Diving Deeper: Facebook Pixel FAQs

If you caught our recent blog post on the importance of incorporating the Facebook Pixel into your marketing plan, you know we’re pretty serious about our appreciation for Facebook marketing tools in general. We wanted to dive into a few more in-depth questions seen floating around the inter-web on the Pixel. Check out our breakdown of Facebook Pixel FAQs:

Q: Where do I find the Pixel code?

A: If you click the Pixels tab in your Facebook Business Manager, you’ll find a page that looks like this:

Now you’ve just gotta click the “Set Up Pixel” button. The remainder of the process will depend on how your website was built. You have the ability to pick how you want to install the Pixel JavaScript code into your website. The options include using an integration or tag manager (this is the option that you would pick if you use a tag manager tool or ecommerce platform that has Facebook integration), or copy and paste the code/pixel snippets into your website code.

Q: How exactly do I integrate the Pixel into my website?

A: In order to successfully integrate the pixel, you need to copy and paste the pixel base code into the header code of your website. You’ll need to paste it into every single page, or if you’re using a template you can simply paste it into the template. And yes, it needs to be on every single page of your website in order to track conversions – and really your customers’ every move.

Q: What is the difference between standard and custom events for the Pixel?  

A: Both standard and custom events allow you to track and optimize customer actions being made across your website. The main difference is that standard events offer more features, however custom events are significantly easier to set up. If you’re familiar with coding and don’t mind adding parameters to your website, using standard events will be more beneficial. Standard events are created by adding to the Pixel base code, customized with parameters, and offer aggregated reporting. Additionally, they are compatible with dynamic product ads.

Custom conversions do not require extra coding, as they’re created in Ads Manager. They also have separate reporting and are not compatible with dynamic product ads. Dynamic ads have the ability to re-target products to folks who have already expressed interest in something on your site – so they are definitely something to consider.

Q: If the Pixel is installed on my website, how do I access the Pixel analytics?

A: You start at https://analytics.facebook.com, and click on the “Go to Analytics” link in the top menu. The first thing you’re going to see is an overview of the events campaigns you have running. There will be a lot of information included here – so, don’t get overwhelmed! The reported revenue comes from the Purchase event value, and this is important to remember if you’re using a price percent for the event value. It’s been reported that top Pixel users use this strategy as it results in improvement of ads’ ROI.

Q: What is a Pixel funnel? How do I create one?  

A: Funnels are incredible tools included with Facebook Analytics. They are made up of events serving as steps that you have the ability to measure. You will receive extremely valuable insights into the process of a customer engaging in a transaction on your website. Whether that be actually making the purchase, or abandoning your cart, through the funnel you will see that information. The funnel will begin with any and all visits to your website, which gives you the opportunity to follow each step that your customers take throughout their visit to your site.

Facebook has default funnels as well as the option to configure your own. Funnel steps are based on pixel events and include parameters as additional conditions. Both standard and custom events can be used when creating a funnel.

We will be diving deeper into Facebook in the coming weeks – Zuckerberg is switching up the News Feed? Say what? Stay tuned to hear our thoughts on this one…

But for now, If you have any other questions you would like for us to answer or explore in an upcoming post – let us know! It’s what we’re here for.

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