Facebook Pixel – How to fully set one up on your Website

For any business looking to be successful with their digital strategy, getting leads from Social Media is essential. Whether you have an E-commerce store or promoting a brand, you should have a social media advertising campaign. It’s the only way you can reach the millions of potential customers that use these platforms.

While you can do brand promotional activities on Twitter and Instagram, the best advertising platform is Facebook. Facebook is the leading social media platform and the most receptive to ads as well. It also has the best ROI on advertisements when compared to other social media sites. Thousands of businesses advertise on Facebook daily.

While Facebook is undoubtedly a popular platform for advertising, most businesses do not know how to maximize their ROI. If you plan on running Facebook ads, you should first make sure that you have the right tracking tools to optimize your campaign. The best way to do so is to add a Facebook Pixel to your Website.

A Facebook Pixel is the code created to help businesses track the traffic coming through Facebook ads. You can track the general traffic from Facebook, or you can add more specific metrics. For example, if you want to track the visitors from a particular campaign, you can use a Facebook Pixel. It will show you the number of clicks and leads you to get on your Website through a Facebook ad.

Before you even start advertising, you should have the Facebook Pixel installed on your Website. There are several methods to do so, depending on your skill level and coding experience. Here are some of the steps to follow when setting up a Facebook Pixel:

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Setting up your Facebook Pixel

Create your unique Facebook Pixel

Before you can install the Facebook Pixel to your Website, you will have to create one. Go onto the Events Manager in your Facebook account. Under “connect data sources,” you will see an option that allows you to select “Web.” This option is where you’ll find the Facebook Pixel code.

Under the list of options, select “Facebook Pixel.” You can add a unique name to your pixel and connect it with your Website’s URL. After performing the two previous steps, you will see a few options to connect your pixel. Once you enter your Website’s URL, you will have successfully created a unique Facebook Pixel for your Website.

Select Event Setup Tool
Set up Web Events for your Facebook Pixel

Add the Facebook Pixel to your Website

Adding the Facebook Pixel can be done through several methods. The easiest way to add a Pixel is to add it manually to your Website. It doesn’t require a lot of technical expertise, but you should have a basic understanding of coding.

Under the Pixel setup section, you should select the option to “install code manually.” When your Pixel code comes up, you should copy it. Then go onto the header section of your Website’s home page and paste the code there. It should be right at the bottom of the header section before the closing tag. The Pixel Code is then successfully installed on your Website.

Not much of a coder? The alternative is to use a Partner Integration such as WordPress, Shopify, or Squarespace via the appropriate plugin.

Connect Website to your Facebook Pixel

Add events

The next step is to add specific events to your Facebook account. You can set this up using the Events Manager. The Events setup tool allows you to add particular events without having to add any specific coding. Follow the instructions on the screen and select the events that you want to add.

Another option is to add events manually. While you can define specific parameters and enable effective tracking, it is not for everyone. To add events manually, you should know coding or hire a website developer to do this step for you.

Select Event Setup Tool in Facebook Pixel

How to use the Facebook Pixel on your Website

There are several ways you can use this code to optimize your Website. All of them will help you streamline your campaigns to increase ROI.

Create a lookalike audience with your Facebook Pixel

When you create a Facebook Ad, you aim to look for the audience that fits your target market the best. However, many businesses struggle during this process. Your Facebook pixel allows you to see what types of customers are visiting your Website. You can use this information to create a lookalike audience and target customers who fit these characteristics. It will help increase the response rate of your advertising campaigns.

Track customer behavior with your Facebook Pixel

The best information that a business can get regarding customers is how they react to specific ads. However, this may not be easy on your digital platform. The best part of adding a pixel is that you can track customers’ behavior after they view your Facebook ad or page.

You can see whether they browse your Website or go directly to the buying page. Or do they first check the “about us” section to see your credibility? This information can be invaluable when you are creating future campaigns as it helps with effective targeting.

Retarget interested customers

Did you know that a significant number of people that abandon shopping carts come back to make a purchase? However, this only happens if you remind them. This situation is where your Pixel can help you. Sometimes you need to show a customer the same product multiple times before they make their mind up.

With this tool, you can see which customers have left your site without making a purchase, even though they added an item to their shopping cart. You can then target them with the same ad so that they are more inclined to complete the purchase. It is an excellent way of retargeting customers that might be interested in your product but are still making up their minds.

How Retargeting Works - Courtesy of Olam Consulting

Optimize your campaigns

Without the Pixel code on Facebook, it becomes challenging to optimize your campaigns. You can create a specific ad, but you won’t get information on customer behavior, demographics, etc. By adding this code to your Website, you will be able to optimize your future campaigns and see more conversions.

Wrap up

And with that, we wrap up the main points you should know about creating a Facebook Pixel. Have a question about what I presented above? Or is there something I may have missed? If you have any questions or additions on how to set up your Facebook Pixel, then comment below.

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