What is Meta/Facebook Pixel #
As of February 2022, Facebook Pixel changed its name to Meta Pixel.
The Meta Pixel is a data-gathering tool that helps make the most of your ads across Facebook and Instagram.
TheMeta/Facebook Pixel is a piece of code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimise ads, build targeted audiences for future ads and re-market to people who have already taken some kind of action on your website.
How does the Meta/Facebook Pixel work? #
The Meta Pixel works by placing and triggering cookies to track users as they interact with your business both on and off of Facebook and Instagram.
The Pixel tracks various actions people take on your website, like making a purchase or adding something to their shopping cart.
Facebook calls these actions “events.”
Meta/Facebook Pixel standard events #
The 17 standard Meta/Facebook Pixel events for which you can simply copy and paste Facebook event code are:
- Purchase: Someone completes a purchase on your website.
- Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
- Complete registration: Someone completes a registration form on your site, such as a subscription form.
- Add payment info: Someone enters their payment information in the purchase process on your website.
- Add to cart: Someone adds a product to their shopping cart on your site.
- Add to wishlist: Someone adds a product to a wishlist on your site.
- Initiate checkout: Someone starts the checkout process to buy something from your site.
- Search: Someone uses the search function to look for something on your site.
- View content: Someone lands on a specific page on your website.
- Contact: Someone contacts your business.
- Customise product: Someone selects a specific version of a product, such as choosing a certain color.
- Donate: Someone makes a donation to your cause.
- Find location: Someone searches for your business’s physical location.
- Schedule: Someone books an appointment at your business.
- Start trial: Someone signs up for a free trial of your product.
- Submit application: Someone applies for your product, service, or program, such as a credit card.
- Subscribe: Someone subscribes to a paid product or service.
You can also add more details to standard events using extra bits of code called parameters. These allow you to customise the standard events based on factors like:
- How much a conversion event is worth
- Currency
- Content type
- Predicted long-term value
For example, you could use the tracking pixel to record views of a specific category on your website, instead of tracking all views.
Perhaps you want to separate dog owners from cat owners based on which sections of your pet supply website they viewed.
Meta/Facebook Pixel setup #
Now that you know what you can track, and why you would want to do so, it’s time to create your Pixel and put it to work on your website.
Create a Meta/Facebook Pixel #
- From your Facebook Events Manager, (https://www.facebook.com/events_manager) select the (+) icon which will open a window “Connect a New Data Source”, then select Web from the options
- Select the ‘Next’ button to continue.
- Select Meta/Facebook Pixel, then select Connect.
- Name your pixel, enter your website URL, and select Continue.
- When choosing the pixel’s name, keep in mind that with Events Manager, you only get one pixel for each ad account.
- The name should represent your business, rather than a specific campaign.
Add the Meta/Facebook Pixel code to your website #
- Select Install code manually.
- Select the green Copy Code button and paste into an email to send me and I can setup the code in your website.
- If you get stuck or aren’t too certain you can use the text “Email Instructions” link in the bottom right hand corner and enter my email address where the system will then send me the details :o)
- Select Continue.
- Choose whether to use automatic advanced matching.
- This option matches hashed customer data from your website to Facebook profiles.
This lets you track conversions more accurately and create larger custom audiences. - Then select Continue.
Set up Meta/Facebook Pixel events #
- Select the Open Event Setup Tool button.
- Choose your Meta/Facebook Pixel ID,
- then select Settings
- and scroll down to Open Event Setup Tool.
- Enter your website address and select Open Website.
- Facebook will provide a list of suggested events. Select Review next to each event, then choose to Confirm or Dismiss. Select Finish Setup to continue.
- If you’re interrupted in your pixel setup, you can always come back to this later by going to Events Manager (https://www.facebook.com/events_manager)
Further details #
More details are available via Facebook Help Centre at:
https://www.facebook.com/business/help/952192354843755? id=1205376682832142