As business owners, we have an ever-expanding and extremely powerful suite of digital tools and resources available to us. Together, they help us to grow our brands and attract new customers in a variety of new and exciting ways. And understanding how to set up the Facebook pixel for your business is step one for incredibly powerful customer tracking and re-targeting strategies.

Briefly, two of the most powerful benefits of having the Facebook Pixel set up are:

  • Tracking: The ability to track your websites visitors and people who take specific actions after engaging with your Facebook posts or ads
    • For example, people who click on your posts, business page(s) and/or ads and visit your external site
  • Re-targeting: The ability to advertise to those visitors later by using dynamic re-targeting ads
    • This is an extremely powerful strategy with some of the highest conversion rates!

Basically, any business, campaign or marketing strategy that is not using the Facebook pixel will always come up short and experience lost opportunities.

So, let’s dive in and go through how to set up the Facebook pixel for your business and website.

Installing The Facebook Pixel

  1. Inside of your Facebook Business Manager, click on the menu tab in the top left and choose “Events Manager”.

  2. Click “Set Up Pixel” (if it’s your first time) or choose the pixel displayed if you already have a pixel created, then you’ll see a “Set Up” option on that following page.

  3. If you have one of the websites listed under the integration option, follow the steps there; otherwise, click on “Manually add pixel code to website”

  4. On the next page, you’ll see the code: click on it to copy it to your clipboard

    If you hit “Continue”, you can also choose to set up additional tracking events within your website by clicking on the “Use Facebook’s Event Setup Tool”.

    Or you can just hit “Cancel”; setting up this extra step is not necessary and is beyond the scope of this article.

    If you’d like more information on setting up conversion events, please leave a comment below!

  5. Finish the setup & head over to your website hosting account (WordPress, Wix, ClickFunnels, etc.)
    1. Each website platform will require a slightly different approach
    2. But basically you’ll be installing the code into the head tracking section
    3. You can do a quick Google search “how to install pixel onto (site host software you use)”
    4. I will complete this example by using one of my favorite landing page website building platforms, ClickFunnels.
  6. Go to the specific sales funnel you’d like to install the pixel on
  7. Click on “Settings” in the top right
    1. Scroll down until you see the “Head Tracking Code” box option
    2. Paste your Facebook pixel code here
    3. Scroll all the way down the page and click “Save and Update Settings”
  8. Double check that each page’s settings have the pixel code installed in the head tracking code area

Recommended Step – Install the Chrome Extension ‘Pixel Helper’ (you can quickly Google this to download it).

  • Having this extension installed will allow you to see which websites have the Facebook pixel set up on their pages, which will appear within the </> image in the top right of your browser after installed.
  • This way you can double check to make sure you set up the Facebook pixel inside your website correctly.

And that’s it for installing the Facebook Pixel! You may still be wondering why we use the Facebook pixel, so let’s explore this topic a little more.

Do We Really Need The Pixel?

Using and installing the Facebook pixel into your website is one of the most influential strategies that you can implement as a business owner or marketer.

It’s a super quick and painless setup that provides you with invaluable data on each prospect that visits your website – whether that’s organically or through one of your ads.

Taking advantage of the Facebook pixel for re-targeting is not just simply a best practice to be followed; it’s an essential requirement for your business.

I’ve touched on the topic (of re-targeting) in some of my other posts as well, but it’s important to remember that customers today require a journey with multiple touch points before they actually make a purchase.

Rarely will your prospects convert after the first visit, ad or engagement with your brand. This is why having the ability to re-target those prospects with specific followup ads, offers, value and content is pivotal for business success.

Ultimately, I can promise you, with 100% confidence, that if you’re not using the Facebook pixel and re-targeting your visitors with followup ads and communication, you are leaving thousands, tens of thousands and even millions of dollars (over time or if you’re a larger brand) on the table.

So please don’t miss out on the opportunities associated with collecting pixel data.

It’s a completely free tool that allows for customized insights and actionable strategies to propel your business forward with consistent and predictable momentum.

If you’d like any help or if you have any additional questions about setting up your Facebook pixel and/or running Facebook ads, feel free to reach out anytime inside my contact page.

How To Use The Pixel: Re-targeting

So, how exactly do we re-target our customers and prospects?

