Deliver Ads and Evaluate Outcomes with Facebook Pixel 2019
Why is a FB pixel so valuable to your business? The real value of the pixel is its ability to attribute events — such as conversions — to ad impressions, and to deliver ad impressions in a way that drives events, including conversion events.
Whenever someone sees your ad, we call that an ad impression
A conversion whenever a person does the action that you're trying to drive on your website - whether that's buying a product or viewing a webpage.
An event is anything that happens on your website — or on your e-commerce platform or content management system. Pixel measures events such as page visits, purchases, and registrations.
When people see — or click on — your ad, then take an action you want them to take, you can attribute those conversions to corresponding ad impressions.
There is a limited time frame, called an attribution window, during which we can reliably say an ad drove an action.
What can pixel do?
You can create a pixel, and connect it to your website, to
- Make sure your ads are shown to the right people, on the right devices, at the right moment: Knowing how people use your website can imply what they're likely to do next. This helps Facebook deliver ads to the people most likely to take the action you want them to take.
- Build effective advertising audiences: With Custom Audiences, you can show your ads to people based on how they've already interacted with your website. Using Lookalike Audiences, you can target ads to brand-new people based on their similarity to established visitors and customers.
- Measure cross-device conversions: See how customers move between devices while engaging with your content — and determine what devices they are most likely to convert on.
- Unlock additional Facebook advertising tools: Web conversion campaigns, Custom Audiences from your website, dynamic ad delivery, and metrics such as cost per lead or cost per conversion are only available to advertisers who've installed the pixel on their websites.
- Better evaluate your return on ad spend by more precisely attributing online behaviors to your Facebook, Instagram, Messenger, and Audience Network ads.
- Pixel can enable powerful, actionable, and cost-saving adjustments to ad delivery — such as only displaying brand awareness campaigns to people who've never visited your website, or offering limited-time discount codes to people who've abandoned online shopping carts.
How does pixel work?
Pixel is a tiny piece of code that registers actions that happen on your website. It has two parts:
- The pixel base code should be installed on all the pages of your website to provide a baseline for measuring specific events.
- Event code is only installed on the specific pages of your website where you’d like to measure events or actions that are important to your business goals. For example, you would add the Add to Cart event code on the page where customers would add items to their shopping cart.
You specify which page visits and which actions should trigger the pixel. It comes with a set of preprogrammed standard events, but you can also create your own custom ones, based on your business goals.
Using pixel can guide your lead generation, ad targeting, remarketing, conversion measuring, and optimization strategies. Pixel can also help you follow customer actions across multiple devices
All data is sent and received using a privacy-safe method called data hashing, which anonymizes information from your site before it’s matched with anonymized Facebook data, then securely deletes it.
Creating a Facebook Pixel
- From the dropdown menu under Ads Manager, click All Tools.
- Then under Measure & Report, click Pixels under Events Manager.
From the Facebook Pixels page, click the Create a Pixel button.
- Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business. You can change this name at any time.
- Click Create.
- Choose how you'd like to implement your Pixel (see more detail for each option below).
- Select Use an Integration or Tag Manager to integrate with a third party tag manager.
- Select Manually Install the Code Yourself to get the code to implement it.
- Select Email Instructions to a Developer to have the pixel code sent to your web developer.
Note that each Facebook ad account is limited to one pixel. Businesses that need multiple pixels may establish up to ten per Business Manager account. Pixels can't be deleted once they're created, but you can access, edit, and rename them at any time.
Install pixel base code
Facebook offers three ways to connect a pixel, depending on how you manage your web presence.
Verify that your pixel works
The Facebook Pixel Helper is a troubleshooting tool that helps you find out if your pixel is working correctly. It's a Chrome plugin you can use to see if there's a Facebook pixel installed on a website, check for errors, and understand the data that's coming from a pixel.
Install the Pixel Helper
Before getting started, you'll need to have the Chrome web browser. If you don't have it yet, install the Chrome browser then follow these steps:
- Go to the Chrome web store and search for the Facebook Pixel Helper.
- Click + Add to Chrome.
This should be a good starting point, before running any paid ads. Let us make sure everything is set up to win.