Presence Optimization Kit: How To Install Facebook Pixel

Presence Optimization Kit: How To Install Facebook Pixel

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Oct 22, 2021

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The Facebook pixel is a tool that helps you understand a consumer’s activities on your website, and further utilize those activities on Facebook platform to measure the effectiveness of your advertising, optimize your ad delivery, and define your own targeting audience.

What You Can Do with the Facebook Pixel?

  1. Track conversions on your Facebook ads. When someone visits your website and takes action the Facebook pixel is triggered and reports this action. This way, you know when a customer takes an action after seeing your Facebook ad (even across multiple devices) so that you can understand how your campaigns are performing.
  2. Optimize your ads for people most likely to convert. When more conversions happen on your website, we can best deliver your ads to people who are more likely to take certain actions; this is called conversion optimization. We’re also able to optimize towards higher-value purchases to help you achieve higher Return on Ad Spend (ROAS) through value optimization.
  3. Generate a custom audience for a better targeting/retargeting experience.You can reach these customers by using a custom audience and expand it to a lookalike audience to reach new people who are likely to be interested in your business.

Key benefits of Using the Facebook Pixel

  • Evaluate your return on ad spendby more precisely attributing online behaviors to your Facebook, Instagram, Messenger, and Audience Network ads.
  • Measure cross-device conversions. See how people move between devices while engaging with your content — and determine what devices they’re most likely to convert.
  • Optimize your ad delivery. Knowing how people use your website can imply what they’re likely to do next. This helps us deliver ads to the people most likely to take the action you want them to take. A pixel can enable powerful, actionable, and cost-saving adjustments to ad delivery, such as only displaying brand awareness campaigns to people who’ve never visited your website, or offering limited-time discount codes to people who’ve abandoned online shopping carts.
  • Build effective advertising audiences. With Custom Audiences, you can show your ads to people based on how they’ve already interacted with your website. Using Lookalike Audiences, you can target ads to new people based on their similarity to established visitors and customers.
  • Unlock additional Facebook advertising tools. Web conversion campaigns, Custom Audiences from your website, dynamic ad delivery, and metrics, such as cost per lead or cost per conversion, are only available to advertisers who’ve installed pixel on their websites.

Facebook advertising tools


  • Your business has a website.
  • You can update the code of your website or have access to the backend.

How to create Facebook pixel

  1. Go to Events Manager.
  2. Click the (+) icon Connect Data Sources then select Web.
  3. Select Facebook Pixel and click Connect.
  4. Input your Pixel Name.
  5. Enter your website URL to check for easy setup options.
  6. Click Continue.

Add the Facebook pixel to your website

Once you have your Facebook pixel code, you can add it to your website.

  • Manual Integration

  1. Go to Events Manager.
  2. Select the pixel you created.
  3. Click Continue Pixel Setup.
  4. Select Install code manually then it will be generated.
  5. Copy the given pixel code.
  6. Go to your website’s header or the header template in your CMS or web platform. The header tag starts with <head>
  7. Paste the base code at the header section above the </head> then hit save.
  8. Optional: Toggle on Automatic Advanced Matching and verify the customer information you want to send.
  9. Click Continue.
  10. Add events using the Event Setup Tool or by manually adding code to your website.
  11. Event Setup Tool
    • Click Launch Event Setup Tool to add events and parameters without additional coding.
    • Follow the on-screen instructions to add events to your website.
  12. Manual setup
    Visit Facebook for Developers to learn how to set up pixel events using code.
  13. Click Done.
  • Partner Integration

    1. Go to Events Manager.
    2. Select the pixel you created.
    3. Click Continue Pixel Setup.
    4. Click Use a partner then select your website builder/platform from the list.
    5. Just follow the onscreen setup instructions.You can also set up your Facebook pixel on your website by going to the Partner Integrations page, selecting your partner and following the onscreen instructions. Learn more about the benefits of using partner integrations to set up your pixelIf you don’t see your platform, use 1 of the other 2 ways to set up your pixel.
  • Professional help 

    If you have a web developer or someone who manages your website, they can set it up on your behalf, just send the step-by-step instruction in their email.

    1. Go to Events Manager.
    2. Select the pixel you created.
    3. Click Continue Pixel Setup.
    4. Select Email Instructions.
    5. Enter the recipient’s email address.
    6. Click Send at the bottom of the page.
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