Posted on One of the most useful tools that Facebook has developed for marketers is its Facebook Pixel. With the pixel, you can track how effective your Facebook Ads were and create custom audiences based on the traffic to your site. If you run Facebook ads, you should definitely have the pixel installed.
Here, we'll cover everything you need to know about the Facebook Pixel, from its features to how to install it to tools that can help and how to sidestep new limits that have resulted from privacy concerns.
Most advertising platforms use pixels. Cookies enable you to track visitors to your website so that you can advertise to them later. This is called retargeting. Facebook pixels can be used to track your visitors' behavior when they're back on your website after seeing your advertisement.
What is a Facebook pixel?
A Facebook pixel is an analytics tool that you can embed on your website. Site visitors are tracked by this pixel. You can use this information to retarget those users with Facebook ads in the future, as well as see what they do on your site when they return. This allows you to track your social advertising efforts more effectively, learn more about your audience, and send personalized messages to users who are already familiar with your brand.
Why You Need the Facebook Pixel ?
The Facebook pixel gives you the power to build an audience and track conversions, plus a few more features like:
Analyze conversion rates, cost per conversion (CPA) and cost per acquisition (CAP).
Almost all e-commerce carts can send the order value back to Facebook. It allows you to measure return on ad spend (ROAS).
Examine the sales funnel. Our customer journey might look like Leads > Trials > Purchases at eShopCart, for example. In e-commerce, you would look at how many products were viewed, how many were added to a basket, how many checkouts were initiated and how many were purchased. When the conversion rate is lower than expected, you can focus your efforts on improving the sales funnel at that stage.
Retarget website visitors by using website custom audiences (WCAs).
Create audiences of people that have taken the desired action (leads, purchases etc) to exclude from retargeting. This saves you money and stops leads and customers from getting annoyed.
Get audiences that look like you in seconds. When used for cold traffic campaigns, these pixel-based lookalikes will automatically update over time to remain relevant.
We are able to create dynamic product ads, allowing us to retarget recent visitors to our website with the exact products they viewed.
Once the pixel has been installed, it can only be used to create audiences and track conversions in the future. With increased concerns about privacy, Facebook is making changes that are affecting the true reach of its pixels on and off the platform. The topic will be discussed further in a moment.
You may be able to still gain Facebook advertising benefit from the pixel a few months from now if you installed it now.
The Facebook Pixel: How to Create It
On every page you wish to track, you must install a pixel with its own 15 digit ID. Your unique code can be generated through Ads Manager.
Once you have reached the Ads Manager, click "All Tools" near the bottom of the options tab.
Here is what you will see when you land on the pixel page:
Simply name the pixel after you hit "Create a Pixel" to create it.
How to Install the Facebook Pixel
When you create your pixel and once it’s time to set it up, Facebook will automatically present you with several different ways to install your pixel.
Use an integration or Tag Manager
Manually install the code
Email instructions to a developer
In this guide, we'll show you:
Tracking pixels: how to install them manually
Please read through this entire post prior to implementing the pixel on your website if you have found us by searching for how to install it.
The traditional and most common way to install Facebook's tracking pixel is through manual installation. If you haven't installed the Pixel in Ads Manager yet, you can finish setting it up there. Click this.
There are three options on this page. Select "Install Manually".
In steps 2 and 3, you will see a giant box of text code. It's your pixel. Take a copy.
You will install it into the header of every page on your site that you want to track. You can go behind the scenes by clicking on your site and browsing the code of each page.
In the header, you'll place the pixel:
Once you've installed the Facebook pixel, you need to define what you plan to track using "events".
When someone adds an item to their cart, you could add an extra snippet of code to the pixel. Even if you don't want to use Facebook's events, you can create your own.
It has been nearly impossible to go a day without hearing about user concerns about social media, and especially Facebook, regarding privacy and data collection.
The amount of information Facebook stores about their off-platform activity, like what sites they use and where they shop, has become a source of concern for many users. As a result, there have been numerous new features that empower users to control how data is collected, both on and off platform.
You can turn off tracking on Facebook by going to your settings. The reality is that, while some privacy-focused users did this almost immediately, the majority did not. Their response implied that they were unaware of it, or that they didn't want to deal with the hassle. No significant impact was felt on pixel performance.
How to add the Facebook pixel code to your eShopCart Store
If your store is on eShopCart, you need follow below basic steps.
In your eShopCart Admin, navigate to marketing menu -> Analytics Tab -> enter your Facebook pixel id
and save it.
Note: please note that to get marketing tab into your admin panel, you need to install facebook pixel feature from features window.