Why you need a Facebook Pixel on your website, and how to do it…

Why you need a Facebook Pixel on your website, and how to do it…

So, you’ve heard of the Facebook Pixel, but aren’t really sure; 1) if you need one, 2) what it actually does! Well if you are advertising on Facebook/Instagram or are planning to start in the future, then you need to have one installed on your website. This will help you maximise the success of your ads and your return on ad spend. 

Here’s why…and how.

What is the Facebook Pixel?

The Facebook pixel is a piece of code that you place on your website (and/or landing pages).

When you install the Facebook Pixel, it tracks visitors who visit your website/landing pages and the actions they take (providing they are also logged into Facebook – who doesn’t leave Facebook logged in while they are browsing?)

There are two parts to the Facebook Pixel:

1. The Base Pixel:

This is the basic piece of code that goes in the header of every page of your website and landing pages. It tracks your website and landing page visitors.

2. Standard Event Codes:

Standard Event Codes are additional pieces of Pixel code that you add to specific pages of your website/landing pages to track actions people take on those pages. 

For example, you can track; view content, add to cart, make purchase, leads, complete registration, add to basket, search. 

If you’d like to use Standard Event Codes, I’d suggest working with a FB Ads Strategist like myself, as it does require a more advanced understanding of Facebook Advertising. If you need support with installing and using Standard Events please get in touch with me.

Why should I install the Facebook Pixel?

By having the Facebook Pixel installed on your website you can;

1. Create custom (and lookalike) audiences

Custom audiences are audiences that you can create that consist of current customers or leads. In other words, your warm audiences e.g. Website Visitors.

So, you could create some custom audiences based of your website visitors, for example…

  • in the last X days
  • of a specific webpage or landing page in the last X days
  • who completed your lead form/signup form in last X days
  • who added an item to their basket in last X days (if Event Codes installed)
  • that made a purchase in last X days (if Event Codes installed)

The pixel holds the data on website visitors for 180 days, so in the examples above X can stand for any number of days up to 180.

In addition to targeting (or retargeting) these custom audiences, you can also exclude them from your targeting. This allows you to get even more laser focussed with your ads, ensuring that your ad spend is maximised by targeting exactly the right people at the right time.

What’s even better is that Facebook can also create lookalike audiences of your website visitors. Facebook will have a look at the demographics, interests etc of your audience and then find other people like them. What a great way to find a new, relevant audience.

2. Optimise your ads for conversions

Having the Pixel installed correctly also allows you to optimise your ads for specific conversions (using the conversion objective) – for example, a lead or a purchase. This means that Facebook will show your ad to the people within your audience who are most likely to take that specific action and you’ll be able to track the number of conversions your ad has resulted in. 

How do I install the Facebook Pixel?

To install the Base Pixel, open your Ads (or Business) Manager and go to the 9 dots in the left hand corner > select events manager. Click ‘set up’, if you aren’t given prompt to do so and follow the on-screen instructions.

Once you press ‘set up’, you’ll be given two options for installing your code:

Using an integration or tag manager is the quickest and easiest way of installing your Base Pixel code.

You can also email instructions to your web developer if you’d prefer.

You’ll be prompted to choose your partner from the list below.

Once you’ve selected your partner intergration, follow the simple on-screen instructions which will guide you through how to install your code.

How do I know that my Pixel is working?

To check your Facebook Pixel is working correctly, you’ll need to download the Chrome Pixel Helper. Once downloaded you’ll see the icon in your browser shortcuts. It looks like this: </>

You’ll then need to visit your website, click on the Chrome Plugin helper and check that your Base Pixel is installed. If it is not installed correctly you’ll see the message ‘no Pixel can be found’.

If you do have Event Codes installed you’ll see these too, like in the example below leads. If you see it with a yellow warning signal, it may be that it needs troubleshooting, or that no data has passed through as it’s triggered by a button click. You can hover over the icon and it will give you more information.

Feeling confused about Facebook ads?  This is my area of expertise, find out how we can work together by getting in touch or book a Power Hour here.