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Facebook Pixel 101 | Beginner’s Guide

Facebook Pixel 101

Facebook Pixel Header Image

If you plan on utilizing Facebook Ads or are already running Facebook Ads for your business, then the Facebook pixel is the tool to get more value out of your advertisements. Let’s take an example, let’s say you’re selling services on your websites for 50/-. You’re using Facebook ads to direct people to your website and it’s costing you 2/- per click, and you have about 200 clicks to your site. So you have spent about 400/-  for your websites which may or may not be beneficial. Then you understand that you have sold on 3 services which amount to a revenue of 150/- so it is costing you 400/- for 150/- worth sales. You’re losing money and you need to change your Ads campaign and audience. This is where Facebook pixel comes into the picture, help you improve your conversion rates.

What is Facebook pixel & How does it work?

Facebook pixel is a powerful tool to track conversions, optimize ads, create retargeting ads. In simple terms, it’s just a small piece of code, it tracks actions (also called as events). This code when pasted on your website gives access for the Facebook pixel to track and collect data of conversions and action by a visitor on your website.  Conversion is a completed action you want someone to take on your website. For example, when a visitor checks in to your website, and adds a product to the cart and buys it, these activities combined are known as a conversion. But that is not the only data that the Facebook pixel collects it can track A-Z events on your website from the subscription of the newsletter to account sign up etc.

There are basically two main categories of events that are tracked by Facebook pixels. They are:

  1. Standard events
  2. Custom conversions

Standard events:

These are events which are already listed by Facebook, hence known as standard events. There are 17 pre-defined standard events by Facebook which include the following:

  • Add payment info – Someone fills out their payment information upon purchasing your item.
  • Add to cart – Someone adds an item to their shopping cart.
  • Add to Wishlist – Someone adds an item to a Wishlist.
  • Complete registration – Someone signs up for your email list, webinar, or another offer by completing a registration form.
  • Contact – Someone contacts your business via email, chat, etc.
  • Customize Product – Someone selects specific attributes of a product such as a color or size.
  • Donate – Someone visits your donation page and donates.
  • Find Location – Someone looks up your local store with the intention of visiting it.
  • Initiate checkout – Someone clicks the checkout button to buy your product or service.
  • Lead – Someone submits their information, allowing you to contact them in the future.
  • Purchase – Someone completes a purchase on your website and receives a purchase confirmation or receipt.
  • Schedule – Someone books an appointment at your location.
  • Search – Someone performs a search on your website using your search bar.
  • Start trial – Someone signs up for a free trial of your product or service.
  • Submit application – Someone applies for your program or service.
  • Subscribe – Someone pays for a subscription to your product or service.
  • View content – Someone views a page on your website. (Take note that this standard event does not track a person’s actions on the page.)

Custom conversion:

With custom conversions, you can track more specific actions that are not part of Standard events. You can get more specific data because now, you can track more specific actions.

Let’s take an example. For your website selling animal clothes, you want to know the purchases of cat collection and its dollar value. This kind of specific actions can be tracked using custom conversions.

Why should you use Facebook pixel?

Facebook pixel allows you to use data that help you get to know your unique audience, more importantly, their behaviors and preferences. These data will help you build your custom audiences and ensure that your ad campaigns are designed for and distributed to those audiences who are more likely to buy from your business. Basically, it can give you essential information to create useful Facebook ads that could boost your ROI (return on investment).

  1. Better understanding of your Audience:

You can use the Facebook pixel to gather information for both your current and potential audience. It helps you understand the behavior of your audience uses that information to create better campaigns for your current audience, which also benefits you to gather your potential audience.

  • Build audiences to retarget:

Using Facebook pixel, you can target Facebook Ads to those who have already visited your website. This strategy is called retargeting and it strengthens your brand recognition in turn helping increase your sales.

For example, you want to retarget those customers who have already visited your website, added products to the cart, and forgot to finish the purchase. With pixel, you can retarget those specific audiences with ads in order to remind them about the purchase.

