Setting up Facebook Pixel – 101 for Moving Docs partners

With Moving Docs putting a focus on conversion tracking in 2018, this guide written by New Notions' Aaron Guthrie shall be useful if:

  • You use Facebook Ads to sell tickets or market your brand, and want more conversions
  • You never used Facebook Pixel at all
  • You may have installed the Pixel but you haven’t done anything with it

Here are 3 reasons you should care about setting up Facebook Pixel

1. Track events

If you’re sending traffic to a landing page or to your website, you want to be able to track what they’re doing, right? After clicking your ads, are people taking the action you want them to take when you send them to your site?

Pixel gives you this information.

2. Supercharge your Facebook adverts

Here’s an example to illustrate the power of Pixel working together with ads.

The more conversions you get (buying a cinema ticket from a Facebook advert) the smarter Facebook gets.

So, if you’re running an ad campaign that’s going out to an audience of 1 million people, Facebook has to try and find the people within that 1 million that are most likely to convert/take the action you want them to take (whether that’s engaging with your page, clicking on your ad or converting on a specific offer).

Without the pixel, Facebook has less of an idea on who to serve that ad to, so it’s going to serve the ad to anyone within that 1 million.

With the pixel, it can see what type of person is converting best and therefore serve your ad to more people like that.

3. Build custom/retargeting audiences

Last but certainly not least, it allows you to create retargeting audiences based on people that have visited your website.

If someone comes to your website (whether that’s through Facebook or another source, such as Google), the pixel ‘fires’ and tracks them.

You can then go into Facebook and create what’s called a custom audience around people that have visited your site. Basically the same as what happens whenever that


Introduction to Pixel

This isn’t an exhaustive list of all the potential of Facebook Pixel. It’s simply to get you up and running.

First, if you’re not sure what a pixel is, it’s simply a piece of code that gets placed on the pages of your website.  It allows you to measure, optimise and build audiences for your Facebook ads. Facebook provides this code to you.  Now, I know for some of you your eyes just glazed over, but if you’re a non-techy person like me, don’t worry, it’s not as intimidating as it seems.

I get into where it goes on your site and how to do it below so keep reading…

You won’t see all it’s potential immediately, since it takes time for Pixel to track your customers movements. So please do check in with it regularly to see the data it’s collecting, that’s when it gets a bit more exciting.

That is the case with data collection, the more you have the more clearly you can see patterns, and then act on them. The data that it receives isn’t a whole lot different from Google Analytics which as you know, has been around for a while.

Facebook Pixel is better positioned because you can track, and then act on those same people on the platform. For example, re-targeting people who’ve gone to the event page, and added a ticket to the cart but haven’t made the purchase.

Adding ‘Events’

‘Events’ are add-ons to the Pixel, which track more specific customer movements. ’Events’ can be a multitude of things, from simply tracking how many people visit your website or the options that I find useful are;

  • those who added tickets to the cart
  • those who initiated checkout
  • those who completed purchases
  • those who completed mailing list registration

The range of functions offered by Pixel is really wide–ranging. I haven’t explored them all myself, I just went after the ones I thought relevant to our needs. If you need more specific guides to any of the steps below you can find them with a basic overview of the functions of Pixel here.

Alright here goes!


Where to Set Up Your Facebook Pixel

Head to the Facebook Adverts Manager.

In your Ads Manager, the easiest thing to do is click the little “hamburger” (3 stacked lines) in the upper left corner and then tap ‘Pixels’ under ‘Measure & Report’. If you haven’t setup a Pixel on your Ad account before you’ll see this:

Where does the Facebook Pixel go?

Next step is to choose how you will install the code on your website. It gives you three options;

  1. An easy integration with website platforms, check if your platform is listed. They include; Shopify, Wix Stores, WooCommerce, Wordpress, Squarespace, Eventbrite. If your website is hosted via any of these platforms, there are handy guides to walk you through how to insert the code available here. 
  2. Manually copy and paste the code into your website ‘header’ section.
  3. Email the code to your website developer to install the code for you.

For this example, we’ll choose ‘Manually Install the Code Yourself’:

If you haven’t coded anything before (like me) this step may seem tricky at first – but it’s fairly straightforward! It’s similar to how you insert Google Analytics code into your website. By placing the code in the header of your website, it loads on every single page, so you can track movements across your site.

1. Find the ‘header’ section of your website

Which should be a paragraph of code that begins with ‘<head>’. There’s a list of manuals to find the header section of your site for a range of website hosting providers here.

