Warning: this is quite a long article, because the knowledge conveyed is huge.
What is Facebook Pixel ? How does the Facebook Pixel work? Why use the Facebook Pixel and how to use it effectively in advertising?
The article below will help you answer those questions. Don’t get discouraged because it’s a long article!
- 1 Concept of Facebook Pixel
- 2 Why do you need to create a Facebook Pixel?
- 3 How to create and insert Facebook pixel into website
- 4 How to use Facebook Pixel
- 5 How to read Facebook Pixel report
- 6 Resolves common issues with Facebook Pixel
Concept of Facebook Pixel
What is Facebook Pixel?
The Facebook Pixel is a type of code Facebook provides so you can insert it on your website. This code will collect data, help you track changes from Facebook Ads, optimize ads, build a target audience to use for the next Ads run, and rerun marketing for those users. people who interacted with the website.
Do you feel it is unnecessary because you have not used Facebook Ads – Facebook ads?
Don’t worry, installing the facebook pixel is now a smart choice. It will start collecting data right away so that when you’re ready to create your first ad, you’ll have a single source of information at your disposal, not starting from scratch.
How does Facebook Pixel work?
Facebook Pixel works by setting and enabling cookies. Once completed, you can track users as they interact with your website and Facebook ads.
Pixel makes advertising on Facebook much more effective. Not only do you know exactly who you’re advertising to, but you also have a better understanding of how these ads work.
Pixel on Facebook used to be divided into two types: Conversion pixel and Custom audience pixel .
But since February 2017, Facebook has discontinued the Conversion pixel and only offers a single type of Pixel that combines both features, making it easier for you to use.
If you’re still using the conversion pixel, you should start upgrading your ads now!
Why do you need to create a Facebook Pixel?
Pixels provide a lot of important information, which you can use to create better ads.
Tracking data from the Facebook Pixel will ensure your ads are shown to a wide range of potential customers. In general, Facebook Pixel will improve the conversion rate of Facebook Ads and the ROI will also be more.
As I said in this article, even if you haven’t run Ads yet, installing Pixel will bring you more benefits than harm.
So, how to have the best ads and use Facebook Pixel? Join me to find out in the next part!
1. Facebook Conversion Tracking – Track Facebook conversions
First of all, conversion (also known as conversion rate) is the number of customers interacting with your website or Facebook who become buyers and users of your advertised product. Conversion is a measure of quality success in advertising and brand promotion. You can use the basic facebook pixel to track these conversions.
The FB pixel allows you to see how people interact with your website after they view your Facebook Ads. You can even track customers through their devices.
Tracking via device is to determine customer trends, to see if these people often watch ads on their phones but switch to computers to watch ads when they want to make a purchase? Or will the customer do the opposite?
This information helps you a lot in adjusting your advertising strategy as well as calculating your return on investment.
2. Facebook Retargeting – Reach Target Customers
Retargeting pixel data – and dynamic Facebook ads will combine to present targeted ads aimed at users who have visited your website. Here there are many detailed options for you to install.
For example: A person has placed the product “Nourishment Cream” in their cart or in their favorites list while using the website. This information will be stored in the Retargeting pixel date. You can display ads for that product on this customer’s newsfeed page through Facebook Ads.
3. Create a customer list
Facebook can build a list of advertising objects based on the Targeting pixel data unit. Specifically, FB relies on available information and recommends people with the same interests, hobbies, and segments as customers who have interacted on the website and will advertise to them.
This helps expand the scale of advertising to potential customers for your business.
4. Optimize Facebook Ads for conversions
You can use Facebook tracking pixel dates to optimize your ads for conversion events on your website.
Without a pixel, your ads can only optimize Link Clicks conversions.
With a pixel, you can optimize conversions so that they are closely aligned with your business goals. For example: purchases and subscriptions.
5. Optimize Facebook Ads based on value
Facebook will collect data from your website, saving information about buyers and the amount they spend. From there, you can optimize your audience for advertising based on how much they spend.
But how? Facebook Ads will automatically show ads to people who can spend a lot of money!
6. Deep access to Facebook ads tools and metrics
Do you want to use conversion campaigns on your website? Do you want to customize audiences on your website or for “dynamic” advertising?
The first thing you need to do is install the pixel, without it you can’t do the above. Additionally, you also need pixels to be able to track metrics like: cost per lead, or cost per conversion.
How to create and insert Facebook pixel into website
The article above is enough for the theoretical part. Now let’s start practicing!
Here are the steps to create a suitable Facebook Pixel and insert it into your website.
