Facebook Pixel – how do you add it to your website, and what are the benefits?

If you run a business page on social media and invest in advertising campaigns, but don’t use Facebook Pixel, you’re making a big mistake! Find out how you can use it to improve the effectiveness of your adverts and boost your conversion rate.

Facebook Pixel – what is it and what is it used for?

The Silicon Valley giant has reached out to companies that They promote their business on social media, specifically on Facebook and Instagram. He provided them with a free tool designed primarily to optimise advertising campaigns.

If you’re driving traffic to a website from a social media post or advert, you can further streamline your messaging and creative testing by consistently using hashtags in your campaign communications. Combined with data from the Pixel, this makes it easier to assess which content variants actually drive conversions.

The Facebook Pixel is a piece of JavaScript code that you can install on your website. Although it consists of just a few lines of text that look rather unassuming, it is in fact a powerful analytical tool. It enables Facebook to ‘monitor’ the behaviour of users who visit our website. It collects information about what is happening on our website and then links this activity to the advertising campaigns currently running on Facebook.

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Facebook Pixel and conversion – how do you track it?

The Facebook Pixel tracks user behaviour on every subpage where it is installed. It is a huge source of information about current and potential customers. From the information gathered, you can find out what devices users are using, which subpages they visit, how old they are, where they’re from, what gender they are, and even at what stage of the purchasing process they decided not to proceed any further.

With Pixel, you can track any conversion you choose: purchasing a particular product in-store, signing up for a newsletter or a webinar, and other similar events. Based on the above data in Ads Manager, you’ll have no trouble assessing which of your active ad creatives are performing best, and which need to be modified because they aren’t delivering satisfactory results. This will make it much easier for you to create effective messages that will result in an increased number of conversions.

How do I add a Facebook Pixel to my website?

If you want to make the most of Pixel, you’ll first need to set it up on Facebook. To do this, log in to Meta Business Suite, go to the ‘Events Manager’ tab, then click the ‘Connect Data’ button and select the ‘Internet’ option if you want to collect data from a website. A window will appear on the screen where you enter the name of the pixel. Confirm it by clicking ‘Create’. The next step is to enter the URL of the website to which the pixel is to be linked.

Once you have completed these steps, the Pixel has been created but is still inactive. To change this, you need to implement the generated code on the relevant website. How do you do this? You have two options: install it manually or use the partner integration.

If you opt for the first option, Facebook will display a code which you must include in the header code of each subpage. Once you’ve done this and published the version of your website with the Pixel code active, it will start collecting data straight away. If your website was commissioned and you are unable to edit it yourself, simply send the generated code to your developer, and they will be able to implement it without any problems.

However, if your website was built using one of Facebook’s partner platforms, you can install the Pixel using the ‘partner integration’ option. The advantage of this approach is that it can be set up without using any code.

Other benefits of placing a Facebook Pixel on your website

Although conversion tracking is Pixel’s greatest strength, that doesn’t mean it’s the only one. Pixel collects a wealth of information about users, which you can use to improve your website. How? For example: if the data collected shows that the vast majority of users view our adverts on smartphones but purchase the product via a computer – this is a sign that the purchasing process on mobile devices may be unintuitive or that the website isn’t displaying correctly on them. Of course, the opposite may be true: that it is the desktop version of the website that is causing problems for users. Such information is useful for adjusting your strategy.

You can use the data you have collected to use for remarketing, which involves targeting people who have visited your website but haven’t completed a purchase. This allows you to show a potential customer on Facebook the very same product they viewed, added to their basket but did not purchase. In doing so, you increase the likelihood that they will return on impulse and complete the purchase.

Another advantage is that Facebook uses these people’s data to build what are known as ‘lookalike audiences’. This is a group of users with the same or very similar interests and demographic characteristics to those who visited your website and converted. This means you can use Facebook to target an audience who are highly likely to make a purchase.

Please bear in mind that you are obliged to inform visitors to your website about the use of a pixel that collects information about them. This is most commonly done using cookies.