Of all the amazing tools Facebook has created for marketers, perhaps the most useful is the Facebook Pixel.

The truth is, any business or e-commerce site that advertises with Facebook absolutely needs to install the pixel.

Pixels are fairly common tools found on most major advertising platforms. They are used to set a cookie which will have the function of tracking visitors to your website so that you can offer them relevant advertising later. This is called sequential retargeting. Once you advertise to past visitors to your website, the Facebook pixel can also be used to track their behavior when they return.

We will see in this article all the following parts:

  1. What is the Facebook pixel?
  2. How to create a Facebook pixel?
  3. How to install the Facebook pixel on your website
  4. How does the Facebook pixel work?
  5. How to use the Facebook pixel

1- What is the Facebook pixel?

The Facebook pixel is an analytics tool that helps you measure the effectiveness of your Facebook advertising campaigns by Italy WhatsApp Number List monitoring the actions people take on your website.

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The Facebook pixel is a piece of code that tracks these types of events:

  • Seen pages
  • Add to the basket
  • Purchase
  • Scroll depth
  • Visit time on a page
  • Etc.

The Facebook pixel can help you optimize your ads and ensure they are served to the right audience. You can also use the pixel to improve your Facebook retargeting and remarketing to people who have visited a specific page or taken a desired action on your website.

You can create up to 100 pixels in your Business Manager account.

In short, the Facebook pixel allows you to better understand the impact of your ads by understanding what people are doing after seeing them. This can help you reach people who are more likely to take meaningful action, such as purchasing a product.

How to create your Facebook pixel?

Each pixel has its own 15-digit ID, which you’ll need to install on every page you want to track on your website.

There are two ways to generate your unique code: through Ads Manager and through Business Manager.

Method 1: Via Ads Manager, the ad manager

Once you’ve accessed Ads Manager, click on the drop-down menu in the upper left corner, then click on the “All Tools” tab, located at the very bottom of the available options.

Then select “Pixels”.

When you click on “Create Pixel”, all you have to do is name the pixel to create it permanently.

Method 2: via Business Manager

In Business Manager, go to the “pixel” section in the menu on the left and create a new pixel.

As with the previous option (Ads Manager) give your pixel a name.

Finally, you’ll want to assign the pixel to certain ad accounts so that it can be used in your ad campaigns.

Once you have applied any of these methods, all you need to do is decide how you want to install your pixel.

How to install the Facebook pixel on your website

The current Facebook pixel works the same as the old custom audience pixel. It must be in the main section of your index page for it to appear on every page of your website. No matter what page loads, the pixel will fire and start following your visitors all over the site.

There are three ways to add the Facebook pixel to your website:

  1. Install the code manually
  2. Email a Developer Instructions
  3. Use a partner integration or a tag manager

1- Install the code manually

Manual installation is the most common way to install Facebook tracking pixel. When you are on the “Pixel” page in the “Ads Manager” section you will see the option “Finish configuring the pixel” if it is not yet installed. Click on it.

You will then see three different options displayed. Choose “Install manually”.

On the next screen, you will see a large frame containing about ten lines of code, in the form of text. It’s your pixel. Copy it.

You’re going to need to install it in the header of every page on your site that you want to track.

You therefore need to access the code for each page of your website. And all that remains is to paste the code of your pixel in the header, at the following location: “insert_pixel_code_here”.

And there you have it, your pixel is well installed.

Ask a developer to install the Facebook Pixel code on your website

If you have a web developer running your site, you can also email them the code and instructions for installing the Facebook pixel. You can do this by selecting the option “Email the instructions to a developer”, and you just need to enter their email address.

Once your developer has assured you that the code is installed correctly, you can use “Facebook Pixel Helper” to check for yourself that it is working correctly.

Once you’ve verified that it’s working, you’re ready to head back to Ads Manager and start building your own Custom Audiences and Custom Conversions to kick off your optimized Facebook ad campaigns. With enough time and supervision, you can quickly start to resize your Facebook ad campaigns and gain efficiency and performance.

3- Use a partner integration to add the Facebook code

Regarding partner integrations via which you can also install your Facebook pixel, let’s mention WordPress , Prestashop, Magento, WooCommerce, Hubspot, Google Tag Manager or even Shopify.

Let’s take a look at the cases of installing the pixel with Google Tag Manager and Shopify:

If you choose to use Google Tag Manager, you will need to create a tag first. Give your tag a name like “Facebook Pixel – Base Code”.

Use the custom HTML tag type and paste your basic pixel code.

Then, in the “trigger / triggering” section, under your tag, edit and select the “All pages” page display trigger.

Finally, all you have to do is save your new tag and validate your changes.

If your e-store is on Shopify, the process is also simple:
  1. In your Shopify admin interface , click on Facebook in the “Sales Channels” section.
  2. Then click on “Settings”, then “Data sharing settings”.
  3. In the “Customer data sharing” section, click the “Enable data sharing” button.
  4. In the “Choose the level of data sharing” section, select “Standard”, “Enhanced” or “Maximum”.

Select your pixel from the list. Or if you haven’t created a pixel yet, follow the instructions to create one.

Before clicking “Confirm”, check the connection to see if your pixel is working in sending test traffic to your site, and after that you are done!

Now that you understand how to create and install the Facebook pixel, let’s take a look at how it works.

Facebook pixel work

Prior to 2015, Facebook already had a custom audience pixel to retarget website visitors and conversion pixels to track conversions such as sales. Although each ad account could only have one custom audience pixel, you could create multiple conversion pixels, one for each web page you want to track conversions on.

In 2015, Facebook simplified this process by introducing a new single Facebook pixel to replace the old ones, making it the only tracking pixel you need now. The Facebook pixel was updated again in 2017 to make the practice of advertising on the platform easier and more efficient.

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