Facebook Ads Domination Course

Why You Should Set Up the Pixel ASAP

NB: There is no video for this segment.  Please read the information included below or you can view it within Guide 6: How to Use Retarget Marketing with Facebook.  You can also refer back to the video in segment 1 of this module where this topic is discussed.

The Facebook pixel is so powerful that experts suggest you set it up even if you have no immediate plans of advertising on Facebook.  This is to allow your pixel to gather your site visitors’ data so when you’re finally ready to pay for ads, you can add your pixel data to your custom audience. 

And just like we’ve covered in Module 5, targeting a custom audience (or people who’ve interacted with your business before) is so much easier than targeting a ‘cold’ audience or those who probably have never heard of you before. 

Here are five reasons why you need to set up the pixel on your website as soon as possible:

1.  Track your site visitors.

You can use the pixel to track your website visitors and the actions they are doing on your site.  Armed with this information, you can segment your visitors into different custom audiences.

For instance, you can create a custom audience of people who’ve been on your website but have not purchased anything.  You can create a second custom audience of people who added your products to their cart but did not purchase.  And lastly, you can create a third audience of people who successfully bought something from you. 

2.   You can monitor and optimize your Facebook ad campaigns. 

When you optimize your ads, you’re better able to create ad campaigns that result in better ROI or return on investment for you.  You’re no longer blindly hoping for someone to click on your ad, rather you have real data to back you up, and you can then make informed decisions on the best way to move forward with your ad campaigns.  With the pixel, you can see which ads are performing best with which audiences.

3.  Installing the pixel is free. 

You don’t have to pay Facebook to install their pixel.  However, when the time comes for you to utilize the pixel data, then you need to pay Facebook.  But just like we’ve mentioned quite a few times in this series, your pixel data is from a warm audience, so these people are not total strangers to your brand.  You really have nothing to lose if you install the pixel (unless you pay a developer to install the code for you!) and everything to gain thanks to better audience targeting. 

4.  You can easily track standard or custom events on your website. 

The Facebook pixel is divided into two parts.  The first one is the base code which you install into your website’s global header – this means that ALL pages on your website will be tracked by the pixel.  The second code is the events code which you can add to specific pages on your website. 

For example, if you want to track people who’ve signed up to your mailing list, you can add an event code for this.  If you want to track people who clicked on the ‘add to cart’ button you can add an event code for this as well.  If you want to track people who purchased something, you can add an event code on your thank you or product delivery page. 

5.  The Facebook pixel is not limited to a single device or IP address. 

If your website visitor logs onto Facebook from a new computer or a new mobile device, it’s able to accurately track that user’s activities.  This is why even if your website visitors checked your site on their desktop computer when they open Facebook on a mobile device or a tablet, they'd still be able to see your ads!

As you can see, the Facebook pixel is very powerful.  The ability to track and determine a user’s habits across your website is an advertising weapon you can leverage with Facebook ads.  If you want to maximize your ad spend and get more conversions, then install the pixel as soon as you read this module. 

If you are running an e-commerce store, the Facebook pixel will help you reach your business goals faster at a much smaller ad spend than if you advertise on other platforms.  You have practically nothing to lose and everything to gain by adding just a few lines of code to your website!

How to Create Your Facebook Pixel

Creating the pixel is very easy.  You just need to go to your Facebook Ads Manager (we showed you how to do this in Module 2) and look for the Pixels tool.  Note that you can only create one pixel per ad account. 

Here’s a screenshot to help refresh your memory:

  (How to access the Pixels tool in Facebook Ads Manager)

(How to access the Pixels tool in Facebook Ads Manager)

 You will then see this on your screen:

  (Install your pixel code onscreen module)

(Install your pixel code onscreen module)

Follow the onscreen instructions carefully.  Once you have the pixel set up on your website, you will then be able to create custom audiences and lookalike audiences based on your website’s pixel data.