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 crossdevice 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 Facebook 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 standart 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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