If you use Facebook ads to market your business, there is one key tool you should be using right away if you aren’t already. Enter: Facebook Pixel. 

What is Facebook Pixel? 

One of the greatest benefits of social media advertising is the ability to test, track, refine and target your ads with absolute precision. The Pixel is a data-gathering tool that helps make the most of your ads across Facebook and Instagram. 

It is essentially a piece of code that you place on your website. Once it’s placed, it allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. From here, you can optimise ads, build targeted audiences for future ads and re-market to people who have already taken some kind of action on your website. 

You can use the Facebook Pixel code to track events on: 

  • Page views 
  • Time spent on page 
  • Scroll depth 
  • Add to cart 
  • Purchases and more 

How does Facebook Pixel work? 

Apologies in advance, but we’re going to get technical here! The Facebook Pixel works by placing and triggering cookies to track users as they interact with your business, both on and off of Facebook and Instagram. 

Let’s simplify. Have you ever been online shopping, got a bit carried away adding stuff to your cart and ending up abandoning it completely? Only to be greeted by the very items that you left behind in a Facebook ad as you scroll through your feed. The culprit? Facebook Pixel! This is called retargeting, and is a handy way for businesses to remind people to come back and finish what they started. 

The pixel tracks various actions people take on your website, like making a purchase or adding something to their shopping cart. Facebook calls these actions ‘events’. Pixel has 17 standard events, ranging from adding to cart, subscribing to your newsletter or even viewing specific content. 

How do you set it up?

Now you know what you want to track and what you would gain from tracking it, it’s time to learn how to set this crucial tool up and put it to work! 

Step 1: Create a Facebook Pixel 

  1. From your Facebook Events Manager, click Connect to Data Sources in the left hand menu, then select Web. Click Get Started to continue.
  1. Select Facebook Pixel and then click connect. 
  2. Name your pixel, enter your website URL, and click Continue.

[When choosing the pixel’s name, keep in mind that with Events Manager, you only get one pixel for each ad account. The name should represent your business, rather than a specific campaign.] 

Step 2: Add the Pixel to your website 

There are a number of different ways to do this, depending on what you used to build your website and whether you manage it yourself. 

  • Manual installation
  • Using an integration or tag manager
  • Emailing instructions to a developer

Simply decide which options fits your business needs and follow the instructions carefully based on which one you chose. 

Why is it beneficial? 

When it comes to understanding your audience, data is your best friend and Facebook Pixel delivers. If this is the first you’ve heard of it, then go and install it right away! 

Tracking the Facebook Pixel allows you to place your ads in front of the best possible audience, leading to a better conversion rates and ROI for your ad budget. 

Has the thought of all these pixels got you in a pickle? Don’t worry, we’re the experts!  If you feel like you need some help getting started with Facebook ads and Facebook Pixel, please get in touch with the team by emailing [email protected] or calling 01752 746890.