FacebookPixel:
theEssential
Guide
www.pixelyoursite.com
ManagetheFacebookPixelwithjustafewclicks
ManageyourFacebookPixelwithjustafewclicks
www.pixelyoursite.com
21thingsyoumustknowaboutthepixel
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Facebook Pixel:
the Essential
Guide
www.pixelyoursite.com
Manage the Facebook Pixel with just a few clicks
Manage your Facebook Pixel with just a few clicks
www.pixelyoursite.com
21 things you must know about the pixel
The Facebook Pixel Guide
Important things about the Facebook Pixel:
● The New Pixel completely replaces the old conversion pixels and the remarketing pixel Facebook used to have
● The New Pixel can be used for ads optimization , Custom Audiences and Dynamic Product Ads
● The New Pixel works with Events triggered when something important happens on your site they do the job of the old conversion pixels, but the are also extremely useful when it comes to Custom Audiences
● Pixel Events and Custom Conversions are two separate things. You don’t need to set up Custom Conversions if you use events
● Dynamic Events can be triggered on key actions, like clicks on links and buttons
● Sending Event Value is important and helps Facebook (and you) to optimize for people reaching the event (and calculating cost per action and Return On Ad Spend)
● Running Dynamic Product Ads requires some special settings for the pixel (ViewContent, AddToCart and Purchase events) and at least two parameters (content_ids and content_type)
a guide by Cristian Stoicescu from PixelYourSite
Yes, you do. The old conversion pixel will be out of use by the end of 2016. You MUST switch to the new one as soon as you can.
4. I already have a Remarketing Facebook pixel on my site. Do I
have to use the new Facebook Pixel?
Yes, you do. This one is also going to be retired, just like the conversion pixels.
5. What can I do with the Facebook Pixel?
You can use the pixel for 3 main purposes:
● Optimize your Facebook campaigns for conversion (using Events)
● Create Custom Audiences (and subsequent Lookalike Audiences)
● Create Dynamic Product Ads Campaigns for your ecommerce site
6. Can I have more than one pixels on my site?
You should only have one pixel code on a site, but you can still have the old conversion pixels if you need them.
Pixel Events and Parameters
7. What are Events?
Events are parts of the Facebook pixel code. They are triggered when something significant happens on your site (like when a key page is visited).
8. What are Dynamic Events?
They are events triggered when an action is performed on your site, like when a click on an important link or button is made by the user. The key difference between a normal event and a dynamic one is that a dynamic event is not triggered when the page is loaded, but when the desired action is performed on the page.
PixelYourSite Pro Plugin comes with Dynamic Events ability: you can add dynamic events on link or button clicks (works with form or popup plugins great for affiliate sites or List Generating)
9. What are events parameters?
Parameters are additional pieces of code that send important information about the event. Here are a few common parameters that are usually used by Facebook:
● content_name ● content_type ● content_category ● content_ids ● value it will be used in the Ads Reports to track conversion value ● currency
You can also add your own parameters and track them according to your needs.
8. What are Standard Events?
Facebook has a set of 9 standard events:
ViewContent When a key page is viewed such as a product page, e.g. landing on a product detail page
Search When a search is made, e.g. when a product search query is made
AddToCart When a product is added to the shopping cart, e.g. click on add to cart button
AddToWishlist When a product is added to a wishlist, e.g. click on add to wishlist button
InitiateCheckut When a person enters the checkout flow prior to completing the checkout flow, e.g. click on checkout button
AddPaymentInfo When a payment information is added in the checkout flow, e.g. click / LP on save billing info
9. What are Custom Events?
You are not limited to the 9 Standard Events only. You can define Custom Events and pull any type of data you need as parameters.
Custom Events can be used for Custom Audiences building only. You can’t use them for campaign optimization.
10. Can I use parameters when I create Custom Audiences?
Yes, you can. This is the purpose of parameters. You can granulate your audiences by using them.
For example, you can create a custom audience of clients who bought products for more than $50 of value. To achieve this you will go to Custom Audience > Website Traffic > Custom Combination, select the Purchase Event, then select value parameter and add => 50 as a rule.
11. Can I optimize the ads using events parameters?
No, you can’t do this. You can only optimize the ads for a Standard Event, but you don’t have the possibility to select any parameters when doing so.
