Have you ever wondered the different actions people take when they visit your website organically or through paid ads? Facebook pixel is an analytics tool that lets you answer questions like this.

The Facebook pixel is an analytics tool, a piece of code, placed on your website, that allows you to measure the effectiveness of your advertising, by understanding the actions people take on your website.

When someone visits your website and takes an action (for example, views a product page, clicks a button, adds a product to cart, makes a purchase), the Facebook pixel triggers, records, and reports this action.

For example, your activity of viewing this blog post is currently being tracked by Facebook pixel anonymously, the pixel records information such as page view, average reading time.

This will help me understand the performance of this post relative, to other posts on the blog.

Facebook Pixel

With the Facebook Pixel, you will understand the following;

  • You’ll know when a customer took an action after seeing your Facebook ad.
  • You’ll also be able to reach this customer again by creating a Custom Audience of people who already interacted with your website.
  • When more and more conversions happen on your website, Facebook gets better at delivering your ads to people who are more likely to take certain actions. – Conversion optimization.

Benefits of the Facebook Pixel

  • Measure the results of your ads. Better understand the effect of your ads by measuring what happens when people see them.
  • Conversion Tracking. You can use the Facebook pixel to track your website visitors’ actions. Conversions appear in the Facebook Ads Manager and Facebook Analytics dashboard, where they can help to analyze the effectiveness of your conversion funnel and to calculate your return on ad investment. 
  • Create your own Custom Audience. You can use information from the pixel to segment your website visitors into groups based on the actions they have taken on your website. Find new customers, or people who have visited a specific page or taken a desired action on your website. Make sure the right people see your ads.
  • As seen below, you can create an audience of people who have visited your website over the last 180 days. This is only possible if the Facebook pixel is active on your site.
  • Drive more sales. Facebook Pixel is also useful in ad optimization. You can create Dynamic Ads to target visitors based on how they have interacted with your website in the past. Set up automatic bidding to reach people who are more likely to take an action that you care about, such as making a purchase. This can only be possible when Facebook pixel is present.
  • This is very useful for e-commerce sites.

To be successful with Facebook Ads, You need to implement the Facebook Pixel. Otherwise, you are not only leaving money on the table, you are also not maximizing your ad spend.

Tope Emiola, 2020

Here is the Facebook Pixel reporting interface for this website, showing records of how people are interacting with this website, tope.marketing.

  • Page view represents the total number of unique people that have checked out combined pages of tope.marketing. It is the most common events the pixel reports, as it captures everyone who interacts with all pages of the website.
  • View content event tracks people who interact with specific pages of the website.

How to set up the Pixel without writing a line of code.

Before you begin:

  • You need a website for your business.
  • Access to the admin dashboard of your website, or direct access to your developer.
  • You need a Facebook Advertising account or Business Manager account. Learn how to create a Business Manager account in this post.

Follow these steps:

Facebook Pixel
  • Click Connect data sources and select Web.
  • Select Facebook pixel and click Connect.
Facebook Pixel
  • Add your pixel name.
  • Enter your website URL to check for easy setup options.
  • Click Continue.

Facebook Pixel is a snippet of JavaScript code, on your website, that allows you to track visitor activity. It works by loading some functions whenever a site visitor takes an action that you want to track.

Add the Pixel to your website

Once you’ve created your pixel, you’re ready to put the Facebook pixel code on your website. For instructions on how to do this, choose your setup option:

  • Choose how you want to install the pixel code
Facebook Pixel
  • Use a partner integration so that you do not have to write a line of code.
  • In case you do not have access to your website admin dashboard, select Email Instructions to send your unique pixel code to your web developer as seen below:
Facebook Pixel
  • Furthermore, If your website is hosted on other content management systems, apart from WordPress, scroll through the list to choose your the partner connected to your business.
Facebook Pixel
  • If your website is a WordPress site, and you have access to the admin dashboard, then select WordPress as your partner integration
Facebook Pixel

The following steps details how to install the pixel code on your WordPress website without writing a line of code:

  • Download the plugin from the Facebook pixel interface as displayed on your own screen.
  • Go to your WordPress dashboard to upload and activate the plugin.
Facebook Pixel

Testing the Pixel

  • Confirm that the pixel is active on your site, by sending test traffic from Facebook as seen below.

Testing your Pixel with the Facebook Pixel Helper

The Facebook Pixel Helper is a troubleshooting tool that helps you find out if your pixel is working correctly, troubleshoot common errors, and improve pixel performance.

Once you install the Chrome plugin, you can see if there’s a Facebook pixel installed on a website. Check for errors and understand the events that your pixel is receiving. The Facebook Pixel Helper can offer tips on how to improve your pixel’s performance, as seen below.

Facebook Pixel

How the Facebook Pixel Helper works

The Pixel Helper is a Chrome Browser extension that runs in the background to automatically review websites for Facebook Pixel code.

  • When the extension is installed a </> icon, the Pixel Helper icon, will appear in the upper right corner of the browser next to the address bar.
  • When a website has a Facebook Pixel installed the Pixel Helper icon turns blue. And a small badge will appear indicating the number of pixels found on the web page.
  • If the icon does not turn blue, no Facebook pixels are installed on this web page.
  • Then, click the Pixel Helper icon and a small popup appears with information you can use to verify, troubleshoot, and improve our pixel.

To use the Facebook Pixel Helper you must:

Conclusion

Conclusively, this is a comprehensive information about the Facebook pixel. And why it is important to use it in tracking how people interact with your business especially if you advertise on Facebook and Instagram.

If you have questions about this post, simply share on social media and tag me so that we can get the conversation started.

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