Have you ever wondered how Facebook Ads always seem to know what you’re looking for, what problem you’re having, and constantly trails you with a solution to your specific problem?
Now that right there, is a great lead generation funnel and is only possible using Facebook’s pixel.
Combine that with a great re-targeting campaign, and you have yourself lead generation funnel running completely on autopilot.
However, to be able to do this, you need to create a pixel and install it on your website or pages, and Facebook lets you do this in two main ways.
But before we get into the meat and potatoes of the how, here’s a quick recap on Facebook’s pixel.
What’s a Pixel?
Facebook’s pixel, much like Google’s tracking code—pretty much the same thing, is a short piece of code that’s used for analytics.
With a tracking pixel installed on your website, you’ll be to measure how effective your marketing campaigns are and make optimizations to improve your ROI.
Facebook’s tracking pixels gives you plenty of valuable campaign insights by understanding user behavior on your site.
It can be used to run highly-targeted Facebook Ads to warmed up leads as is the case with re-targeting campaigns, so it’s vital you create and install it before running your campaigns.
By default, each Facebook Ad accounts comes with a pixel, but they let you create as many as 100 different pixels using their Business Manager account.
How does it work?
Each Facebook pixel is typically made up of two components or pieces of code; the pixel and event codes. The pixel code is the base code and tracks pretty much all incoming traffic to your website.
The event code, on the other hand, is an additional piece of code that you concatenate to the pixel base code.
It can be added on specific pages such as landing pages to help you track specific actions or events on that page, e.g., subscriber sign-ups, purchases, etc.
Facebook also gives you a variety of event options to help track every aspect of your campaign.
You’ll be able to add events and track whatever action your users take from viewing your content to initiating checkouts, to abandoned carts and Add-to-Carts.
Additionally, Facebook even lets you create custom events to address specific marketing objectives.
However, when you create a custom event, you’ll also need to create custom conversion goals for it to work properly.
Once you’ve got your pixel set up on your website, it will automatically fire whenever someone does or takes a predefined action.
When it receives the action events, it’s able to relay them to your Facebook page on the Events Manager tab.
Facebook lets you see all the actions your visitors and customers have taken and lets you retarget them in the future with your Ads. All right, now that you’ve understood the how, here’s the why.
Why use Facebook’s Pixel?
Like we’ve mentioned, Facebook’s pixel is a nifty little analytical tool that helps us optimize our campaigns for conversions. Here are a couple of more reasons to use it.
- Using Facebook’s pixel on your website or store will help make sure that the right people see your Ads, i.e. warmed-up leads or visitors that have interacted with your website at some point.
- Custom and lookalike Audiences; using the information acquired by Facebook pixel, you can create custom audiences based on that data for split testing or even create lookalike audiences.
- Effectively monitor and track your campaigns; while Ads are a great way of sending traffic to your offer, they can also be expensive, so it’s important to use a tracking pixel for you to be able to monitor the effectiveness of your campaigns.
Creating a Facebook pixel
Like we’ve stated, there are two main ways to go about creating a Facebook tracking pixel. The first is using your account, and the other uses your Business Manager account.
Now to proceed, all you need have is a website that lets you customize the backend or rather lets you add custom code to the header and footer sections of your website—WordPress is a great option for a CMS that lets you add custom code.
Method #1: Personal account
To create a Facebook pixel in your account simply head over to Events Manager and click on “Pixels.”
Select or click on “Create a Pixel” and click “Create” in the pop-up box that appears to finish creating your pixel.
Method #2: Business Manager Account
Before trying this option, you should have already created a Facebook business manager account or have administrator permissions on the business manager account you’re using.
Log in to your Business Manager account and navigate to Business Settings and choose your business. Next up is to select “Pixels” after clicking on the “Data Sources” tab and then click the plus button to create a new pixel.
Give your pixel a name—something like your website, enter your website, albeit its optional at this stage and finally click create.
If you’d like to proceed with installing the pixel on your site, then you should select “Set up the Pixel Now” or the alternative option to remain in Business Manager.