platform retargeting (and you should absolutely want to do both), you need Facebook’s tracking pixel.
With the singular pixel, it’s both more simple and a little more complex to install at the same time thanks to the new method of event tracking.
No matter where you’re choosing to install the pixel, opting for Pixel Caffeine will help simplify the process so you can start benefiting from the tracking pixel right away.
What do you think? How much do you benefit from Facebook’s tracking pixel? Have you tried out Pixel Caffeine? Leave us a comment and let us know what you think!