What is Facebook Pixel and How to Use it in 2021?
- The Facebook pixel is a useful tool that helps you track your website visitors and optimize ads.
- You can set up the pixel even if you don’t run any social media ads yet. It will be handy when you decide to create your ad campaign in the future.
- There are 17 standard events you can choose depending on what data you wish to collect from your web page.
- Due to the upcoming changes related to iOS 14.5 updates, it’s essential to consider the limitations of installing the Facebook pixel.
- With only five easy steps, you can set up this tool for your website without the help of a specialist.
Table of content
- Introduction to Facebook Pixel
- What is the Facebook Pixel?
- How Does the Facebook Pixel Work?
- The 17 Standard Facebook Pixel Events
- The Upcoming Changes of Facebook Pixel for iOS 14.5
- A Step-by-Step Guide on Setting Up Facebook Pixel
- Top 6 Reasons Why Facebook Pixel is Inevitable for Your Business
- Final Thoughts
Introduction to Facebook Pixel
One of the greatest advantages of social media advertising is the ability to track, test, refine, and target your ads for specific audiences.
If you already use Facebook ads and want to get the most out of your advertising and budget, setting up a Facebook pixel is exactly what you need.
The Facebook pixel is the key tool for gathering data that helps targeting specialists make the most of your Facebook and Instagram ads.
This is a must-use for those who run social media ads now or plan to use them for future promotions. So, if you’re interested in how to introduce Facebook pixel into your ad campaigns, read on to learn how it works and discover the key features about its upcoming changes.
What is the Facebook pixel?
The pixel is a special code that helps you collect data and track conversions from Facebook and Instagram ads, optimize them, create targeted audiences and remarket to potential customers who have already visited your website.
How Does the Facebook Pixel Work?
The Facebook Pixel works by placing a piece of code on your website to track users who interact with your brand through Facebook and Instagram.
Most likely, you have already met this algorithm when using social media. For example, you decided to start doing yoga and started checking the appropriate equipment on Instagram. After scrolling down the list of some online stores, you spotted a cute yoga mat.
You swiped up to check the price and even added it to your shopping cart. However, you didn’t order that yoga mat and put down your phone. What happens next?
The next time you open up Instagram, the ad with the same yoga mat from the same store will pop up. This handy algorithm is called retargeting. For marketers, it’s a great way to remind the customers to come back and buy those things they left in the shopping carts.
Still, remarketing is not the only function of the Facebook pixel. It’s also important for ad optimization, tracking, and analytics.
This tool tracks actions people take on your website, like adding items to their shopping carts or making a purchase. These actions are “events”, as Facebook calls them.
The 17 Standard Facebook Pixel Events
Here is a list of the 17 standard pixel events for which you can simply copy-paste the Facebook code:
Search: Someone used the search function to find something on your website.
View content: Someone views a specific page on your website.
Complete registration: Someone has registered on your website, filled a subscription form.
Add payment info: Someone entered their payment info in the purchase process on your website.
Add to wishlist: Someone added a product to a wishlist on your website.
Customize product: Someone selected a specific version of your product, such as choosing a certain size or colour.
Add to cart: Someone added a product to the shopping cart on your website.
Contact: Someone contacted your business.
Subscribe: Someone subscribed to a paid product or service.
Initiate checkout: Someone started the checkout process to buy something from your website.
Find a location: Someone searched for your business’s physical location.
Purchase: Someone completed a purchase on your website.
Start trial: Someone signed up for a free trial of your product.
Lead: Someone signed up for a trial or identified themselves as a lead on your website.
Submit application: Someone applied for your product or service, such as a credit card.
Schedule: Someone booked an appointment at your business.
Donate: Someone donated to your business.
In addition to this, you can add more details about other events with extra code, which is called parameters. Do this to customize the standard events based on the following factors:
- Predicted value
- The worth of a conversion event
- Type of the content
Instead of tracking all views on your website, you can select a specific category with a Facebook pixel. This will help to separate your audience based on which sections of your website they visited.
The Upcoming Changes of Facebook Pixel for iOS 14.5
Some Facebook pixel functionality can be disabled due to the change to tracking in iOS 14.5. However, don’t worry. As statistics show, only 14.7% of users access Facebook using iOS devices.
One of the changes can impact the number of standard events. From now on, you can only set up eight events and custom conversions.
Targeting specialists will definitely need to change the way they think about the pixel as these changes affect all ad campaigns. So, throughout the post, we addressed specific changes and limitations you need to consider.
A Step-by-Step Guide on Setting Up Facebook Pixel
Now, it’s time to create your own Facebook pixel! We have already figured out why it is beneficial for your business and what aspects you should consider. So, let’s move on to setting it up for your future social media ads.
Step 1: Create a pixel on Facebook
#1 Click “Connect to Data Sources” in the left hand menu from your Facebook Event Manager. Select “Web” and click the “Get Started” button to continue.
#2 Select “Facebook Pixel” and click “Continue”.
Here you should name your pixel, enter your website link and click “Continue”.
Remember that the pixel’s name should represent your whole business, rather than just an ad campaign.
Still, if you set up more than one pixel, you can use Facebook Business Manager to do this.
Step 2: Add the pixel code to your website
You will need to install a Facebook pixel code on your website to set it up for gathering information on your web page.
