Do you run Facebook ads to promote your business? Are you wondering how the Facebook pixel can help optimize ad delivery for specific goals?

In this blog post, you’ll discover how to install and use the Facebook pixel to track website traffic and create trackable Facebook ads.

Facebook pixels monitor the activity of your website visitors and how they interact with the website. It gives information about the pages they see, when they see it, the ones they don’t see, and so on.

There are lots of reasons to set up Facebook pixels, particularly if you are going to use Facebook Ad. Creating a campaign Ad without a pixel is like walking through a dark alley and trying to find your way out. You get a better return on investment on your Ads when you install pixels to track it and collect data.

With the data collected, you can use it to create better Ads and target better. You can reach out specifically with people who have interacted with your brand but didn’t stay long enough. It is advisable to start using Facebook pixel even before you create a Facebook Ad so you would have gotten lots of information that will equip you to create an active Ad.

Let’s find out more about how you can use the Facebook pixel to get the data you need to optimize your Facebook Ads.

What is Facebook pixel?

Facebook pixel is a code Facebook generates for you to place on your website to collect necessary data that helps to do the following:

1. Optimizing Ads
2. Tracking Facebook Ad conversions
3. Building a targeted audience for future campaign Ads
4. Retargeting website audience

Using Facebook Pixel to Improve your Marketing Results

Every marketer wants to collect more data to help them reach their target audience and increase engagements. You can achieve these things when you make proper use of Facebook pixels. Here are some of the ways Facebook pixels can help your marketing strategy:

Keep track of website visitors

You can keep track of website visitors who visit your website after viewing your Facebook Ad. You can also track the kind of device they use in viewing your ad and website. It tells you if people switch devices after seeing your Ad when they visit the site.

Creating an audience

It can help you get an audience with the same interests and demographics as those who are already on your website. That way, you continue reaching your target audience and converting prospects.

For Facebook retargeting

You can use it for retargeting people who had previously interacted with your website but did not take any action such as signing up for a program or making a product purchase. With Facebook pixel, you can get the specific data and use them to advertise to the same people.

Optimize your Ads for high value

Everyone loves those customers who only purchase expensive things. With pixels, you can get data on those group of customers as it collects data about people that buy from your site and the amount of money they spent. Using this information, you can optimize your ads to target people that are likely to purchase expensive products.

Get more Facebook tools

When you install Facebook pixels, you get access to tools you won’t see on a regular day. Examples are web conversion campaign, dynamic aids, custom audience from the website.

How to use Facebook pixel

You can use the standard events provided by Facebook to collect data on actions carried on your website, or you create a custom event for yourself.

There is up to 17 standard pixel events which you can use. See them below in their proper order.”

• Purchase
• Lead
• Complete registration
• Add payment info
• Add to cart
• Add to wishlist
• Initiate checkout
• Search
• View content
• Contact
• Customize product
• Donate
• Find location
• Schedule
• Start trial
• Submit application
• Subscribe

Although these are like default events, you can customize them by using parameters. Use it to add information such as currency, content type, basket contents, and the worth of the conversion event.

If the standard event does not suit your need, use the Facebook custom event. You can also choose to use it alone or with the standard event if you are looking to collect more information.

How to add Facebook Pixel to your website

First, you need to create your Facebook pixel if you don’t have any yet. Go to the Facebook Event Manager on your profile, click the menu button, and chose pixels from the dropdown list.

When the page opens, click the green button which says create a pixel. It will bring up a page for you to create your Facebook pixel. Choose your pixel name which should be your business name and add your website link before clicking create.  

Add the pixel code to your website

After creating the pixel, you’ll need to add it to your site. How you will add it depends on the kind of website, you are using. But there are three main options to use which are

• Integration or tag manager method
• Manual installation
• Asking a developer to do it

If you choose to install it yourself, follow these steps:

Click on “Manually Install the code yourself.”

Copy the code and paste it on inside the header code of your website and every other page on your website. Ensure you post it after the opening tagbut before the closing tag. After pasting, choose to use the automatic advanced matching by toggling it on. It helps in tracking conversions by collecting data from the website to your brand’s Facebook profile.

Next, you should click the send test traffic after typing your website URL in the empty box close to check if you had placed the code correctly.

 If your Facebook pixel starts tracking your website’s activity, click continue. But if there is no activity after 20 minutes, try troubleshooting.

Standard events selection

It’s time to select the 17 standard events we talked about at the beginning of this post. You will see them listed out on the page. Toggle the one you want to use to activate it. But if you prefer the custom event, go back to the Facebook Events Manager and select create custom conversion.

Add a notice to your website

Let visitors to your site know that you are collecting their data by putting up a notification that you are using cookies to collect information about them. To learn more about this, go to Facebook business tool terms.