The information in this post isn’t anything revolutionary within the digital marketing world, but when I speak to independent artists, the term “Facebook Pixel” seems to only be met with confusion. So, rather than write out a long and drawn out post about something that you can research heavily with a simple Google search, let’s just focus on the basics (which still equates to a pretty lengthy post).
From this post, you’ll learn:
- What the Facebook pixel is
- Why it’s useful
- How to create a Facebook pixel
- How to add it to your website
What is the Facebook Pixel?
Straight from Facebook: The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.
You can use pixel data to:
- Make sure your ads are being shown to the right people
- Build advertising audiences
- Unlock additional Facebook advertising tools
Okay, that explanation may be a little confusing still, so let’s just say this:
The Facebook pixel is a snippet of code, that when placed properly on your website, allows you to track the activity of people who visit your website.
You can then utilize that information when advertising on Facebook to ensure your ads are being placed in front of the correct people.
Here’s a simple example of what I’m talking about…
If you’ve correctly setup your Facebook pixel on your website, you can create a custom audience (I’ll talk about how to do this in a future post) which consists of people who visited your website in the past 30 days (Facebook allows any amount of time between 1 and 180 days).
Once you’ve successfully created your custom audience, you can then run a paid advertisement which would be seen by that defined audience of people. This method would be a form of re-targeted advertising.
Still feeling a bit confused? It’s okay. I promise that the Facebook pixel is much easier to implement than it sounds. And my recommendation to you as an independent artist is to create a Facebook ads account, setup your Facebook pixel and get the code added to your site immediately. Even if you’re not yet advertising on Facebook, you can start to collect data on visitors to your website that you’ll want to utilize in the future.
Now that you have the basic understanding of what the Facebook pixel is and why it’s useful, there are a few steps that you need to take to get started, which I’ve outlined below. (This gets a little technical, so if you need assistance, just let me know — I’m happy to help!)
First things first, you need Business Manager.
Sign up for Facebook Business Manager to manage your Pages, Ad Accounts, and Assets. Don’t worry, this is FREE!
To start, first make sure that you have a personal Facebook account to confirm your identity.
Next, sign up for Business Manager:
- Go to business.facebook.com.
- Click Create Account.
- Enter a name for your business, select the primary Page and enter your name and work email address.
Note: If you don’t yet have a Page for your business, create one.
- Move through the rest of the onboarding flow by entering the rest of the required fields.
- Learn how to add people to Business Manager.
Next, you’ll want to add an ad account to your business manager.
To add an ad account to your Business Manager:
- Open your Business Manager Settings. Select which Business Manager you’d like to work on.
- Under the People and Assets tab, click Ad Accounts.
- On the right side of the page, click Add New Ad Accounts.
- Choose to Create a new ad account.
Now, you can create your Facebook pixel.
To create your Facebook pixel:
- Go to your Facebook Pixel tab in Ads Manager.
- Click Create a Pixel.
- Enter a name for your pixel. (You can have only one pixel per ad account, so choose a name that represents your business.)
Note: You can change the name of the pixel later from the Facebook Pixel tab.
- Check the box to accept the terms.
- Click Create Pixel.
Finally, you will want to add the Facebook pixel code to your website.
The Facebook pixel code is made up of two main elements:
- Pixel base code (which we are focused on for the purposes of this post)
- Event code
The pixel base code tracks activity on your website, providing a baseline for measuring specific events. The base code should be installed on every page of your website.
To install the pixel base code:
- Go to the Pixels page in Ads Manager
- Click Actions > View Code
- Copy the base code and paste it between the <head> tags on each web page, or in your website template to install it on your entire website
For complete details on placing the Facebook pixel, I’ll refer you to the Facebook Pixel Implementation Guide which is likely going to remain updated and obviously a better source for you to reference as it is managed by Facebook directly.
If you’ve taken the time to complete each of the four items above, you’ll now start tracking activity on your website. I also recommend that you install the Facebook Pixel Helper Chrome Extension, which allows you to verify that the Facebook Pixel is properly firing on your website.
Let me know how things are going for you. If you’re stuck on a particular step, reach out and I’ll do whatever I can to help you out!