Facebook pixel Events Data Manager

Understand your Facebook pixel and Events Management

The Facebook pixel helps you measure the effectiveness of your advertising. Especially by understanding the actions that people take on your website. And as the result of your Facebook ads. Once you have added the Facebook pixel base code and event code to your website, you can see your pixel event data on the Pixel page.

Equally important, on the Data sources tab, you can measure and optimize your ad campaigns. In particular to those that are leveraging your pixel event data. Whereby, if you have more than one Facebook pixel, you’ll select the pixel that you’d like to view.

Simplifying your Understanding

The Facebook Pixel is powered by a Javascript library that needs to be added to every page of your site in order to track page views. In addition to collecting page views, the ability to collect the actions that people take on your site, and details about those actions, is what makes the Facebook Pixel so valuable.

In addition, it has a standard set of events, mostly Ecommerce events like product views, adds to cart, and purchases. Those events allow you to create more targeted ads for users based on their behavior, down to showing them ads about specific products based on what products they’ve seen or added to their cart.

Each unique event you want to track will require custom code to be added to your site that can also populate dynamic data like product SKU, name, and price from your site database.

Benefits of using a Facebook pixel

As can be seen from the illustration above, the Facebook pixel is an analytics tool. In that case, that allows you to measure the effectiveness of your advertising. Particularly by understanding the actions that people take on your website. For information, you can use Facebook pixel to:

  • Make sure that your ads are shown to the right people. Find new customers or people who have visited a specific page or taken a desired action on your website.
  • Drive more sales. Set up automatic bidding to reach people who are more likely to take an action that you care about, such as making a purchase.
  • Measure the results of your ads. Better understand the impact of your ads by measuring what happened as a direct result.

Once you’ve set up the Facebook pixel, the pixel will fire when someone takes an action on your website. Examples of actions include adding an item to their shopping basket or making a purchase.

The pixel gathers these actions – which are called events – and sends them to your Facebook pixel page in Events Manager.

Events Manager
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From there, you’ll be able to see the actions that your customers take and have options to reach those customers again through future Facebook ads.

How your business benefits from the Facebook pixel

The Pixel, with more accurate information, will ensure your ads are being shown to the right people. And also build specific audience groups that fit the demographics of your ideal customer.

An effective Facebook advertising strategy is remarketing, which will show a product that the user just looked at. Especially on your site to trigger them to re-visit the page and make a purchase. This is commonly used for retail or any e-commerce site.

In recent years, Facebook Pixel has become a useful tool for businesses to access and utilize data. In general, about user behavior, and this latest update has only made the feature even more effective.

Not sure if you have the right tracking setup on your website or Facebook account, or would you like to get started with Facebook advertising? Feel free to get in touch with our digital strategists today.

High-level event metrics

On the Data sources tab, you can measure and optimize your ad campaigns that are leveraging your pixel event data. If you have more than one pixel, select the pixel that you’d like to view.

See basic information about your pixels, such as its status and last activity. You can look at these sections to understand:

  • Events received: The total number of events received by your pixel.
  • Top events: This is how effectively your data has been matched to people on Facebook.
  • Activity: This graph shows the number of events measured per day for each of the last seven days that could be attributed to people who saw your ads. This helps you to understand the recent behavior of people who have recently visited your site, and quickly identify if there’s an issue with how any of your events have been set up on your website.

Get more out of Facebook Pixel with Segment

When you use Segment there’s no need to write custom code or to use Facebook’s Javascript library in order to start using Facebook Pixel. Segment page views and events are automatically translated into corresponding Facebook Pixel events in the background.

The standard set of Ecommerce events in the Segment Spec get mapped to the standard set of Facebook Pixel Ecommerce events without any additional code. You can also use the event mapping settings in the Segment’s Facebook Pixel integration to trigger other standard Facebook events, like Lead and CompleteRegistration, based on your existing Segment events.

Standard Segment user traits like birthday, city, gender, also get passed through to the Facebook Pixel.

Creating a Facebook pixel

  1. Go to your Pixels tab in Events Manager.
  2. Click Create a pixel.
  3. To finish creating your pixel, click Create in the box that appears.
Create a Facebook Pixel
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Once you’ve created your pixel, you’re ready to put the Facebook pixel code on your website. Choose the statement below that best fits how you make updates to your website’s code for instructions: In the first place, Locate the header code for your website.

