In the previous post, we showed what Facebook pixel is and why you should implement it. Now, we’ll show you how to do just that and how to establish sample tracking for your webshop (or a regular website) because without a Facebook pixel implemented, you’re just throwing money into Facebook hoping something sticks.
Step 1. Creating a Facebook pixel
How to start creating your Facebook pixel? Easy, go to https://www.facebook.com/ads/manager/, click on the hamburger menu and select pixels
Step2. Get the Facebook pixel code
It depends on you how you wish to install your pixes, either through Google Analytics, Tag Manager or other choices. But, let’s stick to the basics. Select the “Manually Install the Code Yourself”, scroll a bit down, and select the code that looks like this.
Now that you have that code, you need to enter it in the header part of your website. I’ll go ahead and assume you’re running a WordPress webshop/website. The easiest way to install any code inside your header tags on a WordPress is to install the Insert Headers and Footers plugin. Find the plugin in the WordPress plugin section, download it and activate it.
Step 3. Saving the Facebook pixel
Once the plugin is installed, go to your homepage, scroll down until you see two windows.
Paste the code into the first window, hit save. Congratulations, you’ve just installed your first Facebook pixel code.
SETTING UP EVENTS TO TRACK
Facebook has a series of events that they believe are the most commonly used and useful to marketers. Those events are:
Search: You can use it on the search result page if you wish to track a specific search term. This is useful if you wish to show the user ads for the same product or products that he searched for on your website.
View content: This should be used on your high-value content pages such as press releases, new products, landing pages etc.
Add to cart: Means what it says, but its also useful to track abandoned carts so you can re-target those users.
Add to wishlist: if your webshop has a wishlist feature, here you can see which products are particularly interesting to your users. This information is very useful for future ad campaigns, especially Christmas campaigns.
Initiate checkout: This event is initiated when the customer starts the checkout process on your webpage.
Add payment info: initiated when the customer adds the payment info (duh!)
Purchase: activates when the order is complete.
Lead: This is a very useful event through which you can track when a web visitor takes a specific action like signing up for a newsletter or when he opts-in for something on your webpage.
Complete registration: Here you can start dancing. It’s activated when a user signs up for one of your amazing offers.
Additionally, and if you’re skilled, you can create your own custom events. To keep things simple, we won’t go into depths of custom events. By now, you understand what are the standard events that you can easily track through your Facebook pixel. Now, let’s see how to implement that code in action.
EXAMPLE CONVERSION TRACKING
What is conversion tracking? It’s tracking what’s going on on your webshop/website using standard event codes listed above. Installing events on your own by writing code can be a tedious job, so to make your life easier, you should use a free plugin called PixelYourSite that’s available as a WordPress plugin. It makes tracking events across your webshop/website much easier.
To use it, go to the plugin section in your WordPress dashboard, click Add new and search for PixelYourSite.
Once you find it, click install and activate it. Next, you’ll need to enter your pixel ID in the PixelYourSite dashboard. To find your pixel ID, go to the Pixels area in the Facebook Ads Manager. Your pixel ID is located in the right column under your pixel name.
Copy your pixel ID, past it into Add Your Pixel ID field in the plugin’s dashboard. Scroll to the bottom, click Save Settings. Now the plugin will use the Facebook pixel that you installed previously throughout your webshop/website.
Now, let’s finally add those events. Go to the Events tab in the PixelYourSite plugin dashboard and click on Add New Event. A pop-up box will appear, add the URL of the page that you wish to track in the URL field. Pick your Event Type from the drop-down list.
If you’re let’s say generating sign-ups for your newsletter, you should enter the URL of the thank you page that people see once they sign up. If this is your decision, then select the Complete Registration event. If you want to track leads, then enter the URL of the successfully submitted form and select the Lead event. Additional fields will show up below the event type where you can customize your tracking more. For example, you’ll see fields for purchase values, currency, order IDs, content categories, and status of the action you’re tracking.
Once you’re finished entering all the events you wish to track, click Save Settings.
TEST YOUR FACEBOOK PIXEL
Download the Facebook Pixel Helper Chrome browser extension.
When you install the Facebook Pixel Helper extension, open one of the pages where you just created a standard event. In the top right of your browser, click the Pixel button, a drop-down will appear with the status of each event that you’re tracking on that particular page.
When tracking events, make sure that all of them are working properly, and that your custom audiences are being populated.
Part 3: How to track multiple pages using the same standard events + extra tips (coming soon!)
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