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Why You Need the Facebook Pixel

Do you have a Facebook Page for your business? Are you running Facebook Ads? Then you really need to consider installing the Facebook Pixel on your website.

Facebook Pixel? What on earth is that?

The Facebook pixel allows you track the actions of your website visitors’ actions.


Benefit #1

The Facebook Pixel helps you analyze the effectiveness of your Facebook Ads. When the Facebook Pixel is installed on your website, you can track traffic from Facebook to your website. In simple terms, it helps you track the actions of anyone that visited your website from Facebook. This conversion tracking lets you know if Facebook Ad “clicks” are converting into website sales or other website actions.


Benefit #2

The Facebook Pixel allows you to capture website visitors and later create a Facebook Custom Audience. Why is this important? Well, whenever someone visits your website they become part of your “warm market.” These folks are more likely to become prospective customers because they already know who you are. With the Facebook Pixel, you can capture that website traffic and then target your products/services to them with a Facebook ad. This clever little marketing strategy is known as retargeting.

While you may not be familiar with term “retargeting”, I’m sure you’ve already experienced it as a consumer. For instance, have you ever looked at a book on Amazon and then later saw in your Facebook newsfeed? It’s almost as if it’s following you. Well, that’s not a coincidence. You were tracked on Amazon’s website with a Facebook Pixel and then a related Facebook Ad is trying to lure you back to Amazon to seal the deal.

Okay, so now that I’ve explained why the Facebook Pixel is worth installing on your website, the next question is… how to get started? It’s actually easier that you might think.


Here’s what you need to get started:


1. Access your Facebook Ads Account by going to:

facebook ads manager
2. Click on the menu in the upper left corner.

Facebook ads manager menu selection

3. Choose the Pixels section.

Choosing the Facebook Pixels option

4. Click the “Create a Pixel” button.

5. Choose the “Install Manually” option and copy the pixel code provided. (This part looks scary, but it’s really not. Below, we’ll share an even simpler method.)

copy the Facebook pixel code
7. Paste the Pixel Code in the “header” section of your WordPress website. This automatically inserts the Facebook Pixel onto EVERY page of your website.

Paste the code into the Header of your website

NOTE: Finding the “header” section of your website will vary depending upon which WordPress Theme you are using. For instance, we use Divi by Elegant Themes, which allows us to paste the code on the Divi Theme Options “Integrations” page.


Install the Facebook Pixel using a WordPress Plugin


If copying/pasting code feels a little too overwhelming, there are several WordPress Plugins that make the process easier. Here are two plugins that are both free and easy to use. If you have WooCommerce installed on your website, I suggest you use the WordPress plugin by Ads Espresso.


Additional Instructions & Tips from Facebook


Facebook also offers instructions on how to install the Facebook Pixel on your website. Here is a link to The Facebook Pixel support page. You will notice that there is a lot of great information provided.

Once you’ve installed the Facebook Pixel it’s a good idea to test and make sure it’s working. You can do this by visiting Facebook’s Pixel Helper Page.

As a final tip, keep in mind that It’s never too early to install the Facebook Pixel on your website. Even if you haven’t run a single Facebook Ad, if you think you will in the future, get the Pixel installed today.

A good marketing strategy requires having the relevant tracking and analytic tools in place. This helps you determine what’s working and what’s not. Installing the Facebook Pixel makes good business sense. Otherwise, when you run Facebook Ads you’ll be simply throwing money at the wall hoping something will stick.

Launch4Life - Gillian Whitney

By Gillian Whitney

Communications Consultant