Chapter 7

Tracking with Facebook Pixel

The Facebook Pixel is a snippet of code you place in your site that allows you to track and target visitors from Facebook. It also allows you to create different audiences based on specific actions of your site’s visitors. For example, you could create an audience for cart abandonments, or retarget users whom have a certain bounce rate percentage. The facebook pixel is a powerful tool, when installed correctly.

How to Install Your Facebook Pixel

Go to the Facebook Pixel Tab in Ads Manager.

Reminder: There can only be one pixel per Ad Account

  1. Click create a pixel
  2. Enter a name for your pixel. Since there’s only one pixel per ad account, choose a name that represents your business…example: Shoppe Pixel
  3. Ensure you’ve accepted the terms.
  4. Important to note that the Facebook Pixel can also track multiple events with slight modifications of its code

This is your Pixel code

Standard Events

This is where things can get complicated. In order to track specific actions on your site, you’ll need to add tiny snippets of code you add to the “base” Pixel code.

This added code will allow you to determine when people do certain things like add items to a cart, view a page, or complete a purchase.

You’ll want to add the base pixel to any and all pages you want to track with slight variations called “Standard Events” where necessary.

There are 9 types of Standard Events:

  • ViewContent
  • AddToCart
  • InitiateCheckout
  • AddPaymentInfo
  • Purchase
  • Search
  • AddtoWishlist
  • Lead
  • Complete Registration

No coding experience? No problem

While you certainly want the base Pixel code on every page of your site, along with those necessary Standard Events on certain pages. Luckily, Facebook has added integrations that make adding the pixel code inherently easy. Simply select the integration which you use for your website (i.e..shopify) and then click “connect account”. Notice there are also integration options for wordpress and Google Tag Manager should you have a site hosted on an unlisted platform.


Campaign Management