Facebook introduces New Facebook Pixel.
Old Conversion Tracking Pixel will be removed in 2016. Facebook’s advice is to use new Facebook Pixel
- for conversion tracking,
- optimization and
What is Facebook Pixel?
With Facebook Pixel you can track Conversions on your Website, and also you can target Audience that visited your Website from Facebook (Facebook Custom Audience).
How can you track Conversions and Facebook Custom Audience on your Website?
To making this happen, you need to place Java Script Code on your Web Pages. With this code Facebook can track visitors on your pages.
This JS Code is the Facebook Pixel. Facebook generates code for you, and your job is to place it on Web Pages.
Differences between Old Conversion Tracking Pixel and New Facebook Pixel
Benefits of using New Facebook Pixel
If you integrate Facebook Pixel on your Website in Facebook Ads Manager you can see Reports of traffic to your Website:
Facebook Pixel Code
If you look at the picture you can see that there is a pat “Standard Event”. Facebook exposes 9 Standard Events:
This represents Actions that People take on your Website. Also, you can define Custom Event. You need to place this Code, with the Event, on some of your pages. But, more on this latter.
Creating Facebook Pixel
You want to create Facebook Pixel? It’s easy. Go to Facebook Ads Manager > Tools > Pixels:
Choose descriptive name and Facebook will create your Facebook Pixel. The Next step is to Install the Pixel on your Website.
Facebook will give you option for Email Facebook Pixel code, or you can Copy the code and manually insert it into <head></head> section of your Web Pages.
You can use the New Facebook Pixel for tracking conversions on your Website like:
- View Content
- Add to Cart …
In this situation you need to place Facebook Pixel Code on appropriate Web Pages. For example, if you are writing Post or Article, and you want to Boost your Post, you certainly want to know how many people Viewed the Content. So, first install the Pixel Code on your Blog Post page and after that you can setup the campaign including the Facebook Pixel with View Content Standard Event.
How to insert Facebook Pixel Code with View Content Standard Event
In the Pixel Code there is line:
Insert Standard Event Codes after this line of code and then insert Pixel Code on your Page. Here is table with 9 standard event codes:
Open your Text Editor and place the code into it:
or Create Custom Conversion in Facebook Ads Manager – > Tool – > Pixels
When you click next you should enter Name and Conversion Value and then click on Create.
What’s next? Next thing to do is to place this code into <head></head> section on your Blog Post or Article Page.
How to place Facebook Pixel on WordPress site
WordPress is great Content Management System because is scalable and there are many Plugins which will do all the job for you. So, first that I will do is to search on Add New Plugin page for “Facebook Pixel”. I found this plugin that is easy to use:
Install the plugin and in Settings page of this plugin you can select on which pages you can use Facebook Pixel. We are using default selection:
We will test the pixel on this Post and you know already that we’ve started Facebook Challenge and share results with you of Facebook Ads Campaigns that we are doing this few months.
Open the Post where you want to place Facebook Pixel and you can see under Post Editor widget for easy entering Pixel Code:
If you can’t find it go to the top of the page and into Screen Options > check “Facebook conversion Pixel”.
Setting Campaign with New Facebook Pixel
When your Pixel is ready for use, you can create Facebook Ads with Facebook Pixel for tracking conversions on your Website. There are 9 default Conversions or different activities, like we said before, but you can setup also Custom Conversions.
When you create new Ad, select “Increase conversion on your website” Objective and then select appropriate Facebook Pixel with Conversion Event that you have created before:
After creating the campaign you can track all events that visitors fire on your website and check reports and statistic on Facebook Ad Manager Dashboard:
Remarketing with Creating Audience
Is it a good option to have the opportunity to show your Facebook Ads only to people that have visited your Website? Or, some segment of them?
Facebook Pixel lets this happen.
You can create 4 types of Audience:
- Anyone who visits your Website in the last X days
- People who visit specific web pages
- People who visit specific web pages but not others
- People who haven’t visited in certain amount of time
When you click on Create Audience, then Facebook will collect all Visitors from your Website and you can target this Audience in your Facebook Ads Campaign. Read about best practices and lots of tips here.
This option is known as Remarketing. Ads will be served only to people who recently visit you Website.
Where to put Facebook Pixel for Add to Cart, or Lead?
Many new marketers will be stuck and don’t know where to put Facebook Pixel when they want to measures conversions.
They put Facebook Pixel on page where the Call to Action button is, like “Add to Cart”, “Subscribe”…and they have wrong measurements.
For measuring conversions you need to put Facebook Pixel on Thank you Page not to Landing Page
Add New Facebook Pixel into your “Thank You Page”
Facebook Pixel gives you analytic power and measurements. Without that you can’t make some advanced targeting like Remarketing, what is very popular among modern digital marketers. Tracking conversions is important to know if your marketing efforts are going in the right direction. Use it and you will find tons of useful data to analyze and make better conclusions about your Audience.
Want to know our tests, targeting and Relevance scores?
We are publishing “Facebook Ads Test Challenge” with our latest Ads tests and results.