A Facebook Pixel is a tiny piece of code that triggers when someone takes an action on your website. This action is called a conversion and is tracked by the Pixel. For example, when someone adds an item into the shopping cart, the code triggers. A cookie keeps track of the visitor’s interaction with your website and Facebook ads.
Why use the Facebook Pixel?
There are 2 main reasons why you should use the Facebook Pixel.
1) Traffic Analysis: Discover how people are interacting with your website, and then tweak accordingly. For example, if you have a high number of visitors putting items into the shopping cart on your ecommerce site, but a low number of visitors actually completing the purchase, this might signify a bottleneck at the payment options. Perhaps you’ll need to expand your payment providers, reduce shipping costs, or check that your payment options are functioning in order to increase the number of visitors completing the purchase.
2) Facebook Ads: With a Facebook Pixel, you can retarget people who have interacted your site in a certain way. For example, by retargeting people who have abandoned a shopping cart, you can get these visitors back to your website to purchase.
You can also create lookalike audiences with a Facebook Pixel. Determined by Facebook, lookalike audiences have a similar interest and demographic to your website visitors. This helps you to zero in on your audience targeting.
Setting up the Facebook Pixel
Setting up the Facebook Pixel is simple.
In your Business Manager
- Click on the tab on the top left corner.
- Then, click on ‘All Tools’
- Click on ‘Pixels’ under ‘Events Manager’
Then click on ‘Set Up Pixel’ to begin.
From here, all you have to do is to follow the instructions from Facebook.
If you are familiar with code or have a developer, you can choose the 2nd or 3rd options. Otherwise, you can choose to connect to a partner platform. You can find the available partner platforms below.
Check that your Facebook Pixel is working
Good news if you’re using Google Chrome. Download the Chrome extension Facebook Pixel Helper which can help you ascertain if your website has been set up correctly.
The Chrome extension should look something like this:
Once you’ve confirmed that your Facebook Pixel is working fine, it’s time to drive traffic to your website and let the Facebook Pixel do its tracking magic!