The Facebook Pixel: How-To

The Facebook pixel. We all have one, but do we all use it?

This useful snippet of html coding is highly advantageous when you want to track your website viewers, create custom audiences for your ads, and measure conversion rates. To increase the success of your Facebook ad campaigns and retarget your website visitors, read this four-step guide on how to install your Facebook pixel onto your website.

1. Create your pixel (if you haven’t already)

Access your Ads Manager and click Tools from the top menu. Click Pixels > Facebook Pixel > create pixel.

2. Install your pixel

Click the code and highlight it. Go to your website and paste the code into your website theme. If you use a third-party platform, view this link to learn how to install the pixel properly. Otherwise, you will paste the code in between the <head> and </head> tags of your web page.

3. Make sure your pixel is working

Go back to Ads Manager and click Tools from the top menu > Pixels. If you visit your website, then look back to the pixels page in Ads Manager and see that there is an uptick in views, your pixel is working properly.

4. Create a custom audience

Click Tools from the top menu > Audiences > Create Audience > Custom Audience. From the three options in the menu, select Website Traffic. Here, you can select whether you want to track all website views or specific page views. Name your new custom audience so you can later identify it when you are creating ads. As an example, you could name it “All Web Traffic.”

Now you have the means to track and retarget website visitors that Facebook can match to an account. Happy retargeting! To readers who were present at the Community Foundation of Middle Tennessee’s The Big Payback Kickoff, we hope you’ve enjoyed this step-by-step guide, and that you see how using the Facebook pixel can help tear down the social media silos that businesses and nonprofits fall into.

We wish you the best of luck during your #BigPayback campaigns!