 

Website Pixel Code
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Go to your website’s code and find the header of your website.

 

Next, copy the entire code and paste it in the header of your website. Then again, paste the code at the bottom of the header section, just above the closing head tag.

Check that your code’s working correctly

Click Send Test Traffic after placing the code on your website to make sure your pixel’s working properly. If your status says “Active”, your base code has been installed correctly. This can take several minutes to update.

Track actions that matter to your business

After you’ve placed the pixel on your website, add events to track specific actions that people take on your website.

About events

Events are actions that happen on your website (like when someone makes a purchase). To track an event, you’ll need to place a piece of code on your website to help Facebook understand that someone has taken an action.

Set up events on your website

  1. Go to the Pixels tab in Events Manager.
  2. Then click Set up a Facebook pixel.
  3. Click Manually install the code yourself.
Install your Pixel Code
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Install your Pixel Code.

Finally, select Track Event on Page Load or Track Event on Inline Action. In that case, the main difference between the two Facebook pixel events tracking being;

  1. Track event on page load: Choose this option if the action you care about can be tracked when someone lands on a certain page, such as a confirmation page after completing a purchase.
  2. Track event on inline action: Choose this option if the action you want to track requires someone to click something (such as an add to basket or purchase button).

Further, add event parameters, such as Conversion value or Currency, to measure additional information about your event (Recommended).

If you’d like your Facebook pixel to fire on specific button clicks, you’ll have to update the code to tie an event to an action. Learn more on Facebook developer’s site, under the Track in-Page events section.

You’ve now finished setting up an event on your website. Repeat these steps for any other event listed that you’d also like to track.

Can’t see the event you want to track?

If you want to track events not listed here, then see how to use custom events. Unlike the events featured above, custom events can’t be used for tracking and optimization without additional action.

If you’d like your Facebook pixel to fire on specific button clicks, you’ll have to update the code to tie an event to an action. Learn more on Facebook developer’s site, under the Track in-Page events section.

Make sure that your pixel is working correctly

The Facebook Pixel Helper is a troubleshooting tool that helps you find out if your pixel is working correctly. It’s a Chrome plugin you can use to see if there’s a Facebook pixel installed on a website, check for errors and understand the data that’s coming from a pixel.

Install the Pixel Helper

Check that your pixel is working

  1. After you’ve installed the pixel Helper, click the Pixel Helper icon in the address bar.
  2. Check the popup to see any pixels found on that page, and whether they’ve been set up successfully.

If the Pixel Helper finds a pixel on your site and there are no errors, then you’re ready to start creating Facebook ads with your pixel.

If you see a notification that no pixels were found on your site or that there’s an error, then have a look at the troubleshooting section below for more help.

Facebook pixel Settings

Once you have selected your pixel, select Settings to understand to see your Facebook pixel’s associated custom audiences and custom conversions, and how they’re performing.

You’ll be able to see a list of all your custom audiences and custom conversions by volume and create a new custom audience or custom conversion.

When you set up an audience or a conversion with your desired characteristics, it will continually refresh as you upload data.

Ads Manager Activity
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Once you have selected your pixel, select Activity to see a list of all the types of actions that people took on your website that has been recently measured by your pixel.

Troubleshooting Facebook pixel errors

The Pixel Helper reports common errors that can happen when you install a pixel on your website. These errors mean that the person who manages your website will need to fix something for your pixel to start working correctly.

Once you’ve successfully set up your pixel, start running ads on Facebook using conversion optimization and tracking. For more help on working and installing the Facebook pixel, please Consult with Us.

Summing Up,

The Facebook Pixel is a foundational piece of any successful advertising campaign on Facebook. Above all, to accurately track results and users. Along with optimizing ads and building audience segments for smarter marketing in the future.

It’s common to almost all modern marketing technology, and it’s incredibly powerful If you’re actively advertising with Facebook, but not using their pixel, you’re missing a lot of opportunities and wasting advertising dollars.

Resourceful References;

  1. The jmexclusives: Cloud Computing and Technology Guides
  2. Facebook: Pixel frequently asked questions 
  3. Portent: The #1 Facebook Ad Tool
  4. Neil Patel: Unlock Your Ad’s Conversions & Audience Easily with Facebook Pixel

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