- If you're not utilizing the Facebook pixel
on your website in 2021, you're missing out
on a massive amount of data that you can use
to improve your Facebook ad campaigns.
In today's tutorial,
I'm gonna outline exactly what the Facebook pixel is,
how to install it on your website,
and how to use it for your Facebook ad campaigns.
This is Elliot, with InVideo and get straight into it.
(upbeat music)
So let's start with what the Facebook pixel actually is.
It's essentially a piece of code that you can go and install
on your website to give Facebook permission
to track all of the data on your site.
So you can track things like which pages have been viewed,
people that have added to the cart,
people that have initiated the checkout,
people have purchased or any leads that you've generated
through your site.
Now I know it sounds scary when you hear the word code,
but don't worry because the Facebook pixel is super-easy
to install and I'll be showing you how to do that
in just a moment.
Now, when the Facebook pixel tracks all of the data,
this coincides directly with your Facebook ad campaigns.
So you can go and see how well they're performing.
So you can see the amount of people that are clicking
on your ad, people that are making purchases through your ad
or any leads that you've generated through your ad.
And then you can go and have a look at this data.
And if your ad isn't performing well, you can go and change
your ad copy or change your ad creative to go and improve
your Facebook ad campaign.
Not only this, but you can use all of the data
that's generated through the Facebook pixel
to go and run re-targeting campaigns.
Re-targeting campaigns are where you go and run more ads
to the audience that's already come over to your site
to go and convince them to take more action on your site.
So for example, if you clicked an ad about soccer
and you went over to a site
that you didn't actually take any action,
then you could go and be re-targeted with another ad
from that site that is about soccer in a different way,
and then they might be able to convince you
to make a purchase.
And this is the super-power of utilizing the Facebook pixel
because you can go and use all of that data
to go and actually generate more leads
and sales through your sites.
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So let's go and have a look at how you can go
and create and install a Facebook pixel on your site.
Now, don't worry what site builder you're using
whether you're using Shopify or Squarespace or WordPress,
it's super-easy to go and set up this Facebook pixel.
The first thing you're going to have to do,
is head over to the Facebook Business Manager
and create a Facebook business account.
So if you have a personal Facebook account, you can just go
and sign up for a Facebook business account as well.
Once you have your Facebook business account,
it will look a little something like this
when you are on the Dashboard
of your Facebook Business Manager.
So, in order to go and create a Facebook pixel,
the first thing you need to do is just go over here
where it says All tools on these three lines
and click on the Events Manager.
Now, once you're in the Events Manager,
you will see this green plus button over here
that says Connect data sources.
So just go and click on this, and then we're just gonna go
and choose web and then go and click on Connect.
Now from here, you're gonna go and choose Facebook pixel
and click Connect.
And then you're just gonna go and name your pixel.
Now, when it comes to naming your pixel,
just name it after your website.
Once you have named your pixel,
you can go and enter in your website URL over here,
and then you can just go and click on Continue.
Once you do that, it will say Select a partner integration.
Now, it should automatically recognize
the website builder you're using.
So you can see here, it recognizes
that I'm using WordPress and WooCommerce.
But like I said, if you're using Shopify
or if you're using Squarespace or BigCommerce,
it should be able to go and recognize that.
So just go and choose the website builder that is applicable
to your websites, and click on Confirm.
Once you do choose that,
it will have a few steps that you need to follow
for your particular website.
And these are super-easy steps that you need to go
and follow through.
So you will see the steps up the top here.
So just go and follow through each of those steps
because they do differ from each platform
until you reach the step where it says Set up events.
Now, once you have gone through those steps,
it should just say active on your Facebook pixel.
So now you can go and set up the events.
So don't worry,
you can just go and close that window.
And then from this page over here,
you just need to go and click on your pixel once again.
And if you scroll down, you will see Open Event Setup Tool.
So an event is basically any action
that's taken on your websites such as a page view
an add to cart, a checkout or a purchase or even a lead.
So you can go and set up these events really easily.
So if you go to Open Event Setup Tool,
and then you need to do is just enter
in your website URL once again and hit Open Websites.
So once you click on that,
it will open your websites in a new tab
and you will have the Facebook events setup tool over here.
So you can basically use this tool to go and track any event
or action that's taken on your website.