<head>

*some code*

</head>

Once you’ve found that place, you’ll need to find where the closing </head> tag is. You’ll need to insert the Pixel code just above the </head> tag.

2. Copy/paste the Pixel code

Now drop back to the Facebook next step, and copy the unique code that’s provided in the next box.

You’ll see an option to ‘Use Advanced Matching’, which enables you to send your customer data through the pixel to match more website actions with Facebook users. With this additional data, you can report and optimise your ads for more conversions and build larger re-marketing audiences. You can pass the customer identifiers, such as email, phone number that you collect from your website during the checkout, account sign-in, or registration process as parameters in the pixel. 

However since this process is little more complicated and requires a more coding experience, we’ll not cover that step in this guide. If you have an experienced webmaster managing your website, send them these instructions.

For New Notions’ website (www.newnotionscinema.com), we use Squarespace, which makes the process quite straightforward. If you use Squarespace too;

  1. Log in to Squarespace.
  2. Select your site.
  3. In the Home Menu, click Settings.
  4. Click Advanced.
  5. Click Code Injection.
  6. Paste your Facebook Pixel code in the Header box.

3. Verifying the Facebook Pixel is placed & working correctly

Verifying that the pixel has been placed and is working correctly is another thing that tends to trip a lot of people up.

Here are a couple tips to help make verifying the pixel easier:

  • After you’ve placed the conversion tracking pixel on a page, save and reload the page
  • Then, if you’re using Power Editor to set up your ads, simply refresh the browser tab you’re working in. This should change the pixel from “unverified” to “verified”
  • Another trick, if you’re using Chrome, is to download the Facebook Pixel Helper extension.

That’s the main code set up! With only having this code on your site, you can really only track views. To get more specific movements of your website users, you need to add ‘events’.

If you’ve read all this far you’re doing great, keep going!

What’s an event?

An event is any action on your website that can be tracked, such as when someone clicks a button or visits a page. With Facebook Pixel, you can identify the events that matter to you, and give them categories (like ‘Add to Cart’ or ‘Purchase) that reflect a visitor's action.

So by adding events, you enable Facebook to show ads to people likely to take a specific action (which are called conversions) or build audiences of people who triggered a specific event.

For each event you’d like to track, you’ll need to place a snippet of code on your website, just like you added the main code above.

Here are some of those events:

06.png

Adding an Event

Here we will choose ‘Purchase’, so we’ll be able to track when people purchase tickets.

This will create another short piece of code. Each ‘event’ that you setup requires inserting the small piece of tailored code into the ‘header’ section of your website like we did earlier. Paste the code below the code you inputted earlier, but before the </head> tag.

Repeat the event tracker steps again, switching on and copying/pasting the code for different event types relevant to your needs.


Now this is where data gets interesting

Over time you will see in the Ads Manager Pixel home page the data that the Pixel is tracking (Menu > Measure & Report > Pixels).

This screenshot shows the top-line of events tracked over the last 30 days on www.newnotionscinema.com:

The data is presented beautifully clearly. You can tap in and drill down into the analytics to gauge how well your website is serving its purpose.

So here’s a short overview of the data collected from the ‘events’ that we’ve setup. As you see, there are 101 people in the last 28 days who’ve initiated the checkout, and a lower number of 59 who followed through with a purchase.

It’s an interesting statistic. Does it mean that our ticketing system is hard to use? Maybe. Maybe it was because we don’t accept PayPal at the minute. Maybe their credit card wasn’t to hand. Does it mean the customer just got distracted? Maybe.

For example, we could serve an ad specifically to those people who haven’t followed through with the purchase, with a discount to buy a ticket.

And just like Google Analytics, you have a great amount of data to help your decision-making process.

Here a breakdown of the demographics of the website audience. You can drill down even further into all of these. For example, here there are 536 users who come from Facebook to the website month-to-month.

Finally, here’s a breakdown of the device our users use to access our website. Clearly it’s mobile first, so we’ve been constantly iterating on our design of our website so it’s optimised for the mobile experience. (Most websites will show similar weighting towards mobile devices.)

Additionally, to tie in with the amount of people who initiate the checkout on our site — but don’t follow through with the purchase— we’re currently working hard to integrate Apple Pay. So that tickets can be purchased with one fingerprint-tap on iOS devices (our largest website audience).

It’s not conclusive, but by reading the data we’re able to make these more informed decisions about how we operate. Thanks so much for sticking with it.


Editor's note: In order to comply with the new GDPR regulations, your website’s privacy policy needs to state that you are using the Facebook Pixel. Please seek additional advice regarding the requirements in your country.


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