Facebook Pixel Guide PDF

Facebook Pixel:
the Essential
Guide
21 things you must know about the pixel
www.pixelyoursite.com
Manage your Facebook Pixel with just a few clicks
Manage the Facebook Pixel with just a few clicks

The Facebook Pixel Guide

Important things about the Facebook Pixel:

● The New Pixel
completely replaces the old conversion pixels and the
remarketing pixel Facebook used to have

● The New Pixel can be used for ,
ads optimization Custom Audiences
and
Dynamic Product Ads

● The New Pixel works with Events triggered when something important
happens on your site they do the job of the old conversion pixels, but the are
also extremely useful when it comes to Custom Audiences

● Pixel Events and Custom Conversions are two separate things. You don’t
need to set up Custom Conversions if you use events

● Dynamic Events can be triggered on key actions, like clicks on links and
buttons

● Sending Event Value is important and helps Facebook (and you) to optimize
for people reaching the event (and calculating cost per action and Return On
Ad Spend)

● Running
Dynamic Product Ads requires some special settings for the pixel
(ViewContent, AddToCart and Purchase events) and at least two parameters
(content_ids and content_type)

a guide by Cristian Stoicescu from PixelYourSite

Not as complicated as it might look

If you are not familiar with Facebook Pixel or if you don’t do coding on daily basis
you will probably feel a little intimidating by this topic. That’s alright, because it can
look quite complex at first.

The good new is that you don’t have to worry about it! While dealing with the new
Facebook Pixel by yourself is not a simple task, we developed a WordPress plugin
that helps you manage the pixel with just a few clicks.

It is called PixelYourSite and has a FREE but powerful version that you can use at
any time (available in the WordPress repository).

For professional marketers and for those of you who want to get serious with
Facebook Ads, we also offer a pro version of the plugin, with extremely useful
features (including Dynamic Events, Custom Audience Optimization, WooCommerce
superb integration). You can find it here:
PixelYourSite Pro

Basic Stuff

1. What is Facebook Pixel?

It’s basically a piece of code that will let Facebook track actions visitors of your website
take.

2. On what pages should I add the Facebook Pixel code?

The new Facebook Pixel code should be added on
all your website pages
. That’s one
of the differences between the old conversion pixels and the new pixel code.

3. I already have Facebook Conversion Pixels on my site. Do I
have to use the new pixel code?

Manage the Facebook Pixel with just a few clicks:
PixelYourSite Plugin 2

Yes, you do. The old conversion pixel will be out of use by the end of 2016. You
MUST switch to the new one as soon as you can.

4. I already have a Remarketing Facebook pixel on my site. Do I
have to use the new Facebook Pixel?

Yes, you do.
This one is also going to be retired, just like the conversion pixels.

5. What can I do with the Facebook Pixel?

You can use the pixel for 3 main purposes:

● Optimize your Facebook campaigns for conversion (using Events)

● Create Custom Audiences (and subsequent Lookalike Audiences)

● Create Dynamic Product Ads Campaigns for your ecommerce site

6. Can I have more than one pixels on my site?

You should only have one pixel code on a site, but you can still have the old
conversion pixels if you need them.

Pixel Events and Parameters

7. What are Events?

Events are parts of the Facebook pixel code. They are triggered when something
significant happens on your site (like when a key page is visited).

8. What are Dynamic Events?

They are events triggered when an action is performed on your site, like when a click
on an important link or button is made by the user. The key difference between a
normal event and a dynamic one is that a dynamic event is not triggered when the
page is loaded, but when the desired action is performed on the page.


PixelYourSite Pro Plugin comes with Dynamic Events ability: you can add dynamic

events on link or button clicks (works with form or popup plugins great for affiliate
sites or List Generating)

9. What are events parameters?

Parameters are additional pieces of code that send important information about the
event. Here are a few common parameters that are usually used by Facebook:

● content_name
● content_type
● content_category
● content_ids
● value it will be used in the Ads Reports to track conversion value
● currency

You can also add your own parameters and track them according to your needs.

8. What are Standard Events?

Facebook has a set of 9 standard events:

ViewContent When a key page is viewed such as a product page,
e.g. landing on a product detail page
Search When a search is made, e.g. when a product search
query is made
AddToCart When a product is added to the shopping cart, e.g.
click on add to cart button
AddToWishlist When a product is added to a wishlist, e.g. click on
add to wishlist button
InitiateCheckut When a person enters the checkout flow prior to
completing the checkout flow, e.g. click on checkout
button
AddPaymentInfo When a payment information is added in the
checkout flow, e.g. click / LP on save billing info


button
Purchase When a purchase is made or checkout flow is
completed, e.g. landing on thank you/confirmation
page
Lead When a sign up is completed, e.g. click on pricing,
signup for trial
CompleteRegistration When a registration form is completed, e.g. complete
subscription/signup for a service

You can use Standard Events to:

1. Optimize your ads for conversion: Facebook lets you select an event when your
campaign objective is “Increase conversion on your website”. The ads will be optimize
to deliver better results for the desired event. This is extremely useful for ecommerce
sites (optimize for the Purchase event), affiliate sites (usually a Lead event can be
used) or List Generation campaigns.

