What is a Facebook pixel?
A Facebook pixel is a piece of JavaScript code for your website that enables you to measure, optimize, and build audiences for your ad campaigns. Using a Facebook pixel, you can leverage the actions people take on your website across devices to create more effective Facebook advertising campaigns.
With a Facebook pixel, you can:
- Measure cross-device conversions: See how your customers are moving between devices before they convert.
- Optimize delivery to people likely to take action: Ensure your ads are being seen by people most likely to take the action you want them to take, such as purchase or fill out a form.
- Automatically build audiences for website visitors to retarget: Create Custom Audiences for people who have already taken specific actions on your website, such as visiting a product page, adding something to their cart,or purchasing a product.
To create a Facebook pixel:
1. Go to your account in Business Manager/Ads Manager.
2. Select Tools > Pixels.
3. Click the “Create a Pixel” button.
4. The pixel will be created and you will be redirected to a page with the pixel code.
5. If you need to view the pixel code later, simply choose Actions > View Pixel Code on the Pixels page.
In the opened window you can copy pixel code.
6. You need to insert this code on every page of your website between <head> и</head>.
This pixel allows you to track and target your website audience.
7. Pixel Code looks like this:
8. To track your website conversions you need to change pixel code on the pages where conversions will be tracked. After the line fbq('track',"PageView") you need to add fbq('track', "<here you need to select the name of the conversion from the list below>").
9. To get the code for changing Pixel go to Pixel > Create Conversion.
10. You can select conversions from the standard list:
- User action on your website Code;
- Viewed particular;
- page/content fbq('track', 'ViewContent');
- Searched fbq('track', 'Search');
- Added product to cart fbq('track', 'AddToCart');
- Added product to wishlist fbq('track', 'AddToWishlist');
- Initiated checkout fbq('track', 'InitiateCheckout');
- Added payment information fbq('track', 'AddPaymentInfo');
- Purchased fbq('track', 'Purchase', {value: '0.00', currency:
- Lead fbq('track', 'Lead');
- Completed registration fbq('track', 'CompleteRegistration');
11. Or you can create a Custom Conversion:
12. In a Custom Conversion you can select tracking visits to some particular URL or some particular events.
13. For any chosen event you can assign a category, which will be displayed in statistics.
14. To make sure that your Pixel is set up correctly, install the official extension for Google Chrome FB Pixel Helper:
This extension allows you to track all pixels installed on a page. When you visit the page with installed pixels this extension will show all of them and if you click the Pixel Helper icon you will see the detailed information about every pixel – for example, its ID.
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