All the effort you put into researching and setting up a Facebook ad campaign can be a total waste if you are not tracking the results and optimizing your campaign.
If you do not install the right tracking pixel, then you are flying with no direction. You won’t know if your campaign is yielding results equivalent to your effort or not and it will be impossible to track your ROI down to the penny.
What Is Facebook Pixel?
The Facebook pixel is code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some action on your website.
In this article, in 4 steps, I will be bringing to light how to setup Facebook Pixel in your Ads Manager, how to install it on your website, and how to generate custom audiences.
Step 1: Finding Facebook Pixel
Facebook Pixel is located in your Ads Manager under the Pixel tab. Below is a step to step guide
- Go to Ads Manager.
- Click on the menu button and the top left and under “Assets” select “Pixels”.
Here you’ll see 1 of 2 screens.
If you have not created your pixel yet or if it has been inactive for a while, you will see this on your screen:
Click “Set Up Pixel”. A new pop-up menu will appear asking you how you want to install it.
There are three main options when it comes to installing Facebook pixel, and they include:
- Use of a tag or integration manager.
- Manually installing the code or
- Email instructions to a developer.
Click on “Use an integration or tag manager” to find out if Facebook integrates with the platform your website is built on.
If your website builder is listed, pixel setup and installation will be an easy journey.
Click on your platform and follow the given set of instruction.
On the other hand, if your website builder is not listed on the integration menu and you do not have a develop to email the instruction to, you will be left with the option of manually setting up and installing your pixel.
Here is how to go about it:
First, Click on “Manually install the code yourself”.
Another menu will appear with three steps.
Your pixel code will be in step 2.
The pixel code in step two is the base code, and you will have to install it on every page of your website in the header code as instructed in step 1.
Note that the platform your website is built on determines how much of the three-step process you will need to follow.
For instance, for WordPress websites, there is a free plugin called PixelYourSite that allows easy installation of the pixel across your entire site in one click. With it, you don’t necessarily Have to go into the header template of your website.
If your website is on WordPress, below is to install it:
Step 2: Facebook Pixel WordPress Installation
On your WordPress dashboard, go to your plugins menu and search for PixelYourSite.
Click on install.
Activate the pixel.
After you have installed and activated the plugin go to the PixelYourSite dashboard, you will need to enter your Pixel ID into the section called “Add your pixel ID”.
To get this ID, go back to “Pixels” tab in Facebook ads manager, which is located at the top left corner under your pixel name.
Copy your Pixel ID and paste it in the Pixel ID field in the “PixelYourSite” plugin dashboard.
Scroll to the bottom of the screen and click on “Save settings”.
Congratulations, you have successfully installed the Facebook pixel on your site. At this point, when anyone visits your site from any traffic source, they get marched on Facebook and also tagged by your pixel, you can then start building up website custom audiences of people who have visited your site.
Step 3: How to check the pixel is working.
To confirm that the pixel is functional, go to your website and load a page.
Then go back to the “Pixels” tab in Ads Manager and in the top right, just next to details there should be a green dot and a notification to the last time pixel was active.
You can as well use the Facebook Pixel Helper Chrome browser extension to be sure everything is in place.
Step 4: building your website custom audience in Facebook Ads Manager
After creating your pixel and installing it on your website, the next appropriate thing to do is to create a custom audience of people who have been to your website.
Go to your Ads Manager and select “Pixels”. In your pixel dashboard, click on “Create Custom Audience”.
A pop up will show up, and it looks like this:
The tips for creating this are as follows:
Pixel: Make sure your pixel is active (that you have a green dot)
Audience: select “All website visitors”.
In the last: the number of days can be adjusted but always have it in mind that if you are running a retargeting campaign the greater the number of days from someone last visiting your site the lower the CTR.
Audience name: give your audience a name, for example, “Blog Traffic (Last 30 Days)”.
Click create an audience to save the process.
You will see a message that says your audience has been created. To view your new audience go to the “Audiences” tab the same way you navigated to the “Pixels” tab.
The four steps explained in this article is all the guide you need to make your work successful. All you need do is go through the steps again and apply them meticulously.