The Facebook

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THE COMPLETE x GUIDE e l

Where Social Ad Experts Level Up P.4 LET US INTRODUCE THE FACEBOOK PIXEL P.5 BENEFITS OF IMPLEMENTING THE FACEBOOK PIXEL P.9 WHAT YOU NEED TO SET UP THE FACEBOOK PIXEL P.10 CHAPTER 1 HOW TO CREATE YOUR PIXEL AND ADD IT TO YOUR WEBSITE P.15 CHAPTER 2 SETTING UP YOUR PIXEL: ADVANCED EVENTS P.30 CHAPTER 3 IS YOUR PIXEL SET UP PROPERLY?

REACH US ON makemereach.com 2/32 ARE YOU a performance marketer, brand manager, or agency?

ARE YOU already using Facebook ads to market your brand?

DO YOU WANT to scale your social ads and get insights into your audiences?

REACH US ON makemereach.com 3/32 LET US INTRODUCE THE FACEBOOK PIXEL

My website

An analytics tool that helps you measure Originally, Facebook designed multiple pixels the effectiveness of your advertising, for different objectives such as a Custom Audience Pixel for retargeting website the Facebook Pixel is a small piece of visitors and conversion pixels for tracking code that you place on the header of website conversions. In 2015, Facebook your website. took a monumental step forward in the world of pixels, releasing a pixel capable of It helps you track conversions and visits retargeting, optimizing and tracking all- from your Facebook ads, optimize ads in-one! based on collected data, build targeted audiences for your future ads and remarket to your qualifed leads.

REACH US ON makemereach.com 4/32 BENEFITS OF IMPLEMENTING THE FACEBOOK PIXEL

Track Conversions The Facebook Pixel allows you to monitor how people interact with your website after viewing your ad on Facebook. You can even track customers across devices so you can tell if, for example, a user browses on their smartphone but switches to a desktop before making a purchase (or visa- versa). This information can help you refne your ad strategy and calculate ROI.

1REACH US ON makemereach.com 5/32 Reach the Right People You can easily fnd new customers, or people who have visited a specifc page or taken an action on your website, thanks to the Facebook Pixel. You can also build a lookalike audience of people who have similar likes, interests, and demographics to those currently interacting with your website. This can help you expand your customer base.

2REACH US ON makemereach.com 6/32 Drive More Sales With the Facebook Pixel you can set up automatic bidding to target the people who are most likely to take a signifcant action, like making a purchase.

3REACH US ON makemereach.com 7/32 Remarket Pixel tracking data allows you to show targeted ads to those who already visited your website and took an action, for example adding a product to their wishlist or shopping basket. You can then show people an ad for the exact product they abandoned, reminding them that it’s still available. This is particularly effective in January when the items they might have added are now on sale.

4REACH US ON makemereach.com 8/32 WHAT YOU NEED TO SET UP THE FACEBOOK PIXEL

To implement the pixel, your business will need to have a website and you’ll need to be able to update its code. If you’re not in charge of managing your website, you can ask your website developers to set it up.

REACH US ON makemereach.com 9/32 CHAPTER 1 HOW TO CREATE YOUR PIXEL AND ADD IT TO YOUR WEBSITE

Go to the Pixel tab on Facebook Business Manager. If you don’t already have a Pixel, click on 1 “Create a Pixel”. Name your pixel, accept the terms and conditions, and click “Next”. When deciding on the Pixel’s name, remember that you only get one Pixel for each ad account, so the name should represent your business, rather than a specifc campaign.

Create a Pixel

2 If you already have a Pixel, click “Set Up”.

Create a Pixel

Create Custom Audience Create Custom Conversion Set up 1REACH US ON makemereach.com 10/32 Then, select the type of integration you want to use to set up your Pixel on your website. 3 The Facebook pixel is already integrated on certain websites, (see below) so you just follow an easy process within your Facebook Business manager set it up.

Google Wordpress WooCommerce Wix Shopify Tag Manager

Magento BigCommerce Segment Squarespace

IF YOUR WEBSITE IF YOU ARE MANAGING IS MANAGED BY AN EXTERNAL YOUR WEBSITE YOURSELF WEB DEVELOPER

select select

“Manually “Email Install the Code Instructions to Yourself” a Developer”

And it will send the exact same instructions you’ll be reading so they can set it up. 1REACH US ON makemereach.com 11/32 4 Install the Pixel Code.

