Last week in our Facebook Ads 101 series, we took a look at the bottom-funnel campaign strategies. Today, we will be looking another important part of Facebook advertising, the Facebook Pixel. The Facebook Pixel is a tool that you can implement on your website that lets you measure, optimize and build audiences for your ad campaigns.
With the Facebook Pixel tool, you will be able to learn about your website traffic and optimize your ads to focus on people that are likely to take action. You can build Custom Conversions with this data as well.
How to Set Up a Facebook Pixel
To set up a Facebook Pixel, you will first log into your business manager account. Under the Events Manager section, you will see “Pixels.”
On the next screen, to create a new Pixel for yourself, all you have to do is select “Create a Pixel.” Each account will only have to have 1 Pixel created to do everything you need it to do. Once your Pixel is created, you will need to install it, and Facebook gives you three choices for how to do so.
Once your code is installed, you will have an option for 9 standard events:
- View Content
- Add To Cart
- Add To Wish List
- Initiate Checkout
- Add Payment Info
- Complete Registration
The Facebook development team has put together a lovely Pixel Code Reference site. If you are unfamiliar with coding or placing Pixels, please ask for help from a professional. The Facebook Pixel is a great tool that you can use but can be incredibly frustrating to set up if you do not know how to work with it.
How to Create Custom Conversions
Once you have your choice of standard events placed in your tag, you will be ready to move on to Custom Conversions. Custom Conversions are great to help you track what users are doing on your site. These conversions will be tracked with the Pixel and go straight into the Facebook user interface. Here is an example of how to build a Custom Conversion.
- Website Traffic – This can be used to set up rules if you have a Thank You page.
- Standard Events – This is where all of the events you placed in your Pixel will show up.
- Name Your Conversion – This is where you give your conversion a name that will show up in the Facebook user interface.
- Select a Category – There are 10 options here. 1 – 9 are the standard events listed above, and option 10 is other.
- Enter a Conversion Value – This is where you would give your conversion a value. This is optional.
Once that is complete, you will be able to view, track, and optimize towards your goals. Using Custom Conversions will give you the holistic approach of having solid numbers, along with all of the soft numbers that the Facebook user interface already gives you (page likes, clicks, CTR, etc.).
Please join us next week as we talk about Facebook Audiences.