Facebook Adverts: The Beginner’s Guide to the Facebook Pixel

Last Updated on November 15th, 2018 at 3:50 pm

facebook adverts

I can’t be the only person who finds promoting on Fb confusing. All of the options make it a very effective promoting platform, however, they also add complexity. One of the things I used to get particularly disappointed is pixels.

Pixels are common across most promoting platforms. They’re used to drop a cookie that will track visitors on your site so you may promote to them later. That is called retargeting. When you advertise to past site visitors, Facebook pixels may also be used to track their behavior once they’re back on your site.

What is a Facebook pixel?

A Facebook pixel is an analytics tool that consists of a code which you can put on your website. The pixel fires to track website visitors. This data permits you to retarget these users with Fb adverts in the future, as well as see what they’re doing on your website once they return. This lets you gain more insights about your viewers, send targeted messaging to customers who already know your brand, and track the effectiveness of your paid social advertising efforts.

How do Facebook pixels work?

Facebook used to have a custom viewers pixel for retargeting website guests, and conversion pixels for tracking website conversions such as sales. While each promoting account had only one custom viewers pixel, you can create many conversion pixels — one for each web page you needed to track conversions on.

The thing is, though Facebook pixels are confusing, they make advertising on Facebook much more efficient. Not only do you know exactly who you’re advertising to, however, you also have a greater understanding of how your Facebook adverts are performing. All in all, you may make your message much more efficient, resulting in a better return on your advertising dollars.

In 2015, Facebook simplified this process by introducing a new Facebook pixel that replaced the older Facebook pixels, making it the only tracking pixel you now want. It was updated again in 2017 to make promoting on Facebook simpler and more effective. This included more tracking, like button click on activity and page metadata.

Facebook pixel.

Use Facebook pixels

1. Custom audiences from your website

Custom Audiences from your website are how Facebook helps you retarget site visitors. When you have the Facebook pixel installed, it’ll track the movements of any visitors on your site who are concurrently logged into Facebook. It’ll record which pages on your website they visit, which pages they don’t visit, and once they visit. Utilizing this data, you may promote to very targeted groups of people.

To be clear, when promoting on Facebook, you may not select a particular website visitor and advertise to them. Instead, you may promote to groups of users (custom audiences from your site) based on shared behavior. A few examples embody:

  • People who have visited your site in the past 24hs.
  • People who have visited your site in the past 180 days, however, haven’t been back in 30 days.
  • People who have visited a special page on your site.
  • People who have visited a particular page on your site however not another particular page.

You may define Custom Audiences from your site based on which pages they did or didn’t visit, and by once they visited your website. You may select a timeframe between 1 and 180 days.

Create a custom audience.

Audiences are created independently from adverts. Once a viewer is created you may select when to promote to it and which adverts to use. Or you may let it percolate for future use.

Audiences are created independently from Fb adverts. Once a viewer is created you may select when to promote to it and which adverts to use. Or you may let it percolate for future use.

2. Custom conversions

One of the most exciting parts of the Fb pixel is the ability to create Custom Conversions similar to the way you create Custom Audiences. A Custom Conversion is created by choosing a completion page and naming the conversion. Usually, the completion page is some type of thank-you page. For instance:

  • Thanks for shopping, your order is on the way.
  • Thanks for signing up, you’ll obtain your first email from us shortly.
  • Thanks for your comment, right here’s your free download.

Thank you page.

This means that you may create Custom Conversions independently of your Fb adverts, and then select when to use them in the future.

Because the tracking pixel already fires on all of your website pages, it could easily track when somebody visits a completion page — particularly people who have clicked on your Fb adverts.

Custom conversion.

You may also select the category for the conversion and add a monetary worth. For instance, when you create a Custom Conversion that tracks visitors to an ebook download page, you may include the cost of the ebook. This function will help you figure out if your advert campaigns are profitable. When you charge $20 for your ebook, however, you’re spending $25 for every buy that comes from Fb adverts, you’ll probably need to make some changes to that campaign.

The Custom Conversion categories which you can select from embody:

  • Add Payment Info
  • Add To Cart
  • Add To Wishlist
  • Complete Registration
  • Initiate Checkout
  • Lead
  • Purchase
  • Search
  • View Content

The interesting thing about Custom Conversions when promoting on Fb is that once it’s created, it’ll be tracked for all your adverts, whether you select to optimize for it or not. All your Custom Conversions are always being tracked. At any time, you may create a report for one of your Fb adverts that will show the conversion rate for any of your Custom Conversions.

If you wish to optimize your advert for a Custom Conversion, select “Website Conversion”, type in your domain, and then choose the one you’re looking for.

Campaign objective.

The drawback of Custom Conversions is that you’re limited to 40, and you’ll delete Custom Conversions at any time (previously, the limit was 20 and you couldn’t delete any).

3. Custom and standard events

Custom and Standard events are an advanced function of Fb pixel. When you only use Custom Audiences and Custom Conversions, you’re in great shape. In the 80-20 of Fb promoting, you’ll already be doing the easy things which have the largest impact.

Custom and Standard events function similarly to the old Fb conversion pixels. You may create Custom and Standard events with a bit of extra code. Custom and Standard events help get previous your restrict of 40 Custom Conversions, provide more robust analytics and reporting, and have greater accuracy.

While Custom Conversions are tied to a URL (usually for some type of thanks or completion page), Custom and Standard events don’t need to be. Instead, conversions could be tracked by adding an additional line of the code to the page of interest.

There are 9 conversion types you could use with Custom and Standard events, each with its own line of code. This code will tell Fb what to track, and will be inserted into the Fb pixel code — however, only on the page, you want to track conversions on.

How do you find your Fb pixel ID?

Your Fb pixel ID is in the Adverts Manager. Make your method to the navigation menu, and click on “Pixels” (under “Measure and Report”).

Find Facebook pixel ID.

When you’ve already created your Fb pixel, you’ll see your Fb pixel ID on this dashboard.

Add the Facebook pixel to your website

The current Facebook pixel works similarly to the old custom viewers pixel. It should be in the head section of your index page so that it appears on every page on your website. No matter which page is loaded, the pixel will fire and track where the customer is.

First, when you haven’t already, you’ll need to create your Pixel. Begin by visiting the Ads Manager. Go to the “Pixels” tab in the Events Manager.

Create Facebook pixels.

Click on “Create a Pixel.” Name your pixel and click on “Create.”

Name Facebook pixel.

There are 3 ways to add the Fb pixel to your website:

  1. Use an integration or Tag Manager
  2. Manually install the code
  3. Email instructions to a developer

Install pixel code.

1. Use an integration to add the Facebook pixel code to Shopify

In case your store is on Shopify, the process is simple. In your Shopify Admin, navigate to “Online Store” → “Preferences.”

Scroll down to the Fb pixel part and paste your pixel ID.

Facebook pixel integration.

Now click on “Save” and you’re completed!

2. Add the Facebook pixel code to your website manually

For your pixel to work properly, it must be displayed on every page of your site. The best place to put the code is in the world header of your site. Look for <head> </head> in your code or discover your header template to update the worldwide header. Paste your Facebook pixel code in the middle of the header code, after <head> and before </head>.

3. Have a developer install the Fb pixel code to your website

In case you have a web developer who maintains your website, you may also email the code and instructions to install the Fb pixel. You can do this by choosing the third option, “Email Instructions to a Developer,” and entering their email address.

As soon as the code is installed, you could use the Facebook Pixel Helper to ensure it’s working properly.

After you’ve verified that it’s working, you’re ready to go back to the Adverts Manager and begin creating your own Custom Audiences and Custom Conversions to start advertising on Facebook.


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