NOTE: This article was updated in May 2017. Since Facebook changes so freakin’ quickly, I’ll be regularly updating this article. Enjoy…
Want to know the secret to high-converting Facebook ads?
Taking advantage of the Facebook ads pixel.
If you’re serious about using Facebook ads to grow your business these days, you need to be using Facebook’s pixel.
Unfortunately, fully understanding how to use the pixel properly tends to trip a lot of people up – it can be wicked confusing.
In this article I’m going to help you wrap your head around the Facebook ads pixel and explain:
- What is the Facebook pixel — how to use it for retargeting and tracking conversions.
- Where the pixel gets placed and how to verify it’s working correctly
- How to use the pixel for more highly converting ads
- A slick Facebook ads strategy using the pixel that’s working really well right now
Ready? Let’s dive right into it…
What’s A Pixel?
I get into where it goes on your site and how to do it below so keep reading…
The Facebook Pixel: What You Need to Know
Facebook “officially” moved to just the one pixel in early 2017, officially phasing out the “conversion tracking pixel”.
The Facebook pixel is used for 3 main functions:
- Building Custom Audiences from your website for re-marketing.
- Optimizing ads for conversions.
- Tracking conversions and attributing them back to your ads.
Here’s an example of what the base Facebook pixel looks like (without the black lines):
Where to Find Your Facebook Pixel
In your Ads Manager, the easiest thing to do is click the little “hamburger” (3 stacked lines) in the upper left corner and then…
Step 1: Go to Tools
Step 2: Select Pixels
Step 3: Click the “Setup Pixel” button
Step 4: Choose “Copy and Paste the Code
Where Does the Facebook Pixel Go?
If you want to track people coming to any page on your website so you can target your Facebook ads to them later, place the Facebook pixel between the “head” tags of your website’s theme. By placing it in your site’s theme, the pixel will show up on every page on your site and you don’t have to manually place it individually on every page.
See, Facebook gives clear instructions on where the pixel goes:
Again, if you’re a non-techy like me and have a web guy or gal on your team, simply copy and paste this pixel code from Facebook and send it to your web person. Or, hire one on upwork or Fiverr if you don’t have someone. For a web person, this is SUPER easy and they’ll do it in like 2 minutes.
If you want to track people coming to specific landing pages, place the Facebook pixel between the “head” tags of the individual pages. For example, if you want to track people coming to your opt-in page and your “thank you for opting-in” page, you would place your one custom audience pixel on both pages.
If you’re using something like LeadPages or Clickfunnels or Optimize Press, each make it super easy to add this pixel code to your landing pages.
Verifying The Facebook Pixel is Placed & Working Correctly
Verifying that the pixel has been placed and is working correctly is another thing that tends to trip a lot of people up.
Here are a couple tips to help make verifying the pixel easier:
- After you’ve placed the conversion tracking pixel on a page, save and reload the page (if you’re using LeadPages, “publish” the page and make sure the page fully loads.)
- Then, if you’re using Power Editor to set up your ads, simply refresh the browser tab you’re working in. This should change the pixel from “unverified” to “verified”.
- Another trick, if you’re using Chrome, is to download the Facebook Pixel Helper extension.
The Pixel Helper is an awesome tool that helps you validate and troubleshoot your Facebook pixels. If you don’t have it yet, get it now, it’s a lifesaver.
Here’s an example of what it looks like:
Using the Facebook Pixel for Retargeting
If you’re not already familiar with retargeting or re-marketing (same thing)… you know how when you go to a site like Amazon.com and you visit a product page but don’t end up buying the product? Then later that day you’re surfing the Net and you see an Amazon ad for that same product you were looking at? That’s retargeting…and it’s awesome.
Facebook retargeting allows you to do things like:
- Target your ads to people who have visited your website
- Target your ads to people who have visited your opt-in page but didn’t opt-in
- Target your ads to people who have visited your sales page but didn’t buy
- Find new Facebook users to target your ads to who are similar to people who visit your website (lookalike audiences)
The opportunities are only limited by your creativity and where you want to “capture” people in your sales funnel.
Remember, there is only ONE Facebook pixel per Facebook ads account. This is another thing that tends to be confusing. That means your ONE Facebook pixel goes on any page (or your website) that you want to track.
Setting Up Your Custom Retargeting Audiences
Once you’ve placed the Facebook pixel in your website’s theme, then you can begin creating your custom retargeting audiences. NOTE: THIS IS A TWO STEP PROCESS. PLACE THE FACEBOOK PIXEL ON YOUR SITE FIRST, THEN YOU CAN CREATE YOUR RETARGETING AUDIENCES.