Use an Integration or Tag Manager

Facebook pixel currently integrates with BigCommerce, Google Tag Manager, Magento, Segment, Shopify, Squarespace, Wix, WooCommerce and many more. Leran about platform integrations.

Manually Install the Code Yourself

We’ll walk you through the steps to install the pixel code.

Email Instructions to a Developer

Send the installation instructions to a developer to install the pixel code for you. 1REACH US ON makemereach.com 12/32 You’ll have to locate the tags where you’ll need to place the Pixel code. It will enable you to trigger the default PageView event every time a page is viewed by someone.

Locate the header code for your website

Copy and paste your Pixel’s code between the head> tags. !DOCTYPE html> You need to paste it into every single page, or template insert_pixel_code_here if you’re using one. Do not modify this code even if you want to track more events.

Copy event code.

You can copy the appropriate event code based on the actions you Basic Recommended Advanced want to track on your website.

Search For custom conversion code, click Custom Event. After you create a Facebook Pixel Facebook ad products matter most to you. 1REACH US ON makemereach.com 13/32 Paste the event code into the appropriate location on your webpage based on the action you want to track. It should go just below the tag for a new page that opens as a result of the tracked action (like a thank you page).

Copy the entire pixel code and paste it in the website header

Use Advanced Matching

Or, you can attach the code to specifc HTML elements like buttons that trigger actions within a page. When you’re done, click Next.

1REACH US ON makemereach.com 14/32 CHAPTER 2 SETTING UP YOUR PIXEL: ADVANCED EVENTS

Now you know how to set up your Facebook Pixel, why not dig a little deeper into what’s happening within your website. You can add events to your Pixel to track specifc actions people take on your website. Events are actions that happen on your website (like when someone makes a purchase).

How to set up events on your website

Go to the Pixels tab 1 in Ads Manager.

Use an Integration or Tag Manager

Click Set Up Pixel. Facebook pixel currently integrates with BigCommerce, Google Tag Manager, Magento, Segment, Shopify, Squarespace, Wix, 2 WooCommerce and many more. Leran about platform integrations.

Manually Install the Code Yourself Click Manually Install We’ll walk you through the steps to install the pixel code. 3 the Code Yourself.

Email Instructions to a Developer

Send the installation instructions to a developer to install the pixel code for you. 4 Click Continue. 2REACH US ON makemereach.com 15/32 Purchase 5 Click Install Events. Lead Complete Registration

Add Payment Info Click the toggle icon next to an event you’d Initiate Checkout like to track. 6 Add to Cart

Add to Wishlist

Select Track Event on Search Page Load or Track Event 7 on Inline Action. View Content

Purchase

8 Track Event on Page Load Track Event on Inline Action

Track Event on Page Load: Choose this option if the action you care about can be tracked when someone lands on a certain page, like a confrmation page after completing a purchase.

Track Event on Inline Action: Choose this option if the action you want to track requires someone to click something (like an add to cart or purchase button). 2REACH US ON makemereach.com 16/32 Add event parameters, like Conversion Value or Currency, to measure additional information about your event 9 (Recommended)

Track Event on Page Load Track Event on Inline Action

Copy purchase event code.

Send Event Parameters

Conversion value 10.00

Currency USD

Add Another Parameter

2REACH US ON makemereach.com 17/32 Copy this event code and paste it on the relevant page of your site. Be sure not to modify the Pixel code you’ve already placed in the 10 header of your website.

FOR PAGE LOAD FOR INLINE ACTION EVENTS EVENTS

Place the code just below add the event code between the closing header section script tags next to the action of the page you want to track (for many websites, this will be right (like a button). after the opening tag).

If you’d like your Facebook Pixel to fre on specifc button clicks, you’ll have to update the code* to tie an event to an action.

* “Updating the code” means that the user will have to change the way their own website is managing this event. If you want to trigger it when pressing a button (and not when loading a page), you need to load the event using a client-side, javascript function - that will dynamically insert the event when an “onclick” event is fred for the button. 2REACH US ON makemereach.com 18/32 CONGRATULATIONS! You’ve now fnished setting up an event on your website. You can repeat these steps for any other events you would like to track.

