You advertise on Facebook but have not yet installed the Facebook Retargeting Pixel? Ouch! Too bad!
However, no need to worry! In this article, I will explain why you're missing out and how to quickly install and implement it. Here we go! 🏃
What's the Facebook Retargeting Pixel?
The Facebook Pixel is a tool that allows you to measure the effectiveness of your ad campaigns by tracking the actions taken by your website visitors. Once installed, the Facebook pixel is triggered as soon as a user performs an action on your website.
The great thing about this pixel is that it allows you to track conversions of your Facebook ads and to create retargeting audiences based on users who have visited your site or specific pages.
Why is retargeting so central to your digital strategy, you might wonder? Because sadly, 95% (!!!) of your site visitors won't return. So you need to come up with clever ways to reach them in other ways. If you want to check how your own website is doing, just pay a visit to your Google Analytics account and check the new/returning visitors ratio, in the Audience - Overview tab.
The good news is that this Facebook retargeting Pixel is super easy to install. I'll show you how to set it up. ⚒️
What is it for?
The Facebook Retargeting Pixel does nothing more than collect data about your website visitors and this data can be used to:
- Deliver your ads to the appropriate audience. The Facebook Pixel allows you to create retargeting campaigns (target your website visitors or visitors who performed a specific action on your website) or lookalikes campaigns (people with similar behavior to your customers and/or visitors).
- Track conversions and therefore measure the results of your ads. Thanks to the data collected by the pixel, you can track: purchases, an addition to the shopping cart, a subscription to your newsletter, a lead, etc.
- Boost your sales by optimizing your ads for conversion. Facebook allows us to set up automatic auctions to reach the people most likely to perform a desired action (e.g. make a purchase, filling up a form, etc.).
Exciting, right? 🤩
How to create your Facebook Retargeting Pixel and install it on your website?
Now that you know what a Facebook Retargeting Pixel is and what it's used for, it's time to create and install it on your website!
1 - Go to your Ads Manager account. Click on the top left menu and then, in the Measure & Report panel, click on "Pixels".
2 - Click on "Create a pixel" and give it a name. You'll have the opportunity to change it later if needed.
Pro Tip: Note that you only have one pixel per ad account. If you manage several websites, you will have only one pixel at your disposal, but you can filter the data by domain name!
3 - It's now time to install the pixel code on your website.
Depending on how your website is managed, Facebook offers different solutions:
Tag Manager or CMS
- If you're using a tag manager (Google Tag Manager, Adobe, Segment or Tealium) or one of these popular CMS (Woocommerce, Wix, Shopify, Squarespace, BigCommerce, Magento or Weebly), just follow Facebook's guidelines by clicking on the links I inserted for each CMS.
- If you're using Wordpress, you can use a plugin. Facebook recommends its own plugin but there are many others available. I'm using PixelYourSite for Implement and so far I'm very happy with it. Simply download, install and activate this PixelYourSite plugin. Once you enter your pixel's ID, the plugin will install it on all the pages of your site, in one click.
- If you are used to update your website's code, the third solution is to install the code manually. You'll have to copy and paste your entire pixel code in your website header on all pages.
- If you don't use any of the above CMS and that you're not familiar with coding, you'll have to send the instructions by email to a developer. Simply go to the Pixels tab in Events Manager. Click on Set up pixel and choose "Email instructions". And voilà! 💁
4 - Now let's make sure that your pixel works properly!
Go to your Ads Manager account. Click on the top left menu and then, in the Measure & Report panel, click on "Pixels". Under Data Sources, click on your pixel and then on "Diagnostics." You should see this if your pixel is properly installed.
How to use the Facebook Retargeting Pixel?
You can use the Facebook pixel to collect data about two types of events: standard events and custom events.
Let's first have a look at the possibilities offered by Facebook standard events (= actions that visitors take on your website). Here are the 17 standard Facebook pixel events:
- "Add payment info": When a visitor enters their payment information during the purchase process on your website;
- "Add to cart": The addition of a product to their shopping cart on your website;
- "Add to wishlist": Someone adds a product to a wishlist on your website;
- "Complete registration": When a visitor fills out a registration form on your website, for example to subscribe to a product or service;
- "Contact": When someone contacts your company (email, chat, SMS, phone call, etc.);
- "Customize product": A specific product variant is selected (color, size, etc.);
- "Donate:" When funds are donated to your cause;
- "Find location": When a visitor searches for the physical location of your company;
- "Initiate checkout": The start of a checkout process;
- "Lead": When a visitor signs up for a free trial or otherwise identifies themselves as a prospect on your site;
- "Purchase": The completion of a purchase;
- "Schedule": The booking of an appointment;
- "Search": When the search function is used to find something on your website;
- "Start trial": When a visitor signs up for a free trial of your product;
- "Submit application": An application for one of your products, services or programs is submitted;
- "Subscribe": The start of a subscription for a paid product or service;
- "View content": When a visitor lands on a specific page on your website.
How to set up these standard events?
You can use the Event Setup Tool to set up standard events and parameters without the need to code. Yeah! 👍
Go to your Ads Manager account. Click on the top left menu and then, in the Measure & Report panel, click on "Pixels". Then, click on "Settings" and click on "Open Event Setup Tool". Enter your website URL and it'll allow you to set up standard events in a very simple way.
You can use custom events instead of standard events to collect more information than the standard events can provide.
Custom events use URL rules based on specific URLs or keywords contained in URLs.
Check out this Facebook Help article to learn more about custom conversions.
Don't forget to check if your events are properly set up!
Go to your Ads Manager account. Click on the top left menu and then, in the Measure & Report panel, click on "Pixels". Under Data Sources, click on your pixel and then click on "Test Events".
Enter your website URL and then click on "Open Website". It will open your website in a new window. Interact with the functionalities you want to test. They should appear in this "Test Your Events" page. If there is a problem with an event, you'll see a notification.
Now that you have installed your Facebook Pixel, the world of Facebook advertising is opening up to you! Hello retargeting campaigns and precise tracking!
It's only the beginning, so have fun creating your social media campaigns!