What is Facebook Pixel and how to use it – Easy 2020 beginners guide

If you have an online business, you probably have heard of the Facebook Pixel, but what is Facebook Pixel and how to use it? In this post, we’ll cover all you need to know about it and how to install it on your website.

What is Facebook Pixel and how to use it?

What is Facebook Pixel?

Facebook Pixel is a tool to help you understand what people are looking at your website and what actions they are taking on it. In other words, it is a tracking tool to provide you with the analytics of your website so you can measure the effectiveness of paid advertisements that you run on Facebook and the results on your website.

What can I do with Facebook Pixel?

After you have Facebook Pixel installed on your website, you can do several things with the Pixel, but mainly tracking activities that will provide you with data on your customer’s behavior, so you can improve your pages and websites to maximize your results.

Within the activities you can perform with the Pixel, you can:

  • Target and retarget your customers
  • Drive more traffic to your website
  • Measure the results of your paid ads on Facebook

To get you up to speed, let’s go a little into more details on these points to see if using Facebook Pixel would be a good fit for your company and your needs.

Target and Retarget your Customers

This is a great function that Facebook Pixel offers you when you have the Pixel installed on your website, each visitor will be tracked, and with this function, you can target and retarget people.

Targeting people is the option you have to choose the audience you want to display ads to. Let’s say you’re selling a cookbook, in that case, would you rather show up ads for men and women in the age range of 18 to 25 or for men and women in the age range of 35 to 55? In this case, it is most likely that you’ll be able to sell more if you promote to men and women in the age range of 35 to 55, and Facebook allows you to target your audience according to your needs.

Retargeting in the other hand is a way to advertise for people who have already visited your website and promote your products for them on Facebook or Instagram, and that will increase your chances to sell your products and services since they already know your brand, product, or service.

If you’re not sure of what exactly is retargeting, picture it this way. Have you ever made any research online of a product, and later when you’re looking into another website or social media and this product that you were looking for start showing up in the form of ads? This is retargeting! With this format, you’re able to show the ads for people who have already visited your pages but did not buy your product or service. Using the retargeting method is a way to push sales in a more efficient way.

Drive more traffic to your website

Using Facebook Pixel is a great way of driving targeted traffic to your website. This means that you can display ads to a specific audience and lead them to your website or landing page, increasing your traffic and chances of selling your products or services.

Measure the results of your paid ads on Facebook

If you’re running paid ads but not measuring your results, I have to say that you’re leaving money on the table! There are always ways you can optimize your landing pages, but if you do not measure the results, you won’t be able to tell where and what you can improve.

If you’re using Facebook Pixel, you can add ways for it to

How to use Facebook Pixel?

After you have installed Facebook Pixel, all data will automatically be uploaded to your Facebook Business account, and from there you’ll be able to manage and take action on the data you have collected.

With the Facebook Pixel you’ll be able to set up your campaigns, create a custom audience with the data you have collected and the ones that convert better, so this way Facebook can help you find other people with similar interests that will probably also enjoy your products and services, and make your campaigns more effective.

Should I use Facebook Pixel?

It is up to you if Facebook Pixel is a good fit for your business, however, if you’re running paid ads from Facebook or Instagram, it would be highly recommended that you use it, because by using it you’ll have more chances of success in your campaigns.

How to create a Facebook Pixel?

Creating a Facebook Pixel is easy and free of charge. To create it you’ll need only a Facebook Page, and from there you can create the Pixel accessing business.facebook.com and access your page settings, from there you can click on the upper left side corner on Business Manager and click on Business Settings, Accounts, and Ad Account. To be able to create a Facebook Pixel you’ll need an Ad account.

What is Facebook Pixel and how to use it? - Business Facebook screen shot on hot to add a new pixel

After you have created the Ad account, you can go to Business Settings, Data Sources, Pixels and Add a Pixel to your account. After you click to add a Pixel, a window will pop up asking you how you want to install the Pixel, so you must then select to install it manually and copy the piece of code they’ll provide you to Install it with the two methods available below.

What is Facebook Pixel and how to use it? - Adding a new Pixel

How to Install Facebook Pixel on my Website?

You have different ways to install Facebook Pixel in your website, and in this post, we’ll provide you two methods of installing it that we consider them to be easy for beginners, and they are using the Facebook Pixel Plugin for WordPress and using the Google Tag Manager, so let’s get started.

Install Facebook Pixel using the Facebook Plugin for WordPress

This is the simplest way you can do that, because Facebook have created a plugind for WordPress to make this job easier for you, specially if you don’t know anything about coding.

To get start, you’ll need to go into your WordPress dashboard, and click under Plugins and Add new, just like the image below.

How to add a new WordPress Plugin

From there you can write down Facebook Pixel on the search box on the upper right side of the screen, just like demonstrated below.

Installing the Facebook Pixel WordPress Plugin

After you have installed and activated the plugin, you will need to go to your Facebook Business page to get your Pixel ID. If you don’t know how to get it, just go to business.facebook.com and you’ll find the Pixel section under the Business Settings, Data Sources, Pixels tab, and below the Facebook Pixel name you’ll be able to see the Facebook Pixel ID, just like the example below.

Where to get the Facebook Pixel ID in Facebook Business

After you get the Pixel ID, you’ll need to enter it in your WordPress plugin, that you can find under Settings and Facebook Pixel, like the image below.

How to access Facebook Pixel plugin setting in WordPress

Now you’re on the settings of the Facebook plugin you installed in your WordPress website, you simply need to add the Pixel ID and click on Save Changes, just like demonstrated below. After adding that, you’re all set.

How to add the Facebook Pixel ID to your Facebook Pixel Plugin in WordPress

If you don’t want to install another plugin on your website, check out below how to install the Facebook Pixel using the Google Tag Manager.

Install Facebook Pixel using Google Tag Manager

If you still don’t have the Google Tag Manager installed on your website and don’t have any coding skills, check out our post on how to install it using Google Site Kit by Clicking Here.

After your Google Tag Manager is all set, you can start by creating a new a new Tag by simply clicking on the option New Tag on Google Tag Manager main dashboard, just like the image below.

How to add a new Tag to Google Tag Manager

After clicking on the New Tag button, you’ll face the following screen, where you need to click on the edit pencil on the right top corner, just like indicated below.

Editing the Tag configuration in Google Tag Manager

After that you’ll see a lot of templates to add tags, but the one you need to choose is the Custom HTML, just like the image below.

Choosing a Tag type in Google Tag Manager

When you create a Facebook Pixel, you’ll have the option to insert code manually, like demonstrated below, and that is what you’ll need to do when using the Google Tag Manager to install it, so click on add manually and you’ll have access to Facebook Pixel code, that you’ll have to copy it to place on the Tag Manager.

Adding the Facebook Pixel code to Google Tag Manager

How to be sure my Facebook Pixel is working properly?

There is a Google Chrome extension that is called the Facebook Pixel Helper. With this extension, you’re able to see if the Pixel is properly installed on your website and if the data is being captured correctly. The images below show you how this extension works.

Facebook Helper add-on for Chrome

Besides that, you can also check your Facebook Business account and see if you have visitors on your website, if the Facebook Pixel is not tracking, it won’t have any data available thereafter some days. If there is data available it means your website is ready to go and you can run your Facebook or Instagram ads with the help of the Facebook Pixel.

Post Cover Photo by NeONBRAND on Unsplash