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REACH US ON makemereach.com 19/32 The standard events you may want to track include:

1 PURCHASE EVENT Add this event into the page that confrms a purchase to collect data about people who bought articles on your website and the value of what they bought.

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion Yes 12.56

currency string The currency of the value, in ISO 4217 Yes ‘USD’

content_name string The name of the page or product No 'Really Fast Running Shoes'

content_type string Can be 'product' or 'product_group', Yes (for DPA) 'product' depending on what you decide to have in 'content_ids' or 'contents' (ids of products or ids of product groups)

content_ids* array The ids of the products or product groups Yes (for DPA) ['product_6','product_9'] the user has in their cart

contents* array List of products the user has in their cart. Yes (for DPA) [{'id':'product_6', 'quantity':2,'item_ Each object can contains the following price':12.56},{'id':'product_9', parameters: id (string), quantity (int), 'quantity':1,'item_price':9.69}] item_price (foat).

num_items int The number of items No 3

* Exclusive: you have to pick one of these two parameters, not both. 2REACH US ON makemereach.com 20/32 2 LEAD EVENT Add this event into the page that confrms to a user he successfully flled and sent his information through your form.

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion No 12.56

currency string The currency of the value, in ISO 4217 No ‘USD’

content_name 'USD' The name of the page or product No 'My page'

content_category string The category of the page or product No 'Entertainment' 2REACH US ON makemereach.com 21/32 3 COMPLETE REGISTRATION EVENT This event is pretty similar to the Lead one, but it should be used when a user is flling a form to register to your website. Add this in the confrmation page, after the completion of the form.

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion No 12.56

currency string The currency of the value, in ISO 4217 No ‘USD’

content_name string The name of the page or product No 'My page'

status string The status of the registration No 'Registered' 2REACH US ON makemereach.com 22/32 4 ADD PAYMENT INFO EVENT This event should be triggered when the user successfully added a payment method, so when a confrmation page is loaded.

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion No 12.56

currency string The currency of the value, in ISO 4217 No ‘USD’

content_category string The category of the page or product No 'Apparel & Accessories > Shoes'

content_ids* array The ids of the products or product groups No ['product_6','product_9'] the user has in their cart

contents* array List of products the user has in their cart. No [{'id':'product_6', 'quantity':2,'item_ Each object can contains the following price':12.56},{'id':'product_9', parameters: id (string), quantity (int), 'quantity':1,'item_price':9.69}] item_price (foat).

num_items int The number of items No 3

* Exclusive: you have to pick one of these two parameters, not both. 2REACH US ON makemereach.com 23/32 5 ADD TO CART EVENT This event should be used when a user add something to their cart. It should be placed in the page where the user is redirected when adding a product into their cart but if the redirection is not happening, this event should be used in an inline way (see the Inline Actions chapter).

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion No 12.56

currency string The currency of the value, in ISO 4217 No ‘USD’

content_name string The name of the page or product No 'Really Fast Running Shoes'

content_type string Can be 'product' or 'product_group', Yes (for DPA) 'product' depending on what you decide to have in 'content_ids' or 'contents' (ids of products or ids of product groups)

content_ids* array The ids of the products or product groups Yes (for DPA) ['product_6','product_9'] the user has in their cart

* Exclusive: you have to pick one of these two parameters, not both. 2REACH US ON makemereach.com 24/32 6 ADD TO WISH LIST EVENT This event should be used when a user adds something to its wish list. It should be placed in the page where the user is redirected when adding a product into his wish list but if the redirection is not happening, this event should be used in an inline way (see the Inline Actions chapter).

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion No 12.56

currency string The currency of the value, in ISO 4217 No ‘USD’

content_name string The name of the page or product No 'Really Fast Running Shoes'

content_category string The category of the page or product No 'Apparel & Accessories > Shoes'

content_ids* array The ids of the products or product groups No ['product_6'] the user has in their cart

contents* array List of products the user has in their cart. No [{'id':'product_6', 'quantity':1,'item_ Each object can contains the following price':12.56}] parameters: id (string), quantity (int), item_price (foat).

* Exclusive: you have to pick one of these two parameters, not both. 2REACH US ON makemereach.com 25/32 7 INITIATE CHECKOUT EVENT This event should be triggered when a user initiated a checkout process. It should be placed in the page where the user is redirected when initiating the checkout process.

