Don't be scared of the Facebook Pixel
Updated: Jul 8
I'm very tech savvy. When I first started with Facebook advertising, however, the mere phrase "Facebook Pixel" made me anxious. It sounded like something well out of my reach! I mean, I didn't -- still don't -- code, so I thought I would need to hire someone else to do it for me.
I soon realized that this is a fantastic tool that will help me improve and track all of my campaigns AND I can install it myself. Here are a few key things you can do with the pixel:
1) See which ads are bringing in specific website conversions (page views, opt-ins/leads, purchases, etc).
For example, if you have a website conversions campaign with the goal of getting new newsletter subscribers, installing the pixel can show you which specific ads are bringing in the most subscribers and at what cost.
2) Gather enough data on your website audience in order to create custom audiences (i.e. retargeting) and lookalike audiences.
If you don't have enough customers or clients to create a lookalike audience but you have enough website visitors, you can create a lookalike audience based on your website visitors tracked by the pixel!
To take advantage of these 2 benefits, you do not need to know how to code; you just need to know how to install it properly. Here are my top tips for installing:
The pixel is a piece of code that is placed on every page of your website. This is found under the "pixels" tab in ad manager and can be pasted in an html app or in the header of your site. When in doubt, visit your web development platform's (Wix, Wordpress, etc.) help center and search "installing the Facebook pixel." They should have clear instructions on how to install on your platform.
The event codes, also found in the pixels tab in ad manager, are only placed on specific pages. For whatever action you choose to track, it needs to be placed inside of the pixel code on the page right after they complete the action. If you want to track leads, then this code needs to be placed on the page right after the person clicks to submit their name and email.
Lastly, once you've installed your code and want to make sure it's working, use the Facebook Pixel Helper to check if it's showing up properly on your site. I use this every time to confirm it's ready to use with my ad campaigns!
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