GOALS FOR THIS SESSION
In this session, you’ll learn:
- What the Facebook tracking pixel is…
- How to create your pixel…
- How to install it onto your website and blog…
- How to create a custom audience for Facebook ads…
What Is The Facebook Tracking Pixel?
A tracking pixel is a simple 1 x 1px image, which is used to track visitors to your website or blog.
The code that generates the pixel also notifies the host system (for example, Facebook) that the pixel has been accessed, together with other data, such as the URL of the page it was used on, the date and time, user location etc.
In the case of Facebook, the pixel is intended to collect information about the usage on your website by its users, which is then stored within your Facebook ad account for use later on.
In other words, if someone accesses your website using a device where they’re already logged into Facebook (even if they’re not currently using Facebook at the time), Facebook will keep track of that information for you.
Why Do You Need It?
You may have noticed that you’re sometimes followed around the web by ads for products you previously looked at on a site such as Amazon.
If you go to Amazon, and look for hiking boots or washing machine parts, you’ll no doubt see ads for those same products popping up on other websites you visit later on, such as on Facebook.
This practice of showing ads for products you’ve previously looked at is called “retargeting” or “remarketing”.
In practice, it’s easy to set up and do, and the Facebook tracking pixel can be used to create an audience for future Facebook ads.
For example, you might want to create an ad to reach people who’ve seen your website in the past, but didn’t sign up for your email list.
Without the tracking pixel, you wouldn’t be able to do that.
But, the tracking pixel allows you to create a Facebook audience of people who saw any page on your website except for the email list thank you page.
Ads that are targeted this specifically tend to have a much lower cost per click than more general ads, so it also helps you keep the cost of your ads down.
How To Create Your Pixel
You can have one pixel per user, but you would use it on all of your websites and blogs (if you have more than one). Facebook takes care of sorting out the data your pixel sends back, regardless of which site it comes from.
Creating your pixel is very easy.
Simply go to the pixel page in your Facebook ads manager system.
Choose “create pixel” if you don’t yet have one set up.
How To Install The Pixel On Your Website And Blog
Once you’ve created your pixel code, the next step is to install it on your website and blog.
How you do this depends on your website platform.
Some template-based systems may give you a place to insert global scripts into the HTML header or footer, so you would paste the pixel code in there.
If you use a Genesis-based theme with WordPress, or a theme that supports it, you also have a special place in which to insert the code.
If your WordPress theme does not support header or footer scripts, you can install and use the Insert Headers And Footers WordPress plugin to do this for you.
Once the code is installed on your site, you’ll be able to create custom audiences on Facebook for whom you can create ads.
Create Basic Custom Audiences
You can manage your Facebook ads audiences using the ads manager.
To create your first audience:
- Click on create audience and choose “custom audience”…
- Select “website traffic” from the list in the box…
- Choose “anyone who visits your website” in the website traffic option…
- Enter “30” for the “last number of days” field…
- Give it a meaningful name. For example, “Website visits in last 30 days”…
- Click “create audience” to save your audience details…
- Repeat steps 1–6 for 60, 90, and 180 days…
It will take time for Facebook to build these audiences as people visit your website and blog, which is why it’s important to get this set up as soon as possible.