How to make a pixel on facebook. Facebook Pixel: Complete Guide to Use. How to set cost or change currency for conversion tracking

13.11.2019

Today I want to tell you what the Facebook pixel is, why it was created and how it helps us find customers. You all know that this social network is constantly improving. More precisely, there are some updates regularly, new features are added.

As in any social network, in order to effectively develop your business, you need to set up advertising campaigns. The most suitable social network for promoting a business, I think, is Facebook. She's so business-minded, it's amazing. You just need to understand the simple nuances of working in this network.

Where should we start learning the Facebook pixel?

We are starting to set up an inexpensive advertising company, best on our short videos with specific information on the topics we promote. We collect from those network users who watched the video for 10 or more seconds. Then, already for this audience, we set up an advertising campaign using a conversion pixel.

You can set up "Standard Events" in its code, such as: adding to the cart or wish list, placing an order, making a purchase, etc. Or you can create custom conversions using URLs. Then we launch an advertising company with conversion tracking. We can say that the pixel learning process has been successfully started.

Sure, Standard Events is a more accurate optimization, but custom conversions are easier to set up. We select the goal for the advertising campaign, such as "Increase the number of conversions to your site." At the same time, we set the conversion pixel on each page of the site, including the thank you page.

You can also use this way.

If you find it difficult to determine who your target audience is, try to target your first advertising campaign to the widest possible audience. Specify more interests, set up additional features and let the pixel work for a week on a minimal budget.

Give him the opportunity to analyze those people who perform conversion actions on your site, evaluate them and remember them. Facebook is such a smart machine that clearly reads all the information about each user. And subsequently it will select for us people with similar characteristics.

When we have worked so hard with the pixel and we see that our Leads are costing us at a price that is acceptable to us, we can already edit the ads as we need. Thus, our pixel has grown wiser and now knows who we need.

Here is such an interesting feature in this social network. In fact, Facebook doesn't sell anything! It's just a great tool to make it easier for us to sell and promote our business.

P.S. I really want to believe that I managed to convince you to use the full power of Facebook!

P.P.S. And good luck in all your endeavors!

Facebook Pixel offers advanced options for tracking events and fine-tuning the conversion of your Facebook ads.

However, to take advantage of advanced functionality, you need to know how to configure and use it.

In this article, I offer you a comprehensive pixel setting guide and event tracking conversions on your site:

What is a Facebook Pixel

The Facebook pixel is used for 3 functions:

to create custom audiences,
to optimize Facebook ad conversions,
to track conversions on your site.

Creating Audiences: A pixel allows you to create an audience of people who take certain actions or visit certain pages on your website.

Optimization for Conversions: The pixel allows you to optimize your ads for more conversions (for example, Facebook can use it to show ads to people who are more likely to go to the checkout page on your website).

Conversion Tracking: The pixel allows you to track the performance of your ads by logging conversion events on your website (such as signups or checkouts) that occurred as a result of your ads. You can view this information in reports.

Attention: The conversion tracking pixel (version 2015 and earlier) will not be supported after October 15, 2016. This pixel will be completely phased out by February 2017.

Features of the Facebook Pixel

The Facebook Pixel includes several improvements and new features:

Pixel merging: There is no longer a need to create multiple pixels for different purposes.

Download speed increased 3 times: What will benefit the SEO of your site.

Pixels can be shared: If you are working with advertising agencies, this functionality will be useful to you.

Tracking multiple events: The new pixel allows you to track 9 events according to the specified parameters.

Let's take a closer look at each of these possibilities.

1. One Pixel for audience building, ad optimization and statistics reports

The Facebook pixel combines the capabilities of the conversion pixel and the custom audience pixel into one pixel.

Now you can use Facebook pixel to evaluate, optimize and create audiences for their advertising campaigns, while you install only one code on your site.

2. Pixel loading speed increased

The new Facebook Pixel loads 3 times faster, which will benefit any site, especially when tracking multiple events at the same time.

My test showed an increase in speed, but not in the 3 times declared by Facebook:

Why is it important?

A pixel is a 1x1 pixel image that is loaded by the browser when a visitor visits the site.

If several pixels are set on the page, the page loading speed increases several times. But that's not the worst.)

Once the pixel is loaded, the pixel transmits information to the Facebook servers.

The more pixels are set, the more information is transmitted. At what at the same time. And this causes conflicts.

The new pixel is not only loaded Once, he and facebook information sends only once.

3. Pixels can be shared

For example, your product review is hosted on a third-party site, and you want to retarget the audience interested in your product.

This can only be done in Business Manager(3rd Facebook advertising tool):

Go to Business Manager, select Company Settings - Pixel.
Select the desired pixel and click Transfer to Agency or Transfer to Company.

Please note that when you share a pixel, a third party will see your pixel code and your ad account ID.

