The Facebook Pixel Code

The Facebook pixel can be used for three main functions:

  • Building Custom Audiences from your website for re-marketing purposes using the Facebook Ads platform
  • Optimising Facebook Ads for various conversions
  • Tracking conversions, allowing you to measure the ROI of your Facebook Advertising

In addition to this, within the Ads Manager dashboard, the Facebook Pixel reports insights into the traffic across your website (where the pixel is installed), including:

  • The domains in which the URL is installed
  • The most popular URL’s visited
  • The devices used to visit your website
  • Activity around any Standard Events you have set up

You can also share the Facebook Pixel, which is a great feature if you are working with an agency or Facebook Marketing Partner. Instead of implementing a second pixel for your agency, you can share your existing pixel with them through Business Manager.

Main Elements of the Pixel Code

The Facebook pixel code is made up of two main elements:

  • The Facebook Pixel (base), which is placed on every page of your website. You do this by pasting your unique Facebook Pixel between the <head> and </head> in your website code.
  • The Standard Event code, of which there are nine versions available to choose from. These are:
    • Key page view
    • Search
    • Add to cart
    • Add to wishlist
    • Initiate checkout
    • Add payment info
    • Make purchase
    • Lead
    • Complete registration

Each of these Standard Events represent the different types of actions people take on your website and they should be placed on the appropriate pages by customising the Standard Event section of the Facebook Pixel code.
You can also add different parameters for each standard event code, such as Content ID, value and currency. These are optional, besides from the Purchase standard event, which requires the value and currency parameters to work.

How to Install The Facebook Pixel

The following video will step you through how to setup the Facebook Pixel, as well as how to install it on your WordPress website using either the Pixel Your Site WordPress Plugin or the Header and Footer WordPress Plugin.
It also demonstrates how to check if your Facebook pixel is working, as well as how to troubleshoot any issues you may have using the Facebook Pixel Helper Chrome Extension Plugin.
Once you have installed this pixel, you can then create multiple website custom audiences, using the one pixel.

Why Do I Need To Install The Facebook Pixel Code?

Facebook removed the old conversion-tracking pixel in the second half of 2016. Since then, you need to have the Facebook Pixel installed if you wish to do any conversion tracking, optimisation or re-marketing. This is also a more robust and all-inclusive option, so it’s best to get this switched over sooner rather than later to start benefiting from these additional features.

Website Custom Audiences

By adding the Facebook Pixel to your website, Facebook will be able to track your website visitors and create audiences that you can later use for re-marketing advertising purposes.
You can create multiple Website Custom Audiences based on the pages people have visited (and/or haven’t visited) during a given period of time (up to 180 days).  You can then serve ads to those various audiences as appropriate, using the Facebook Advertising platform, including other platforms that use the Facebook Advertising platform, like Instagram.
Your audiences will start building as of the day the Facebook Pixel is installed, another reason to install it sooner rather than later.

How Can I Learn More About The Facebook Pixel?

For more information on how to create, setup and use the Facebook Pixel and Standard Events, as well as to learn more about how to leveraging Facebook to generate more fans, leads, customers & sales for your business, check out the FB Business Success NOW! online training program.