If you are not using the Facebook Pixel to track conversions from your Ad campaigns, you are not fully utilizing the power of Facebook advertising. By understanding your FB Pixel data, you can unlock so many more possibilities to enhance your conversion value and Return on Ad Spend (ROAS) to take your FB ads game to the next level!
Section 1: Creating and Installing Your FB Pixel
Step 1) Creating your FB Pixel: The first step to setting up your FB pixel is to go to the “Events Manager” in your FB Business Manager.
a. Login to your FB Business Manager (https://business.facebook.com)
b. Go to the “Events Manager via the Shortcuts menu.
c. Click the green “Connect Data Sources” button on the left hand side of the interface.
d. Check the “Web” box and hit “Connect”.
e. Check the “Pixel” box and hit “Connect”.
f. Name your Pixel and hit “Continue” to get your Pixel base code.
Step 2) Installing the FB Pixel base code onto your Website
a. Copy your base code from the previous section. This code will be going in the bottom of the header for your website.
b. Login to your WordPress.
c. Once logged into your WordPress website, go to the theme editor and select your Child theme. This allows the FB code not to get erased if you update WordPress.
d. Go to the “Footer.php” section of the Theme. You will be putting the code just above “</body>” (This is the closing body tag).
Step 3) Verify your FB Pixel is installed on the site
a. The next step is verifying that your FB Pixel is installed correctly. I use the Chrome Extension “FB Pixel Helper” to make sure the pixel code is installed correctly (Link).
b. Once you have the chrome extension installed, go to your website and activate the extension. If you have any ad blockers installed, make sure that they are disabled.
c. Once you open the Pixel Helper, it will tell you if the pixel is installed correctly. If you are having trouble putting in your FB Pixel code, try to use a plugin such as the “FB pixel plugin for WordPress” (Link) or install the base code in a plugin like “Header and Footer Scripts” (Link).
Section 2: Implementing Conversion Tracking
Step 1) Setting up your events via the Event Setup tool
a. Go back to the “Events Manager” in your FB Business Manager account (https://business.facebook.com/).
b. Go to your Pixel and hit “Add Events” and then “From the Pixel”
c. Open the Event Setup Tool and enter your website.
d. Now it is time to set up your Events. There are two ways that you can set up events using the Pixel. You can either track button text or track a URL. For this example, I will be tracking the “Submit” button on our Contact page. If your contact page goes to a Thank You page upon completion I would recommend tracking via URL.
e. Click on the “Track Button” and click on the button that you want to track. Once you select the button, choose what type of event it is. I have mine set to “Lead”. When you are done setting up your events, click “finish setup” to save your new events.
Section 3: Setting up your FB Ads Conversions
Step 1) Create a Custom Conversions
a. Open the “Custom Conversions” section in your “Events Manager” in FB Business Manager.
b. Click the “Create Custom Conversion” button.
c. Name your Conversion and make sure you have the right FB Pixel selected. You can either have FB automatically classify the Conversion type or set your own. I have mine set to “Lead”. I only want to track conversions that submit forms on the “Contact” page, so I put that the URL must be the url for our Contact page to fire the conversion. Once you have all your settings configured, hit “Create”.
Step 2) Setting up Aggregated Event Measurement
a. After creating the Custom Conversion, click the “Go to Web Configurations” Button.
b. Next, you will need to verify your domain if you have not done so already (Guide on that here).
c. Once your domain is verified, click on your domain in the Web Event Configurations campaign and then hit the “Manage Events” button.
d. Once you are in the edit pane, hit the “Add Event” button in the top right corner.
e. Select the Conversion you just set up and hit the “Submit” button in the bottom right.
Your Facebook conversion is now complete! If you want to use this conversion in new FB campaigns, you just have to select the Conversion at the Ad Set level.
Facebook ads are one of the best platforms for paid social advertising so it’s important to fully utilize all the aspects of the service. At OpGo, we are very focused on optimizing campaigns around conversions and ROAS.