[Practical Guide] What is Facebook Pixel, how does it work and how is it set?

A year ago Facebook launched a new format to measure conversions called Facebook Pixel. With this new feature the social network drove us crazy. Many of us had to dedicate hours to understand the new way of conversion, that in reality is more simple and practical. In this guide-post I will summarise how this new pixel works and how it is set up.

What is Facebook Pixel and what does it do?

The Facebook pixel is an invisible code that allows you to trace the conversions of your webs. Through this you can measure different events, for example:

  • Users that have visited a web page
  • Users that have bought a product or service
  • Users that have added a product to the shopping cart
  • Users that have completed the register form (catchment)

Thanks to the pixels we can know how many conversions are generated in our ads on Facebook and the cost of every conversion.

There is just one pixel per account. Before with the conversion system of Facebook, you could create a pixel for every campaign. Now you just have one for every advertising campaign. A pixel for every advertising account, that is how it works.

How to set up the new Facebook Pixel

To configure this new pixel you have two options, with events or with personalized conversions. To create them you have to go to “Power Editor”, click on “Tools”, and then on “Pixels”. Once you are in this section you click the button “create conversion” and there you will see the two options.

The settings for events is the most delicate. Every advertising account you have on Facebook Pixel is associated. To measure different conversions in your campaigns you just have to add one or more events. To do this you have to choose one of the ones shown in the Facebook list (purchase, register, add to shopping cart, etc…). To help you, I have created a graph with the steps to edit your original pixel code and add your event. As you will see, the predetermined pixel comes with the event visits. Then you can add one or more events that you want. I tried with the purchase clicking a price and assigning my currency.

currency facebook pixel

Facebook Pixel gives the option of creating personalized conversions

The one of tracing personalized conversions is easier. You just have to choose one rule. For example: that the URL is the same as your register or thank you page. Then you select the category of the event and define the name for this personalized conversion. Be careful because you can only create 20 personalized conversions and they cannot be deleted.

After creating your pixel you will have to add it to the page where the conversion will be made. You can try that it is active and functioning with the Chrome plugin “Facebook Pixel Helper“.

Plugins to add the Facebook Pixel code on your web/blog with WordPress

If you use WordPress, I recommend you these plugins to easily add the Facebook Pixel code:

Practical case: How to use the Facebook Pixel to sell a product

To understand better the Facebook Pixel I share you a simple example:

  • Create a landing page for a paid product.
  • Paste the Facebook Pixel code of visited pages on your landing page. You can use the code I share below. You will only need to change the ID of your pixel. 

 *Edit this Facebook Pixel code and paste it on your landing page*

Substitute the red number for the one of your Facebook account.

The blue event is so you can measure the users that visit your page. You don’t have to modify it.
<!– Facebook Pixel Code –>
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version=’2.0′;n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,’script’,’//connect.facebook.net/en_US/fbevents.js’);

fbq(‘init’, ‘123456789123456‘);
fbq(‘track’, “PageView”);</script>
<noscript><img height=”1″ width=”1″ style=”display:none”
src=”https://www.facebook.com/tr?id=882094285217026&ev=PageView&noscript=1″
/></noscript>
<!– End Facebook Pixel Code →

  • Create a thank you page for when users finish the purchase with the instructions of the next steps. Without this page is it VERY difficult to measure the conversions that you obtain with Facebook ads campaigns.
  • Go to your Facebook ads platform and create a new campaign by selecting the objective “conversions on your website”.
  • In the set of ads select the option “personalized conversions” to create the purchase pixel. For this you will have to put in the ruler the link of your thank you page and then paste the pixel code in the head of your thank you page. The pixel code will be something like what I share below. Remember to verify with your Chrome extension your pixel code before launching your campaign.
 *Edit this Facebook Pixel code and paste it on your landing page*
Substitute the red number for the one on your Facebook account. Substitute value for the value of your product. Substitute currency for the one you use for your sales. You don’t need to modify the Pageview event.<!– Facebook Pixel Code –><script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version=’2.0′;n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,’script’,’//connect.facebook.net/en_US/fbevents.js’);
fbq(‘init’, ‘123456789123456‘);
fbq(‘track’, “PageView”);

fbq(‘track’, ‘Purchase’, {value: ‘0.00‘, currency: ‘USD‘});

</script>
<noscript><img height=”1″ width=”1″ style=”display:none”
src=”https://www.facebook.com/tr?id=882094285217026&ev=PageView&noscript=1″
/></noscript>

<!– End Facebook Pixel Code →

  • Publish your ads campaign and hours or days later you enter to see the analytics; here you will see various data, between them the conversions made (sales of your product) and the cost of each of them.

The process of your user will be the one reflected in the graph below. A user sees a Facebook ad and clicks it if it seems interesting. The interest changes by conversions if you convinced him in your landing page. This conversion can be tracked with Facebook Pixel if you add a code with an event or create personalized conversion for the thank you page. Then through your Facebook analytics you will see the number of conversions and the cost of each conversion.

how to use facebook pixel

I hope that with this post you have understood how the new Facebook Pixel works. It cost me a couple of hours to understand, configure, and try it.

How to use the Facebook Pixel for remarketing

With remarketing we can show ads to people that have shown previous interest. For example:

  • If I visit my article “How to sincronize Facebook Lead As with your Email Marketing tool”.
  • See a Facebook Ad to buy my “practical Facebook Ads course”

how to use facebook pixel for remarketing

How to do remarketing on Facebook Ads

Making a remarketing campaign on Facebook Ads is very easy, you just have to follow these steps:

  • Add the visited pages pixel code on the related pages of the product you want to sell (sales landing page or articles of the blog).
  • Go create a new Facebook conversions campaign or visited pages and in audiences select “create new” and then click a personalized audience.
  • Select the option “website traffic” and look for the option “people who visit specific web pages”. There is where I would have to paste the link of my article. This way Facebook will show ads to the users that have visited that post in the last days (maximum 180 days). If you have few traffic it is probable that your audience is small and remember that you need to have a Facebook Pixel on your so you can make ads.

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