If you’re spending money on Facebook ads, chances are you’ll want to know exactly how well they are working. One of the advantages of digital marketing is that there are many ways to collect data on who is coming to your site, how they’re getting there, and what they do on the site once they click through. This data is called analytics, and it’s critical information to help you perfect online marketing strategy.
The best way to collect all the analytics you need from your Facebook ad campaigns is by setting up a Facebook pixel on your website. In this article, I’ll explain the Facebook pixel in easy to understand terms. I’ll also show you how to install it so you can get all the information you need to measure and improve your Facebook ads.
Why do I need to install a Facebook pixel on my website?
There is some data that Facebook will automatically collect if you create an ad on their platform. For example, they can easily tell you the number of impressions (how many people saw your ad), clicks, and engagements (such as likes and shares). However, if you want to know what people are doing once they click through to your website, you’ll need to give Facebook permission to gather that information.
A Facebook pixel allows your website to communicate with Facebook. By adding the pixel to your site, you’ll be able to see what happens once people click to your landing page from a Facebook ad. This will give you lots of information you can use to improve your campaigns. If you’re a needls user, installing the Facebook pixel will help us create better campaigns and continue to market to the right people.
Here are some of the benefits of installing the Facebook pixel:
- Conversion Tracking. The Facebook pixel allows you to collect data on how many conversions you get as a result of your campaigns – for example, the number of people who end up buying things on your website or signing up for your email list.
- Remarketing. If a person clicks through to your website but does not convert on the first visit, that’s totally normal! It often takes quite a few “touches” to get someone to sign up with you. The data collected using the Facebook pixel can help you send targeted follow-up ads to people who visit certain pages or take specific actions on your website, increasing your success online.
- Optimization. When you have a Facebook pixel installed, you can set your campaign to “maximize conversions.” By setting this goal, Facebook will collect data about which types of people are converting on your website and send the ads to more people like them. That means better results for your lead-generation campaigns!
How to Create a Facebook pixel
Step 1: Create a Facebook Business Manager Account
Facebook Business Manager is the “hub” for your Facebook pages and ads. If you are already running Facebook ads, you already have access to the Business Manager. If not, you can find instructions on how to create an account here.
Step 2: Navigate to Assets > Pixels on the menu in your Business manager account.
Now that you have a business manager account, log in at business.facebook.com. From there, you’ll want to navigate to your business manager landing page. Here’s where
you can find it on the menu:
It’s a good idea to make sure you’re in the Business Manager (the top left heading should read “Business Manager”) before taking the next step. If you’re in Ads Manager, you’ll be limited to only one pixel – though that’s fine if you have a single ad campaign running!
Next, go into the same menu and navigate to Assets > Pixels to get to the Facebook pixel landing page.
Step 3: Almost there! Click “Create a Pixel.”
Step 4: Install the pixel in your website code.
In order for a Facebook pixel to work, there needs to be communication between your website and Facebook. That means the pixel code must be embedded in your site.
There are three easy ways to do this:
- Use an application like Google tag manager. Most platforms you use to host your site or drive sales offer easy ways to integrate your Facebook pixel. View our list of the most common ones here.
- Manually install the code yourself.
- Send it to your website developer to install for you.
Step 5: Put your Facebook pixel to work.
Now that your website is communicating with Facebook, set it up so it shares the information you care most about. There are two handy tools Facebook gives you for this purpose.
The first is the audience manager. This tells Facebook which types of visitors to measure, which can help you improve targeting and data.
The second is custom conversions. Remember, tracking conversions is the whole reason we installed a pixel in the first place! You can track conversions by identifying “events.” These are specific actions people take on your website such as playing a video, clicking a button, or filling out a form. The most comment events are preloaded when you install the pixel (such as “view content” or “purchase”). However, you may need to create custom conversions through the Business Manager for more in-depth measuring such as clicks on a particular button. To find out how to do this, click here.
How Needls Users Can Supercharge Their Marketing with Pixels
We get it – you’re using Needls because you don’t want to spend a lot of time trying to geek through your Facebook ads, so installing a pixel can seem like a royal pain.
That’s why we wrote this article to simplify the process. If you hit a snag, we are happy to walk you through every step. Most importantly, once you have set up a pixel, sent us some great ad images and text, we’ll have everything we need to start creating and optimizing amazing Facebook ads that drive real leads to your business.