Updated: Jul 24, 2020
A Quick Start guide to tracking conversions from your ad campaigns. Two magic words: Facebook Pixel.
Arguably, this is the most important part of your Facebook ad account setup. It is central to everything you do in your Facebook marketing, from tracking results, to creating new audiences of people to target.
Why do I need it? Quite simply, the Facebook pixel is going to prove and also drive the success of your campaigns. Without it, you are shooting in the dark. But why?
With the Facebook pixel installed, you will be able to:
track conversions that occur via your Facebook campaigns. And therefore, you are going to be able to attribute conversions to individual campaigns/adsets/ads
create audiences of people that have triggered individual conversion events. e.g. you could create an audience of people that have completed a purchase, or registered for more information
create lookalike audiences of people, based on the segments you defined above
Optimise the delivery of your ads towards people that are likely to complete one of the conversion events that you have defined
Run Dynamic Product Ads (DPAs), which enables you to show your own live product catalogue to website visitors, directly in their Facebook news feed
How do I install it? Installing your Facebook pixel is super simple. Head to the Pixels screen of your ad account:
Then click Actions and then View Pixel code from the menu. From the resulting popup, you can copy the pixel code for your ad account. Please note, this pixel code is unique to your ad account:
Tracking Individual Events
If you would also like to track purchases and other events (highly recommended!), then you need to add some additional code to your website.
The below additional pieces of code need to go in, after the </head> tag. To give you an example, below is the code for the purchase pixel event, which you can also find in the pixels page of your ad account:
Add this code to the purchase completion page, as per the instructions below:
If you’d like to calculate things like “Return on Ad Spend” (ROAS), which you should, then you’ll need to include other variables such as product cost into the pixel (see below). ROAS is calculated by dividing ad spend by product conversion value i.e. how much you’ve spent divided by how much you’ve made. A ROAS of great than 1 means your ad campaigns are profitable.
BONUS TIP: Serving Dynamic Ads to your website visitors
Have you ever been on Facebook, and been served an ad for a product that you viewed on a website earlier that day? Well these are Dynamic product Ads, and are a super powerful weapon in your retargeting strategy.
Imagine being able to serve ads to people that had added a specific product to their cart, but not completed the purchase, for whatever reason. Now you can, with some additional configuration on your Facebook pixel.
Key to this is installing the “ViewContent” pixel event to every product page, along with the full product information required. This usually requires some help from your development team, so before you start diving into your website code, get a professional in to help!
You will also need to setup a product feed, and to associate this with your Facebook pixel. Fortunately, if your website is built on a platform such as WordPress/WooCommerce or Shopify, there are plugins you can use, which handle all the configuration for you.
Or, if you want to head down the manual route, you can follow this guide from Facebook: https://www.facebook.com/business/help/1549524211985335.