How to set up Facebook Pixel for your online store?

26.11.2024

One of the most important steps you can take to optimize your online ads is to set up the Facebook Pixel on your online store. With this tool, you have the ability to track visitor activity on your website, better target your ads, and gain valuable data on how your ads are actually performing. In this article, you'll learn how to set up Facebook Pixel for your online store and start using it effectively.

What is Facebook Pixel and why should you use it?

The Facebook Pixel is a code that you embed on your online store that allows you to collect data on visitor behavior such as purchases, product clicks, or registration completions. This tool allows you to:

Better target your ads - based on the data you collect, you can create campaigns that target users who have visited certain pages, added products to their cart or taken other actions.
Optimize your ad budget - with better targeting and insight into campaign performance, you can invest where it will get you the best results.
Create custom audiences and lookalike audiences - from the data you collect, you can create audiences similar to those who have already purchased from you.

Step 1 - Create a Facebook Pixel

Before you can start setting up the Pixel on your online store, you'll need to create a Facebook Business Manager account.

Log into your Business Manager account.
Click on Event Manager in the left menu.
Select Add a data source and choose the Facebook Pixel option .
Name your Pixel, assign it to the correct site and click Continue.
Facebook will provide you with a unique Pixel code that you'll need to insert into your online store later.

Tip: For example, name your Pixel after the online store or campaign you plan to use it for to help you navigate.

Step 2 - Inserting the Pixel code into your e-shop

The next step involves embedding the Pixel code directly into your online store. There are a few ways to do this:

Cross-platform integration (Shopify or WooCommerce)

Facebook offers easy Pixel integration for popular e-commerce platforms. If you have Shopify or WooCommerce, follow these steps:

In the platform settings, find the option to connect to Facebook or directly to Facebook Pixel (usually in the Integration or Marketing section ).
Log in to your Facebook account and confirm the connection.
Enter the Pixel ID you generated in the previous step and confirm the settings.

Manually insert the code (HTML)

In case your platform does not have direct support for Facebook Pixel, insert the code manually:

Copy the entire Facebook Pixel code.
Paste it into the HTML code of your page, specifically into the <head> header, so that the Pixel will load on every page.
Save your changes and verify that the code is pasted correctly.

Step 3 - Set up events on the e-commerce site

For the most efficient data collection, it is ideal to set up what are called events. Events allow you to track specific actions such as:

Visiting a specific product page
Adding a product to the cart
Purchasing

Automatically setting up events

Within Business Manager, you can use the Facebook Event Setup Tool to easily set up events without having to edit code:

Open the Event Manager in Business Manager and select your Pixel.
Select Set up events and follow the instructions.

Manually set up events

If you need specific settings, set up events manually:

Paste the next piece of code to track a specific event on the relevant page.
Make sure that the code matches the type of event being tracked.

Step 4 - Verify Facebook Pixel functionality

To ensure that the Pixel is working properly, we recommend testing using Facebook Pixel Helper, a free tool available as a Google Chrome extension.

Install Facebook Pixel Helper from the Chrome store.
Navigate to your online store and open Pixel Helper, which will tell you if the Pixel is installed correctly and if it is collecting data.
If you get errors, make sure the code is on the correct part of the site and matches Facebook's recommendations.

5. Step 5 - Start tracking and optimizing your campaigns

Finally, go to Facebook Ads Manager and start using the data to:

Remarketing Campaigns - Reach users who have already visited your online store but have not completed a purchase.
Lookalike Audiences - Facebook offers the ability to create circles of users similar to those who have already taken an action on your online store.
Conversion Optimization - Set up optimization for different stages of the buying process and get better campaign performance.

Conclusion

Facebook Pixel is an invaluable tool for any online store owner aiming to increase the effectiveness of their campaigns and better understand customer behavior. Setting up Pixel is easy and its results can give you a major advantage over your competitors. Experience for yourself how it can help you acquire more customers and maximize your campaign ROI.

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