2. Custom Audience Building: You can define extremely powerful Custom Audience
by using Custom Audience > Website Traffic > Custom Combination.

Event code example with various parameters:

fbq('track', 'Purchase', { content_type: 'product', content_ids: '[56]',
content_name: 'Ninja Silhouette', category_name: 'Clothing Hoodies',
num_items: '1', value: '28.00', currency: 'GBP', town: 'London', country:
'GB', payment: 'Cash on Delivery', coupon_used: 'yes', coupon_name:
'promo', } );

This is a Purchase Event example, with a bunch of useful parameters. It is
Dynamic Ads Ready, because it pulls content_type and content_ids
and it has value and
currency , for conversion tracking.

Additionally, it tracks useful parameters that can be used for Custom
Audiences, like address info, payment type or coupon use, product name
and product category name, or the number of products bought this is a
how a WooCommerce Purchase event looks like with
PixelYourSite Pro


9. What are Custom Events?

You are not limited to the 9 Standard Events only. You can define Custom Events and
pull any type of data you need as parameters.

Custom Events can be used for Custom Audiences building only. You can’t use
them for campaign optimization.

10. Can I use parameters when I create Custom Audiences?

Yes, you can. This is the purpose of parameters. You can granulate your audiences
by using them.

For example, you can create a custom audience of clients who bought products for
more than $50 of value. To achieve this you will go to Custom Audience > Website
Traffic > Custom Combination, select the Purchase Event, then select value parameter
and add => 50 as a rule.

11. Can I optimize the ads using events parameters?

No, you can’t do this. You can only optimize the ads for a Standard Event, but you
don’t have the possibility to select any parameters when doing so.

12. What about Facebook Dynamic Product ads and pixel setup?

As you probably know, Facebook Dynamic Product Ads lets you automatically promote
products from your website across any device. It is an ongoing retargeting campaign
for ecommerce websites.

In order for Dynamic Ads to work, you need to configure 3 pixel events on key pages
or actions on your website:

1.
ViewContent Event on each product of your website

2.
AddToCart Event on cart page or on add to cart button clicks

3.
Purchase Event on the Thank You page of your website the page where the
client lands after completing a transaction.


Required parameters for Dynamic Ads events:

● content_type it must be “product” or “product_group”
● content_ids product ids associated with the event. It must be the same one you
use for the Product Catalog

PixelYourSite Pro Plugin comes with out of the box Dynamic Ads setup for
WooCommerce

Pixel Events or Custom Conversions

13. What’s the difference between Pixel Events and Custom
Conversions?

They are two different things.

You can just add the basic code on your website than define various Custom
Conversions directly on Facebook, or you can use a more advanced strategy, and
implement events into your code.

You can also define Custom Conversion based on events, if you want.

When using events into your pixel code you don’t have to make use of Custom
Conversions.

14. Which is better, pixel events or custom conversions?

Pixel Events can give you a lot more space for optimization, and they can use dynamic
parameters (automatically pulled from your website).

Events can be triggered dynamically (Dynamic Events), when someone performs the
desired action on your website (like clicks on links and buttons). This is really helpful,
because you can optimize your ads for these actions (affiliate links or list generation),
something you can’t do with Custom Conversions.


In theory, dealing with Custom Conversions is easier, because you don't have to
modify the pixel code. But this advantage is nulled if you are using PixelYourSite
plugin, because it lets you manage the pixel and the events with just a few clicks,
making the process a lot easier.

TIP: If you are running a WordPress site, using pixel events is easier and more
rewarding than setting up Custom Conversions with the help of PixelYourSite plugin.
Things are getting even better for WooCommerce sites, because the plugin comes
with full and superb out of the box integration.

Pixel Events Value

15. Is important to send value for each event?

Yes, it is. Facebook highly recommends you to send value and currency for
each event, because it helps them (and you) to optimize for people reaching the
event. It also allows to calculate cost per action and Return On Ad Spend (ROAS).

16. How to determine the event value?

You must calculate the value an event has for your business. For example, if a
conversion is worth $100 and you know that 10% of the people triggering an event
convert, the value should be $10.

