On today’s episode we’re talking all about Facebook pixels, specifically the new Facebook pixel and custom conversions.
According to Facebook, the “new” Facebook pixel is what the advertising team is basing all future product development on.
I think this is a good thing as it’ll provide some stability going forward (even though, as you’ll hear in the episode, there will be lots of iterations and updates).
The Facebook pixel now combines the retargeting pixel AND the conversion tracking.
However, the conversion tracking pixels that we’ve been using will still work the same way until mid-2016, which means if you currently have the website custom audience pixel on your site, you do not need to change the code.
It’s recommended to just get it done, but not necessary right now.
Just like the existing pixels, the Facebook pixel gets inserted into the header of your website’s theme (and any landing pages you’re working with). This way it shows up on every page. If you’re using WordPress, use a plug-in like Insert Headers & Footers, Headers & Footers or Facebook Conversion Pixel. These plug-ins make it really easy to add this pixel code to your site.
If you’re using something like LeadPages or Clickfunnels or Optimize Press, each make it super easy to add this pixel code too.
Once the code is placed, then you just set up your retargeting audiences as you normally would.
In order to track conversions now, since this new code replaces the conversion tracking pixels, 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 create. Here they are:
Notice in the “make purchase” event you can add the value of the product you’re selling.
One trick to remember when you’re adding a standard event to your code (and the credit for this goes to Amy Celona, who is a member of my FB ADvantage program) is when you’re setting up your audiences or Standard Events, email yourself the Facebook pixel code because it comes with all the instructions for where exactly it goes on the page, including the Standard Event code snippets that you can insert into the code.
This is a cool trick because you don’t have to switch pages or anything to go find the standard event code, it’s all right there.
In addition to the new Facebook pixel, Facebook has also introduced something called Custom Conversions.
Custom conversions allow you to optimize for and track actions without having to add any additional code to your Facebook pixel base code. They also allow you to optimize for and track actions that are different from the 9 standard events that we just talked about.
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.
What’s the Difference Between Custom Conversions and Facebook Pixels?
- You only have 20 custom conversions
- You can’t edit or delete custom conversions
- You can track conversion values with the Facebook pixel but you can’t do that with the custom conversions
The fact that we’re currently limited to 20 custom conversions and we can’t edit or delete custom conversions is ridiculous in my book and I think these are rules that Facebook will relax over time.
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.
How do You Know if Your Pixel is Working Correctly or if You Want to Troubleshoot?
Use the Pixel Helper Chrome Extension, which now tracks standard events.
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Links & Resources Mentioned in this Episode
WordPress plug-ins that make it easy to insert code into the header of your website:
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