  • Create lookalike audience

If you want to reach to the audience like those of your previous customers who have made purchases from the website, this is where the Facebook lookalike Audiences come in.

A lookalike audience is basically the audience who shares similar qualities with your existing audience. To create a lookalike audience, you need a source audience or in simple terms, data of customers who have made purchases from your website previously.

  • Appeal to quick shoppers or slow shoppers

Adding to the benefits of the Facebook pixel is that it can help you identify shoppers who like to take their time to browse through products and those who buy items basing on just price and reviews without wanting to waste time. You can use such information to make suggestions to those specific slow shoppers for other items they may want to explore before making the final decision. And for quick shoppers, you can understand what kind of formats or filters aid in their shopping.

  • Relevant engagement

It doesn’t make sense distributing ads of cat toys to dog lovers or vice versa. You would want to market relevant items to your audience. Facebook pixel generates data that can help you retarget buyers with ads of products or services they have previously browsed or expressed their interest in. Not only that, but you can also even market suggestions of items that complement the items in their purchase history. Remember searching for certain clothes on the website and later finding similar suggestions from the same website while you were browsing something else? That is retargeting.

You don’t need to be a hardcore coding specialist or developer. All you need is access to edit your website and the rest all is just, following guidelines and doing it yourself.

How to add Facebook pixel to your website?

The first step is to install pixel. Go to your Facebook events manager, click pixels to start creating a pixel. While naming the pixel opt for a name that represents your business.

Facebook Pixel Installation Image
Facebook Pixel Setting Up Image

There are three main ways in which you can add the code to your website:

  1. Manually place the code
  2. Partner integrations.
  3. Web developer.

Manually place the code:

Select the option of Manually add pixel code to website.

Facebook Pixel Installation Image

Next, another screen will be shown to copy the code, wherein you must click the copy code option and it’ll get copied to your clipboard.

Facebook Pixel Code Image

In the next step, go to your website, click on the header option and paste the code towards the end of the code with closing head tag. Go back to your Facebook, click on continue. Here, you can also email the instructions. You can enable advanced matching; this option matches the contact information you already have of customers to match to those who visit the website.

Facebook Pixel Advance Matching Image

The next step is to add events using the events set up tool. Click “launch event set up tool’’ to add events and parameters (custom events) without additional coding. Follow the on-screen instructions to add events to your website and click done.

To add events manually: You can track custom events by calling the pixel’s fbq('trackCustom') function, with your custom event name. Just like standard events, you can call the fbq('trackCustom') function anywhere between your webpage’s opening and closing <body> tags, either when your page loads, or when a visitor performs an action like clicking a button.

For example, let’s say you wanted to track visitors who share a promotion in order to get a discount. You could track them using a custom event like this:

fbq(‘trackCustom’, ‘ShareDiscount’, {promotion: ‘share_discount_10%’});

Finally, click done and check for the pixel to run correctly. If it’s not working properly, make a few changes, and run it again.

Partner integrations:

Another easy way of installing pixels on your website is through partner integrations.  

Go to the events manager, create your pixel name, and select “use a partner”. It’ll open a list of partner names from which you can choose the one related to your website.

Facebook Pixel Integration Image

Click on continue and follow the on-screen instructions to finish the setup.

If you don’t find your platform, you can go to the partner integrations page on Facebook, choose your platform and continue with the on-screen instructions to set up your pixel.

Make sure you set up a pixel on every page of your website. In certain situations where-in two ad agencies run ads for a business, then two pixels need to be set up on every page.

In case you do not have access to edit your website, you can email the instructions to your website developer by clicking on the email instructions option.

Setting up Facebook pixels is extremely simple and can be done by anyone. It is an excellent marketing tool and is a must for anybody who plans on marketing their business on Facebook.


Curated by Neha Sebastin. 🙂

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