The Facebook tracking pixel: a brief explanation as to why you should be using it, and a step by step guide to setting it up.
If you’ve considered using Facebook advertising for your business, then you’ll have come across the tracking pixel. This can be pretty confusing to a lot of marketers – but the key thing to understand is that it is used to notify Facebook whenever somebody visits a page or takes a particular action. This is extremely useful as it allows us to tap into things like retargeting (advertising only to those who’ve viewed specific pages), and it also allows us to track ROI better through conversion rates & other data. For example, you might be able to see that 5% of clicks to your website convert into a ‘lead’ – whatever that might be for you (e.g. free trial, request call-back, download lead magnet, etc.). With that information, you can identify adverts that are performing at an acceptable cost-per-lead and invest more, while simultaneously identifying those ads that are under-performing, and kill them.
Now that you (hopefully!) understand the power of the tracking pixel, let’s look at how to set it up – it might be easier than you think. Facebook recommends that the pixel code is inserted between the <head> and </head> tags on your website. I’ll use the example of a WordPress site here as that’s what a lot of you will be using, but in any case, simply drop the code in just before the closing </head> tag.
Click on the menu icon near the top left, then navigate to assets -> pixels
Next, find the dropdown menu that says ‘actions’, then select ‘view pixel code’
You should now be seeing something like the screenshot below. Simply highlight the code, and ‘copy’ it, ready to paste later.
Now, once you’re inside your WordPress dashboard, go to appearance (left sidebar) then navigate to the ‘editor’. In there, you’ll see your page templates. We are looking for the header – mine, as you see below, is simply called Theme Header / header.php – yours will most likely be named similarly. Open this up, and use the ctrl + f keys to bring up the finder, and search for /head. Once you’ve found that, you can simply paste in your code immediately before that </head> tag.
That’s it! Easy, right? If you get stuck at all just give me a shout and I don’t mind helping you out.
Thanks for reading, and I hope you found this useful. Enjoy your new & improved Facebook marketing!