What is a Facebook Pixel? (Walk-Through)

Digital Advertising, Social Media Management

Standing out on Facebook and Instagram has become increasingly difficult. A lot of businesses have social media profiles and are posting content on a frequent basis. As a result, smart brands have recognized the power of digital advertising and have used Facebook Ads as a platform to set them apart from their competitors. But, there’s a problem…

…far too often we see small businesses advertising on Facebook and missing one key element. What is being forgotten? It’s a Facebook Pixel!


What is a Facebook Pixel?

The word pixel sounds complex doesn’t it? It’s actually a lot simpler than you might think. A Facebook Pixel is a small piece of code that is injected into your website. It collects data from the people moving around your website and interacting with your ads. To put it simply, the Pixel is an analytics tool that allows you to track actions people take on your website, measure results, create custom audiences, and more. 



Why You Need to Setup Your Pixel

Advertising on Facebook without a Pixel installed is a big mistake and can lead to wasted advertising dollars. Firstly, without your Pixel installed you can’t accurately track how many sales/leads you have generated directly as a result of your Facebook advertising efforts. Secondly, you aren’t able to tell how much you are paying for each result and subsequently whether or not your campaigns are profitable.

Not ready to start advertising yet? That’s ok! You should still install your Pixel. It will start collecting data right away so down the road when you’re ready to take your marketing to the next level you won’t have to start from scratch, and you’ll have collected valuable data.

There are several reasons why you should have your Pixel, but we will cover three here.


1) Tracking actions people take on your page

The Pixel makes it easy for you to see how people are interacting with your ad and website. This allows you to monitor the various demographics of your customers and even whether they purchase more frequently on desktop or mobile. Knowing this can help you refine your ad strategy and optimize your targeting.


2) Creating custom audiences

Creating custom audiences is one of the most valuable assets your Pixel enables. Custom audiences allow you to re-target shoppers on your site who may have added-to-cart but never made it to completing the purchase. This process of re-targeting can be extremely effective and result in low cost leads or sales.

Custom audiences also allow you to create lookalike audiences. Using the data in your Pixel, Facebook can create an audience of people who are similar to those who have interacted with your ad or website favourably in the past.


3) Track your success

With your Facebook Pixel installed you can easily track the success of your campaigns. This will help provide you with info on your customers and what type of content they respond best to. The Pixel will help take the guess work out of advertising and improve your chances of running a successful campaign.



How to Create and Add Your Pixel to Your Website

Firstly, create your Pixel by opening your Ads Manager and clicking the “Pixels” tab in Events Manager.

Click on “Create a Pixel” and give it a name. Generally, you will want to name the Pixel after the business that it will be used for (ex. Our Pixel is called Vanspec Marketing).

Facebook's "Create a Pixel" page

Visit Facebook’s ads manager to create a Pixel.

Next, it’s time to install your Pixel onto your website to begin tracking. There are three ways this can be done.

The different options for how you can install your Facebook pixel.

Choose one option to install your Pixel.

Integration or Tag Manager works for many platforms including Shopify, Wix, Squarespace, and more. Selecting this method will give you a short code that you can copy and paste into a designated area on your website builder.

Facebooks list of integration partners includes WordPress, Wix, Squarespace, Shopify, and more

Facebook’s integration partners.

If you are not using one of the web services listed as a Facebook partner, you have two other options. You can manually install your Pixel by injecting the code into the global header of your website, or, if that sounds too complicated, you can email the Pixel code and instructions directly to your website developer who can add it for you.

Don’t forget, once you have installed your Pixel visit the “Facebook Pixel Helper” to ensure that your Pixel is working.

If you have any questions about how to maximize the potential of your Facebook Pixel or just want general help with your digital ads send us a message and we would be happy to schedule a free consultation.


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