Step 1: Create a Facebook Pixel
Then you press the icon (≡) on the left and select Pixels
Click on the blue box containing the word Create a Pixel
Name the segment of the Pixel, enter the URL of the website, and select Create.
Small note: when choosing a name for your Pixel, you should remember that Events Manager only assigns one pixel to each Facebook Ads account. Therefore, the name should represent the company or business, not after a campaign. If you want to use more than one Pixel, you can use Facebook’s business manager.
Step 2: Insert the pixel’s code into the website
In order for Facebook pixel to start collecting information on the website, you need to install some code for the website. There are many ways to do it, depending on the platform your website uses.
- If you use an e-commerce platform like Squarespace or a tag manager like Google Tag Manager , you can install the pixel without having to directly edit the code on the web. Simply find your platform name on Facebook’s pixel creation help link and follow the instructions.
- If you work with a developer or someone who can help you tweak the code for the web. Discuss with these developers and click “Email Instructions to a Developer” to send them the necessary information to install code for your website.
- If you are not in any of the above two cases, let’s start putting the code in the web. The steps to proceed will be listed in detail as below:
Click on the word: Manually Install the Code Yourself.
Copy and paste the Pixel’s code at the top of the website’s code. Place it after the <head> tag and before the </head> tag. You need to repeat this for all the pages of your website or paste the code in the Template if you have one.
Select Automatic Advanced Matching. Select all display options and this tool will automatically match customer data on the website and Facebook, making the conversion process more accurate.
Enter the website URL and select “Send Test Traffic” to check if the code is correct or not
After making sure the Facebook pixel is installed to track activities, select Continue.
Step 3: Track events that are right for your business
There are 17 different standard events, you can choose any event that suits your advertising needs as well as your company’s direction by dragging the selection button to the right.
For each ad event, you need to choose whether to track when the page loads or track inline actions (actions on only 1 page).
- Track page load events: Use this option to track actions related to going to another page. For example: completed purchase or registered successfully.
- Track inline events: Use this option to track actions that happen around a page. For example: click on the add product to cart button (add automatically, don’t jump to a new page).
You can also set parameters for a number of different events to advertise. For example, track purchases over $1.
If you want to use custom events for the Facebook pixel , select “Custom Conversions” on the left side of the Facebook Events Manager page.
Then select “Create Custom Conversion” to customize conversion events with URL rules.
Step 4: Check Facebook Pixel’s operability
You already tested your Facebook Pixel settings by sending test traffic in step 2, however, you should still test it again to make sure it’s working properly.
You can add the Facebook Pixel Helper (FPH) extension to the Chrome browser.
Go to the website (where you installed the Facebook Pixel ), if the FPH utility finds the pixel code, the </> icon will turn blue and a window showing the number of pixels will pop up. This window will also let you know if the pixel is working properly or not, if not, error information will be displayed so you can fix it.
Step 5: Add Pixel usage notice to Website
To comply with Facebook’s terms (and in some cases, the law), you need to make sure visitors to your website know that you’re collecting their data.
This means you need to clearly inform customers that you are using Facebook pixels and that their information may be collected through cookies or through other methods.
You also need to give users the option to opt out of this data collection.
To understand this section in more detail, you can go to Facebook Business Tools Terms, point 3 to read about: Special regulations related to the use of Pixels and SDKs
There is a question that is often asked: If your advertising account is a personal Facebook account, can you create a Facebook Pixel ?
The answer is Yesss, it is still possible to create Pixels with a personal advertising account. You just need to do it the same way as I instructed above!
How to use Facebook Pixel
Facebook Pixel offers 3 key functions to help you get higher ROI in advertising:
- Website Custom Audiences – Custom audiences on the website
- Custom Conversions – Custom conversions
- Custom and Standard events -Custom events and standard events
1. Use Custom Audiences on the website
Custom Audiences on your website help Facebook target customers who have visited your website to advertise. If you have Facebook Pixel installed, it will track the activity of all customers (who are logged in to your FB account) accessing your web.
Pixel will record the pages they visit and also the pages they do not visit when they visit the website. This data will later help you a lot in bringing ads to potential customer groups.
That is, when you run Facebook Ads, you cannot select any person who has visited your website and send them an ad. You only advertise to a group of users based on their activity (Custom Audiences on the website).
There are a few examples as follows:
- Advertise to people who have visited your website in the last 24 hours.
- Target ads to people who have visited your website within the past 180 days. But have not returned in the last 30 days.
- Target ads to people who have visited a specific page on the website.
