Facebook Pixel

When you run campaigns on Facebook, you may want to measure the results of your advertising and deliver ads to people who visited your website. To make it happen, you need to install a Facebook pixel to your website.

The pixel will see a visitor coming from a Facebook ad, record their actions and send this information to Facebook. This way it’ll measure the conversion. At the same time, the pixel will send data about all your site visitors and their behavior. With these data you’ll be able to define an audience for remarketing with Facebook ads.

In this article, we’ll show you how to install a pixel, set up conversions and remarketing using Piwik PRO Tag Manager and a Facebook Pixel tag.

Finding your Facebook pixel

First, you need to create a pixel on Facebook and copy it’s ID.

To find the pixel, follow these steps:

  1. Log in to Facebook Business Manager.
  2. Go to your web’s account.
  3. Navigate to Menu > Events Manager.
  4. In a Pixels tab click Create a Pixel. If you already have created a pixel, click Details > Set Up for your pixel and move on to step 6.
  5. Click Create in the box that appears to finish creating your pixel.
  6. In the left upper corner of the Pixel tag, you will see your Pixel ID.

Setting up the Facebook Pixel tag

Once you have your pixel ID, you can define the Facebook Pixel tag.

To set up the tag, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Tag Manager.
  3. In the left-side menu click Create a new tag.
  4. Name the tag.
  5. Pick a Facebook Pixel tag template and click Save.
  6. Paste the pixel ID.
  7. Leave the Event field as is. This option is needed when you create a tag for tracking specific actions visitors take on your website.
  8. By default, the advanced tag settings will be set for Remarketing and Respect visitor privacy will be turned on. This setting will work together with Consent Manager and the tag will work only for visitors who consent to advertising cookies.
  9. In Tag triggers, select + Existing trigger and pick All page views, as you want to fire the global site tag on every page of your website.
  10. When done, click Save for a trigger and click Save for a tag.

Checking if your pixel is working

Once you’ve installed a pixel you should check if it’s working correctly.

To check if your pixel is working well, follow these steps:

  1. Log in to Facebook Business Manager.
  2. Go to your web’s account.
  3. Navigate to Menu > Events Manager.
  4. Click Details in the Pixel tab.
  5. If the pixel is working, the status will be Active and you’ll see activity reported in the dashboard.

Setting up events for tracking actions with tags

After you’ve placed the pixel to your website, you can add Facebook events to track specific actions people take on your website. This can be done in two ways:

  • Add a Facebook Pixel tag with an action trigger in Piwik PRO Tag Manager.
  • Create Custom Conversions on Facebook.

To add a Facebook Pixel tag with an action trigger, follow these steps:

  1. Log in to Piwik PRO.
  2. Go to Menu > Tag Manager.
  3. In the left-side menu click Create a new tag.
  4. Name the tag.
  5. Pick Facebook Pixel tag template and click Save.
  6. Paste the pixel ID and select an event type.
  7. By default, the advanced tag settings will be set for Remarketing and Respect visitor privacy will be turned on. This setting will work together with Consent Manager and the tag will work only for visitors who consent to advertising cookies.
  8. In Tag triggers, select + New trigger and set up the trigger for this tag. The trigger should be defined as the event you want to capture. For example, add an item to a cart.
  9. Click Save for a trigger and Save for a tag.
  10. Before you publish the tag you can see if it’s fired in the debug mode.
  11. When done with the setup, click Publish to make the tag go life.

To create the Custom Conversion on Facebook, follow these steps:

  1. Log in to Facebook Business Manager.
  2. Go to your web’s account.
  3. Navigate to Menu > Events Manager > Custom Conversions.
  4. Click Create Custom Conversion.
  5. Add rules for your custom event. You can add multiple parameters by clicking and.
  6. Name the custom conversion.
  7. Select a category for your custom conversion.
  8. Optionally, set a conversion value.
  9. Click Create.

Conversion tracking report

Once the tracking of ad conversion is done, the pixel will capture and send data to Facebook and the results will appear in ad reports.

To view conversions of your Facebook ads, follow these steps:

  1. Log in to Facebook Business Manager.
  2. Go to your web’s account.
  3. Navigate to Menu > Ads Manager.
  4. Select Campaigns, Ad Sets or Ads, depending on what you want to view.
  5. Select the Columns drop-down menu.
  6. Select Customize Columns and select the boxes next to the actions that are important to you.
  7. Click Apply and you’ll see these columns in table with ads.

Creating an audience on Facebook

Additionally to tracking conversions, you’ll be able to create a new audience for ads, basing on data collected from your site. Using conditions like page URL, the time spent on your site or defined events, you’ll precisely define a group of people you want to target with your campaigns.

To create a new audience on Facebook, follow these steps:

  1. Log in to Facebook Business Manager.
  2. Go to your web’s account.
  3. Navigate to Menu > Audiences.
  4. Click the Create Audience dropdown and select Custom Audience.
  5. Click Website Traffic.
  6. Set conditions for your audience.
  7. Name the audience.
  8. Click Create Audience.

Once the audience is ready you can use it to create a new campaign on Facebook. You can create as many audiences as you like. Yet, if you wish to use richer data describing your website visitors, you can create an audience in Piwik PRO Audience Manager and export it to Facebook.

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