The Facebook pixel is a code that you add to your website. With the help of this code, you can track people’s onsite behaviors when they login to your website. By tracking their activities on the website, you can link them to a Facebook ad on their profiles. The sync between the visitors and their Facebook accounts helps the platform to retarget those visitors with relevant ads.
Now, let us explain how the Facebook pixel works. When potential customers visit an online store or when they add some products to their cart, the pixel starts tracking the traffic. It functions through placing and triggering cookies residing in the visitor’s browser. It marks the account as part of specific target groups. Therefore, when those visitors open their Facebook account, they view similar ads to what they have been looking at.
Why You Need to Install Facebook Pixel
This code gives companies the opportunity to see the effectiveness of their social media campaigns. Therefore, people who are running Facebook ads should definitely get this pixel installed. Some other benefits of installing a Facebook pixel are as below:
Using Facebook Conversion Tracking
Thanks to the pixel, you can see how people engage in your website when they view your Facebook ad. It even gives you the chance to track your potential customers across their devices. This, in return, helps you to enhance your ad strategy and determine on which devices your ad should show up.
Using Facebook Retargeting
Dynamic product ads allow you to remarket to people who have recently spent time on your website. You can show these visitors the ad of the exact product they left in their shopping cart.
Creating Lookalike Audiences
Within seconds, Facebook’s targeting data enables you to build lookalike audiences to the ones interacting with your website. As a result, you can expand your potential customer base.
Optimizing Facebook Ads
This pixel code enables companies to optimize their Facebook ads for specific conversion events. Without this pixel, you can only optimize for link clicks, not for conversions such as purchases and sign-ups. Additionally, it can help you optimize your ads by showing them to the people who will make high-value purchases.
To access more Facebook ad tools such as web conversion campaigns and custom audiences, we know we need this pixel. If you want to track metrics like the cost per lead or the cost per conversion, you need this pixel, too.
How to Create a Facebook Pixel
Time needed: 1 hour.
Here are the instruction that will help you create a Facebook Pixel.
- Pick your platform.
Each pixel has a 15-digit ID, which is unique and should be installed on every page you want to track. There are two ways to create this pixel. You can either create it through Ads Manager or Business Manager.
- For Ads Manager:
If you choose Ads Manager, you should click on the drop-down menu on the top left of the page. Then, you need to click on “All Tolls” at the bottom of the page. After clicking, you should select “Pixels.” When you see the pixel page, click on the “Create a Pixel” button in green. Now, it is time to name your pixel and click on “Create.”
- For Business Manager:
If you choose Business Manager, go to the “Pixels,” which is under “Data sources” on the left-hand menu. Then, click on “Add” to create a new pixel. Just like with the Ads Manager option, you need to name your pixel.
How to Set Up Facebook Pixel
Once you create your pixel, you can set it up in two different ways: manually or through Shopify. If you are going to install it manually, the process is quite easy. You just need to place the pixel code on the header of your website. When people land on your website, the code comes into action and starts tracking. Make sure that the code is embedded in the header of each page you want to track.
If you use Shopify and want to install the pixel through it, the process is even easier. First, navigate to Business Manager. On the main pixel page, find your pixel ID under your pixel’s name and copy it. Then, go to your Shopify Store. Find “Preferences” under “Sales Channels.” Scroll down a little, and when you see “Facebook Pixel,” paste the ID, you have copied into the box.
FAQs on Facebook Pixel
No, you do not need to. You just need to install the base pixel code on your website once. Then, all you need to do is to check if pixel conversion tracking is set up.
With Ads Manager, you can create only one pixel per ad account. However, with Business Manager, you can use more than one pixel for each account.
To make sure if the pixel code functions properly, you can download the Facebook Pixel Helper. This troubleshooting tool notifies you when an error occurs and helps you to go over the installation steps.
If you install the pixel now, it will be valid for the next 180 days.
You cannot transfer your pixel code ownership, but you can share access to your pixel with others. In such a case, a Business Manager admin can add those people to your pixel. Another way is to add them to the ad account associated with the pixel code.
Concluding Facebook Pixel
In this article, we have defined what the Facebook pixel is and how it works. We have listed the reasons why you should install this code on your website. Finally, we have explained how to create it in the first place and then how to set it up.
We hope you find this article useful and have a good time while you are reading it. Want more tips on how to use Facebook for business? If the answer is yes, remember to read our guide on the subject.