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”.
Click on Connect Data Sources. You’ll then be presented with 3 different data sources to create, Web, App or Offline.
Select Web and then click on Get Started.
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:
- Use a partner integration.
- 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.
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.
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…
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.
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.
Activate the pixel.
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.
Copy your Pixel ID and paste it into the Pixel ID field in the PixelYourSite plugin dashboard.
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.
You can also use the Facebook Pixel Helper Chrome browser extension just to be sure.
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.
Click on Website and then a pop up will then appear that looks something like this:
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”.
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).