Facebook ads are one of the best platforms to drive leads. You can run a different type of ads like link click, brand awareness, app installs etc. Facebook’s custom audience and look-a-like audience feature let you cover the majority of audiences as per your preferences.
Simply install the code on the website page you want to track the users and done. Now that pixel code will count each individual user that lands on your targeted website pages and create your custom audience in Facebook ad manager account which latter you can use to re-target your visitors.
in the website traffic tracking, you also able to focus on any on-page even like button click, add to cart action, any other on-page link click etc. so if you are running a shopping site, you can track the users who landed on your product page but not purchased the product or similar. Along with this you can also able to exclude the audience from your website that performed a certain action.
If you can tweak and experiment with Facebook ads, you can get the good conversation from this traffic and the Facebook pixel is specially made for audience event tracking.
Facebook pixel is also useful when you want to check what action user performed after click on your FB ad. This will give you analytics of ad clicks which can be optimized further to get better results.
These are some benefits of this ad feature from Facebook. Now let’s see how to set up the Facebook pixel on your website to track users and create a custom audience.
Go to ad manager and click on pixels. (need to login with your FB account if not already)
You will find two option for data sources. One is facebook pixel and another is offline events. Click on facebook pixel’s get started button.
You will get a popup with your pixel name leave it as it is and click on create.
You will get only one-pixel code per your facebook adverts account so whenever you use this, you will need the same code on any number of pages.
Here you have 3 options to install the code on your website. First one is the integration or tag manager by Google. You can use this tool to install the pixel.
The second option is a manual installation where the code is given to your and you need to add this manually or you can go for the third option where you will able to mail the code and instruction to your developer. It is just copy-paste so I don’t think you will face any difficulty with this step.
Click on the second option and you will get your unique pixel tracking code. There are three steps stated to help you make it clear.
Just go to your website or webpage where you want to track and paste this code into head tag of your website/web page. If you are using WordPress or other CMS and want to track the full site traffic, you paste this code into WordPress theme’s header section. This will apply that code to each page that loads.
Make sure you have installed code properly and to check that enter any URL from your site where you pasted the code and click on send test traffic.
If the code is properly not installed then it will show error.
Click on continue button. The pixel is installed on your website. Now on the very next screen, you will get some option for tracking events. You can activate any from this list or you can set up a custom even using JS.
Click on “done” after selection.
If you installed the code properly your website tracking is now live and you can keep eye on it from the pixel manager.
How to use this tracked traffic?
Let’s say you are selling some product on your website and running an FB ad campaign. If you set the pixel on your website, you will able to track each even taken by users and keep track of leads vs. conversations. This data will provide deep insights and then you can re-target your website visitors with Facebook ads who not purchased the product.
It is the best way to analyze user’s behavior on your landing page and by some tweaks, you can increase the conversation rates.
Facebook ads are better when you have laser-focused audience targeting and using pixel you can convert your site visitors into customers.