I’ll add on my own: if you have never heard of Business Manager, you don’t need to try to connect it ...

Its functionality will be useful to large online stores. small business Facebook pages don't need it.

4. Tracking events and their parameters

The previous conversion pixel allowed tracking 5 types of user actions:

Order processing
Registrations
Key Page Views
Add to Cart
Other Website Conversions

Moreover, the old tracking code took into account only 3 parameters: the number of conversions, the cost of conversions, and the payment currency.

The new Facebook Pixel lets you track 9 types of user actions, so called standard events.

Each of the events includes certain parameters that you can customize to suit your business goals.

New standard pixel events:

Key Page View
Search
Add to cart
Add to Wishlist
Start of the purchase
Adding payment information
Making a purchase
Completion of registration

Decoding standard pixel events

List of available options(indicating the event):

Conversion Value
Currency
Content title (page or product title)
Content category (for online store product categories)
Content ID (for online stores)
Content type (download, physical item, etc.)
Number of goods
Search queries (if the user is looking for specific titles on the site)
Status (to check whether the registration process is completed or not)

As you can see, this structure allows you to set up more effective conversion tracking.

How to create, install and test the Facebook pixel

To set up a new Facebook Pixel, you need to follow 3 steps:

Create a Facebook Pixel.
Install a pixel on the pages of your site.
Customize the pixel code based on 9 standard events.

Activate the plugin. It does not require additional settings.

STEP 2. Go to editing a post or page and paste the code into the window:

Attention A: If you have an OptimizePress 2.0 theme or plugin, I also recommend installing the Facebook Conversion Pixel plugin.

When embedding the conversion event tracking code into the native functionality of Optimize, this code is located ABOVE the base code and Does not work.

STEP 3. And the most urgent: what code to put ...

To track a LEAD event:

Fbq.push(["track","Lead")]);

To track the MAKE A PURCHASE event:

Fbq.push(["track","Purchase")]);

You can replace Lead and Purchase with any standard event from 9 available user actions.

You can track multiple events on one page.

How to set cost or change currency for conversion tracking

You can extend some events with parameters.

For example, specify the currency and cost of the conversion for the event Making a purchase, as well as the Content Name.

Change the cost from "0.00" to the actual cost of your product.

Change the currency with a different currency code. For rubles, this is RUB.

And then you will get the following embed code:

Fbq.push(["track","Lead",( content_name: "NAME-CONVERSION", value: 0.00, currency: "RUB")]);

To track the MAKE A PURCHASE event:

Fbq.push(["track","Purchase",( content_name: "NAME-CONVERSION", value: 1750.00, currency: "RUB")]);

We have released a new book, "Social Media Content Marketing: How to get into the head of subscribers and make them fall in love with your brand."

talking plain language, this script collects a database of users who visited your page, added a product to the cart, placed an order, sent a brief, etc. All actions of page visitors are subject to detailed tracking and logging. Then the program finds these users in the social. networks and launches advertising mailings directly on their pages.

The entire operation of this mechanism can be reduced to three functions:

Creating an audience. It will include users who have taken any action, or simply visited your page;
User behavior optimization. Advertising will be shown only to those users who are most likely to visit the site to place an order;
Conversion tracking. The system allows you to record all the events leading to the target action that occur on the site after the advertising campaign. This will allow you to evaluate the effectiveness of advertising.

Tool Features

The new version has the following features:

Consolidation of tasks. In order to organize an audience, analyze and optimize an advertising campaign, it is enough to put a Facebook pixel on the site once;
High download speed. This indicator is extremely important. The point is that the script is loaded every time the user visits the site. If there are a lot of them on the page, then the download speed will be significantly reduced. In addition, during the download process, information is transmitted to the server of the social network. Passing data from multiple code snippets at the same time will cause conflicts. Thanks to the unification of tasks in one system, these problems have lost their relevance;
Scripts can be shared. There are times when data about user actions needs to be transferred to another resource. For example, if you are setting up retargeting target audience, and a review of your product was posted on a third-party resource. In this situation, you need to transfer your code to a third-party site. For this you need a Business Manager. This official free platform allows you to centrally manage all your online marketing options.

Going to the main form of the Business Manager, you need to select the "Company Settings" item, and select the "Pixels" item from the drop-down list that appears. After selecting the desired element, click the "Transfer to the company" button;

Fixing user actions and their parameters. The following activities are subject to tracking:
- Search;
- Completion of registration;
- Adding to cart;
- Order processing;
- Making purchases;
- Indication of payment details;
- Leads;
- Homepage visits;
- Registrations.

In this case, the following parameters are fixed by the system:

Content category (product type of the online store);
Content name (product name);
Content ID (numeric product identifier in the electronic database of the online store);
Currency;
conversion value;
Type of content (product, service, information download);
Number of product units;
search queries;
Relevance status.

