Home » Facebook Ads » The Facebook Pixel

If you have done any advertising on Facebook you have likely heard about the Facebook Pixel. But why do you need it, what does it do? That is what we are going to dive into today…..

Ultimately the Facebook Pixel tracks the activity on your website, your ads and provide valuable insights and allows you to optimize properly for your campaigns.

Here are a few reasons why you NEED to have the Facebook Pixel installed and tracking properly:

  1. Track the number of conversions (whether that is leads, signups to your newsletter, scheduled calls, purchases – these can all be tracked with the pixel)
  2. Custom Audiences – you can build audiences (and look a like audiences) from your pixel data, which allows you to target better in your ads
  3. Revenue reporting – You can pass the actual order value back to Facebook which in turn provides you your ROAS (Return on Ad Spend)
  4. DPA (Dynamic Product Ads) – this is especially important if you have multiple products on your site. You can have Facebook dynamically show ads to the people (or similar people) who have shown interest in your product or service
  5. Retargeting – The pixel tracks the time and activity on your site and you can then set your retargeting campaigns multiple ways, quickly and easily.
  6. Optimize for Conversions – on top of just tracking for conversions – you can use the conversion objective in your campaigns (and get better results
  7. It’s Free and Easy to Install

Pretty cool! If you don’t have the pixel installed on your website or websites. You should go do it ASAP. Keep in mind that you can’t track things until you have the pixel installed on your site.

Here is how to do it:

Each pixel has it’s own unique identifier – so once you create the pixel – anything it tracks is tied back to your ad account and / or your business manager.

The easiest way to set it up is through your Business Manager.

  • Go into Ads Manager
  • Select Pixels
  • Click on Create Pixel
  • It will ask you to name the pixel (if you want to – I typically put the name of the site as the pixel name)
  • Click Create

Now the pixel is created – you have to now install it on your website and there are a couple of ways to do it:

  • manually
  • email it to your developer
  • install it with the helper

If you have a shopify site – it is very easy to do – you just need to find the pixel id number and install it in your settings, and that is it!

If you have a wordpress site – you can do it a multitude of different ways – but the easiest is to copy the pixel code and place it in the header tags of all of the pages on your site.

Once the pixel is installed – it will start tracking all of the activity on your site!