This Is How The Facebook Pixel Works And The Step-By-Step Process Of Setting It Up

The Facebook pixel is one of the must-have tools when it comes to digital marketing.

If you want to get the most out of your Facebook ads, then this tool should be in your arsenal. It will help you create relevant ads for your audience that will result in massive conversions.

But how exactly does it work? How do you even set it up?

That’s what we’ll get into in this post.

Let’s begin, shall we?

How does the Facebook pixel work?

When someone visits your websites and takes a specific action, whether that be signing up for your mailing list or buying your products, the Facebook pixel is triggered and reports this action. This way, you’ll know when a customer took action after seeing your ad. You’ll also be able to reach this customer using a custom audience and retargeted ads.

The more conversions happen on your site, the more Facebook gets better at delivering your ads to people who are most likely to convert.

To help you understand this even better, let’s say you own an ecommerce shop that sells shoes. This is how a Facebook pixel would operate:

A shopper comes to your store and browses around. They might add a couple of shoes to their cart or ultimately decide not to buy anything at all and leave your website. Or they might complete their purchase. The actions that a shopper would take are endless.
All the while, the pixel is working quietly in the background, taking note of everything the shopper is doing.
It then syncs with the Facebook cookies residing in the shopper’s browser and flags the account as part of certain target groups, depending on whatever action they took.
Thanks to this data, when the shopper logs back into Facebook or Instagram, those platforms know what they’ve been doing, and which ads they should see.

So for example, if the shopper abandoned their cart without buying anything, they might see ads on Facebook asking them to go back to the site and complete their purchase.

These ads are what are known as retargeted ads. Their sole purpose is to increase conversions. They work towards returning previous website users back to your site so they can complete a specific action.

How do you set up the Facebook pixel?

Facebook has made this process really simple. In fact, you don’t even need to know code or be a web developer to do this.

The first thing you’ll need to do is log in to your ads manager. Then go to the “Pixel” tab.

On the resulting page, click on “Create a pixel”

Give your pixel a name and input your website address if you so wish. Then click “Create”

Now, there are three ways to add the Facebook pixel to your website:

1. Use an integration or Tag Manager.

If you use an e-commerce platform like Shopify or a tag manager like Google Tag Manager, you can install your pixel without having to edit your website code directly. This Facebook Help article describes how to install your pixel if you already use one of those third-party tools.

2. Email instructions to a developer

If you work with a developer or someone else who can help you edit your website code, click “Set up Manually”

Then locate “Email Instructions to a Developer” on the bottom right and click on it to send them everything they need to install the pixel.

3. Manually install the code

Click on “Set up Manually” to begin the process.

For your pixel to work properly, it needs to be displayed on every page of your website. The best place to input the code is in the header of your website.

So locate the header code for your website. Look for <head> </head> tags in your code or find your header template to update the global header. Then copy the entire pixel code and paste it in the header.

Not to worry, Facebook lays everything out for you to make it easy to follow.

Once you’re done, turn on automatic advanced matching.

Turning on this option allows Facebook to match customer data from your website with Facebook profiles. This lets you can track conversions more accurately and create larger custom audiences.

Check whether you’ve installed the code correctly by entering your website URL and clicking “Send Test Traffic”.

Once your Facebook pixel is tracking activity, click Continue.

After you’ve verified that it’s working, you’re ready to go back to the Ads Manager and start creating your own Custom Audiences and Custom Conversions to start advertising on Facebook.

CONCLUSION

That’s it for the Facebook pixel and how it works. If you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

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