Such a detailed structure allows for detailed marketing research.

how to make a pixel on facebook

Consider how to install the Facebook pixel on Tilda (because this is the most popular tool for attracting the attention of large audiences). So, go to your Ad Manager account and follow the algorithm:

How to add facebook pixel to website

How to check if the code is working

In order for everything to work correctly, on the browser Google Chrome you need to install the Facebook Pixel Helper component. This extension allows you to evaluate the correct operation of the system, as well as find and eliminate errors that occur.

If you install the Facebook pixel on the site correctly, then the inscription "loaded successfully" will appear on the main form of the extension, marked with a green marker.

If the script does not work correctly, error messages marked with a red marker will appear on the form.

how to use facebook pixel

As mentioned above, this tool can be used to track and optimize conversions. Let's take a closer look at each process.

How to track conversions

To start the process of tracking user actions, you need to organize an individual analysis on the page of interest. It should be noted that for general analysis the base part of the script is placed on all pages of the site. If it is a specific target analysis, then only the pages under investigation are subject to configuration.

For a funnel page, the key is the site that the user lands on after completing the subscription. For the sales page, this is the form of the "Thank you for your purchase!" message.

An individual analysis is created as follows:

How to optimize ad conversions

Stage 1 - the choice of the object of study. To do this, in the "Goals" tab of the Ad Manager, select the "Conversions" item, and in it specify the event (for example, "Purchase").

Stage 2 - setting up optimization. Open the "Budget and schedule" tab and enter the details of the "Budget", "Schedule", "Conversion window" details. The last prop means the time interval between viewing advertisement and committing targeted action. With this attribute, you set the period for which you need to collect indicators that are important for the target audience.

How to remove a pixel in facebook ads manager

To do this, just go to your ad account settings and click the "Deactivate account" link.

You still don't use Facebook Pixel? Do not do it this way.

This is an indispensable tool that allows you to spend advertising budgets with maximum efficiency.

What is the Facebook Pixel for?

1. Conversion tracking
With the help of Facebook Pixel, you can monitor the interaction of potential customers with your site. It doesn't matter what device he came to you from.

Let's explain with a specific example. Often a situation arises when a user clicks on an ad for the first time from a smartphone. But he didn't make the purchase. Later, the user visited the site from the desktop and converted. Without additional tracking, it is difficult to identify "cross-device" customers.

2. Remarketing
The person visited the site, but did not buy. If he clicked on the creative, then he was interested in the offer. It makes sense to lead the user through the sales funnel and beyond. By creating remarketing campaigns, you “squeeze” hot users.

3. Create lookalike audiences
Facebook uses internal statistics to select the optimal audience. Pixel captures which users converted and passes data to algorithms advertising cabinet. Those, in turn, show ads to people with a similar social demographic and similar interests.

4. Optimization of advertising campaigns
Facebook has implemented conversion optimization features. Pixel collects the metrics needed to improve the effectiveness of advertising campaigns. Based on this data, the algorithms flexibly adjust targeting in order to increase conversions.

How to create a Facebook Pixel
Go to your ad account. Select "Pixels" from the menu

Click the "Create Pixel" button

Enter pixel name and generate code

You will be offered a choice of 1 of three options:

use integration with third-party platforms or Tag Manager;
install manually;
send the code to the developer by e-mail.

Most often, the 2nd option is used, because. FB is integrated into a small number of platforms, and not everyone can afford to have a full-time developer.

How to install Facebook Pixel on a website page
Before embedding the Facebook Pixel code into a website, you need to understand its structure. Consider the schema:

The site header is a piece of code for the resource you want to embed Pixel on.

2. Base code - a standard string, it is the same for all pages of the site. By default, only 1 metric is configured - tracking visits by URL. The digit fragment ("919522804892777" in the example above) is the unique ID of the Pixel. It has nothing to do with the advertising account ID.

3. Event code - a set of metrics that you want to track.

Copy and paste the base pixel code into your site's header code, i.e. place it after the tag , but before the tag.

Please note that you need to insert it on each page or in the general site template.

How to Set Up Facebook Pixel Tracking
So, you have successfully integrated Facebook Pixel into your portal. Now turn on the events you want to track

Facebook Pixel allows you to monitor 9 metrics:

Buying is a closed deal.
Lead generation - user identification on the site, request for a demo version or a sampler.
Completed Registration - Completed registration form.
Adding payment information - entering a card number or other details.
Add to cart - click on the conversion action button.
Adding to the list "deferred" - the inclusion of goods in the list of purchases "for the future".
The beginning of placing an order is the introduction of some information in the fields of the order.
Search - use the search function.
Viewing content - visiting the pages of the site.