We listed a few ways to do this for different website platforms.
In case you use WordPress or SquareSpace, select a “Use a Partner Integration” section. This will show you some steps to connect your pixel without any need for coding.
If you have a developer in your team who can help you with installation, you can request an Email Instruction to edit your website code manually.
Sometimes none of these recommendations may help you with setup. Then, you will have to insert the pixel code directly into your website. Here is what you will do:
#1 Click “Install code manually”.
#2 Click the green “Copy Code” button.
#3 Paste the code into the header code of your web page, just above the tag. You should paste it into every single page or into your header template if you’re using one. Then click “Continue”.
#4 Define whether you want to use automatic advanced matching. This function matches hashed client data from your web page to profiles on Facebook. With this tool, you can accurately track conversions and create big custom audiences.
#5 Then, click “Continue”.
Step 3: Choose the Facebook pixel events
#1 Click the “Open Event Setup Tool”.
Choose the ID of your pixel. Then, click “Settings” and scroll down until you see this button.
#2 Paste your web page URL and click “Open Website”.
#3 There will be a list of standard events. You can click “Review” next to each to Dismiss or Confirm.
#4 Click “Finish Setup”.
If you’re interrupted in your pixel setup, you can always come back to this later by going to Events Manager.
Step 4: Ensure your Facebook pixel is working with the pixel helper tool
The next essential step is to confirm that your Facebook pixel works properly:
#1 Add the Facebook Pixel Helper” extension to your browser. (By the way, it’s now only available for Google Chrome).
#2 Visit the web page where you set up the pixel and check the popup that indicates how many pixels it finds on the website. It will also show you if the pixel works correctly or provide information on how to solve the problem, if any.
Step 5: Add a Facebook pixel notice
You need to ensure your website visitors know you collect data.
To do this, provide a clear note on your web page that you’re using the Facebook pixel and can collect information. Your customers also should know how to decline to gather their data.
On the “Facebook Business Tools Terms”, you can find point 3 – “Special Provisions Concerning the Use of Certain Business Tools” to get all the details, or check out “Facebook’s Cookie Consent Resource”.
Top 6 Reasons Why Facebook Pixel is Inevitable for Your Business
#1 It helps to increase the ROI on your Facebook ad spend
The data from Facebook pixel will help you make sure your ads are shown to people who are likely to buy your products. Consequently, you can improve your ad conversion rate.
It’s beneficial for your future ads even if you don’t have campaigns yet. The Facebook pixel will start collecting data right away. So, when you’re to set up your first Facebook ads, you will not need to start from scratch.
#2 The advantage of Facebook conversion tracking
You can see how customers interact with your website after seeing your Facebook ads.
Moreover, it’s not limited to only one device. You can track people across all their devices, such as phones and laptops.
If you know whether people tend to see your ads from mobile or desktop, you can easily refine your advertising strategy and return on investment.
This Facebook pixel feature is impacted by the iOS 14.5 updates. However, Facebook will make sure advertisers still get some conversion tracking data through its Aggregated Event Measurement.
You have to verify your website domain to continue to get the greatest conversion tracking data. Also, since iOS 14.5 won’t allow you to track across various domains, you will need to stick to one for tracking conversions.
#3 Use Facebook retargeting
You can show targeted ads to customers who have already visited your web page with a Facebook retargeting pixel.
For instance, there is an option to show an ad on a specific product to people who have already added it to their shopping carts or wishlists.
Retargeting audiences will shrink as more people update to iOS 14.5. But they won’t disappear.
#4 Create lookalike audiences
To expand your potential client base, you can create lookalike audiences of people who have the same interest, shares, likes and other interactions with customers already interacting with your web page.
iOS 14.5 can affect lookalike audiences’ input data, but because iOS users are in the minority, the lookalike functions will still have enough information to work with.
We won’t notice a major change to functionality here.
#5 Optimize Facebook ads for value
Facebook can help optimize your target audience based on value. As it collects information on who buys on your website, it will automatically show your ad to the customers who are likely to make a high-value purchase.
#6 Enhance Facebook pixel data with Conversions API
Facebook Conversation API counters the data-loss effects of iOS changes. It collects data from your servers rather than relying on cookies and information from browsers.
You will have access to more reliable information even as the Facebook pixel loses data by combining Conversional API with the pixel.
In case you use Shopify or WooCommerce as Facebook partners’ integration, you can do it without writing a code. Here is how to do this:
1. From Events Manager, click “Data Sources” in the left menu and choose “Settings”.
2. Scroll down a little to the “Conversions API” section and click “Choose a Partner.”
3. Choose your partner and follow the instructions Facebook provides.
If you don’t use one of Facebook’s integration partners, you will need to create a code yourself. There is also an instruction for implementing Conversions API manually.
The Facebook Pixel is a handy tool for anyone looking to improve the effectiveness of their Facebook and Instagram marketing. It’s installed on the website and helps to collect data about user actions and transmits it to your Facebook ad account. With Facebook pixel, you can:
- Build targeted audiences for successful remarketing;
- Track conversions and measure ad ROI;
- Optimize your ad campaigns by targeting users who are more likely to convert.
So, if you plan to create Facebook ads, be sure to use the pixel tool.
We hope our guide was useful for you and wish you high conversions!