What is a Facebook Pixel?
The Facebook Pixel is a piece of code that you install on your website. This piece of code helps you to track actions taken on your website by your Facebook audience and gathers information from your website visitors enabling you to build a list of website visitors for remarketing (Facebook ad campaigns aimed at past website visitors)
There used to be two different pixels, but these are being phased out and you just have to worry about and implement the one Facebook Pixel.
The Facebook pixel can be used for three main functions:
- Building Custom Audiences from your website for remarketing.
- Optimizing ads for conversions.
- Tracking conversions and attributing them back to your ads.
How do I create a Facebook Pixel?
The new Pixel Code should already have been generated for you by Facebook, it’s just a matter of installing it on your website.
To find your Pixel Code, login to Facebook, and go:
> Manage Ads
> View Pixel Code OR Email Pixel Code
Take the required action of either installing it yourself or having your web developer do it for you.
How do I install the Facebook Pixel?
I would recommend you create the pixel and send it to your web developer (Along with the link below), but if you are deadset on installing the pixel yourself you should know that the code consists of 2 parts:
Base Code – This gets installed on all pages
Standard events code – This is a subset of the Base Code that gets changed depending on the page it lives on and the event it needs to track.
Send this link to your web dev or read the guide yourself to learn how to install the code – https://www.facebook.com/business/help/952192354843755
Find out more on how to use the Facebook Pixel without setting up Standard Events – https://www.facebook.com/business/help/780705975381000
Once the Standard Events have been activated on the various relevant pages, you should be able to start using them and selecting them from the Website Conversion Ads dropdown. (They’ll be green, and not red)