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion No 12.56

currency string The currency of the value, in ISO 4217 No ‘USD’

content_name string The name of the page or product No 'Really Fast Running Shoes'

content_category string The category of the page or product No 'Apparel & Accessories > Shoes'

content_ids* array The ids of the products or product groups No ['product_6'] the user has in their cart

num_item int The number of items No 1

* Exclusive: you have to pick one of these two parameters, not both. 2REACH US ON makemereach.com 26/32 8 SEARCH EVENT This event should be triggered when the user is doing a search in your website, if you provide a search engine. Add the code in the page showing the results of the query.

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion No 12.56

currency string The currency of the value, in ISO 4217 No ‘USD’

content_category string The category of the page or product No 'Apparel & Accessories > Shoes'

content_ids* array The ids of the products or product groups No ['product_6','product_9'] the user has in their cart

search_string string The query made by the user No 'Shoes for running'

* Exclusive: you have to pick one of these two parameters, not both. 2REACH US ON makemereach.com 27/32 9 VIEW CONTENT EVENT This should be used when a user is viewing details of a specifc item for example. Add this code to the page where the user will be redirected when asking for more information.

Additional parameters available

PARAMETER TYPE DESCRIPTION REQUIRED EXAMPLE

value foat The estimated value of the conversion No 12.56

currency string The currency of the value, in ISO 4217 No ‘USD’

content_name string The name of the page or product No 'Really Fast Running Shoes'

content_type string Can be 'product' or 'product_group', Yes (for DPA) 'product' depending on what you decide to have in 'content_ids' or 'contents' (ids of products or ids of product groups)

content_ids* array The ids of the products or product groups Yes (for DPA) ['product_6','product_9'] the user has in their cart

* Exclusive: you have to pick one of these two parameters, not both. 2REACH US ON makemereach.com 28/32 DELAYED PIXEL FIRES

You can set a timeout to wait a few seconds before fring an event. It can be useful to track engaged users.

In this example, 5 seconds

Here, timer is a variable used to defne the number of seconds the event will wait until getting fred (timer * 1000 at the end is to convert this value to seconds). 2REACH US ON makemereach.com 29/32 CHAPTER 3 IS YOUR PIXEL SET UP PROPERLY?

Now that you have set up your Pixel, and maybe some more advanced events to track, you need to make sure everything is working properly.

Facebook created a Chrome extension called Pixel Helper, available here.

Pixel Helper Download the Facebook Pixel Helper then visit the page 1 pixel found on… where you have installed the Facebook pixel.

If the extension fnds the pixel, the icon will turn Facebook Pixel loaded successfully blue, and a popup will indicate how many Pixels are found on the page. The popup will also tell you if your Pixel is working properly. If not, it will provide error information so you can make corrections.

Below is a brief description of how the extension works. You will get a list of the events you’ve already set up, with an indicator of their status.

Pixel Helper A Green Tick means that your event is working correctly. 1 pixel found on… 1 error Yellow messages are warnings: this means the events are currently working but there’s a possibility they may cause some ! Conversion Pixel ! issues. Consider fxing these issues (with Facebook’s help). did not load

Red messages are errors: the event is not working, and fxing these issues should be your priority ! (if these events are important to your campaigns). 3REACH US ON makemereach.com 30/32 To further test out the status of your Pixel why not send it some traffc? If your status is shown as Active, your code has been installed properly. Note that this process may take several minutes.

Facebook recently released a new tool to check your tracking set-up. If your Pixels are working correctly it allows you to check your offine conversions, for example; people paying in-store with a loyalty card.

With this tool you can check the amount of events that you have activated and then track each event. Each time your webpage is loaded the pixel will fre an event. Facebook will track this event and display it on this new analytics tool in the Events Manager.

To Conclude The Facebook Pixel is a must-have tool for all marketers looking to advertise on Facebook. The tracking tool allows you to monitor how successfully your Facebook ads are doing with accurate conversion rates and custom audiences built from onsite traffc. Whether or not you want to set up more advanced events to track, the Facebook Pixel allows you to accurately keep track of your campaigns’ ROI and make use of off-platform retargeting. 3REACH US ON makemereach.com 31/32 GET HELP Setting Up the Facebook Pixel with our team of experts at MakeMeReach!

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