You can set up Custom Audiences on your Website based on what pages they visited or didn’t visit when they used the website. You can choose an advertising time frame from 1 to 180 days.
These audiences are created independently, not related to advertising. Once an audience is defined, you can choose when to advertise and what type of ad is appropriate for that audience. If you don’t need to advertise now, you can still save it for future use.
2. Custom Conversions – Custom conversions
One of the coolest parts of the Facebook Pixel is the ability to create Custom Conversions. This is a setting quite similar to Custom Audiences.
Choose a completion page and name the conversion to create a Custom Conversion. Usually, completion pages are thank you pages. For example:
- Thank you for your order! Your order is on its way to you.
- Thank you for signing up, you will receive an email from us soon!
- Thank you for your comment, click the link below to get the free download!
This means you can create custom conversions independently, unrelated to Facebook ads. Therefore, you can save it for future advertising use.
Because the Tracking Pixel is already live on your website, it will be easy to track who completes your page – especially those who clicked on your Facebook Ads.
You can also choose a conversion category and add a monetary value within an ad.
For example, if you create a custom conversion that tracks visitors to an Ebook download page. You can include the price of the ebook.
This feature will help you in building profitable advertising campaigns. If you charge $20 for your ebook but the advertising costs are up to $25. Then you should also make some changes in your advertising campaign so that you don’t lose money.
The custom conversion categories you can choose from include:
- Fill in payment information
- Add to cart
- Add to wish list
- Complete registration
- Start paying
- View content
There is something quite interesting about custom conversions. Once a Facebook ad is created, it tracks all of the optional conversions you’ve generated (whether you choose to optimize or not). At any time you can generate a report for one of the FB ads (Facebook ads). This report will show the conversion rate of custom conversions.
If you want to optimize your ads with custom conversions, select “Website Conversion”. Enter your web domain, then select the options you want to apply.
There are many benefits to that, Custom Conversion also has limitations. Custom conversions are limited to 40. However, you can still remove unwanted custom conversions whenever you need them for your ads.
3. Custom and Standard events – Custom events and standard events
Custom events and standard events are advanced features of Facebook Pixel.
It works similarly to Facebook’s old Conversion Pixel. You can create standard and custom events with a little extra code. These events make it possible to set more than 40 custom conversions. Provides more detailed and accurate analytics and reports that help your advertising.
Different from Custom Conversion – must be placed with URL (completed pages). Custom and Standard events do not need these links. Instead, conversions are tracked by adding additional code to the page.
There are 9 conversion types you can use with Custom Events and standard events. Each type will have its own code. These codes will let Facebook know what to track. It can also be added along with the Facebook Pixel code for conversion tracking.
How to read Facebook Pixel report
So, after reading the above 3 parts, you definitely have a clear view of Facebook Pixel and how to install and optimize it. How about viewing and analyzing Pixel reports? Let’s find out together.
Facebook Pixel will send reports to Facebook Ads (Facebook Ads). The number of metrics in your report will depend on the settings you set for your Facebook Pixel. Normally, the report will include the following main indicators:
- Add to cart
- View content
- Billing Information
In the example image above, the metrics shown are:
- Add to Cart (add to cart) – 24
- Initiate Checkout (Payment information) – 15
- Purchase -21
- View Content -530
But how to open the report?
Step 1: Open the ads manager. Then select Columns and then click Customize Columns.
Step 2: A table like below will appear. Here, you click to select the content you want to display in the report. Then select “Apply”. It’s done!
Resolves common issues with Facebook Pixel
Have you completed the installation and put the Facebook Pixel into practice, but haven’t gathered much information? Ads running to the wrong audience, not to the right potential customers you set out to achieve?
Don’t worry, this is a must for new Pixels. You should only use one Pixel, in the long run it will collect a lot of data to help advertise to more people and reach more people. The point is that you should give it time to develop, don’t be in a hurry!
If you intend to share Pixel for business cooperation, you can use Facebook’s Share Pixel function.
Small note: This function only applies to Business advertising accounts.
Step 1: Go to your Business account settings and select Pixel (located in the left corner)
Step 2: You choose the Pixel you want to share with advertising partners, Facebook will send you a request as shown below. You enter your partner’s Business ad account ID in the box and click confirm.
If shared successfully, your advertising partner will receive a notification. When they click this notification, they will see the Pixel you shared.
When the two sides stop cooperating or for some reason you don’t want to share FB Pixel anymore, press the X to the right of the partner account. Then the sharing will stop.
So this article’s instructions on Facebook Pixel are over. If you have any questions about Facebook Pixel or advertising, just ask and I will answer!