How to Create a Facebook Pixel
Facebook Pixel is an analytics tool that helps us measure the effectiveness of our Facebook marketing campaigns by understanding how users interact with our website after engaging with our Ads. The Facebook Pixel is a pixel code that is generated within the Facebook Ads Manager account. The default pixel helps in three main areas:
Conversion Tracking: Facebook pixel ties conversions done on our website (or landing pages) back to our campaigns.
Optimisation: Setting up automatic bidding to target people who are more likely to convert.
Remarketing: Create custom audiences based on groups of users who came from certain ads or users who added a product to the cart but didn’t make a purchase to remarket.
Event Tracking In addition to helping with attributing standard conversions on our website back to our Facebook Ads, we can also track custom events—specific actions that are taken on our website such as filling out a form, click on a button, or downloading content. Here are a couple of articles to get you started on custom conversions;
Why Should You Use Facebook Pixel?
Facebook is a huge social media platform that can help us reach a big audience and generate a great deal of traffic to our website. By using the Facebook Pixel enables us to gain insights on actions and conversions that result from our Facebook traffic, from both paid campaigns and organic posts.
Just like in Google Analytics, we can use that data to make better decisions on our ad spend and making smarter decisions on targeting for future campaigns.
Google Analytics is great, and through audiences and remarketing, we can target people around the web but it’s not the only platform we can leverage! There are some crossovers, but Facebook can provide us with different types of audiences and various ad placements for promotions that perform differently.
How To Create Your Facebook Pixel
Each pixel has its own unique 15 digit ID, which we install on every page we want to track on our site.
We can generate our pixel by logging into our Business Manager then selecting Events Manager from the menu.
In the Events Manager, select "Connect data sources"
Select "Web" as the data source and select "Pixel"
Enter a name for the new Pixel and the URL of your website
We're all set! The next step would be to install the pixel on our website to start collecting data. We can do this by manually installing the code on our website or through partner integration.
I would recommend using Google Tag Manager to install your Facebook Pixel. To find out more about Google Tag Manager and why to use it, check out this post.