So I'm just going to show you how to do this
with a few examples.
So you can see this site over here,
if somebody clicks Buy now they go straight to the checkout.
So for me, this would count
as sort of an add to cart button.
So what I can go and do is,
I can go on and click on Track new button,
I can go and choose this Buy now button,
then I can select an event.
So I could go and select an Add to cart events.
So now you have a value, you don't always have to include
a value on every button that is tracked.
So I'm just gonna go and hit Do not include value
and click Confirm.
So now we've added our first button
that's going to be tracked with the Facebook pixel.
If we scroll down to the bottom,
we also have these two purchase buttons
that bring the customer over to the checkout.
So once again, we can go to Track new button,
I can go and choose this purchase button,
and once again, I can go and select the Add to cart button.
I don't need to include a value for this.
So then I can go and hit Confirm.
Now what the Facebook pixel actually does,
it goes and looks at similar buttons on your site.
So it has recognized
that this one is also a purchase button.
So it's gonna go and track this button
for add to cart as well.
So if we go and hit Purchase now,
it's gonna bring us over to the checkout page.
So now over here, I can go and track some more events.
So if we go and scroll down over here,
we've got this PayPal button.
So I can go and track this so that when somebody goes
and clicks this, this will be tracked as a purchase.
So if I go and hit Track new button,
I can go and choose this PayPal button,
I can go and hit Select events,
I can go and hit Select a purchase,
and this time I can go and choose a value.
So, if I go and choose a value on the page over here,
we can go and choose this value over here,
which is going to be the amount that the person pays.
So whatever the total is over here,
I can go and choose this,
and then we've got it as the currency
which is US dollars and I can go and hit Confirm.
So once you have finished tracking all of the buttons
on your site, you can just go and hit Finish setup,
and then you can just go and hit Finish.
It will then just ask you for some feedback on the tool.
I'm just gonna go and hit Skip for this.
It will then bring you back to the Facebook ads manager.
And now you can actually go and test
that those events are working.
So over here, it's gonna say Go to Test Events.
So just go and click on this, and then what you can go
and do is, it's gonna say Test browser events.
So just go and hit Open Websites.
And then once your website opens,
you can just go and test those events.
So just go and navigate through your website
as if you were a customer,
and you can go and see if those events are being tracked
by your Facebook pixel.
So if I go and hit Buy now over here, we will be able to see
that that initiate checkout event should come up
within the Facebook events manager.
So once you have gone and taken some actions
on your website, you should be able to go and see in here
that some of those events have taken place.
Now, it can take up to 24 hours for your Facebook pixel
to actually kick in.
So don't worry if you don't see any events coming in here
straight away, but I'll just go and show you
one of the other pixels over here,
so you should be able to see
that your events are coming in like this.
So you should be able to see PageView,
Initiate checkout, View content, Add to cart purchases,
and all of those types of things to be able to go and see
these in a graph as well.
And that's how your data will be tracked
using the Facebook pixel.
Now, if you want further confirmation
that your Facebook pixel is definitely working,
you can go and install a Google Chrome extension
called the Facebook Pixel Helper,
and this will basically tell you
if any website actually has a Facebook pixel.
So just go and install that Chrome extension.
And then when you head over to your website,
when you click on that Chrome extension
you should be able to see the name of your pixel,
and then any events that are being tracked on your site.
So now that we've had a look at how to set up
and install the Facebook pixel.
The last thing I want to show you
is just what type of data you can use
from the Facebook pixel to run re-targeting ads.
So in order to do this,
within your Facebook business manager,
just go over to All tools again,
and then you're gonna go and click on Audiences.
Once you click on this,
you can go and click on Create an Audience,
go to Custom Audience, and then over here,
you will see all of the data sources.
So, this is all of the data that is being tracked
by your Facebook pixel.
So now that you have your Facebook pixel installed
and set up on your site,
you are past the first fundamental steps to setting up
an amazing Facebook ads campaign.
It is time for you to start planning
your re-targeting campaigns and start getting some purchases
for your business.
And that's exactly what we cover
in these two videos over here,
where we show you how to go and set up
re-targeting ad campaigns,
as well as how to create Facebook video ads
that actually converts in 2021.
So go and check those videos out,
and we'll see you on the other side.
(upbeat music)