One of the first questions a person faces when registering a business page, FaceBook Business Manager and starting promotion on Facebook is setting up FaceBook Pixel.
FaceBook Pixel is a system for collecting audiences from a website to a FaceBook advertising account by integrating code into the website itself for further use in advertising.
To analyze the effectiveness of advertising, FaceBook provides the ability to account for user events on the site. This can be: viewing content, product cards, starting registration, adding a product to the cart, placing an order, sending an application form, and so on. If you have 1 site and you need to use 1 pixel, then you can get by with your personal FaceBook Ads Manager.
If you have several sites and need to implement several pixels, you will have to register FaceBook Business Manager, which opens up more opportunities. As an agency, we work in it, so we will provide screenshots from it.
This is what the pixel page will look like when we set it up. It will contain the following information:
- site;
- Pixel ID;
- Tracked events;
- Event dynamics;
- Ability to view activity in dynamics.
Installing FaceBook Pixel on your website
If we click “Information” and then “Configure”, we will see an offer from Facebook about how to configure the pixel itself.
There are 2 ways to install FaceBook Pixel on your website. Which one to choose depends on your level of knowledge and the level of knowledge of the website administrator:
➊ Installing the code manually. The most flexible way, since you configure what you need by sending the technical specifications to the site administrator.
➋ Using integrations. These are various plugins for popular CMS, such as OpenCart, Wix, Magento, Shopify, WordPress, Drupal, PrestaShop or a universal method - Google Tag Manager.
If we choose the second method, the system will offer us the following integrations:
In each case, integration is different, but for example with Shopify it’s just a few clicks:
If you choose the second method, the system will offer you instructions and code that you will need to insert directly into the HTML code:
After installing the pixel, you can check its identification at least:
- in the Event Manager interface (data will start appearing within an hour);
- in the Meta Pixel Helper browser plugin
This is the easiest. It will be more interesting later – setting up pixel events. If you do not set up events, but simply register the pixel, it will collect an audience, but without taking into account the effectiveness. You will be able to advertise to this audience without problems, but Facebook will not provide statistics on the achieved events.
Setting up FaceBook Pixel events
Any advertising should have its own performance parameters, which are tracked through certain events in the system. Based on the events, conclusions are made and promotion and advertising strategies are adjusted.
Events can be anything - from viewing a page, sending a form, to placing an order on the site.
Events are written in 2 ways:
- Implementation in code. Detailed manual on events here.
- Implementation via browser, without involving a programmer.
Open the setup tool:
Enter the site:
In the pop-up window, mark what is an event:
Important! Via the browser you can set up only basic events, without transferring financial parameters. If you need events such as purchase with value, then this is only manual implementation.
How can I check if the programmer has set up the event correctly?
A trivial question. FaceBook has developed a special application for the Chrome browser for Internet marketers – FaceBook Pixel Helper. Go to it, install it, open your site and click the following icon:
If there is a green check mark and you have activated the event - everything is ok, if there is a warning sign - write to the programmer. If you have not activated the event and it shows a warning sign, that is how it should be. When opening the event, you can see whether special data has been loaded or not, if you have configured them.
Facebook Pixel events for online stores
For an online store, setting up events is similar to a regular site, but in much greater quantity and with technical parameters. Examples of events:
- ViewContent – viewing content (in our case, product cards);
- Search – searching (searching for a product);
- AddToCart – adding a product to the cart;
- InitiateCheckout – starting to checkout (entered the cart);
- Purchase – purchase (order accepted).
In most events, it is necessary to load special parameters, namely the product ID and its cost. This, in turn, is necessary not only for financial statistics in Facebook analytics, but also for the implementation of more serious promotion tools.
In principle, that's all. If you don't want to get into all this or you have a more complicated case, we can develop a detailed technical specification for installing a Facebook pixel. Leave a request or contact us using the contacts on the website.
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