What is Facebook Pixel Code and How To Use It? A Step-By-Step Beginners Guide

Updated on: Apr 21, 2017
facebook pixel code - featured image

In this blog, we’ll cover what Facebook pixel code is, how to set it up and how you can use it to remarket and target your potential customers.

What is Facebook Pixel Code?

The Facebook pixel is a piece of code that you can place on your website to report conversions, build audiences and get rich insights into how people are using your website – Facebook

To put it simply, you can follow your visitors till they come back to your site.

The pixel keeps track of different actions users perform on your website, such as purchasing something or adding something to their wishlist. These actions are referred to as “events” on Facebook.

Now, how does Facebook Pixel Code work?

The Facebook pixel tracks user’s interactions with your brand on and off Facebook and Instagram by installing and activating cookies.

For example, Let’s assume you went to the IIDE website and started looking at the courses they have to offer. You found an interesting course but you had to leave without making a decision and later you forgot about it.

Now, the next time you begin to explore the web, you’ll discover that you’re being aimed at with our ads. This sort of acts as a reminder that you had visited the site and it encourages you to check out the courses where you left off. 

A famous research work by Retargeter.com says:

For most websites, only 2% of web traffic converts on the first visit. Remarketing is a tool designed to help companies reach 98% of users who don’t convert right away.

This is how Facebook Pixel Code works. So if you haven’t set this up for your website yet, here’s a step-by-step process on how to set up your very own Facebook pixel code for remarketing.

Interesting Read: Facebook Advertising Guide 101: All Things You Need To Know

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5 Steps to Set Up Facebook Pixel Code For Your Website

We’ll walk you through how to create your own Facebook pixel code, add it to your website, and utilize it to retarget potential buyers.

The procedure for procuring a Facebook Pixel Code is as follows:

Step 1: Create your own Facebook Pixel Code

  • In the left menu of your Facebook Events Manager, select Connect to Data Sources, then Web. To proceed, click on Connect.

facebook pixel code - Create your own Facebook Pixel Code

  • Then Select Facebook Pixel and click on Connect

facebook pixel code - facebook pixel

  • Now, name your pixel and add your website’s URL.

Note: Bear in mind that you get only one pixel per pixel ad account with “Events Manager”. Rather than a specific campaign, your name should represent your business.

facebook pixel code - Your Facebook Pixel Code

Step 2: Add Your Pixel Code To Your Website

You will need to install the pixel code on your website to start using your pixel code. Depending on the web platform you use, there are 3 ways:

Manually Installing the pixel code, Partner Integration option, and Email Instructions.

facebook pixel code-add pixel code to website

  • Manual Installing Option:

  • Select the pixel you want to set up and click Continue pixel setup. Then Select Install code manually.
  • Take the pixel base code and paste it into a new document. Locate the header template in your CMS or web platform, or find the header of your website. Just above the closing head tag, paste the base code at the bottom of the header section. 
  • Then click on Continue. Using the Event setup tool or manually adding code to your website, you can add events. Then finally click Done.

Note: Make sure that you manually enter the code into each of the individual pages where you want the pixel code to exist.

  • Partner Integration: 

Partner integration is the quickest and easiest way to get your pixel code in. The good news is that it works with most website builders, including WordPress, SquareSpace, Wix, and others.

All you will need to do is click on the continue pixel setup option and click on Partner Integration.

Select the partner you’ll be working with, and then follow the on-screen instructions.

Step 3: Facebook Pixel Events

  • After installing your pixel code, Click the open event setup tool.

facebook pixel code - event setup tool

  • After selecting your Facebook pixel ID, go to Settings and scroll down to Open Event Setup Tool.

facebook pixel code - event tool

  • Next would be to click on the Open Event Setup Tool Option and enter your URL.
  • After that is done, click on Open Website

facebook pixel code - setup events

A list of suggested events will be provided by Facebook. Next to each event, click Review, then Confirm or Dismiss. To proceed, click Finish Setup.

