You’ll often hear social media marketers talk about the Facebook Pixel… and they’ll tell you that Installing a pixel on your website should be the first step you take before you start spending money on advertising…
… and they’re right.
But do you know why you should instal your pixel, and how it can benefit you?
Well, that’s what we’re going to look at today… we’re going to look at exactly what the pixel is, what it can do for you and how you can start using it, effectively… and I promise I won’t bore you with too much tech-talk!
Let’s dive straight in.
The What: What is a pixel?
A Facebook pixel is a small piece of code that you can put on your website, to allow Facebook to track and analyse your website traffic. The pixel allows Facebook to gather data, and store it in their system to help you measure your Ads performance, optimise your campaigns and to re-target your website traffic.
The Why: Why you should instal a pixel on your website
As I mentioned briefly above, the Facebook pixel is used for 3 main functions:
1. Measuring your Ads performance by tracking actions that happen away from Facebook
Once you’ve installed your pixel on your website you can choose to track events, which allow you to measure the performance of your campaigns.
There are two ways to track conversions, one being a little easier than the other.
The first way is with Custom Conversions (the easy way) and the second is with Standard Events.
Why is it important to track events?
Becuase if you’re running a Facebook Ad Campaign you want to see exactly how it’s performing… not just by looking at reach and engagement… or maybe even clicks to your website. You want to see how your Ads are performing in terms of leads and sales.
For example, I’m currently running a lead generation campaign, and I’m tracking how many people are signing up for my Ultimate Facebook Ad Checklist. As you can see from the snapshot below, I’ve had 94 people opt-in, and I’ve spent $236… so my cost per lead is only $2.51.
This data allows me to see how well my sales funnel is converting… not just my Facebook Ad.
2. Optimise your campaigns
Once you’ve installed your pixel on your website you can create conversion campaigns, where Facebook optimises your campaigns for a specific event.
If your objective is to sell more products, you can create a conversion campaign and optimise it for checkouts or purchases
If your objective is to generate leads for your webinar, you can create a conversion campaign and optimise it for leads based on people who have visited your Thank You page.
Facebook will analyse your pixel data and deliver your Ads to people who are most likely to convert.
3. Re-target your website traffic
Retargeting allows you to deliver your Ads to people who have visited your website, or specific pages on your website. This is extremely valuable because people who are already familiar with you and have visited your website are people who are ‘most likely’ to buy from you.
This is exactly why you should create a Facebook pixel now, even if you’re not using Facebook ads yet; so you have retargeting capabilities from your very first Facebook ad.
The How: How can you get it set-up without losing your mind?
Installing the Facebook Pixel on your website is actually the easy part. It should take you roughly 5 minutes from start to finish.
Step 1: Go to your Ads Manager.
Step 2: Click on the Ads Manager menu (3 stacked lines in the top left-hand corner), and under the Measure & Report column, select ‘Pixels’.
Step 4: Click the ‘Create a new pixel’ button.
Step 5: Choose how you would like to instal your pixel.
For Shopify, Woocommerce, Squarespace or Wix: Select “Integration or Tag Manager” and watch the video instructions to see exactly where you need to go on your website to instal your Pixel.
For WordPress: Instal the Plugin “PixelYourSite’, paste your Pixel ID in the highlighted section below and WHHALLA you’re good to go.
For other website platforms: Find the <head> </head> tags in your webpage code, or locate the header template in your CMS or web platform and paste the code at the bottom of the header section, just above the </head> tag.
For business owners with web developers or tech-savvy assistants: Email the instructions directly to your saviour.
How to check to see if your pixel is installed correctly
Once your pixel has been installed you should see a display of your website activity. It should look a little like this:
If you want to make sure your pixel is tracking each and every page on your website, and your custom conversion are set-up correctly, download the chrome Facebook Pixel Helper extension.
The Pixel Helper allows you to validate and troubleshoot your Facebook pixels.
If you’re spending money on Facebook Ads. It’s worth taking the time to do it right, even though at times it can all feel a little overwhelming.
Using the Facebook Tracking Pixel will lead to you getting better long-term results and a higher return on investment.