What is the Facebook Pixel?

The Facebook pixel is a piece of code that's placed on your website to report conversions, build audiences and get insights about how people are using your website.

Before you begin

  • Make sure you have access to a Business Manager account or create one.

  • Check that you're an admin on the Business Manager account you'd like to use.

Create a pixel in Business Manager

  1. Go to Business Settings in Business Manager.

  2. Select your business.

  3. Click Data Sources.

  4. Select Pixels.

  5. Click the + Add button.

  6. Type in a name for your pixel.

  7. Optional: Enter your website URL.

  8. Click Continue.

  9. To install your pixel on your website, click Set up the Pixel Now. If you'd like to stay in Business Manager, click Continue Managing My Business.

Installing the Pixel

There are three different ways you can install the pixel on your website.

Option one: Using a Partner Integration

Step 1

From the Install Pixel menu, choose Connect a Partner Platform to see if a platform you already use has partnered with Facebook for pixel integrations.

Step 2

Facebook has already partnered with some of the most popular platforms and website services such as SquareSpace, WordPress and Shopify. When you select your platform, you automatically launch their unique setup process.

Benefits of partner integrations include the ability to:

  • Install your pixel without the need to touch your website's code.

  • Scale your ad creation and reporting without the need to manually set up each ad.

  • Capture and evaluate the actions people take on your website automatically. For example, when they:

Option 2: Manual Installation

Step 1

From the Install Pixel menu, select Manually Install Pixel Code Yourself.

Step 2

Go to your website's code and find the header of your website.

Step 3

Copy the entire code and paste it in the header of your website.

Add the code at the bottom of the header section, just above the closing head tag.

Step 4

Next, you have the option to enable Automatic Advanced Matching.

With automatic advanced matching, you can send Facebook information that your customers have already provided to your business during processes like checkout (purchase amount and currency, for example). Facebook uses the hashing process to transform information for security reasons. Facebook can then use hashed identifiers to better match people who visit your website with people on Facebook, which can lead to more attributed conversions for your Facebook campaigns and a larger size of your Custom Audiences.

Step 5

After you place the pixel code on your website, enter your website URL and select Send Test Traffic to make sure your pixel works properly.

If your status says Active, you've installed your base pixel code correctly. It may take several minutes for your status to update.

When you're ready to move on, select Continue.

Step 6

You have the choice to use Facebook's Event Setup Tool or to Manually Install Event Code.

For this example, we will select Manually Install Event code.

Step 7

From this menu, you can add the specific events that you'd like to review. The events are listed with descriptions of each to help you choose the one that best fits your business goals. As an example, click Purchase to open the event instructions.

Step 8

You can set specific parameters for your events to ensure accuracy.

You have two tabs at the top:

Track Event on Page Load: Choose this option if the action you care about can be recorded when someone lands on a certain page, like a confirmation page after they complete a purchase.

Track Event on Inline Action: Choose this option if the action you want to record requires someone to click something (like an Add to Cart or Purchase button).

Next, add the event parameters, like Conversion Value or Currency, to measure additional information about your event.

Copy and paste the event code on the appropriate page and test it.

Step 9

You'll see the option to install the Pixel Helper extension for your Google Chrome browser. This tool helps you check if you've installed your pixel events correctly.

Once you've completed everything, select Done.

 

Option 3: Email instructions to a developer

If someone else updates the code on your website, email the instructions below to set up the Facebook pixel on your site.

Step 1

From the Install Pixel menu, choose Email Instructions to a Developer.

Step 2

Enter the email address of the person you'd like to send instructions to.

All the information you see in the Email Pixel Code box will be sent to your developer to guide them through installation. You can edit this form or send it as is.

Step 3

You can choose the specific events that you'd like to review.

Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). Standard events within the Facebook pixel code enable you to capture specific events, prepare for conversions and build audiences.

If you would like to add event codes before you send to your developer, select Get Event Code for Conversions.This link will take you to the Help Center, where you can choose the event codes you need.

Copy the code for the type of event you'd like to capture and add it to the pixel base code on the page of your website where you expect this event to occur.

Step 4

Finally, check your pixel status and click Send to email these instructions to your developer.

What's next?

Checkout Facebook’s full guide on creating, using and understanding the Pixel here or get in touch to talk about how to best utilize your newly acquired data.