If your pixel setup is interrupted, you can always return to it later by heading to Events Manager.

Step 4: Facebook Pixel Helper

Now we’ll use the Facebook Pixel Helper to see if the pixel we’ve entered is working properly.

  • Install the Facebook Pixel Helper browser plugin in Google Chrome. (The Pixel Helper is only available for Chrome, so if you use another browser, you’ll have to install Chrome to utilize it)

facebook pixel code - facebook pixel helper

  • Go to the page where the Facebook pixel was installed. The number of pixels found on the page will be displayed in a popup. The popup will also inform you if your pixel is operational. If not, it will provide you error information so you can fix it.

facebook pixel code - pixel helper

Step 5: Facebook Pixel’s Notice to Your Website

Visitors must be informed that you are collecting their data following the terms and conditions of Facebook.

That means you’ll need to let people know you’re utilizing the Facebook pixel and that their data may be gathered via cookies or other ways. You must also inform users of their options for opting out of having their data gathered.

That’s all there is to it. Our instructions will show you how to make a pixel code and how to use it. 

It’s as simple as that. If you want a professional’s help, you can sign up for our Online Facebook Ads Course to learn how to run Facebook pixel in detail along with other Facebook advertising options with industry experts. 

Let’s see why Facebook pixel code is important for your business.

Importance & Uses of Facebook Pixel Code

The significance and applications of the Facebook pixel code are strongly intertwined. Both are interconnected, as an element that consists of use can also be considered important in and of itself.

Lets us take a look at what Facebook pixel codes can be used for and why those uses are important:

  • Know change of devices: Facebook enables you to check how your customers are moving between devices before they buy something from the website.
  • Built segmented target audience: Create Custom Audiences for people who take specific actions on your website, like visited a product page, added to the cart, or purchased a product.
  • Create Lookalike Audiences: Find more people who are similar to your best customers.
  • Run dynamic product ads: Create relevant and timely ads on Facebook based on the products people have visited on your website.
  • Access Audience Insights. Get rich insights about the people who visit your website.
  • Dynamic Product Ads – Ads developed dynamically by filling an ad template with product information from a data feed are known as Dynamic Ads. You may build thousands of ads using pixel code instead of individually configuring each one. Dynamic Ads can also be used to target visitors based on their previous interactions with your website.
  • Create Website Custom Audiences – Build targeted segments of your website visitors based on the pages they visit or their actions on your website for usage in your Facebook Ads.
  • Conversion Tracking – Use the standard events or custom conversions in the Facebook pixel to track the activities that matter to you and use them for conversion tracking and optimization.
  • Increase the ROI on your Facebook ad spend – Facebook pixel data ensures that your ads are viewed by the individuals most likely to take the action you want. This helps you to increase the conversion rate of your Facebook ads and increase your ROI.
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To summarise, a Facebook pixel code is a tiny 1-1  pixel image that should be placed on your website. It is undetectable since it is transparent. It allows you to track your website’s visits. The code allows you to keep track of the pages/sections/products they’ve visited and what actions they’ve taken.

If you found this post interesting and want to learn more about Facebook in-depth, then we highly recommend attending this Online Facebook Ads Course which equips you with all things advertising on Facebook and Instagram as well! 

And if upskilling your employees is your top priority, then we at IIDE provide corporate training to help you and your organization learn more about marketing using Facebook, Instagram, email, and other social media platforms. We can also help you plan and implement digital marketing strategies.

Get in touch with us at admissions@iide.co to help you better understand what we have to offer.

Thank you for taking the time to read our blog, we really appreciate it. If there’s anything we missed, please let us know in the comments section below.

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Karan Shah

Founder and CEO at IIDE

He is a passionate public speaker and teacher for over 10 years. He has trained over 60,000+ students and 25+ corporates in Digital Marketing via online and offline channels. He is a Harvard alumnus specialising in E-commerce......[Read full bio]


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