17. How to determine the event value for an ecommerce site?

On a ecommerce site you will usually have 4 special events. Each event is trigger
when the visitor is at a particular step in the buying process (viewing a product, adding
to cart, initiating checkout and completing the purchase). Because of this, each event
will have a different value for you and for your business.

ViewContent for example, is triggered on the product page. It is obvious that not every
visitor of a product will buy it,
so it makes no sense to use the product price as
value at this stage. You will want to use a percent of the price equal with the percent
of people that buys after seeing a product. You can easily find this data by using
Google Analytics with Ecommerce enabled.

This is how you can use Google Analytics Ecommerce data to determine events value:


● ViewContent (triggered on product pages): Google Analytics > Conversion >

Product Performance > Buy to Detail Rate

● AddToCart (triggered on add to cart button click): Google Analytics >
Conversion > Shopping Analysis > Shopping Behavior and look for the Sessions
With Add to Cart column. You will see the percent of users who complete the
transaction (on a Grey arrow).

● InitiateCheckout (on the checkout page): Google Analytics > Conversion >
Shopping Analysis > Checkout Behavior and look for Sessions with Transactions
data. This is the percent of people that arrive on the Checkout Page and
complete the transaction.

● Purchase (on the Thank You Page): You can use the value of the transaction.
This event is triggered only after the transaction is completed, so at this point you
know the exact value.

If you are using WooCommerce, PixelYourSite Pro automatically adds all the
events on the corresponding pages and dynamically pulls value. You can easily
define conditions for each event value (like what percent of the price to be use) and
you can also decide upon including or excluding tax and shipping cost.

After Pixel Install

18. How to track the Facebook Pixel data in the Ads Reports?

You can select the pixel to be connected with the ads and populate your reports with
useful data that will help you better understand the performance of your campaigns.

By default, the reports will track each event and count it as a conversion. To
have a correct image of what’s going on, you should definitely create a few Custom
Reports and track key events (like Purchase, or Lead, for example), their value and
their cost (cost per event).

Creating Custom Reports is very easy and we have an article on how to do it that you
can find here:
http://www.pixelyoursite.com/facebookadsreportsoptimisation


19. How to check if the pixel is working fine on my site?

The most simple way to check this, is to use Facebook very own tool: Pixel Helper
Chrome Extension

It will report you key data about the pixel, together with potential errors that you might
have.

Super Important: some reported errors are false or don’t apply to your situation.

While Pixel Helper is a really useful tool, it is also far from being perfect. Some of the
errors it is reporting are simple warnings that can be ignored. Sometimes the errors
don’t apply to your situation or are completely false.

It can be confusing, and because of this we made an in depth article explaining how to
understand Pixel Helper reports

20. Can I share the pixel with with someone else?

You can easily share your own pixel with another Facebook account. You will need a
Business Manager account (don’t worry, it’s easy and free to get one), go under Pixels
tab and from there you can Assign Ad Accounts or Assign Partner.

Useful Stuff

21. What is Advanced Matching in Facebook Pixel?

This new feature of the Facebook pixel enables advertisers to leverage their own
customer data such as email address, phone number, and so on. Basically you will tell
Facebook what do you know about the visitor, helping them to make a better match
with an existing Facebook user account.

By implementing this feature, advertisers can report on more conversions, optimize
their ads against more conversion data, and reach more people on Facebook with their
website custom audiences or dynamic ads.


Conclusion

The new Facebook Pixel is extremely powerful and can help you improve your ads
performance for real.

● Configure it well and you will be able to generate better results by optimising for
conversion.

● You can optimize for actions on your site (like clicks on links or buttons) with
Dynamic Events.

● You can retarget important segments of your audience creating Custom
Audiences (based on URL or Events).

● You can set up autopilot campaigns with Dynamic Product Ads

● You can expand your reach by targeting Lookalike Audiences starting from your
key Custom Audiences (a Lookalike Audiences based on a Purchase Event
Custom Audience is always a good idea for an ecommerce site).

Hard to Implement? Not really!

With
PxielYourSite Pro you can configure the pixel with just a few clicks. It works on
any WordPress site and has superb WooCommerce integration.

You can find PixelYourSite Pro here:
http://www.pixelyoursite.com/facebookpixelplugin


© PixelYourSite.com
Manage your Facebook Pixel with just a few clicks
Manage the Facebook Pixel with just a few clicks

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PixelYourSite Pro Plugin comes with Dynamic Events ability: you can add dynamic

● ViewContent (triggered on product pages): Google Analytics > Conversion >

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