Let’s recall some basic concepts that you just learned.

1. What is a Meta Pixel?

The Meta Pixel (formerly known as the Facebook Pixel) is a piece of code that you add to your
website to track user behavior. It helps businesses track conversions, optimize ad campaigns,
and build targeted audiences for future advertising.

The Pixel collects data when a user interacts with your website, such as visiting a page or
completing an action (e.g., making a purchase). This data is then sent to Meta's ad platform,
allowing you to retarget visitors, track actions, and measure the success of your ads.

Example: If a user visits your online store and views a product page, the Pixel will track this action
and send the data back to Facebook, which can be used to create retargeted ads for that
product.

2. What Are Events?

Events are actions that the Pixel tracks on your website. These actions can be anything from
simple page views to more complex interactions like form submissions, button clicks, or
purchases. Events allow you to measure how users are interacting with your site and track the
effectiveness of your ads.

There are two types of events: Standard Events and Custom Events.

3. Standard Events

Standard Events are pre-defined actions that Meta has set up to track common user behaviors
on websites. These events require minimal setup, and Facebook provides a list of the most
common standard events.

Examples of Standard Events:

●​ ViewContent: Triggered when a user views a specific page on your website, such as a
product or service page.

○​ Example: A user visits the product page for a pair of shoes on your online store.
●​ AddToCart: Triggered when a user adds a product to their shopping cart.

○​ Example: A user adds an item to their shopping cart but hasn’t yet purchased it.
●​ Purchase: Triggered when a user completes a purchase on your site.

○​ Example: A user buys the shoes from your online store.

 ●​ Lead: Triggered when a user submits a form or signs up for a newsletter.

○​ Example: A user submits their email address to get a discount code.

Why Use Standard Events?

●​ Standard events are easy to implement and are automatically recognized by Meta’s ad
platform.

●​ They allow Meta to optimize ads based on common user actions, helping you run more
effective campaigns.

4. Custom Events

Custom Events are user-defined actions that you set up to track specific interactions on your
website that are not covered by the standard events. You can create your own events based on
your business needs.

Examples of Custom Events:

●​ Example 1: You want to track when a user clicks a specific button on your website, like a
"Download eBook" button.

○​ Custom event could be named DownloadEbook.

●​ Example 2: You might want to track when a user watches a specific video on your
website.

○​ Custom event could be named WatchVideo.

Why Use Custom Events?

●​ Custom events provide flexibility to track actions that matter specifically to your business
or website.

●​ They allow you to get more granular insights into user behavior that standard events
might not cover.

5. Custom Parameters

Custom Parameters are additional pieces of data that you can include in your events to provide
more detailed information. These parameters help refine your event tracking and can be used to
track specific actions within a broader event.

For example, you can add parameters to track the value of a purchase, the product category, or
the specific page a user visited.
Examples of Custom Parameters:

●​ Example 1: You track a Purchase event but want to know the value of the purchase.

○​ Custom Parameter: { "value": "50.00", "currency": "USD" }

○​ This would track that a user made a $50 purchase in USD.
●​ Example 2: You track an AddToCart event but want to know which product the user
added.

○​ Custom Parameter: { "content_name": "Running Shoes", "content_category":

"Footwear" }
○​ This tracks that the user added "Running Shoes" in the "Footwear" category to
their cart.

Why Use Custom Parameters?

●​ Custom parameters provide deeper insights and enable more precise targeting and
optimization of ads.

●​ They allow you to track additional information that is important for your business, making
your campaigns more tailored and efficient.

Following is a step-by-step process of how to set up pixels and

events on your website.

Step 1: Create a Meta Pixel

1.​ Log in to Facebook Business Manager: Go to Meta Business Manager and log in using
your Facebook credentials.
2.​ Navigate to Events Manager:
○​ In the top-left corner, click on the menu (three horizontal lines).
○​ Go to Events Manager under the Measure & Report section.
3.​ Create a New Pixel:
○​ In Events Manager, click Pixels and then click Add.
○​ Enter a name for your Pixel (e.g., "My Business Pixel"). You can leave the “Website”
option selected.
○​ Click Continue to create your Pixel.

Step 2: Add Pixel to Your Website

Once your Pixel is created, you need to install it on your website.

Option 1: Manually Install Pixel Using the Pixel Code

 1.​ Copy the Pixel Code:
○​ After Pixel creation, you’ll see an option to Install Pixel. Click on it and select
Manually Install the Code Yourself.
○​ Copy the Pixel base code provided by Facebook.
2.​ Add Pixel Code to Your Website:
○​ Open your website’s code editor (HTML or CMS platform, like WordPress).
○​ Paste the Pixel code in the <head> section of your website’s homepage or all
pages.
○​ Save and publish the changes.

Option 2: Use a Tag Manager (e.g., Google Tag Manager)

1.​ Set Up Google Tag Manager (if you don’t already have it):
○​ Go to Google Tag Manager and create an account.
2.​ Add Meta Pixel to Tag Manager:
○​ In Google Tag Manager, go to Tags > New > Tag Configuration.
○​ Select Custom HTML and paste the Pixel code into the box.
○​ Set the trigger to fire on all pages.
○​ Publish the tag.

Step 3: Verify Pixel Installation

1.​ Use the Facebook Pixel Helper:

○​ Install the Facebook Pixel Helper Chrome extension.
○​ Visit your website and check if the Pixel is firing correctly using the extension (a
small Pixel icon will appear in the top-right corner of the browser).

Step 4: Set Up Events

Events are actions users take on your website (e.g., page views, purchases, sign-ups).

1.​ Go to Events Manager:

○​ In Meta Business Manager, go to Events Manager again.
○​ Click on your Pixel and then Add Event.
2.​ Select Event Type:
○​ You can choose from predefined events like ViewContent, AddToCart, Purchase,
Lead, etc.
○​ If your website is an e-commerce site, tracking events like AddToCart and
Purchase is essential.
3.​ Manually Set Up Events (Optional for advanced tracking):
 ○​ If you want more customized tracking, you can set up Custom Events using the
Pixel code by adding additional parameters in your Pixel code (e.g., a specific
button click or a URL visit).

Step 5: Test Events

1.​ Test Events Using Events Manager:

○​ After setting up the events, go back to Events Manager in Business Manager.
○​ Click on your Pixel and look for the Test Events option.
○​ Visit your website to test if the events fire when the specified actions are taken
(like making a purchase or filling out a form).

Step 6: Monitor Pixel and Event Data

1.​ Monitor in Events Manager:

○​ In Events Manager, you can monitor the data collected by your Pixel and events in
real-time.
○​ Check for errors, event data, and performance to ensure everything is working
correctly.