Step 1: In your Ads Manager, under Tools, select either Audiences or Pixels
Step 2: If you selected Audiences, Click the Create Audience button and select “Custom Audience”. Choose Website Traffic.
If you chose Pixels, then simply select Create Audience.
Step 3: Create what kind of audience you want
Step 4: Choose the duration for how long you want to track people who visit your website or landing page. It defaults to 30 days and goes up to 180 days. That means that people who visit your tracked pages are kept in the Audience for a maximum of 30 days. After 30 days from their first visit they are removed from the Audience. You can adjust the retention window from a minimum of 1 day to a maximum of 180 days.
Step 5: Create your ad and choose the custom audience you want to target in the Targeting section. Here’s a step-by-step video for how to set up your custom audiences: https://www.youtube.com/watch?v=CDA2ux83Scg
Tracking Conversions With the Facebook Pixel
There are two ways to track conversions, one being a little easier than the other.
The first way is with Custom Conversions (easier way of the two) and the second is with Standard Events.
Let’s take a look at each…
Custom conversions allow you to optimize for and track actions using simply the Facebook pixel and the URL of your ‘thank you’ page.
They also allow you to optimize for and track actions that are different from the 9 standard events that we just talked about (see below).
Here’s the easiest way to set up a Custom Conversion:
- In Ads Manager, click the little “hamburger” in the upper left
- Select ‘Custom Conversions’
- Click Create Custom Conversion
NOTE: you’re currently limited to having 40 custom conversions for your account, but you can delete them and edit them (kind of). You can also include the purchase value of your product/service.
Tracking with Standard Events
Ok, so here’s where things get A LITTLE techy, so stay with me…
I’m going to assume you know what a conversion is (every time someone lands on your landing page and gives you their email address in exchange for your lead magnet or they buy something from you) — that’s a conversion.
In order to track conversions with the Facebook pixel, we now need to add a small snippet of code (that Facebook provides us) to the base Facebook pixel. Facebook calls these small snippet of code things “Standard Events”.
Using a Standard Event code you can see how many conversions you’ve had and thus how much you’re per conversion.
For instance, with the following example, I know exactly how many leads I’ve received from this campaign and what my average cost-per-lead is:
But, here’s where a lot of people get things wrong when tracking conversions…
If you’re measuring leads, conversions, registrations or checkouts, the Facebook pixel WITH THE STANDARD EVENT CODE should be placed on the page that a person lands on after your landing page.
This is often the “thank you for opting-in” page.
In this case, this pixel doesn’t go on your landing page.
As I mentioned, in order to track conversions now, you’ll need to add a snippet of code to the Facebook pixel on the specific pages where you want to track the conversion. This is what Facebook is calling a Standard Event.
Currently, there are 9 Standard Events that you can use. Here they are:
Here’s an example of the Facebook pixel which also includes a Standard Event code:
So what you do is simply select what kind of event you want to track from the above chart, copy the corresponding Standard Event code from the chart, and paste it into your Facebook pixel ON THE PAGE THAT SIGNIFIES A CONVERSION.
For example, if I am sending people from my Facebook ads to a webinar registration page, I would copy the “Complete Registration” event code from the chart — fbq(‘track’, ‘CompleteRegistration’); — and add it to my Facebook pixel code on the webinar registration thank you page.
As you can see in the above image, you want to paste the standard event code right after the ” fbq(‘track’, PageView’); ” and before the ” </script> “.
When Might You Use a Custom Conversion Over a Standard Event?
- When you don’t have access to your site’s code or when you need more than the 9 events that Facebook provides.
- If you’re tracking a page, like a visit to your homepage, where data quality isn’t really needed, you might consider using a custom conversion.
- If you’re an e-commerce business or if you want to categorize different types of specific events, you’re definitely going to want to use standard events.
- You can use both types of tracking to track the success of your sales funnel with regards to blog posts, opt-ins, add to carts, purchases, etc.
Seeing Your Conversion Results in Ads Manager
Once you’ve added the Standard Event code to your Facebook pixel and your ads are running, you need to be able to monitor the results, right?
It’s pretty simple…
In Ads Manager, open up your campaign and go to the “Columns: Performance” dropdown menu on the right side of the screen.
You’ll then want to select Customize Columns.
From there, simply choose “Websites” in the left column of the box that pops up and from the list of Website Actions, select which action you are tracking.
The action you select to see will now show up as a column in your Ads Manager so you can see the results.
Setting A Value for Your Conversions
Notice in the Standard Events chart above, the “make purchase” event has an area for you to add the value of the product you’re selling.
Soooo, did you know you can set the value of a conversion? Yep!
