One of the key advantages of utilizing social media advertising lies in its capacity to enable precise testing, tracking, refinement, and targeting of ads. As of February 2022, Facebook Pixel has undergone a name change to Meta Pixel. The Meta Pixel functions as a code snippet embedded on a website that records conversion events started by visitors on specific pages. This information recorded by the pixel can assist you in creating target audiences and providing insights into how individuals engage with your website. In this blog post we will cover the essential step-by-step guide to set up Meta pixel on your Website to help you track your customer journey.
What is Meta Pixel?
How Does the Meta Pixel Work?
The Meta pixel operates by installing and activating cookies to monitor user interactions with your website across Facebook and Instagram, on and off the platforms. For instance, I came across an adorable bathmat featured in the facebook Stories of the interior design YouTuber Alexandra Gater. I tapped the link to explore the bathmat further and included it in my shopping cart. However, I got sidetracked thinking about lunch and set my phone aside. When I revisited Instagram later, an ad for the same bathmat appeared in Stories. The seamless connection of your sales funnel between your website and social media accounts is impressive. The Meta Pixel effortlessly monitors:
- Visited URLs and Domains
- Predefined Conversions
- Devices Utilized
Steps to Set Up Meta Pixel on Your Website
Having gained an understanding of what elements you can monitor and the reasons behind doing so, it’s time to establish your Meta pixel and work it into your website. Following this step:
Step 1: Create a Meta Pixel
- Navigate to the fix to Data Sources option in the left-hand bar of your Facebook Events Manager.
- Once there, choose the Web option, then tap Get Started.
- Choose Meta Pixel, then tap Connect.
- Make and input your Pixel name. Select a name with a business-oriented focus rather than one tied to a particular campaign.
- Provide your website URL to explore straightforward setup alternatives.
- Tap Continue.
Step 2: Add the Meta Pixel Code to Your Website
To utilize the pixel for collecting information on your website, you are required to install Meta pixel code on your website. The installation method extends depending on your website platform:
- Select the Use a Partner Integration option if you utilize one of Facebook’s integration partners, like Squarespace or WordPress. This guide will take you through a step-by-step process to connect your Meta pixel without needing any coding.
- If you collaborate with someone capable of editing your website code and with a developer, then click Email Instructions to provide your developer with all the basic information to install the Meta pixel.
- If none of the above choices is available, you’ll need to manually insert the Meta pixel code directly into your website page. This section will guide you through the process.
- Press Install Code.
- Press the green copy code button.
- Insert the pixel code into the header section of your website, positioned above the </head> tag. Include this code on all pages or within your header template if applicable. Press Continue.
- Select whether to utilize automatic latest matching. This feature aligns hashed consumer data from your website with Facebook profiles to enable more precise conversion tracking and the creation of larger consumer audiences. Press Continue.
Step 3: Set Up Meta Pixel Event
- Press the Open Event Setup button.
- Select your Meta pixel ID.
- Press Settings and skimming to Open Event Setup Tool.
- Tap your URL and select Open Website.
- Meta (Facebook) will offer a list of suggested events. Tap Review next to the suggested event, then select Dismiss or Confirm.
- Tap Finish Setup to start.
Step 4: Check Your Pixel Working With Your Meta Pixel
Before depending on the data from your Meta pixel, you should confirm that it is tracking accurately:
- Install the Meta Pixel Helper Google Chrome Extension.
- Go to the webpage where you’ve set up the Meta pixel.
- Click on the Pixel Helper Extension in the top right corner.
- Double-check to confirm that the Pixel ID matches the one you created.
- In case of any issues, the pop-up will offer error details to help you make necessary corrections.
Step 5: Add a Meta pixel Notice to Your Website
To adhere to Facebook’s terms and (in some instances, legal requirements), it is essential to ensure that visitors to your website are aware of the data collection practices. This necessitates explicit notification regarding utilizing the Meta pixel and potentially collecting their information through cookies or alternative methods. Additionally, users should be informed about how they can option out of having their data submitted. For comprehensive information, refer to point 3 in the Facebook Tools Terms under Special Provisions Concerning Certain Business Tools. Alternatively, you can explore Facebook’s Cookie Consent Resource for further guidance.
Why You Should Install the Meta Pixel?
Meta-pixel data ensures that your advertisements reach the individuals most inclined to engage in your desired actions. People install the Meta Pixel due to some reasons:
- Meta Conversion Tracking
- Increase the ROI on Your Meta Ads
- Use Meta Retargeting
- Optimize Meta Ads for Value
- Creating lookalike Audiences
Setting up Meta Pixel on your website is a crucial step to unlock the full potential of social media advertising. Formerly known as Facebook Pixel, Meta Pixel enables precise tracking of customer interactions across Facebook, Instagram, and your website. Following a step-by-step guide, you can seamlessly create and integrate Meta Pixel, gaining comprehensive insights into your target audiences. The process involves creating a Meta Pixel, adding the code to your website, setting up specific events, and ensuring proper functionality through verification tools. Installing Meta Pixel allows for effective conversion tracking and opens avenues for retargeting, optimizing ad performance, and creating lookalike audiences, ultimately enhancing the overall impact of your digital marketing efforts.