12. What about Facebook Dynamic Product ads and pixel setup?
As you probably know, Facebook Dynamic Product Ads lets you automatically promote products from your website across any device. It is an ongoing retargeting campaign for ecommerce websites.
In order for Dynamic Ads to work, you need to configure 3 pixel events on key pages or actions on your website:
- ViewContent Event on each product of your website
- AddToCart Event on cart page or on add to cart button clicks
- Purchase Event on the Thank You page of your website the page where the client lands after completing a transaction.
Required parameters for Dynamic Ads events:
● content_type it must be “product” or “product_group” ● content_ids product ids associated with the event. It must be the same one you use for the Product Catalog
PixelYourSite Pro Plugin comes with out of the box Dynamic Ads setup for WooCommerce
Pixel Events or Custom Conversions
13. What’s the difference between Pixel Events and Custom
Conversions?
They are two different things.
You can just add the basic code on your website than define various Custom Conversions directly on Facebook, or you can use a more advanced strategy, and implement events into your code.
You can also define Custom Conversion based on events, if you want.
When using events into your pixel code you don’t have to make use of Custom Conversions.
14. Which is better, pixel events or custom conversions?
Pixel Events can give you a lot more space for optimization, and they can use dynamic parameters (automatically pulled from your website).
Events can be triggered dynamically (Dynamic Events), when someone performs the desired action on your website (like clicks on links and buttons). This is really helpful, because you can optimize your ads for these actions (affiliate links or list generation), something you can’t do with Custom Conversions.
● ViewContent (triggered on product pages): Google Analytics > Conversion > Product Performance > Buy to Detail Rate
● AddToCart (triggered on add to cart button click): Google Analytics > Conversion > Shopping Analysis > Shopping Behavior and look for the Sessions With Add to Cart column. You will see the percent of users who complete the transaction (on a Grey arrow).
● InitiateCheckout (on the checkout page): Google Analytics > Conversion > Shopping Analysis > Checkout Behavior and look for Sessions with Transactions data. This is the percent of people that arrive on the Checkout Page and complete the transaction.
● Purchase (on the Thank You Page): You can use the value of the transaction. This event is triggered only after the transaction is completed, so at this point you know the exact value.
If you are using WooCommerce, PixelYourSite Pro automatically adds all the events on the corresponding pages and dynamically pulls value. You can easily define conditions for each event value (like what percent of the price to be use) and you can also decide upon including or excluding tax and shipping cost.
After Pixel Install
18. How to track the Facebook Pixel data in the Ads Reports?
You can select the pixel to be connected with the ads and populate your reports with useful data that will help you better understand the performance of your campaigns.
By default, the reports will track each event and count it as a conversion. To have a correct image of what’s going on, you should definitely create a few Custom Reports and track key events (like Purchase, or Lead, for example), their value and their cost (cost per event).
Creating Custom Reports is very easy and we have an article on how to do it that you can find here: http://www.pixelyoursite.com/facebook ads reports optimisation
19. How to check if the pixel is working fine on my site?
The most simple way to check this, is to use Facebook very own tool: Pixel Helper Chrome Extension
It will report you key data about the pixel, together with potential errors that you might have.
Super Important: some reported errors are false or don’t apply to your situation.
While Pixel Helper is a really useful tool, it is also far from being perfect. Some of the errors it is reporting are simple warnings that can be ignored. Sometimes the errors don’t apply to your situation or are completely false.
It can be confusing, and because of this we made an in depth article explaining how to understand Pixel Helper reports
20. Can I share the pixel with with someone else?
You can easily share your own pixel with another Facebook account. You will need a Business Manager account (don’t worry, it’s easy and free to get one), go under Pixels tab and from there you can Assign Ad Accounts or Assign Partner.
Useful Stuff
21. What is Advanced Matching in Facebook Pixel?
This new feature of the Facebook pixel enables advertisers to leverage their own customer data such as email address, phone number, and so on. Basically you will tell Facebook what do you know about the visitor, helping them to make a better match with an existing Facebook user account.
By implementing this feature, advertisers can report on more conversions, optimize their ads against more conversion data, and reach more people on Facebook with their website custom audiences or dynamic ads.