How to setup and install the new Facebook Pixel (Updated 2020)

How to setup and install the new Facebook Pixel (Updated 2020)

Are you using the Facebook Pixel correctly?

All the work you do researching and setting up a new Facebook ad campaign can be worthless if you aren’t tracking the results and then optimising the campaign.

If you don’t install the correct tracking then you’re flying blind. You won’t know if your campaign is delivering the desired results and you won’t be able to track your Return on Ad Spend (ROAS) down to the penny.

Campaign tracking on Facebook comes from your Facebook Pixel. This is a piece of code that you install on every page of your website.

In this article, you’ll learn how to set up the Facebook Pixel in your Events Manager, how to install it on your website and how to create website custom audiences.

Step 1: Where to find the Facebook Pixel

The Facebook Pixel is located in your Events Manager under the “Data Sources” tab.

Go to Ads Manager, then click the top left menu button and under “Manage Business” select “Events Manager”.

How to install the Facebook pixel 2020

Click on Connect Data Sources. You’ll then be presented with 3 different data sources to create, Web, App or Offline.

Facebook pixel data sources

Select Web and then click on Get Started.

Facebook pixel connection method

In the next view, select the connection method, in this case, Facebook pixel and click on Connect.

You have two options when it comes to installing the Facebook Pixel:

  1. Use a partner integration.
  2. Manually add pixel code to website.

Click on “Use a partner integration” to see if Facebook integrates with the platform your website is built on.

How to install the Facebook pixel manually or tag integration

If your site builder is listed then you’re in luck as the pixel setup and install is now super simple. Click on your platform and follow the instructions.

Facebook pixel partner integration

If your website builder isn’t listed in the integration menu and you don’t have a developer to email the instructions to, you’ll have to set up and install the pixel manually. 

Here’s how you do that.

Click on “Manually add pixel code to website”.

A new menu will appear with the 3 steps…

Facebook pixel base code install

Your Facebook pixel code can be found in the first step.

This is known as the base code and will need to be installed on every page of your website in the header. You can also Email instructions to your developer by clicking on “Email Instructions” button.

Before you install the base code on your website, click continue in the setup window and move to step 2 to enable Automatic Advanced Matching.

In the second step turn on automatic advanced matching. This will improve your conversion attribution and allows you to reach more people in your Level 2 website remarketing campaigns by matching more people in your website custom audiences.

How to enable Facebook auto advanced matching

Once you have toggled on Auto Advanced Matching make sure all the customer information fields are selected.

Let’s now get back to installing the base pixel on your website. The platform your website is built on will determine whether you need to use the first step.

For example, for WordPress websites there’s an awesome free plugin called PixelYourSite that allows you to easily install the pixel across your whole site with just one click. You don’t need to go into the header template of your website, like it suggests in step 1 of the manual install process shown above.

If you’re website is not in WordPress, here’s the how to install it on:

Step 2: Facebook Pixel WordPress installation

Go to the plugins menu and search for PixelYourSite.

Pixel your site plugin

Click install.

Activate the pixel.

Pixel your site install

Once you’ve installed and activated the plugin go to the PixelYourSite dashboard.

You’ll need to enter your Pixel ID into the section called “Add your pixel ID”.

To find your pixel ID, go back to the “Data Sources” tab in your Facebook Events Manager, it’s located in the top left corner under your pixel name.

How to find your Facebook pixel ID

Copy your Pixel ID and paste it into the Pixel ID field in the PixelYourSite plugin dashboard.

Pixel your site ID field

Scroll to the bottom of the screen and click “Save settings”.

Congratulations, you’ve now installed the Facebook pixel on your site. Now when someone visits your site, from any source: search, social media, email etc, they get tagged by the pixel, matched on Facebook and you can then start building up website custom audiences of people who have visited your site.

Step 3: How to check the Pixel is working

To check that the pixel is working, go to your website and load a page.

Then head back to the “Pixels” tab in Ads Manager and in the top right next to details it should have a green dot and say when the pixel was last active.

testing the Facebook pixel

You can also use the Facebook Pixel Helper Chrome browser extension just to be sure.