We’ve already walked through how to set up the Facebook pixel. But now that we have a basic understanding for how re-targeting specific groups of customers and prospects is both a feasible strategy as well as an effective solution for running successful Facebook ad campaigns, let’s talk about how we can to do that exactly.

The process is actually quite simple and can be done by following this simple two step process:

  1. Decide: What customers do you want to target?
    1. Once decided, create a custom audience for that group of
    2. Check out my post on customer targeting for more info on creating a custom audience with the Facebook pixel)
  2. Create: Now you’ll want to create an ad campaign that optimizes for that conversion event
    1. This conversion event will target the specific (custom) audience you decided.
    2. You’ll first need to create a custom conversion event inside your Business Manager

So what is a custom conversion? Simply, a custom conversion is a Facebook ads feature that allows you to tell the Facebook algorithm to target or optimize for people who have visited or are most likely to visit specific website page(s) of yours.

All you need to do is give Facebook the specific URLs that you would like to track and you can then create ads that re-target and optimize for people visiting that specific page.

To properly track these, we’ll need to first set up some custom conversions inside your Facebook Business Manager, which will be covered in the next section.

Custom Conversions & Optimization

Now that we have our Facebook Pixel installed on each page/step of our funnel, we are able to create ads and campaigns that target customers and prospects who only visit (or don’t visit) specific pages within your website or sales funnel.

These are referred to as ‘custom conversion events’ and are instrumental to building a successful Facebook ad campaign.

For example, let’s say you have a customer that visited your home page but never explored anywhere else on your site.

This type of prospect would require a soft follow-up type of advertisement – not a hard sell. They’ve only been introduced to your brand and your business, so you’ll want to focus on first strengthening the relationship by offering additional followup value and engaging content.

On the flip-side, let’s imagine another scenario where you’re targeting a completely different customer.

This person visited your product page and started the checkout process for one of your products or offers, but they never reached a Thank You page, meaning they never completed the purchase or submitted an email opt-in form.

This type of customer will react more favorably to a hard-sell type of ad.

You can simply send them an image of the product they never purchased, or another input form opportunity. You could even add an additional coupon offer to entice them to take that final step.

This cart-abandonment phenomenon is actually quite common, so integrating this into your Facebook ad strategy will drastically improve your ROI and ROAS (return on ad spend). This topic will be covered in greater detail in upcoming posts!

Custom Conversions

Now, let’s go over how to create a custom conversion inside of your Facebook Business Manager.

  1. Inside of your Business Manager in Facebook, click on “Events Manager” from the main menu again

  2. Click on the tab for “Custom Conversions” then select the “Create Custom Conversion” button

  3. Next, go to the actual website page(s) that you want to track customers from and copy/paste the page URL(s) into Facebook’s custom conversion setup window
    1. Name your conversion (anything you’ll remember is fine)
    2. Choose a category (again, this doesn’t matter too much, just choose the most logical one for your specific conversion goal)
    3. Select a value (this doesn’t matter too much for most cases, you can just put $1)
    4. After you select “Create”, navigate over the the URL you just input for the custom conversion and reload that page. This is important to make your custom conversion active.

  4. Repeat this process for every conversion event that you want to create and track
    1. You will be able to choose these specific conversion event objectives when you are actually setting up and building an new ad campaign
    2. Examples:
      1. Maybe you want to set up an ad campaign that ONLY targets people who visited the first page of your sales funnel, but DID NOT submit their email info and claim your offer
      2. Or perhaps you want to target everyone who submitted their email with another follow-up offer later on
      3. Or again, maybe you want to target anyone who visited your add-to-cart page, but did not visit your ‘thank you’ page (i.e., they DID NOT actually make a purchase)

Having custom conversions created (that represent the variety of paths customers take with your website before making a purchase) is super important and is actually required before you can build some types of ads.

  • For example, creating a new ad with the objective set to “Conversions” requires that you first have a custom conversion created so the Facebook algorithm to optimize properly for that event/objective.

So if your conversion objective is “I want people to click on my ad and arrive on my landing or sales page”, then you’ll have a custom conversion created for that specific page and Facebook will optimize itself to find and drive traffic that is most likely to complete that action.

If this seems confusing or too complex, I promise the process is actually quite simple and will become easier the more you do it.

If you have any questions, please leave them in the comments below or feel free to send me a personal message through my contact page as well.

Categories: General


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