The Facebook Pixel (The Beginners Guide)…Retarget Like A Boss!

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What The Heck is a Facebook Pixel?

The Facebook Pixel as defined by Facebook themselves is:

“An analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.”

You can use the Facebook pixel data to:

  • Make sure your ads are being shown to the right people
  • Build advertising audiences
  • Unlock additional Facebook advertising tools

So what does this mean for you?

In simple terms the Facebook Pixel can be used to gather your prospects data as they interact with you both on Facebook and off Facebook.

This allows you to advertise to your website visitors later. This is called retargeting.

What this means is that you can continue to advertise to the people that show the most interest in your product/service.

How to Set Up Your Facebook Pixel

To create your Facebook Pixel:

  1. Go to your ads manager (for information on setting up your ads manger check out this article).
  2. Find the Facebook Pixel Tab in the Ads Manager.
  3. Click “Create Pixel”
  4. Here you will want to name your pixel something that represents your business. You are only allowed on Pixel per ad account. Don’t fret if you change your mind on the name, you can always change from the Facebook Pixel tab.
  5. Check the box to accept Facebook’s “Terms and Conditions”
  6. Click “Create Pixel”

And that’s how you create your pixel, but…that’s only the beginning.

The next step is to install your pixel code on your website.

Installing Your Pixel

First things first, let’s talk about the Facebook pixel elements.

The pixel is made of two main elements. The pixel base code and the even code.

The most important element of the pixel is the base code. This tracks the activity on your website and it provides the baseline to measure specific events.

The base code should be installed on every page of your website.

Installing the pixel base code:

  1. Go to your Ads Manager
  2. Go to the Pixels tab
  3. Click the “Actions” drop-down and then click “View Pixel Code”
  4. Copy the base code from the screen that pops up
  5. Paste the pixel code between the <head> tags on each web page, or in your website template to install on your entire website.

Once you have installed your base pixel code to track your standard evens, you are ready to install your event code.

The event code is important for tracking specific actions that are important to your business, such as purchases, lead capture, etc.

Installing the Event Pixel Code:

  1. Go to your Ads Manager.
  2. Go to your Facebook Pixel tab.
  3. Click “Create Conversion” then choose the “Track Conversions with Standard Events” option.
  4.  Copy the Event Code that you want to use for your website.
  5. For this code you are going to want to past the code only into the pages that you want the tracking to occur (i.e. placing the “Lead” event code on your thank you page of your optin or adding an “Add to Cart” event code on your add to cart page.
  6. The event codes should be added between script tags and you should not be modifying the original base pixel code.

Using your Pixel to Create a Custom Audience

Here’s where this get’s exciting. You can use your Facebook pixel data to set up a custom audience of people that have been to your website.

Let’s say you had 100 people that clicked to go through to your website, but for some reason, they decided not to take any action (purchase, optin, etc.).

We can take that data and run another ad targeting those 100 people and you can gear the ad specifically to them. (i.e. “Hey, I saw you were on my website the other day! Check out this Free video on XYZ”).

This highly targeted approach allows you to provide your audience with highly relevant content that makes it more likely for them to buy from you.

It’s vital to establish trust by providing massive value to your prospects.

This retargeting using the Facebook pixel makes it possible to continue to build trust in your prospects.

Setting Up Your Custom Audience

  1. Go to your Ads Manager.
  2. Click Tools, then choose Audiences.
  3. Click Create Audience.
  4. Select Custom Audience.
  5. Click Website Traffic.
  6. Give your Custom Audience a name, choose a Website Traffic option and click Create Audience.

Now that you have learned how to create your pixel, install it in your website and create a custom audience, it is time to go retarget your customers and make money!

I hope this helps! Let me know if you have any questions!

Luke Shankula

P.S. If you would like to know how I can help you generate exclusive leads using Facebook Advertising and Sales Funnels schedule a strategy call with me today!