Say your product is $97. You can put that value in the Standard Event code and Facebook will track that for you.
Just edit the Standard pixel code to reflect the price of your product or service. Where you see the “0.00”, replace it with your value.
Pretty cool, right?
By entering a conversion value, you know exactly how much money you’re making versus how much your spending on ads.
Here’s how to see the return on your investment using Facebook’s reporting:
- First, click on Reports in the left column of your Ads Manager or View Report in your campaign.
- Click Customize Columns
- Select Websites in the left column
- Select the corresponding conversion value (will likely be Checkouts Conversion Value [conversion pixel])
“Website Conversions” As Your Objective
When the goal of your Facebook ads campaign is to generate leads, test using “website conversions” or “increase conversions on your website” (they mean the same thing) as your objective.
This tells Facebook to show your ads to as many people within your target audience who are most likely to convert on your landing page.
(Just make sure you’ve added the appropriate Standard Event code to the Facebook pixel on the necessary “thank you” page and that your pixel is verified.)
When you choose the “website conversions” objective, Facebook recently simplified the process of optimizing for a specific conversion and then tracking that conversion.
At the Ad Set level, simply choose the conversion that’s most important to your campaign. This will usually be the initial conversion that you’re trying to get (opt-in, webinar registration, coupon download, etc…)
Here’s a screenshot of this section and what it looks like at the Ad Set level.
Then, at the Ads level, you have your Tracking section. Facebook now automatically defaults to tracking the conversion pixel you chose earlier in the campaign set up.
You then have the option to choose additional conversions to track if you want (for example, the number of sales you’re also getting from the campaign).
Here’s what you’ll see at the Ads level:
What If You Manage Multiple Facebook Accounts?
It’s against Facebook’s ad policies to manage more than one ads account from your single Facebook account.
Remember, you only get one Facebook pixel per Facebook account. So, if you want to track multiple audiences of people coming to different websites that you own, I recommend using Facebook’s Business Manager. Business Manager lets you manage access to different Facebook pages and accounts.
Powerful Strategy for Using Facebook Ads Pixels Today
Here’s a powerful strategy that’s working really well right now to generate qualified leads for your business:
- Write a value-packed article on your website (like this one!)
- Include a lead magnet opt-in that’s relevant to the content in your article
- Make sure you’ve added the Facebook pixel with a Standard Event code on the thank you page for that opt-in
- Set up a custom retargeting audience for people coming to your article
- Set up a Facebook ads campaign that drives people to that article, while excluding your email list.
- After running ads to your article for a little bit, set up a new Facebook ads campaign with the Objective “website conversions” (Make sure to exclude people who are already on your email list.)
- Retarget people who visited your article with a value-packed offer they have to opt-in for. Since they’ve already consumed your content, they’re “warming up” to you so they’re more likely to convert and they’re that much more of a qualified lead.
Your goal with this campaign is to get people on to your email list who didn’t opt-in when they previously visited your article page.
What To Do Now
If you are currently using the “old” custom audience pixel, you can simply swap out that old one with the “new” Facebook pixel. Facebook has assured me this doesn’t mess up any of your existing audiences. I didn’t believe them at first but I asked them like 4 times and they assured me that swapping out the old pixel with the new one wouldn’t affect anything.
If you are currently using the “old” conversion tracking pixels and your campaigns are ending soon, cool, no need to change anything. If your campaigns are running late into the year, you’re going to need to replace the conversion tracking pixel you’re using with the new Facebook pixel and add the appropriate Standard Event code.
If you’re not using any pixels right now, you’re golden, you get to start using the new Facebook pixel from scratch.
Oh and here’s another tip…
Whenever you create a new piece of content, whether it’s a blog post, video, etc… create a custom retargeting audience for that page even if you don’t plan to use it for your Facebook ads at that time. You never know when you might want to use that retargeting audience in your ads. That way it’s populating all along when you’re ready to use it. If you never use it, no sweat off your back.
If you want to get the most out of your Facebook ads today — growing, tracking and optimizing — you’ve got to be using the Facebook pixel for retargeting and conversion tracking in your campaigns.
Personal Help From Me
If you’re looking for in-depth video tutorials, personal help from me, and a community of supportive and helpful like-minded entrepreneurs all using Facebook ads to grow their businesses, I’m re-opening my flagship program The FB ADvantage in late March 2016. It’s completely revamped, teaching you exactly how to create an automated system that gets leads and sales every day with Facebook ads.
Also included will be a live 2-day event here in San Diego. Make sure to hop on my email list to be the first to know when enrollment opens.
Are you using the new Facebook pixel? What’s your experience been? Share in the Comments below.