How to Install the Meta Pixel Without Crying in the Process

Social media advertising's biggest perk is the ability to test, track, tweak, and target ads with precision. The Facebook Pixel, now called Meta Pixel since February 2022, is a crucial tool for optimizing ads on Facebook and Instagram. Whether you're a current or future ad user, this tool is a must-have. Read on to learn more!

What is the Meta Pixel?

The Meta Pixel, formerly known as the Facebook Pixel, is a data-gathering tool provided by Meta (formerly Facebook). It allows advertisers to track user interactions on their websites, collect data on user behavior, and optimize their advertising campaigns on Facebook and Instagram.

By installing a small piece of code on their websites, advertisers can:

1. Track Conversions: Monitor actions people take on their site, such as purchases, sign-ups, or downloads, after seeing or clicking on their ads.

2. Retarget Visitors: Show ads to people who have previously visited their site or taken specific actions.

3. Optimize Ads: Use collected data to refine ad targeting and improve campaign performance.

4. Build Custom Audiences: Create audiences based on website activity for more precise targeting.

5. Measure Ad Performance: Gain insights into the effectiveness of their ads and make data-driven decisions.

How does the Meta Pixel work?

The Facebook Pixel operates by placing and triggering cookies to track users as they interact with your business on and off Facebook and Instagram.

For instance, I recently came across an ad for a dog food brand called The Farmers Dog. My husband and I foster animals (plus have 3 dogs and 3 cats of our own) so we are always searching for dog related items. Someone recommended The Farmers Dog to me at work and I stumbled upon their website. Then, I got distracted by life and put my phone down.

A few hours later, I noticed this ad pop up in my Instagram Stories feed:

This nifty trick is called retargeting, a marketer's way of gently nudging you to come back and buy those items you’ve abandoned in your online shopping carts.

But wait, there’s more! Retargeting is just one of the many talents of the Facebook Pixel. It’s also a whiz at tracking, analytics, and overall ad optimization.

The Pixel keeps an eye on the various actions people take on your website, like making a purchase or adding items to their cart. Facebook calls these actions "events."

Meta Pixel, the 17 Standard Events:

• Purchase

• Lead

• Complete registration

• Add payment info

• Add to cart

• Add to wishlist

• Initiate checkout

• Search

• View content

• Contact

• Customize product

• Donate

• Find location

• Schedule

• Start trial

• Submit application

• Subscribe

You can also add more details to standard events using something called parameters. Parameters are extra bits of code called on the back end of your website, along with the Meta Pixel. These allow you to customize the standard events based on factors like:

• How much a conversion event is worth

• Currency

• Content type

• Predicted long-term value

For instance, The Farmer's Dog can install the Facebook tracking pixel to log views of a particular category on their website, rather than monitoring all page views. Maybe they want to distinguish between dog owners and cat owners based on which sections of the pet supply site user's explore.

How the new IOS 14.5 update effects your pixel:

The iOS 14.5 update introduced significant changes affecting the Meta Pixel, particularly through Apple's App Tracking Transparency (ATT) framework.

This update requires apps to ask users for permission to track their activity across other companies' apps and websites. As a result, some users have opted out of tracking, limiting the data that the Meta Pixel can collect from iOS devices.

However, the Meta Pixel still works and provides businesses access to an extremely targeted form of advertising.

Let's Set Up the Meta Pixel (with photos!)

Step One:

• Head over to your Facebook Events Manager and click Connect to Data Sources located in the left-hand menu, then select Web. Click Get Started to continue.

Source: Facebook Events Manager

• Select Facebook Pixel, then click Connect.

Source: Facebook Events Manager

• Name your pixel

• Enter your website URL,

• Click Continue.

Source: Facebook Events Manager

When picking a name for your pixel, remember that Events Manager only gives you one pixel per ad account. So, make it count! Choose a name that represents your Website (the source of the data it's collecting).

Step 2: Adding the code to your website (It's not scary, I promise!)