FB Pixel helper chrome extension

Step 4: How to build your website custom audience in Facebook Ads Manager.

Now that you have created your pixel and installed it on your site, it’s time to create a custom audience of people who have been visiting your website.

Go to your Ads Manager and select “Audiences”. In your audiences dashboard click on “Create Custom Audience”. The custom audience creation window will now appear.

How to create a website custom audience

Click on Website and then a pop up will then appear that looks something like this:

All traffic custom audience Facebook pixel

For now we will create the most basic website custom audience that is, everyone who visits your site.

Pixel: Make sure your pixel is selected and the dot is green, meaning it is “Active”
Audience: Keep as “All website visitors”.
In the last: You can change the number of days field from 30 up to a maximum of 180 days. That will create the largest audience as it is the longest duration.
Audience name: give your audience a name such as All Traffic – Last 180 Days.

Click create audience.

You’ll then see a message that says your audience is being created. It will take 2-3 days for Facebook to show you the audience size but it will be available to use within a few hours. To view your new audience go to the “Audiences”.

All traffic website custom audience size pending


To recap then:

Step 1 is to create your Facebook pixel in your Ads Manager by navigating to the “Data Sources” section in Events Manager,

Step 2 is to install it on your website, if you are using WordPress you can do so easily with the PixeYourSite plugin and just your Pixel ID.

Step 3 is to test to see if the pixel is active. To do this you can either load a web page and then head back to the “Data Sources” tab to check on the pixel status or you can use the Facebook Pixel Helper Chrome browser extension.

Step 4 is to create your website custom audience of all visitors in the last 180 days which you can use in your Level 2 website remarketing campaigns.

About Charlie Lawrance

Charlie is an advertising strategist, writer, speaker, and agency owner. He’s the Founder and CEO of Gecko Squared, a Facebook and Instagram advertising agency that specialises in working with high growth businesses from around the world including eCommerce, software and professional service clients. He’s been planning and buying digital media for over 10 years since he started his first business aged just 18. Stay in touch by liking his Facebook Page (Charlie Lawrance).

21 Responses to How to setup and install the new Facebook Pixel (Updated 2020)

  1. Thanks Charlie came across this post on social media today. Just going to set up.

    Just to confirm. I’m actually running ads on facebook right now but once the pixel and my audience is set up I then run the same or maybe different ad to this audience?

    • Thanks for commenting Dan. It depends on your Facebook ads strategy. For example if you are running a direct response campaign to cold traffic, you can then run a retargeting campaign to your custom website audience reminding them about the action you want them to take on your website.

      If you want to talk more about Facebook advertising strategies, I’m currently running free Facebook ad strategy sessions, feel free to schedule one here:

    • Under Site Settings, you should see a tab for “Site-wide code”, paste the Pixel code into the “Header” box.

  2. I have a question about facebook pixel. does it track the audience from all over the web including direct traffic and search traffic. or does it just report the traffic that is directed from facebook. so for eg if a purchase pixel is set up. would it fire only if the source of the purchase is facebook. or would it fire even if the purchase is completed from search traffic lets say google.

    • Thanks for commenting. You’re correct, it does track the audience from across the web, regardless of how they found your site. E.g Google search, LinkedIn, Twitter etc.

  3. There isn’t an action button to click to find any of the pixel pieces of information. And there is no listing of pixels or any screen that gives any information or pixel ID. My pixels tab just gives some screen items to open and download the code. I am so tired of instructions that don’t work. And Facebook is useless. So ultimately I have spent an hour trying to find the pixel ID and can’t. This article does not help me.

    • Hi Sandy,

      Apologies you feel that way. You’ll either find it in the top right corner of the Pixel’s dashboard, under your pixel name. Or if that option isn’t showing yet, it’s written twice in you base pixel code. If you scroll up to the base pixel code screenshot in this article, where it is blacked out that’s where you’ll find your Pixel ID.

    • Hi Naser,

      You’d need to install it manually. So the second method, where you copy and paste your Pixel code into the header section of the pages of your website.


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