Install Facebook pixel? If you’re running Facebook advertising, there’s one tool you should start using right away to get the most return on investment: the Facebook pixel (now Meta Pixel).

One of the most interesting features of social media advertising is the opportunity to precisely test, track, optimize, and target your ads. 

The Facebook pixel is a data-gathering tool that allows you to get the most out of your Facebook and Instagram ads.

Facebook Pixel has been renamed Meta Pixel as of February 2022. Throughout this article, it will be referred to by both names.

The Facebook pixel (or Meta pixel) is a must-have tool if you already use Facebook or Instagram ads or plan to do so in the future. 

Continue reading to find out how it works.

In this article, we’ll cover how to set up and install a Facebook Pixel (Meta Pixel) on your website.

What exactly is the Facebook pixel (also known as the Meta pixel)?

The Facebook pixel is a snippet of code that you add to your site. 

It gathers information that allows you to measure conversions from Facebook advertisements, improve campaigns, create targeted audiences for future ads, and remarket to those who have already visited your website.

How does the Facebook pixel work?

The Facebook pixel tracks users’ interactions with your business on and off Facebook and Instagram by setting and triggering cookies.

This is referred to as retargeting. It’s a convenient way for marketers to remind customers to return and purchase all of the products they’ve left in various shopping carts on the internet.

The Facebook pixel can be used for more than just remarketing. It’s also vital for ad optimization, tracking, and analytics.

The pixel keeps track of different actions users perform on your website, such as purchasing something or adding something to their shopping cart. 

These actions are referred to as “events” on Facebook.

Standard Facebook pixel events

The following are the 11 typical Facebook pixel events that you can copy and paste Facebook event code for:

• Purchase: When someone completes a purchase on your website
• Add payment info: a query for someone to enter their payment information
• Add to cart
• Lead
• Complete registration
• Add to wishlist
• Initiate checkout
• Search
• View content
• Contact
• Subscribe

Facebook Pixel Setup

It’s time to create your Facebook pixel and put it to work on your website now that you know what you can track and why you’d want to.

1. Go to your business manager account

2. Click on Events Manager

Source: Facebook Events Manager – Install Facebook Pixel

3. Click on Data Sources (to view the list of pixels you already have)

4. Click Connect to Data Sources in the left-hand menu, then select Web. Click continue.

Source: Facebook Events Manager – Install Facebook Pixel

5. Enter your preferred pixel name. Click Create Pixel.

Source: Facebook Events Manager – Install Facebook Pixel

6. Enter your website URL, and click check.

Source: Facebook Events Manager – Install Facebook Pixel

Keep in mind that using Events Manager, you only get one pixel per ad account when naming the pixel. 

The name should reflect your company rather than a particular campaign.

You can utilize Facebook Business Manager to use more than one pixel per ad account if you wish to.

7. Add the Facebook pixel code to your website

Installing Facebook pixel code on your web pages is now required to put the pixel to work collecting data on your website.

Depending on the website platform you choose, there are a few options.

• Choose Use a Partner Integration if you use one of Facebook’s integration partners, such as WordPress or Squarespace. This will take you through a number of steps that will allow you to link your Facebook pixel without having to use any code.
• If you collaborate with a developer or anyone else who can help you edit your website code, click Email Instructions to send everything your developer needs to install the pixel to them.
• If nothing of the above options applies, you must manually insert the pixel code into your web pages.

Source: Facebook Events Manager – Install Facebook Pixel

Source: Facebook Events Manager – Install Facebook Pixel

Source: Facebook Events Manager – Install Facebook Pixel

8. Connect your WordPress account to the Facebook pixel

Source: Facebook Events Manager – Install Facebook Pixel

After installing and activating the plugin, connect with your pixel ID, then go on to verify the connection.

Voila! your Facebook pixel is set

Set up events

After you add the Meta Pixel base code to your website you can set up events to measure the actions you care about, like making a purchase.

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