The Facebook Pixel ID should be an integral part of your social ad campaign. Is it complex? Yes. But if used correctly, you’ll gain insight that will allow you to increase conversions.
Where to Find Your Facebook Pixel ID and How to Use It
In the world of paid ads and data analytics, the term Facebook Pixel ID is thrown around a lot. And for good reason, it’s a great way to begin optimizing your online advertising.
If you feel behind the curve, you’re in the right place. We’re going to give you a total breakdown! Let’s get started.
What is Meta Pixel in Facebook Ads?
On Facebook, a Meta Pixel is an analytical tool that enables you to track visitors on your website, as well as their activities. It is a small piece of code that, once activated, monitors how individuals on Facebook or Instagram interact with your website.
These tracked conversions appear in the Ads Manager, where they can be used to improve your ads in a variety of ways–you can measure the effectiveness of your ad, and define custom audiences based on their interests, preferences, and behaviors.
But what can the Meta Pixel really track? The analytics tool can measure over 15 different user actions (called events) on your website. These range from things like purchases, leads, and other unique button clicks.
Why You Should Use It
If you’re running paid ads on Facebook, you want to ensure that every cent of your budget is going to the right place. You can’t afford to waste valuable advertising by targeting the wrong audiences. Using Meta Pixel helps with that.
Here are some of its benefits:
Audience Creation
Meta Pixel is a versatile tool when considering the audience aspect of paid ads. The pixel keeps track of the people visiting and interacting with your ads. You can use those interactions to create Lookalikes and warm retargeting audiences (i.e. people who visited the site but didn't buy).
Measurement
Another key feature of the Meta Pixel is its ability to let you track your ad’s success. It logs every user interaction that happens on your website, then presents you with essential ad metrics such as Return on Ad Spend (ROAS), Cost per Purchase (CPP), and Cost per Lead (CPL).
Optimization
The pixel enables you to create automatic bidding to help you reach people who are more likely to convert. You can do this by prioritizing conversions as your campaign objective, thus improving your ads targeting in real-time.
Where You Can Access Your Meta Pixel ID
If you’re already using Meta Pixel for your paid ads on Facebook, this means you have a Meta Pixel ID. This is a unique string of numbers that identifies what website you’re using the pixel on and links to it.
To access your Meta Pixel ID, go to your Ads Manager account. From there, navigate to the Events Manager tab and click on Pixels. Here, you’ll see all your active pixels, as well as their respective Meta Pixel IDs.
You can simply copy the number as you see it.
How to Setup and Install Your Meta Pixel ID
There are a few things you’ll need before we’re able to setup your Meta Pixel.
- An active website.
- The ability to update that website’s code.
Here is a step-by-step:
- Step 1: Head over to the Events Manager tab in your Ads Manager.
- Step 2: Click the ‘+’ button located beside “Connect Data Sources.”
- Step 3: Select “Web” as the source.
- Step 4: Add your pixel’s name; make sure to make it clear, so you know which pixel belongs to which website.
- Step 5: After selecting a name, you can input your website’s URL to check for easy setup options.
You’ll be asked to press continue one last time, and you’re done!
Now that we have created the Meta Pixel, we need to install it onto your website. There are two main ways to go about doing this.
1. Manually update the code on your website.
- Step 1: Go to the Events Manager tab and click the “Data Sources” icon on the left.
- Step 2: Select the pixel you’d like to install and click “Continue Pixel Setup.”
- Step 3: Choose “Meta Pixel” and hit “Connect.” The option to “Install Code Manually” should appear.
- Step 4: Copy the Pixel base code, and find your website’s header in your CMS or web platform.
- Step 5: At the end of the header section, paste the base code; this should be just above the closing tag.
2. Use a partner integration.
Simply, follow the same steps up until “Continue Pixel Setup,” then select “Use a Partner.” Choose a partner on the list and follow the on-screen instructions!
How to Use Your Meta Pixel ID
After setting up and installing your Meta Pixel, you want to start putting it to use. The first thing you’ll need to do is set up your desired events. These events are the user interactions that you wish to track on your website. You can do this using the Events Setup Tool.
- Step 1: Go to the Facebook Events Manager, and under the Overview tab click “Add Events.”
- Step 2: Select “From the Pixel” and then click “Open Events Setup Tool.”
- Step 3: Enter your website’s full URL and click “Open Website.”
The Events Setup Tool should now open on your website, and you can go in and add a button-click or URL tracking.
Facebook offers some standard events for you to use; some of these are tracking leads, searches, purchases, and view content. You can choose the events that most align with your campaign, and begin constantly tracking those.
Leave It to the Experts
Navigating the Facebook landscape without using the Meta Pixel to track your campaign is a difficult task. It requires a good amount of technical knowledge to set up and install the Pixel, but even more daily work in order to effectively use it. Leaving this kind of thing to paid social experts makes it easier for you to more quickly see a ROI on your ad spend.
Social Ktchn is a small team of Facebook and Instagram ad experts that know how best to build out campaigns that help to build your brand, expand your reach, and (most importantly) convert. You won’t just be a number with us. We view ourselves as an extension of your team and work closely with you to understand your goals and align our social strategy to achieve them.