There have been lots of questions in my Facebook ads and Facebook marketing course on Udemy about the new Facebook pixel and how to use it. I have answered this question so much that I thought I just should write a blog post here with it that includes all of the answers! This step by step tutorial will show you how to implement it on your website.
First of all, what’s a tracking pixel?
A tracking pixel is a piece of code inserted in a webpage to track events, especially conversions. A small 1 pixel (1 x 1) transparent image (a Gif file) is fired when someone visit a page the code is on and information is sent back to the server.
In the past, Facebook had 2 kinds of pixels, an audience pixel and a conversion pixel, which is referred now as the old “Conversion Tracking Pixel”.
As Facebook is going to discontinue their old pixel in the second half of 2016, it is good to change your old pixel to a new one if you have it installed on your site and only install the new pixel from now on.
The new Facebook pixel combines the conversion and audience pixel in one. Look at the table below to see what it does.
As you can see the new pixel can be used for Audience retargeting, Lookalike audiences, Conversion tracking, Conversion optimization, Dynamic product ads and Custom conversions.
How to Create your Pixel?
In the Ad Manager navigate to the “Tools” section.
Click on “Pixels”.
On the page you should see a button to create your Pixel. Click on it.
On the window enter the name you want for the Pixel, check the box to accept the terms and click “Create Pixel”.
As there is only one pixel per ad account, choose a name that represents your business. The pixel can be used by yourself and also shared with partners via the Business Manager.
If you have an audience pixel created before like I do, you will not have the possibility to create a new pixel and it will show like this on the page.
If you want to modify your Pixel’s name, click on the “Actions” button and select “Edit Pixel”.
Change the name and Click “Done”.
Get your Pixel Code.
Click on the “Actions” button and select “View Pixel Code”.
You can also click “Email Pixel Code” if you have a webmaster that will take care of installing the pixel for you.
The first part is the default pixel that is required.
It is used to track Page Views and create Audiences. The sections masked in blue are where your Pixel ID is.
The second part is about adding Conversion Event code to the pixel according to what you want to optimize and track.
The Pixel Code Explained.
The default Facebook pixel looks like this and you can use it as it is to create Audiences.
You can install it on your Home Page and selected pages of your website or on the whole website.
It has to be placed between the <HEAD> and </HEAD> tags of your website where you must have other code there. Add it after the existing code just before the closing tag </HEAD>.
It is referred by Facebook as the pixel base code.
If you want to do conversion optimization and tracking, you will have to add a snippet of code to your pixel code.
There are 9 available standard events to choose from in Facebook:Key page view, Search, Add to cart, Add to wish list, Initiate checkout, Add payment info, Make purchase, Lead, Complete registration.
The “Standard event code” is what you have to add to the pixel code on special pages of your site (do not add them in the whole website).
This is where you will add the code snippet.
I have added the “Lead” event code in the example above and will place this modified Facebook Pixel only on the “Thank You” page that people see after they have subscribed.
You can’t have the base code and the modified code with the “Standard Event Code” together on the same page and this might be an issue if you have implemented the Pixel code site-wide via a Template, WordPress Theme or Plugin; and for that matter there is a second option that you can use for your conversion pixel.
Using Custom Conversions.
With “Custom conversions”, you can optimize for and track actions without having to add any code snippet to your Facebook pixel base code. This makes it easy for you to install the same Facebook Pixel on all the pages of your website and then use custom conversions in the Facebook interface.
Click on “Tools” and “Custom Conversions”.
On the page click on the green button “Create Custom Conversions”.
This window will show.
I continue on the example of tracking Leads.
Select “URL Equals” and enter the URL of your “Thank You” page, which is the page people see immediately after subscribing.
Then choose your category.
Click the “Next” Button.
This new window shows.
Enter the name you want for this “Custom Conversion” and a description.
If you want, you can add a conversion value.
In the Lead example, if you value a Lead for your mailing list at $1 each, you would enter “1.00”.
Click the “Create” blue button.
You are now shown your “Custom Conversion” ready to receive data.
As you can see one problem with this method is that you can only use 20 “Custom Conversions” per ad account.
When you return to the Pixel page this shows in the right panel together with the Audiences you may have created.
There are other aspects of the New Facebook code I would like to develop, but they will be subject of new tutorials.
I hope this is helpful for you and that now you understand the Facebook Pixel better.
Thank you for reading this post and I hope it was useful for you to see how to use the new Facebook conversion pixel. If you have any question you want to ask me about Facebook ads, the only place you can count on me to give you an answer is in my Facebook ads and Facebook marketing course on Udemy. You can use the link to get a $9 coupon at https://www.udemy.com/advanced-facebook-advertising-get-likes/?couponCode=BLOG9.