How a company should install and use the Facebook pixel

The Facebook Pixel is a very useful tool for companies, but what is it and how does it work? buy youtube views
Surely it has happened to you, you visit a website and during the following days you will see on Facebook suggestions of products or contents of that website that you have visited. As it is a brand that you already know, these ads serve as a reminder and often end up buying.

For that our ads on Facebook become, the secret is a good optimization and use Facebook pixel is part of it. Here we explain how it works.

Let’s go in parts, what is a pixel?

A pixel of Facebook is a JavaScript code that is included in the pages of our website. When a visitor arrives at it and has at that moment opened Facebook in another tab (it is in session), the pixel registers it. The next time we create a Facebook ad or promote content, we can select as audience those visitors to our website registered by the pixel. 

Tremendous, right? This will allow you to measure, optimize and create personalized audiences for your Facebook ads, which is who will provide this code.

Although at first glance the word “pixel” sounds a bit strange, it is not really complicated to understand.

Facebook uses this pixel with three main objectives:

  1. Optimize remarketing campaigns through the segmentation of personalized audiences of our website.
  2. Optimize ads  to improve conversion
  3. Conversion tracking of  the different ads.

This is how the pixel of Facebook looks in the code of our website.

If we use WordPress.org and we want to keep track of the users that pass through any page of our website, and thus focus more effectively on our Facebook ads, we must place the pixel before the template label of our page. By placing it right there we get our pixel appear on the entire web and it will not be necessary to include it in each of the pages manually.

For those who use WordPress  there are three plugins that help us to add the pixel code to our website:

For the rest of web pages that are not made in WordPress, Facebook has its own instructions on how and where to install the pixel. An excellent way to insert it is with Google Tag Manager. We talk about GTM  .

To track specific pages of our website, such as a landing, a contact or registration page, etc; we just have to place the Facebook pixel between the labels of those specific pages. As an example, if we want to keep track of the users who arrive at our contact page, we can place the pixel of a personalized audience, both on the page itself and on the confirmation page of the form’s submission.

It is already installed, how do I know it works correctly?

To verify that the pixel has been correctly located and is working, we must do two things. First, review the steps that have been described during this article, and second, attend to some of these tips:

  1. After correctly placing the Facebook pixel of conversion tracking on your web page, we save and reload the page. If we use Power Editor (from Facebook) to launch our ads, updating the tab in which we are from our browser will suffice. With this, the status of your Facebook pixel should change from “not verified” to “verified”.
  2. If we use Google Chrome, a trick we can use is to download theextension  will more quickly verify the pixel verification. This extension will be of great help to solve problems and validate the pixels of Facebook.

This is how Chrome would appear:

How to use the pixel of Facebook to do remarketing?

The first thing will be to make clear that we understand by  remarketing .

An example of clear remarketing occurs when we enter an online store of sports accessories, browse some pages of different products but, finally, we do not buy anything. Then we visit other pages and, although they are of another theme, we see ads with the sports accessories that we had been looking at. Is magic? No way! It’s remarketing.

Facebook allows us to remarket on the social network itself with the aim of:

  • Orient our ads on the Internet to people who have visited our page.
  • Orient the ads to users who have visited the opt-in page (registration to a list) but have not yet subscribed.
  • Orient the ads to those who have gone through the sales page but have not come to buy.
  • It gives us the possibility to find users with profiles similar to the people who visit our website, what is called ” similar target ” and allows us to target the ads more efficiently.

Without letting go that we only have a single pixel of Facebook for each account of Facebook ads. This means that our Facebook pixel is directed to any page or website, in which we want to follow up.

Set up audiences for custom targeting

Once the Facebook pixel is located in the template of our website, we can start creating our personalized audiences.

  1. In Active Ads Manager> we must choose Audiences or Pixels.
  2. If we choose Public, we click on Create Public and select “Custom Public”. We now select the public for our website. If we choose Pixels, we only have to Create Public.
  3. We create the type of audience we want.
  4. We select the duration of how long we want to track the people who visit our website or landing page. By default, it tracks from 1 to 180 days.
  5. We create the ad and choose the custom audience we want to target. Here you have a  

With this we finish the simplest part of the process, which will be useful to guide your ads in the best possible way to the public and, with it, increase the impact of your advertising and save money on your promotions. But you can still get much more out of the Facebook pixel:

How to track conversions with the Facebook pixel

There are two ways to track conversions.

The first is  custom conversions  (probably the simplest way) and, the second is with  standard events .

Custom conversions

Custom conversions allow us to track and optimize the actions performed only through the Facebook pixel and the URL of our website.

On the other hand, it allows us to optimize and track actions that are different from the nine standard events mentioned below.

To define the custom conversion we must:

  1. Click on the three lines of the Ad Manager
  2. Click on Custom conversions under “Measure and report”
  3. Click on Create custom conversion.