The Facebook Pixel is an analytics tool used to measure the success of your Facebook and Instagram campaigns by tracking conversion on your website. This can help you identify what’s working and what isn’t so that you can allocate your budget to the campaigns generating the highest return on Investment. But before you can do this you need to create your pixel and implement it onto your site. So we have put together a simple step by step guide to show you how to do it.
Both Facebook and Instagram Ads are created and managed through Facebook Business Manager. You will have to set up a Business Manager account to be able to access your Pixel.
In order to create your pixel you will need to:
You have now created your Facebook pixel which can be used to track website conversions from Facebook and Instagram. But first, you will need to add the pixel to your website. You will be given the option to either set up the pixel manually or to use a partner integration. If you have access to edit the code on your website and have coding experience then you can easily install the tag manually. If you can’t do this then we would recommend using one of the partner integrations (e.g. Google Tag Manager). Follow one of the step by step guides below for the method that works best for you.
To make sure that your Pixel is firing correctly we would recommend using the Facebook Pixel Helper plugin. This a great, easy to use tool to make sure all of your conversion events are firing correctly. To do this you simply need to:
So you have created your Facebook Pixel, added it to your site and you’ve made sure it’s working correctly. Now what?
Your conversion data should be used to identify what campaigns are leading to the most conversions. This will allow you to decide what campaigns you should keep running and assign more budget too and which campaigns you should decrease the budget for or stop running completely.
This data can also be used to create audiences based on the actions people have taken on your site. This is a great way of targeting people who have shown an interest in your product or service but haven’t yet converted into a paying customer. For example, if you are running an eCommerce store you could create an audience and run a targeted campaign to people who have reached the shopping cart but haven’t completed a purchase. This audience is a lot more likely to convert in comparison to a generic, cold audience as they have already shown an intent to buy.
Need help running Digital Marketing campaigns that demonstrate a strong return on investment? Get in touch today and find out what we can do for you.