Step-by-Step Guide to Facebook Pixel

by Garima Kakkar | Updated on: April 21, 2021 | 10 Min Read.

It is astonishing to see how Facebook has evolved from a basic networking site to a great platform for businesses too. If you are using Facebook ads or even thinking about doing so, this is just the price of information for you. Not many people will acknowledge what Facebook Pixel is capable of.

You would seriously get unbelievable results using Facebook Pixel as it can help you extract the most of your social ad budget.

There are more than 60 million active Facebook business pages.

Facebook Pixel has surely brought a sigh of relief for a lot of such businesses and their marketers.

They have a lot of advantages mentioned which have been ignored and underrated for quite a long time now. With more and more users recognizing and appreciating its importance, it has become all the way important to get a peek into the concept and understand what the whole concept of Facebook Pixel is actually about and how it helps in Facebook Advertising.

What is Facebook Pixel?

Facebook Pixel is basically a code that can be placed on a website. Disappointingly, it has been ignored and underrated for some time now. It helps the users to track conversion with the aid of data that it collects. You can easily track users as they interact with your website, simply by placing and triggering cookies.

The Need to set up Facebook Pixel 

After knowing what is Facebook Pixel, let us now focus on the need for its set up.

The most basic reason to set up Facebook pixel is to do marketing in a better way. You can easily improve your ads and target the audience more proficiently. The major benefit is that it allows you to experience an improved Facebook ad conversion rate with more ROI.

This can be justified by the simple fact that Facebook pixel provides you with important data which can be utilized for improving the performance of your ads. It has proved its worth when Facebook ads are not being used.

If the Facebook pixel is installed before an ad, it helps in saving time when the ad is eventually being created.

Read on to know how Facebook pixel can provide you with guaranteed results-

Facebook Pixel

Facebook Pixel

1. Facebook Conversion Tracking

With the use of Facebook pixel, it becomes easy for you to evaluate how people interact with your Facebook ad after viewing it.

You can also refine your ad strategy as Facebook Conversion Pixel allows you to check if the users shifted to desktop from the phone before they made the purchase.

2. Facebook Retargeting

As the name clearly suggests, this advantage of Facebook Pixel allows you to target people who have visited your site before. Facebook retargeting pixel data and dynamic ads can help you to get granular in this scenario.

For instance, many people leave stuff in the shopping cart or wishlist, you can simply choose to show them the ad for that particular commodity.

3. Lookalike Audience

Expanding the customer base is something that every business yearns to have. Facebook Pixel caters exactly to that need too.

With the use of Facebook targeting data, you can easily find people who have the same preferences just like people who are using your site at present. This surely goes a long way in expanding your customer base.

4. Optimization of ads for conversion

With the aid of this Facebook tool, you can easily optimize your ads for specific conversion events on the website. In the absence of Facebook Pixel, only link clicks can be optimized.

5. Optimization of ads for value

Many marketers have experienced all their hard work going down the line. The data collected with the aid of Facebook Pixel allows you to evaluate that who buys from your site and how much they spend. This goes a long way in optimizing the Facebook Ads based on the value.

The time and efforts are also saved as you can easily target people who are the most potential buyers for products with high price tags.

6. More tools at Disposal

Facebook Pixel provides its users with efficient tools and metrics which simplify the process of tracking a cost per lead or cost per conversion.

How to use Facebook Pixel?

Facebook Pixel

How to Use Facebook Pixel?

Following are the two different kinds of events whose data you can collect with the aid of Facebook Pixel.

(i) A predefined set of 17 which has been done by Facebook.

(ii) You can also set up custom events yourself.

A question might pop up in many read the ers head that what is an event? It is basically a simplified action taken by a visitor on a website. This might be a purchase too.

Enlisted below are the 17 standard Facebook Pixel events you might don’t know about-

Facebook Pixel

17 standard Facebook Pixel Events

1. Purchase

When a user completes a purchase on your website.

2. Lead

If a user identifies himself as a led or signs up for a trial.

3. Complete Registration

Someone completes registration on your page like a Subscription form.

4. Adding Payment Information

When someone shares their payment information while making a purchase on your website.

5. Add to Wishlist

When a user adds some product they like to their wishlist.

6. Adding to Cart

When a user adds a product to their cart.

7. Initiating Checkout

Someone initiates the checkout after they ate some choosing the products and are ready to make the purchase.

8. Search

When a user wishes to find something on your website and using the search option.

9. Viewing of Content

When a user lands on a specific page on your website.

10. Contact

When a user contacts your business irrespective of what the reason may be.

11. Customizing Product 

When some user chooses a specific version or type of a product depending on their tastes and preferences.

12. Donations

When you are supporting a cause and a user makes a donation to support you in that cause.

13. Location

When a user searches for your business’s physical location no matter what the location may be.

14. Schedule

When a user schedules an event like making an appointment.

