What is Facebook Pixel?
Per the facebook business website, it is “A piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns.”
But what does that mean?
Think of it as a traffic camera for your website. Instead of trying to catch speeders and traffic violators, it instead provides insight on the click behavior of your visitors so you can determine what’s working for you—and what isn’t.
So … how do I add one?
Like many users, I found the documentation that existed to be a bit tech heavy and not easy to follow unless you were a full-time web developer or programmer. Which is great, since most people using it probably hire someone to deal with it for them. But for the indie author who is trying to save a buck to spend on their next precious cover instead of maintaining their website? It can be a little overwhelming.
So here’s a step-by-step guide of what worked for me. I have a WordPress based domain, so mileage may vary.
!!! IMPORTANT: Before you start, make sure you disable your Ad Blocker for both your WordPress editor AND Meta’s Ad Manager. !!!
1. Set up your Pixel
Navigate to the Events Manager inside the Meta Business Ads Manager
Make sure you’re connected to your business account, not your personal one, if you have both!
We’re going to set up our website, so select “Web” in the prompt.
Give your pixel a name in the next screen. This can be anything but it’s helpful if it’s something meaningful.
You will then be prompted to enter your website to check for compatibility and choose your pixel type. I recommend using the Conversions API and have done so for this demo.
Because I’m using WordPress, I opted to use Partner Integration.
2. Connect To WordPress
Now, we’re ready to head over to our WordPress editor on our website. Remember, you must disable your Ad Blocker here, too.
This next part hung up on me the first time, so try again if it just sits and spins for more than a minute. You’ll see a success message when it is complete.
3. Okay, I’m connected. Now what?
Now for the fun part!
I found adding events directly from the pixel to be easiest, honestly.
Enter the page you want to set up events for. This can be your whole website or a specific page or post.
!!! Make sure your Ad Blocker is still off !!!
If the event manager is working you will either see this …
… or you’ll go directly to this if you’ve already opted out.
If nothing shows up but the page you chose, you probably have an Ad Blocker still on.
You can track via a button or a URL. I like the button since it will store the button’s “name” and allow you to reuse the tracker elsewhere.
Clicking Track New Button will highlight elements the pixel sees as a “button” or “link” on your page.
Select the object you want to track events for …
… and choose what the event is, or its closest approximation.
Note that you can navigate all around your website to add these events.
When you’re done, click “Finish Setup” and review and confirm your changes.
4. Verify Domain and Set Prioritized Events
The events you created show up in your Events Manager on the Facebook Business Suite.
One last thing you should set up is your 5-8 Prioritized Events for Ad Manager. To do this, navigate to the Overview section of Events Manager and select “Managed prioritized events.”
Before you can set the Prioritized Events, you must verify your domain (if it isn’t already). The easiest method is to insert an html file into your website’s root directory, but you have a few options. Once your domain is verified …
Click “Manage Events” and set your priorities.
This is required to be compliant for the latest version of iOS.
And that’s it! You did it! Now, you can use your new Pixel on your next Ad Campaign.