Please note that for each event you need to insert the code separately. Wrap lines exactly in the "Event Code" zone of the base Pixel code (see diagram).

Let's say you want to track purchases. Activate the option and a view window will appear in front of you

You can optionally specify the parameters needed to calculate your return on ad spend. Copy the code and transfer it to the site.

Any entrepreneur dreams of returning every ruble invested in advertising in multiples. For this, advertising must work. Including advertising in social networks, the effectiveness of which can be achieved through its personification. Our expert, smm-specialist Svetlana Raevskaya, will talk about interesting advertising tools - Facebook and VKontakte pixels. Pixels are the special elements of your website's conversion tracking. They are used to fine-tune the advertising of a resource or individual products on social networks. They allow you to personalize the ad to those users who have already visited your site at least once or even made purchases or other targeted actions.

Facebook Pixel

On the this moment There are two types of pixels on Facebook:

individualized audience pixel;
conversion tracking pixel.

But they will stop working in the second half of 2016. Therefore, we will talk about a new pixel for Facebook (about everyone). The Facebook pixel is part of the JavaScript code for your website..

The main functions of the Facebook pixel

Tracking and analysis of conversions.
Optimizing ads to increase conversions.
Creation of individual retargeting bases.

By creating and installing just one Facebook pixel on your site, you can get detailed statistics on visitors.

Benefits of the new pixel for Facebook

Key page view.
Search. Track user search queries on your site.
Adding to cart.
Adding to wishlist.
Start of the purchase.
Adding payment information.
Making a purchase.
Lead (for example, filling out a form, visiting a page with a price list).
Completion of registration.

Customizing the Facebook Pixel

The Facebook pixel code consists of two parts: the base code and the standard event code. The base code is placed on each page of the site. But the standard events need to be configured. After selecting the event you need, enter its value into the pixel code. Set the pixel only on those pages of the site where the event should take place. Do not be afraid that you yourself will have to manipulate the pixel code. Smart Facebook took care of users. Detailed instructions for working with a pixel can be found. That is why I will not talk in detail about how to create, install on the site and monitor the work of the pixel. My task is to show you, dear site owners, what great opportunities it provides. Even if you use Google and Yandex analytics services, do not neglect the ability to analyze your website visitors using the Facebook pixel. Most importantly, the pixel gives you the opportunity to maximize the effectiveness of advertising on the social network thanks to individual settings. It is worth wasting a few hours of time to master the work with a pixel. After all, its use will help save your advertising budget.

Pixel VKontakte

It is much easier for an unprepared person to work with the VKontakte pixel. However, he has much less opportunities. I believe that no one can explain the principle of operation and use of anything better than the authors. That's why here is the instruction about creating and installing a pixel from VKontakte itself. And let's see how it differs from the Facebook pixel.

Possibilities of the VKontakte pixel

Against the backdrop of the functions of the Facebook pixel, using the VKontakte pixel may seem unnecessary and unjustified. This is not true. Pixel VKontakte or retargeting code, gives us . Which?

You can make direct sales to all visitors to your site.
You can tell about your discounts and promotions either to all users who have visited your site, or only to those who are interested in goods/services for which you have discounts/promotions.
You can return visitors who put an item in their cart but didn't buy it. To do this, remind them about it on the social network and show a photo of this particular product.
Knowing exactly what users have purchased on your site, you can offer them related or additional products / services in your advertising.
If you have a community on the VKontakte social network, you can attract the site's audience to it and prepare users there for purchase.

And these are only those possibilities that lie on the surface and are obvious. In each case, an advertising specialist will certainly be able to come up with many more interesting options. I think it would be logical to use all the opportunities provided to us social networks. Install both pixels on your site. Collect the most individualized retargeting bases. Set up ads wisely. Save your budget. All good ideas!

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Svetlana, thanks for the interesting article!
Tell me, did I understand correctly: pixels do not replace the metric, but complement it? And pixels do not replace each other either: if we want to advertise on VK, we use the retargeting code, we put a pixel for Facebook advertising, if we want both here and there, then both?

Svetlana, hello. You got it completely right. I don't even have anything to add! Perhaps there are more questions? Ask. I will be happy to help you!

Reply

I was looking for information on pixels on VKontakte and Facebook. In this article, everything is intelligibly told and the information is given in full. I will install pixels on my site.

Tell me, if there is no thank you page on the landing page, how to track the conversion (applications from the site)? In the pixel on the landing page, I specify the events to be tracked, and the code (script) of the event itself is installed on the checkout button?

Good afternoon, Alex
Tell me, if there is no thank you page on the landing page, how to track the conversion (applications from the site)? - in any case, the thank you page (or any page after the action is completed) should be, because the FB event pixel is set and triggered on the confirmation page.

If you set the code on the checkout button, you will only receive users who clicked on this button

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