Now, it's time to connect your website to Facebook! This works by installing a snippet of code on the backend of your website.

Source: Facebook Events Manager

• Chances are, you probably use one of Facebook’s integration partners for your website. If you use, WordPress, SquareSpace, Wix, WooCommerce, Shopify (there's lots!) choose Use a Partner Integration. Meta will walk you through the steps to connect your Meta pixel without any coding. If someone manages your website or you work with a developer, click Email Instructions to send them everything they need to install the pixel.
  

• If neither of those options apply to you, you need to insert the pixel code directly into your web pages. Don't worry, we are going to walk you through it.

• Click Install Code Manually and then click the Copy Code button.
  

Source: Facebook Events Manager

• Head to the backend of your website. Most website vendors provide a hassle-free way to insert custom code to different sections of your website. Our best advice is to chat with support or do a quick Google/YouTube search including your website vendors name. Chances are, someone else has had the same question and its been answered!

• Paste the pixel code into the header code of your website, just above the </head> tag. You need to paste it into every single page, or into your header template if you’re using one. Click Continue.

• Now, you will be able to choose whether to use automatic advanced matching. We recommend using this. This option matches hashed customer data from your website to Facebook profiles. This lets you track conversions more accurately and create larger custom audiences. Then click Continue.

Source: Facebook Events Manager

Step 3: Setting Up Custom Events

• Click the Open Events Setup Tool

Source: Facebook Events Manager

• Choose your Facebook pixel ID, then click Settings and scroll down to Open Event Setup Tool.

Source: Facebook Events Manager

• Now enter your website URL and click Open Website.

Source: Facebook Events Manager

• Now, Facebook will provide a list of suggested events that you can track. Click Review next to each event, then choose to Confirm or Dismiss. Click Finish Setup to continue.

If you’re interrupted during this setup, don't worry! You can always come back to this later by going to Events Manager.

Step 4: You're almost DONE! Let's check that the pixel is working with the Facebook pixel helper

Let's make sure the Pixel is setup correctly before you start relying on the data.

• Add the Facebook Pixel Helper extension to your Google Chrome browser. (It’s only available for Chrome, so if you use a different browser, you’ll need to install Chrome to use the Pixel Helper.)

• Navigate to the website URL where you have installed the Facebook pixel. Using this extension, a popup will indicate how many pixels it finds on the page. It will also tell you if your pixel is working properly. If not, it will provide error information so you can make corrections!

Step 5: Be compliant & be sure to add a notice to your website!

To stay on Facebook's good side (and out of the clutches of the law), you've got to ensure your website visitors are fully aware that you're website is tracking their data.

And of course, you should also tell users how to opt out of this data collection.

For the nitty-gritty, head over to Facebook's Business Tools Terms and skip down to point 3: "Special Provisions Concerning the Use of Certain Business Tools." Or, take a peek at Facebook's Cookie Consent Resource for some enlightening info.

Here is an example of our Cookie Consent Banner. We wanted to make it fun!

What is Conversions API?! Do I need it?! (Yes!)

To combat the data-loss havoc brought by iOS14.5 updates, Facebook rolled out Conversions API. Instead of relying solely on cookies and web/mobile browsers for data, Conversions API directly gathers information from your servers.

By teaming up Conversions API with the Facebook pixel, you gain access to more dependable data, even in the face of pixel data loss.

If you're using one of Facebook's integration partners, such as Shopify or WooCommerce, you can activate Conversions API without having to write a single line of code! It really is that easy.

Here's how:

1. Navigate to Events Manager, find Data Sources in the left column, and click Settings from the top menu.

2. Scroll down to the Conversions API section and select Choose a Partner.

Choose your partner and follow the prompts. Facebook provides comprehensive instructions for setting up the Facebook pixel Shopify Conversions API integration.

If you're not using one of Facebook's integration partners, you'll need to do some coding and probably collaborate with a developer. Follow Facebook's detailed steps for manually implementing Conversions API.

Need help setting up your Facebook pixel? Reach out to us today! We are Meta Certified.