by Scott Wilson - CEO, Digital Influence
Every seminar, every webinar and Facebook Ads talk we give, we mention about installing the Facebook Pixel on your website.
In fact you could say it’s our Facebook pixel mission to make sure business owners and entrepreneurs that are spending money on Facebook advertising have it installed and are using it correctly.
In fact any person, sport club, charity etc with a website should install and know about the Facebook pixel. This is a really important feature that allows you to use powerful tools for ad targeting, conversion tracking, and conversion optimization.
With the Facebook pixel installed on your website you have the ability to reconnect visitors who left your website and stay top of mind with them. This allows you to build a stronger relationship over time and share content insights that position your business as the go experts in your market place.
This is the essence of GOOD remarketing.
Implementing the Facebook pixel on your website can be done in just five simple steps, so let’s get you started.
Step 1: Create Your Pixel
Go to the Facebook Pixel tab in your Facebook manager advertising account. If you have never created a Facebook pixel before, you should see this:
Click on “Set Up Pixel”
If you are using BigCommerce, Google Tag Manager, Magneto, Segment, Shopify, Wix, WooCommerce or other tag managers, you can follow the links provided and they will take you to instructions on the Facebook’s support website.
Otherwise, to manually insert your Facebook pixel click “Copy and paste the code”
Step 2: Install the Pixel
Once you have the code, you have to insert it into the header code of your website. If you have access to your website’s code, look for the <head> </head> section and paste it in there. If you don’t have access or don’t know how to do this you can simply email the instructions to your website design company who will be able to do this for you.
If they don’t or you don’t deal with a website design company then you can use a freelance website called www.Fiverr.com
Here you can find someone to help you install the pixel on your website, just make sure you choose someone with good reviews and positive feedback.
Here’s a link to some Fiverr experts that can help you install your Facebook pixel.
Also depending on the type of website you have, there will be instructions to do so. Here are the links to some common platforms with instructions to install the pixel on their platform:
Step 3: Test Your Pixel
Now that you have the pixel on your website you should check to see that it is working. Go to any page on your website then open the “Pixels” tab in your Ads Manager and you should see that it is “Active.”
There is also the Facebook Pixel Helper for the Chrome browser extension which you can install to double check.
Step 4: Build a Custom Audience
The Facebook pixel allows you to reach the right people for your business. You can find new customers and create target remarketing ads for people who visited a specific page or took a specific action on your website.
From the data you obtain, you can also create “Lookalike Audiences” to reach even more people who would benefit from your services.
In your ads manager return to the “Pixels” page and click on “Create Custom Audience”.
You should see a pop up that looks like this:
There are many different ways you can customize this audience, depending on your own business goals. For this now, let’s setup a basic audience for everyone who visits your website. Choose All Website Visitors to collect information regarding everything happening on your website.
Otherwise, you can create specialized audience from the following:
- People who visit specific pages
- Visitors by time spent on your website
- Pixelinitialized specific events
- Number of PageViews
- Visitors who made Purchases
- Visitors who completed registration
These features allow you to use your pixel to target very specific events on your website. For example. the data you you obtain from a “Page specific” audience can be used to make improvements to increase conversions and these results can be tracked.
Step 5: Giving the Pixel Purpose
Up until now, you have learned how to install the pixel onto your website and set up a very basic general audience. Let’s take a look at a few specific ways that you can use the Facebook pixel for your business. The Facebook Pixel is collecting data and tracking visitors on your website.
There are nine standard events that Facebook already tracks in addition to custom conversions that you can create yourself. Whenever you hear the word “Event” this refers to a specified actions a visitor takes on your website.
Facebook’s Standard 9 Events:
Here are the predetermined pixel events Facebook in a little more detail:
- View Content: For when someone lands on a page on your website.
- Search: For when someone uses the search function looking for something on your website.
- Add to carts: For when someone’s adds a product to their shopping cart from your website.
- Add to wish list: For when someone adds a product to their wish list on your website
- Initiate checkout: For when someone clicks on the checkout to buy something from your website.
- Add payment info: For when someone enters their payment information during the purchase process on your website.
- Make purchase: For when a purchase is made from your website.
- Lead: For when someone signs up for a trial, newsletter, or some other sign up that identifies visitors as a lead from your website.
- Complete registration: For when someone completes a registration form for a subscription product.
Choose the appropriate conversion event for your goal such as search words, content viewed, add to basket, add to wishlist, initiate checkout, add payment info, purchase, lead, complete registration, and custom events.
Then paste the event code on the appropriate page (i.e. after making a purchase they are sent to a confirmation page) use “Make Purchase” event code and place it between the <script> tags on the page.
Implementing the Facebook pixel is simple to do and adds a powerful punch to your marketing and remarketing performance. The pixel allows you to start tracking visitor behaviour which you can use to create advertisements targeted to those who abandon their cart, visit a certain page, or any other data set that you think will bring in more conversions.
If you like to know more about using Facebook Advertising to grow your business then please request a free strategy call using the link below: