Today we are going to talk about a fundamental step in Facebook Ads campaigns: The installation of your pixel. We explain what it consists of, why it is so important to achieve a correct dynamization and analysis of campaigns and how to configure it through Tag Manager.
What is the Facebook pixel?
It is a code that users cannot see and that allows us to track the actions that people take on a website, such as, for example, which users and with what characteristics have visited our website, which have bought something , which ones have added a product to the cart, which ones have filled out a registration form, etc. After this, the pixel crosses this information with that of the . When you collect all the information, Facebook shows it to us through Facebook Ads statistics and we can act accordingly.
What can we use the Facebook pixel for?
Installing the Facebook pixel on our website allows us to:
– Measure data from our Facebook campaigns.
Since it accurately records all the actions carried out by people who come to our website through Facebook ads.
– Measure conversions.
We will be able to know what and how many conversions are made on our website (leads, purchases, downloads, …)
– Optimize investments and segmentation.
When we know the characteristics of the users who have carried out an action on our website (gender, age, demographic data, etc.), we will be able to optimize investments and segmentation and direct our campaigns to users who really interest us. In this way we will know who our buyer person or ideal client is. Plus, the pixel automatically shows your ads to those most likely to convert.
– Increase our audiences.
When we already know which audiences work best for us thanks to the pixel, we can of them.
When the pixel detects that there has been a visit to the web, it gives us the option of subsequently offering this potential customer our ad (being able to exclude users who have already converted). This way you will have brand awareness and will remind us to do the conversion later, if you finally want to do it.
How to install the Facebook pixel manually?
1. You access your Business Manager and when you display all the options in the menu at the top left you go to the event manager or directly to the “Event manager” section.
two. We press the button “create a pixel”.
3. We name our pixel and enter the URL of our website (optional). And again we click on “continue.”
Four. We choose how we want to install the Facebook pixel: manually, with a tag or integration manager, or by sending it to a developer.
5. We install the base pixel code on all pages. It is recommended to install it from minute zero, even if we are not running any campaign at that time.
6. Once the general pixel is installed on all the pages of our website, we will continue and we will be able to choose the events that we want to register. What is an event? Facebook explains it very well: It is an action that occurs on your website and that can be tracked, such as when someone clicks a button or visits a page. In the following image we can see all the events available in Facebook ads thanks to the Facebook pixel:
7. Once you decide the event that you want Facebook to register, you only have to activate it and put its code in the location indicated (normally it goes in the body).
How to install the Facebook pixel in Tag Manager?
We follow the first 4 steps above choosing the manual option. After this we copy the global code and access Google Tag Manager:
1. We create a new label and put the name we want to give to the Facebook Global Pixel. Within the tag configuration we choose “Custom HTML”. An HTML box will open and there we paste the previously copied pixel.
two. After this, we choose the activation of the label, that is, when we want the pixel to jump. In this case, being a global tag, we add “All pages”.
3. We return to Facebook, we give it to continue with the installation of the pixel and then we can choose the events that we want to measure.
Four. If, for example, we want to measure the “registration completed” event, we click on that event and it will give us a code that we can copy.
5. We go back to Tag Manager and follow the same process as before. We add a new label and put the name of the event that we want to measure. Inside the tag we choose custom HTML again and inside the box we paste the code copied previously.
6. Then we choose the activation of the label. In this case, we have to put the activator with which we know that when that action is carried out it is a conversion. It can be a pageview, a button click, etc.
A plugin that you can use to check if it works correctly is the “Facebook Pixel Helper” in which you can check if the pixel works and the events created.
And ready! Wait a few hours to confirm that your pixel is up and running, and try one of the actions you’ve installed to see if it registers correctly.
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