facebook pixel

How to set up a Facebook Pixel to Track Website Conversion

By Sonny Teeling

What is a Facebook Pixel and why is it useful?

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.


facebook pixel


How do I set up a Facebook/Instagram Pixel?

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:

  1. Create a Business Manager account at business.facebook.com
  2. Select the hamburger icon in the top left and then click Events Manager
  3. Click the green plus to connect a new data source
  4. Select web and then click get started
  5. Choose the Facebook Pixel option and select connect
  6. Name your Pixel and add your website URL


pixel set up


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 manually install the Facebook Pixel you will need to:

  1. Select install pixel manually
  2. Copy the base code
  3. Paste the pixel code into the bottom of the header section just above the </head> tag on every page
  4. Select continue on the Facebook pixel set up
  5. Enable automatic advanced matching to allow Facebook to automatic set up conversion tracking for specific events
  6. To manually set up event tracking, select continue and click the ‘Install events using code links’
  7. Copy the relevant event code (e.g. purchase) and past it on to your page, button or link.
  8. If you want to manually add event tracking without using code then open the event set up tool, enter your URL, select what event type you are tracking and then select where you want the conversion to fire (e.g. contact form submit button).


manual Facebook pixel set up


To install your Facebook Pixel using the Google Tag Manager Integration you will need to:

  1. Select ‘use a partner integration’
  2. Choose Google Tag Manager
  3. Click continue on the ‘how it works’ page
  4. Turn on automatic advanced matching
  5. Connect your Google Tag Manager account
  6. Enter your website URL, select what event type you are tracking and then select where you want the conversion to fire (e.g. contact form submit button)
  7. Select test events in event manager


Facebook pixel integrations


How do I check my Pixel is working correctly?

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:

  1. Download the Facebook Pixel Helper Plugin
  2. Visit the relevant page of your website
  3. Open the plugin
  4. Review the results


facebook pixel helper


How do I effectively use my Pixel data?

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.


remarketing audience


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.