A Practical guide on how to install a Facebook pixel

Some years back, I have always wondered how some eCommerce sites (like Jumia, Konga, Amazon, etc) that I had visited and then shown interest in some of their display ad products and would later show me same products that I had earlier abandoned whenever I had something doing on the internet.

Then my curiosity!

How and why are “they following me around” the internet

Now I know the “why and how”.

Let’s discuss them

Little did I know then that the “follow follow” on the internet, was one of the digital marketing strategies engaged by the eCommerce sites to retarget and remarket me.

Facebook created a tool that allows digital marketing strategists to fully optimized the ability of retargeting and remarketing their audience on Facebook platforms that would have had one or two interactions with their websites through Facebook ads.

This Facebook tool is known as Facebook Pixel.

What is Facebook pixel?

The Facebook pixel is a tracking code that is placed on one’s website in order to collect data that would be used to track conversion from Facebook ads in order to meet set-out business goals.

How can you make this happen?

Before one can get and install the Facebook conversion tracking codes called Facebook pixel, you have to create a Facebook page from your Facebook personal account, this allows you to have access to the Facebook ad manager.

Now that you know what Facebook pixel is all about lets now delve into how to create a Facebook pixel.


Steps to Creating a Facebook pixel

Step 1: Create your Facebook pixel

  1. From your Facebook ad manager click the Events Manager tab then locate its menu list and choose Pixels.

  1. Click the Create a Pixel

3. Give your pixel a name, enter your website URL, and then click Create.


Step 2: Include the pixel code to your website

To make the pixel tracking codes on your website to work, insert the pixel tracking codes on your web pages. Below are the various ways to set up your pixel on your website.

  • If you use an e-commerce platform like Squarespace or a tag manager like Google Tag Manager, you can install your pixel without having to edit your website code directly.
  • If you are working with a developer or someone else who can help you edit your website code, click Email Instructions to a Developer to send your developer everything they need to install the pixel.
  • If neither of the above options apply, you need to insert the pixel code directly into your web pages. That’s what we’ll walk you through in this section.
  1. Click Manually Install the Code Yourself.
  2. You will copy-and-paste the pixel code into the header section of your website. That is, post it after the <head> tag but before the </head> tag. There is need to paste it into every single page of your website

3. You can choose whether to use automatic advanced matching. This option matches hashed customer data from your website to Facebook profiles. It will let you track conversions more accurately and create larger custom audiences.

4. Next is to check whether you’ve installed the code correctly by putting your website URL and then click Send Test Traffic.

If the Facebook pixel is tracking activity, click Continue.

Step 3: Track the right events for your business

Select any of the standard events you would like to track by using the toggle buttons. For each event, you need to choose whether to track on page load or on inline action.

  • Track event on page load: You can use this to track actions that involve going to a new page, like a purchase complete or sign-up success page.
  • Track event on inline action: You can use this to track actions within a page, like clicking an “add to cart” button which does not open a new page.

You can also set some guidelines for some of these events.

If you want to use Facebook pixel custom events, head to your Facebook Events Manager Choose Custom Conversions from the top left menu. And, click Create Custom Conversion to define your custom conversion event using URL rules.

Step 4: Confirm your Facebook pixel is working

You already tested your Facebook Pixel installation by sending test traffic. But before you start relying on the data from your Facebook pixel, you should confirm that it’s also tracking properly.

  1. Add the Facebook Pixel Helper extension to your Google Chrome browser.
  2. Go to the page where you have installed the Facebook pixel. If the extension locates the pixel, this </> extension icon will turn blue, and a popup will indicate how many pixels it finds on the page. The popup will also tell you if your pixel is working properly. If not, it will provide error information so you can make corrections.

Step 5: Add pixel notice to your website

In order to comply with Facebook’s terms (and, in some cases, the law), you have to make sure visitors to your website are aware you are collecting their data.

which means you have to provide clear notice in terms of the policy that you’re using the Facebook pixel and that their information may be collected through cookies or other methods. You can also make users know how they can opt-out of if they are not interested in you collecting their data.


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