How to Install the Facebook Pixel
Are you using the Facebook Pixel to track conversions and measure the results of your campaigns?
If not, you’re missing out!
While you can certainly Boost Posts, run Engagement Ads, and even send people to your website with Traffic Ads, if you’re not using the Facebook Pixel to track Custom Conversions or Standard Events, then you’re running your ads with a major blind spot!
The Facebook Pixel is a snippet of code that is unique to your ad account, and is placed between the <head></head> tags across your website.
When you’ve installed the pixel, you can do all kinds of powerful things. Not only can you track conversions, like people signing up for your list, but you can also build audiences for future targeted based on how people interact with your site.
But before we get into all of that exciting stuff the first step is to install the pixel.
Here are the steps to add the Facebook Pixel code to your website:
1. Create a pixel
You’ll need to navigate to the Facebook Ads Manager, facebook.com/ads/manage. If you’ve never run an ad before, you’ll be prompted to set up your account. If you’ve boosted a post in the past you’ll skip this and just be taken to the Ads Manager.
Using the dropdown menu at the top (it’ll be those three little lines next to the words Ads Manager at the top left), navigate to Pixels, which is under Assets:
If this is your first time setting up your pixel then you will be prompted to create your Pixel by clicking on the green button:
NOTE: if when you navigate to the Pixels menu you’re not seeing the green Create a Pixel button, it means you’ve created your Facebook Pixel already. Continue to follow the rest of these directions to make sure you’ve got it installed and firing correctly!
You’ll be asked to name your pixel, so call it something like “Your Company Name‘s Pixel.” Once the code has been generated you’ll need to copy and paste it into your site. Simply click on the code and Facebook will automatically copy it it to your clipboard!
2. Add the Facebook pixel to your website
To add the pixel to your website, take the code and place it between <head> </head> in the code of the webpages that you want track.
I recommend installing it across all pages of your site so that you can track behavior and conversions!
If you’re running your site on WordPress you have a few options.
Some themes will allow you to add tracking codes directly through your theme settings. If that’s not an option in your theme, you can either install your Pixel through a plugin like Headers and Footers, or PixelYourSite.
If you’re running your site on SquareSpace you’ll want to go to Settings >> Advanced >> Code Injection. Paste the code into the Header box.
And that’s it!
Download the Facebook Pixel Installation Checklist
Get a printable checklist to walk you through installing the Facebook Pixel!
You don’t need to install anything else like Standard Events, unless your conversions can’t be tracked by a “thank you” url, you’re selling products or you have a very complex sales funnel.
If you do want to have the flexibility to install Standard Events down the line, the I recommend firing the code through something like Google Tag Manager.