15. Starting a Trial

When a user signs up for a free trial that you have to offer.

16. Application submission

When a user applies for the products or services you are offering.

17. Subscriptions

When a user subscribes to a paid service or product that you have to offer.

Creating Facebook Pixel & Adding to the Website

The important thing to learn is how one can actually undertake the task of creating a Facebook pixel and eventually putting it to use. Read to get a simplified idea of its creation and put it to use proficiently.

Creation of the Pixel

It all starts with the creation of the Pixel. To create a pixel easily, you just show to follow the below-mentioned steps.

Step 1: Choose Pixels after clicking on the Hamburg icon on the Facebook Events Manager screen.

Facebook Pixel

Facebook Pixel Cookies

Step 2: After doing so, you simply have to click on the create a pixel button.

Step 3: After clicking on the create a pixel button, simply name your pixel, and click on create after entering the Website URL.

The important point that needs to be kept in context while naming the pixel is that it should represent your business and not just the specific campaign.

You should always remember that you are only eligible for one pixel for each ad account.

Add Facebook Pixel Code to the Website

After you are done creating your pixel, the next important step is to add pixel code to your website. Its code should be installed on the web pages so that they can get to their work of collecting information.

(i) To start with click on the Manually Install The Code Yourself.

(ii) After doing so, you have to copy and paste the Facebook pixel code in the header code of the website.

(iii) You have to make the decision of whether you want to use automatic advanced matching it not.

(iv) In order to check if you have installed the code correctly and successfully, enter the website URL and simply click on Send Test Traffic.

Tracking the Right Events

The next step in the process involves tracking the right events for the business. With the aid of the toggle buttons, choose which of the 17 standards events that you wish to track.

In addition to this, you have to make a choice if you want to track on page load or on inline action.

You may even set parameters for other events too.

Check if the Pixel is Working

Now many might think that this step is a waste of time and effort. As we have already tested the installation using the Facebook Pixel ID, you still have to confirm if the tracking is being done properly.

Adding Facebook Pixel Notice to the Website

After you have successfully checked if the tracking is being done properly with Facebook Pixel ID, you have to add pixel notice to the website. Who doesn’t know about the problems companies are facing due to data misuse.

You have to make sure that the users are aware that their data is being collected. By not doing so, you deny complying with the terms and conditions of Facebook.

You have to properly let the users know that their data is being collected. You have to let them know that the data might be collected through cookies or another source.

It is your responsibility to let the users know the ways they can opt out of getting their data collected.

Facebook Pixel Cookies

For all those who are not aware, Facebook changed its way of using cookies to track its pixel data. Advertisers now have the option to use first-party or third-party cookies at their disposal.

Also, it should be noted that unless you wish to opt out of first-party cookies, you literally need to do nothing because of this change.

This basically allows advertisers to continue tracking data on Firefox and Safari. For all those who are not aware, both these browsers have limits placed on their third-party cookies.

Many people might think that why would a person opt out? Many advertisers from fields having extensive privacy legislation choose to opt out for compliance reasons. These may include fields like health and finance.

Who Disney appreciates real instances when they are on the verge of indulging in something new. Read on to know about the case study of using Facebook Pixel.’

Facebook Pixel Example

The use of Facebook Pixel by Wolford

Facebook Pixel

Wolford using Facebook Pixel

This is surely one of the most proficient case studies of using Facebook Pixel proficiently. Wolford used Facebook Pixel in order to test two audiences.

The lingerie brand proficiently made use of Facebook Pixel to test different lookalike audiences. This was based on custom audiences from the past as campaigns on Facebook.

In addition to this, both the audiences were living in Germany, Austria, and Switzerland and were of the age of 24.

One lookalike audience was based on interests and one obviously on past customers. The past customers included women who have bought two or more items from Wolford in the timeframe past 90 days.

As per the views of Aaron Fox who is the online acquisition specialist associated with Wolford, ”The conversion study helped us to understand how we can use Facebook as a major advertising platform.”

Talking about the results, this campaign as a whole saw a whopping two times greater returns on ad spend than the previous campaigns that were launched.

Wrapping Up!

This was your simplified guide of Facebook’s pixel tool.

It surely would make it easier for you to use Facebook Pixel, Pixel ID, or even Pixel Code.

You can easily take up the task of improving the performance of your ad by simply turning your attention to Pixel.

With proper optimization of your ads, you can easily make sure that your ads tend to perform better than they have done in the past.

Here’s wishing you good luck for your stint with Facebook Pixel if you have a Facebook ad or even if you don’t and just wish to get started with it.

Joining Facebook Marketing Certification Course will help you learn everything about Facebook Pixel and their right implementation like a pro.

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1 Comment

  1. ujwal pandit

    I personally like your article and thumbs up to you for sharing such a defined knowledge. this guide helped me to easily install Facebook pixels. Thank you.


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