The Facebook pixel combines the power of the conversion pixel and custom audience pixel into one single pixel. It measures, optimizes, and builds audiences for your ad campaigns. Learn from social media strategist Megan Adams how you can use the Facebook pixel to drive visitors to your website and increase conversions.
- [Instructor] The Facebook Pixel is a piece of code that you place on your website. It helps you track conversions from Facebook Ads, optimize ads based on collected data, build targeted audiences for future ads, and re-market to qualified leads. Those are people who have already taken some kind of action on your website. The Facebook Pixel works by placing a small piece of code on your website and then you set up a conversion for it to track. That could be an event or action like adding an item to a shopping cart. Simply speaking, when this webpage loads, it'll fire the Pixel letting Facebook know that a conversion has taken place.
Facebook then matches that conversion event against the people who saw it or clicked on your advertisement. This way, you're able to track the return on investment specific to Facebook advertising. As Facebook collects more and more data, it'll continue to automatically refire your targeting to maximize profits. Let's take a look at how to set up and install Facebook Pixel. The first step will be creating your Pixel. Head to your Ads Manager and from that menu you'll select Pixels. From there you'll land on a dashboard similar to the one you see here.
You'll notice that we have already setup our Pixel and that's called Henry Twill's Pixel. That's the name that we created for it. If you have not yet done so, Facebook will quickly walk you through those steps and that'll be different steps like entering a name and ensuring you've checked the box of terms and conditions. You only need to create one Facebook Pixel per account and once it's setup it's ready to go. Let's take a look at the different ways that we can add the code. I'm going to head over to the Set Up option at the top right.
It's here we can select a setup method for the Pixel. The top option is to use an integration or Tag Manager. For example, Google Tag Manager will integrate with the Facebook Pixel and you can set it up from their platform. Most people though will manually install the code themselves. You also have the option to email instructions to a developer. Let's select manually install the code so you can see how what it looks like. At the top are instructions. This is where you are going to paste the code itself and you're first going to locate the header code for your website.
Facebook gives you the details for what to look for. Below that is the code itself. If I click into the box here, that code is copied to my clipboard so when I do open up the website, I know that it's on my clipboard and I can easily paste it in the correct location. The third option below is automatic advance matching. That doesn't have to do with installing the Pixel itself, but it is an advanced technique to get more specific advertising data from your customers.
You can choose whether you turn that on or not. And number four is the send test traffic to your Pixel, so this is where you're going to test that you installed the Pixel correctly. Below is the email instructions. This is where you can easily send the Pixel code to a developer or a techy friend who might be able to install it for you. I'm going to cancel out of there and I want to show you what the next step is going to be after you have the Pixel installed and that'll be setting up a custom conversion.
Let's take a look at a custom conversion that has already been setup and that's the Thank-you page conversion. If I click into there, it's here that we can get an overview. What I'm saying with this conversion is that anyone who has landed on the thank you page I want to track. So here you can see the name that I created for it, that's Thank-you page. I have the option to add a description. Below is where I would choose a conversion value so I can assign a monetary value to this conversion. Below is the category so I can track by category all the different conversions I set up.
Below there I can see that no activity has taken place yet. It's a brand new conversion or it might be a signal that my Pixel isn't firing. And then below that is one of the most important parts and that's the rules. So I want to track events that meet the following criteria and that is anytime a person has landed on this URL that contains the thankyou.php. Now I can also include a domain so I could put www.mysite.com/thankyou.
So you're going to make sure that you're very clear about the URL or the keywords that you are tracking. From here I can edit, I can also delete, and I can click back into the main dashboard. This is your custom conversions dashboard and it's going to be where you see all the custom conversions that you've set up. What's really cool at this point is that you can create and add using the website conversion object. Once a custom conversion is setup and the Pixel is firing, you'll then be able to add it in as an advertising objective.
That means you can easily increase your reach and create super targeted advertisements to grow profits and get your advertising in front of the correct people. If you haven't already, get your Facebook Pixel setup and add it into your website. Then begin creating some custom conversions that help you take your advertising efforts to the next level.
- Setting up an ad account with Facebook Business Manager
- Creating ads and campaigns
- Managing ads and campaigns in bulk
- Adding a Facebook pixel for creating custom conversions
- Creating custom and lookalike audiences
- Split testing ads
- Retargeting ads