Chapter 2: Meta Business
The Facebook Pixel is likely one of the most powerful tools available in the digital marketing world. If you’re unfamiliar, the FB Pixel is essentially a line of code installed on your website that allows you to track everything about anyone who goes to your website - and leverage that data from within the FB Ads manager. The FB Pixel tracks your site user’s core demographics, how much time they spend on the website, if they’ve added anything to their cart or progressed down your conversion funnel, and more.
Due to how important FB Pixels have become, many website builder companies like Shopify and Weebly make it exceedingly easy to install a Pixel by simply pasting the Pixel ID in your store’s settings. If your website is custom coded, installation might be a bit trickier. Send these instructions to your web developer to make sure your Pixel gets properly installed: https://www.facebook.com/business/help/952192354843755?id=1205376682832142
The FB Pixel comes pre-loaded with “Events” that it tracks, like “Add To Cart”, “Initiate Checkout”, “Purchase”, and “Lead”. These core events can be useful in most situations, but if your conversion funnel is more unique, you always have the option to create custom events for your Pixel to track and optimize for.
This is what Facebook has to say about creating custom events:
“After you add the pixel base code to your website you can set up events to measure the actions you care about, like making a purchase. You can do this by manually installing the code or by using the point-and-click event setup tool. Then, make sure that your pixel is working correctly.
You can use one pixel across your whole website, including multiple pages of your website.
If you use your pixel to share events with Meta, we recommend that you also use the Conversions API. The Conversions API works with your Meta Pixel to help improve the performance and measurement of your Meta ad campaigns. Learn more about the Conversions API.”
Having a properly installed Pixel is critical to all subsequent parts of this course. It is the single most powerful way to leverage your customer’s data to create better ads.