• Only a small percentage of people who see ads actually click through to an advertiser’s website.
• The Meta Pixel can help—this piece of code lets businesses track the behavior of website visitors and optimize their ad targeting efforts.
• Setting up a Meta Pixel code can get complicated, so it’s best to find a skilled ad agency that can handle this process for you.

How to Find and Connect Your Meta Pixel Code

When you’re advertising on social media, not everyone who sees your ads will take the next step by visiting your website—in fact, just a fraction of people will. As of late 2023, the average clickthrough rate for social media ads was 0.98%. With that in mind, your ad agency will have to do whatever it can to target the right audiences and make every click count.

To truly optimize your advertising efforts on Meta platforms, you’ll need to know what people do on your website after finding a link on Facebook or Instagram. That’s where the Meta Pixel comes in—by placing their Meta Pixel code on their sites, advertisers can track visitor behavior and adjust their marketing strategies accordingly.

Benefits of the Meta Pixel

When you’re spending valuable money on social media advertisements, getting the most out of your budget (and reaching people who will actually respond to your ads) is crucial. Once you install the Meta Pixel on your website, you’ll be able to enjoy advantages related to:

• Ad targeting. The Meta Pixel can help you show ads to people who have visited your page, have taken a specific action on your website, or have not engaged with your brand before.
• Sales. If you want to reach people who are more likely to take actions such as buying products, you can use the Meta Pixel to set up automatic bidding.
• Performance measurement. The data provided by the Meta Pixel can help your ad team gain a better understanding of how your social media advertising campaign is going.

Tips on Finding Your Meta Pixel Code

Does your ad team already use Meta Pixel for paid ads on platforms like Facebook and Instagram? If so, you already have a Meta Pixel code (that is, the unique string of numbers used to identify your pixel) ready for use on your website.

Existing Meta Pixels and their associated codes can be found in Meta Events Manager under “Data Sources.” Once you find this code, you can copy it and use it as needed.

Setting Up Your Meta Pixel

On the other hand, if you don’t already have a Meta Pixel code for your business, you’ll have to set one up first. Your ad agency can take care of this task for you if you already have a business website. They’ll also need to be able to update this website’s code if they plan on manually adding your pixel.

While going through this process, your ad agency will:

• Open Meta Events Manager in your Ads Manager, click the “+” button next to “Connect data sources,” and choose “Web.”
• Enter a name for your pixel.
• Type in your website’s URL to find any available partner integration options.

After your ad experts press “continue” once more, you’ll have a newly created Meta Pixel. From there, they can install this code on your website in one of two ways:

Manually Updating Website Code

To manually add your Meta Pixel code to your brand’s website, your ad team can:

• Go back to Meta Events Manager and choose “Data Sources.”
• Pick the pixel created for your website and select “Continue Pixel Setup.”
• Click “Meta Pixel,” followed by “Connect.” There, an option titled “Install Code Manually” should be available.
• Copy your pixel’s base code and find the header for your website in its CMS/web platform.
• Paste the base code at the end of the header section (right above its closing tag).

Using Partner Integration

In some cases, your marketing agency won’t have to update your site’s code manually—instead, they may be able to accomplish this with the help of a partner integration. To do so, they’ll follow the guide listed in the previous section until they reach “Continue Pixel Setup.” At that point, they’ll choose an option titled “Use a Partner.”

In addition to following these steps, you must keep the Meta Business Tools terms in mind while using the Meta Pixel. As part of this, businesses and their ad experts cannot put the pixel tied to their ad account or Business Manager on sites they do not own without express permission from Meta.

What Events Can Your Pixel Track?

Once your ad experts have installed the Meta Pixel on your website, it’s time to start tracking user interactions (or “events”). To do that, your marketing firm will use the Events Setup Tool.

A few of the standard events you can track with the Meta Pixel and the Events Setup Tool include:

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How to Use the Meta Pixel Helper

Unfortunately, the Meta Pixel can run into technical difficulties—but you don’t have to be left in the dark when these issues arise. By downloading the Meta Pixel Helper, you and your ad experts can troubleshoot problems and benefit from additional features.

The Meta Pixel Helper is a Chrome plugin that allows users to:

• Determine whether or not a website has a Meta Pixel
• Check for errors with their site’s pixel
• Understand the events a pixel is tracking
• Get tips on optimizing pixel performance

When you install this plugin, you’ll see an icon next to your browser’s address bar. To start using Meta Pixel Helper, navigate to your website and click that icon.

Let the Pros Install Your Meta Pixel

Even seemingly straightforward aspects of social media marketing can be surprisingly difficult to master for people without experience in this field. That goes double for tasks requiring a high level of technical know-how, and setting up a Meta Pixel code certainly falls into this category.

Instead of attempting to install a Meta Pixel by yourself, you’ll have a much easier time when you leave this job to skilled professionals like the people at Social Ktchn. Of course, our social media marketing experts won’t just handle tasks like this—they can take care of everything from building a marketing strategy for your business to preparing attention-grabbing creatives.

Are you ready to benefit from both the Meta Pixel and the services of North Carolina’s number-one Facebook and Instagram marketing agency? If you are, drop us a line today!