Welcome to this new lesson of our Facebook Academy, dedicated to the Facebook pixel.
In previous lessons we tackled plenty of topics, such as: how to sign up for Facebook, how to use Facebook, how to create a Facebook group, how to create a Facebook page, how to block someone on Facebook and how Facebook chat works; then we talked about Facebook Stories and Facebook Ads.
Building on the last topic we covered, Facebook Ads, we’re now ready to tackle this new subject: the Facebook pixel.
Don’t worry if it all sounds a bit confusing right now — we’re about to explain everything!
Let’s take a closer look. Here we go!
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What is the Facebook pixel
Well, since you’ve landed on this page, you’re surely wondering what the Facebook Pixel is.
Let’s start by saying that Facebook (go to the official site), the world’s no. 1 social network, is putting more and more weight behind sponsored ads. By now, anyone who wants to attract new users, increase sales or boost awareness of their brand or product simply has to run advertising campaigns on Facebook (Facebook ads)
Since Facebook allows companies and businesses with a Facebook page to create ads promoting their product, their service or the company itself, you’ll also understand how important it is to know what effect your Facebook campaigns are having on your growth strategy.
That’s why today we’re talking about the Facebook pixel, which is nothing other than a tracking pixel.
Let’s get a better idea of what the Facebook pixel is.
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Facebook pixel definition
If you want the official Facebook pixel definition, straight from Facebook, here it is: “The Facebook Pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website”.
The Facebook Pixel is therefore a string of code developed by Facebook’s advertising platform, which you’ll need to add to your website to track your campaigns.
What does tracking your Facebook campaigns mean?
Through the Facebook Pixel you can monitor the conversions generated by your ads. It’s important to install the Facebook Pixel because it gives you the chance to check how effective your campaigns are, so that you can optimize them if they’re not bringing the results you hoped for.
Facebook pixel: what it’s for
Now that you understand what the Facebook Pixel is, let’s take a closer look at what the Facebook Pixel is for.
Here’s what you can do with the Facebook pixel:
- measure the actions users take as a result of the campaigns you’ve launched;
- reach users who visited your site but then left (using the Facebook pixel for retargeting is a smart move);
- optimize your Facebook campaigns for the actions you want users to take: for example, if your goal is purchases, choose the purchase action and Facebook will select and reach the people most likely to buy;
- create dynamic ads (a great feature for e-commerce stores, which can use these ads to automatically showcase the products that interest the users who visited your website);
- optimize your ad sets to get more conversions;
- reach more people who share the characteristics and interests of your best customers by creating a lookalike audience.
Now things are getting interesting — let’s move on and find out more!
How to create a Facebook Pixel
You’ve probably wondered how to create the Facebook pixel, and whether it will be hard to do. The answer is no — creating it is simple and takes very little time, so don’t worry!
Here are the steps to follow to create your Facebook pixel:
- go to Ads Manager and choose the Pixel option from the menu;
- you’ll now find a green button labeled: Create pixel. Select it to create yours.
As we said, it’s not very complicated… But if you want some extra peace of mind, head over to Facebook’s site and find out more: click here.
Remember that you can only create one pixel per ad account.
Once Facebook generates the code for you, you’ll need to configure the Facebook Pixel and start installing the Facebook Pixel on your website.
Interesting, right?
Need a list of Facebook tools?
Looking for a tool to schedule your Facebook posts in advance?
Need a tool to create quizzes and contests?
Want to use an analytics tool and find out which ones are best?
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Facebook pixel: how it works
It’s not hard to understand how the Facebook Pixel works. The important thing to keep in mind is that it needs to be installed on every page of your website you want to track.
Here’s how the Facebook Pixel works: after creating it, you’ll need to add the Facebook pixel to your website’s pages by copying the string of code generated by Facebook and pasting it into the <head> tag of the pages you want to track.
To check whether it’s working properly, you’ll need to verify it — and it only takes a few seconds.
All you have to do is install the Facebook Pixel Helper extension, which will verify that your Facebook pixel is working, tell you in real time which pages the pixel is installed on, and help fix issues caused by common errors.
Free image from Pixabay
Facebook Pixel and WordPress
Many of you wonder how to install a Facebook Pixel on WordPress. That’s why we decided to dig deeper into this point in this section.
So how can you install the Facebook Pixel on WordPress?
As you probably know, there’s a WordPress plugin for everything, and the Facebook Pixel is no exception. There are plenty of them; one you can use is the Facebook Pixel plugin — just follow what the guide tells you. It’s really simple, and in the end you’ll have your Facebook Pixel on WordPress!
Free image from Pixabay
Use the Facebook Pixel for retargeting
Here’s one thing you can do once you’ve created the Facebook Pixel through Ads Manager, grabbed the Facebook pixel code and installed it on your website (or added it via a plugin), configured the actions it should track, and checked with the Facebook Pixel Helper extension that everything is working: create custom audiences for retargeting.
The main function of the Facebook pixel is to generate custom audiences based on the users who visited your website and could be potential customers. If you create custom audiences, you can then run retargeting campaigns to follow up with exactly those people who interacted with your site but didn’t take any action.
To create a custom audience, go to the menu and select Audiences –> Create Custom Audience –> and choose Website Traffic. You can now segment your audience by pages viewed, actions taken, and the time users spend on your site.
Now it’s your turn to experiment a little!
Good luck with your Facebook campaigns!
Conclusion
In this lesson we’ve seen what the Facebook Pixel is, what it’s for and how the Facebook Pixel works — and not only that, because we’ve also given you directions on how to install the Facebook Pixel.
By now you’ve surely understood how important it is to create your Facebook Pixel, because it lets you truly monitor the actions users take and steer them ever more effectively toward completing the action you want.
It’s a genuinely powerful tool: with the Facebook Pixel you can optimize your campaigns and achieve great results — you’ll have everything under control!
In the next lessons we’ll explore more interesting topics. Stay tuned to the lessons of your favorite Facebook Academy!
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