Meta Pixel (Formerly Facebook Pixel) - The #1 Guide - Madgicx

Simply put, the Meta (formerly Facebook) pixel is a Javascript code that you add to your website in order to track visitor activity. The Meta pixel is an ... SolutionsTrackingRestoreconfidenceinyourFacebookadattributionreportingAutomationBeatyourcompetitionwithautonomousadmanagementCreativesConstantlyproduceconvertingadswiththeperfectworkflowTargetingFindthemostprofitableaudiencestotargetonFB&GoogleAllSolutionsProductsTrackingAutomationCreativesTargetingEssentialsRestoreconfidenceinyourFacebookadattributionreportingTracking&AttributionRestoreconfidenceinyourFacebookadattributionreportingMadgicxMetricsPowerUpFacebookAdAttributionwithMadgicxMetricsBeatyourcompetitionwithautonomousadmanagementAutonomousBudgetOptimizerOptimizebudgetsacrossallareasofyouradaccountAutomationTacticsManageyouraccountonauto-pilotCustomAutomationStreamlineeveryad-buyingworkflowConstantlyproduceconvertingadswiththeperfectworkflowCreativeInsightsAnalyzeFacebookAdCreativesataGlanceUsingAIAdCopyInsightsLearnhowyourwordsresonatewithyouraudienceAICopywriterWriteconvertingadcopylikeneverbeforeFindthemostprofitableaudiencestotargetonFB&GoogleHiddenInsightsUncoveralltheblindspotsinyouradaccountAudienceStudioGetclearaudienceinsightsanddiscovernewinterestsAudienceLauncherMasslaunchdozensofready-to-deployaudiencesAdLauncherTurnyourexistingcontentintopowerfuladsBidTestingControlthecosttogetthemostconversionsStayontopofyouradaccountwithourmanagementtoolsWhite-LabelingSendreportsandcreateassetsunderyouragency’sbrandAdsManager2.0ManageAllYourFacebookAssetsinOnePlaceFacebookAdsDashboardGetabird’s-eyeviewofyourFacebookadvertisingGoogleAdsDashboardGetaholisticperformanceoverviewofyourGoogleadsAutomatedReportingKeeptrackofyouraccountandkeepeveryoneupdatedAutoAdCommentOwntheCommentSectionofYourFacebookAdsSmartFilterSegmentperformancedatatoderiveactionableinsightsAdSetStorylineCollaboratewithyourteamefficientlyMadgicxMobileMonitoryouradperformancewhereveryouareAllProductsCompanyAboutUsCareersCaseStudiesBecomeaPartnerOpenPositionsProductDesignerDevelopmentMadgicxAgencyCopywriterXProfessionalServicesCustomerSuccessManagerSales&SuccessAllopenpositionsSuccessStoriesUpjers4xSign-Ups66%DecreaseinCostperSign-Up40%DailyBudgetScalingPurePerformance5xROAS2.36xRevenue30%DecreaseinCPPTanganyikaWildlifePark80ROAS$400KRevenue1MonthAllsuccessstoriesResourcesBlogAcademyProductUpdatesBrandResourcesWatchDemoRecentPostsThe4LeadingFacebookAdsReportingToolsintheMarketFacebookAdManagement9minsThe3BestAlternativestoFacebookAudienceInsightsFacebookTargeting11minsThe3TopToolstoReplacetheLateFacebookAnalyticsFacebookAnalytics12minsBlogPricingLoginTRYFORFREETryForFreeSolutionsTrackingRestoreconfidenceinyourFacebookadattributionreportingAutomationBeatyourcompetitionwithautonomousadmanagementCreativesConstantlyproduceconvertingadswiththeperfectworkflowTargetingFindthemostprofitableaudiencestotargetonFB&GoogleProductsCompanyAboutUsCareersCaseStudiesBecomeaPartnerResourcesBlogAcademyProductUpdatesBrandResourcesWatchDemoPricingTryForFreeLoginTryForFreeBycontinuingtousethissiteyouconsenttotheuseofcookiesinaccordancewithourCookiePolicy.closeAllblogpostsOnthispageTemporaryplaceholderDiscoverwhattheMetapixelis,whyit'scrucialforeveryonewhorunsFacebookads,andallyouneedtoknowtouseiteffectively.TheMetapixel(formerlyFacebookpixel)iscurrentlybeingusedbyalmost4millionwebsitesaroundtheworld.Nowyou’reprobablyaskingyourself-howcouldthislittlepixelbecomesopopular?ReadfurthertodiscoverwhattheMetapixelis,whyitissoimportantforeveryonewhorunsadsonFacebook,andbasically,everythingyouneedtoknowinordertouseittoyourbenefit.WhatisMeta(Facebook)Pixel?Simplyput,theMeta(formerlyFacebook)pixelisaJavascriptcodethatyouaddtoyourwebsiteinordertotrackvisitoractivity.TheMetapixelisananalyticstoolthathelpsyoumeasureandincreasetheeffectivenessofyouradvertisingcampaigns.Thisisdonebyreportingandanalyzingtheactionspeopletakeonyourwebsite.Thepixelusesthisdatatoassignpeopletodifferenttargetgroupsyoucanengagewithadsinthefuture.Inthischapter,I'llexplainwhattheMetapixelactuallyisandwillsharewithyouabitofitshistory.We'llalsogoabitintotechnicalities,butnottoodeep,sodon'tworry.Thepixel“fires”whensomeonetakesanactiononyourwebsite,whichisoneoftheseyouorderedittotrack.YoucanviewalltheseactionsonyourMetapixelpageintheEventsManager.Youcanalsousethisdata,lateron,toadvertisetopeoplewhovisitedyourwebsite.That’scalledRetargeting.WhyistheMetapixelcalled“pixel”?Theterm“pixel”wasnotcoinedbyFacebook.Trackingpixelsandpixeladvertisinghavealreadybeenaroundforquitesometime.Initially,thissolutionwasusedforemailmarketingandwasreferredtoasa"webbeacon".Nowadays,itbecameastandardinmanyonlineadvertisingplatforms.Atrackingpixelisagraphicwithdimensionsof1x1pixelsthatisloadedwhenauservisitsawebsiteoropensanemail.It’ssosmallthatit’sbarelynoticeable.Thesetrackingpixelswereoriginallypartlyorfullydesignedtobetransparentorcamouflagedinthebackgroundcolorofthewebsitesothattheydon’tstandouttousers.ThetrackingpixelURListhememorylocationontheserver.Whentheuservisitsawebsite,theimagewiththetagisloadedfromthisserver.HistoryoftheMeta(Facebook)pixelIn2013,Facebookreleasedtwokindsofpixels:WebsiteCustomAudiencePixelforretargetingwebsitevisitors(AKAFacebookRetargetingPixelorFacebookRemarketingPixel)FacebookConversionPixelfortrackingwebsiteconversions(e.g.sales)YoucouldonlycreateoneCustomAudiencePixelperFacebookadaccount,butmanyConversionPixels-oneforeachwebpageyouwantedtotrackconversionson.In2015,FacebookmadeitallmoresimpleandconvenientbymergingbothkindsofpixelsintoanewandimprovedFacebookpixel.In2017,theFacebookpixelwasupdatedagaintoincludemoretrackingoptions,suchasbuttonclickactivityandpagemetadata.FacebookalsodiscontinuedtheConversionPixelthatyear.InJanuary2022,afterturningtheFacebookcompanyintoMeta,thecompanychangedthepixelnameto"Metapixel."TheMetapixelcodeAsIalreadymentioned,theMetapixelissimplyasnippetofJavascriptcodethatyouembedintoyourwebsite.ItreliesonFacebookCookies,whichenableFacebooktomatchyourwebsitevisitorstotheirrespectiveFacebookuseraccounts.HowdoesMetapixelwork?Itloadsasmalllibraryoffunctionsthatyoucanusewheneverawebsitevisitortakesaspecificactionthatyouwanttotrack.Theseactionsarecalled“conversions”andtheyareinterpretedbythepixelas“events”.TheseeventscanbePageViews,Add-to-Cart,Purchase,ScrollDepth,TimeonPage,andmore.ThepixeltracksURLsvisited,domainsvisited,anddevicesyourvisitorsuse.YoucanviewallyourtrackedconversionsintheFacebookAdsManagerandtheFacebookAnalyticsDashboard.ThiswillhelpyoutomeasuretheeffectivenessofyourFacebookadcampaigns,createcustomaudiencesforRetargeting,setupdynamicadcampaigns,andanalyzeyourwebsite’sconversionfunnels.RequirementsInordertoimplementtheMeta(Facebook)pixelonyourwebsite,youwillneed:Accesstoyourwebsite’scodebase.YourPixel’sbasecodeoritsID.AccesstotheFacebookAdsManager.IfyourbusinessoperatesintheEU,youalsohavetocomplywiththeGeneralDataProtectionRegulation(GDPR).WhyyoushouldinstalltheMetaPixelFrankly,withoutthepixelyouareshootinginthedark,sowhynothelpMetahelpyou?Asdatabecomesmoreandmoreimportanteveryday,it’scrucialtohaveastrongintegrationbetweenyourwebsiteoreCommerceshopandMeta(andanyother“walledgarden”adplatform).ThisdatacanhelpyoucreatebetterFacebookadsandimproveyouraudiencetargeting.Inthischapter,youwilllearnabouttheimportanceoftheMetapixelin3areas:audiencecreation,measurement,andoptimization.WhatdoesMetapixeldo?AudienceCreationThepixelhelpsyoufindnewcustomersandretargetpeoplewhohavevisitedaspecificpageortakenadesiredactiononyourwebsite.YoucanuseyourpixeldatatocreateRetargetingcampaignsanddynamicads.Forexample,ifacustomerhasabandonedanitemintheircartoraddedittotheirwishlist,youcanshowthemadynamicadpresentingthesameitem.Youcanalsocreatecustomaudiencesofpeoplewhohavealreadytakenthedesiredaction(suchasasubscription)inordertoexcludethemfromyourRetargetingcampaigns.Thiswillsaveyoumoneyandmakesureyou’renotannoyingpeoplewithadsaskingthemtotakeactionstheyalreadydid.Usingyourpixeldatatocreatelookalikeaudiences,whichincludepeoplewhohavesimilarcharacteristicstoyourcustomersandwebsitevisitors,isalsocrucialforexpandingyourcustomerbase.Oneofthebiggestadvantagesofcreatingpixel-basedlookalikeaudiencesisthattheyupdateautomatically,whichmeanstheyremainrelevantforcoldtrafficcampaigns.MeasurementWiththeMetapixel,youcanunderstandtheimpactofyouradsmuchbetterbymonitoringpeople’sreactionstothem.Thepixelshowsyouhowpeopleinteractwithyourwebsiteafterseeingyourads.Iteventracksthemacrossdifferentdevices.Forexample,customersmighthaveseenyouradonmobileandmadethepurchaseontheirdesktop.Totrackadattributioncorrectly,makesureyousetuptherightMetapixelURLparameterswhenlaunchingyourads.Youcanfollowyourcustomers’behavioralongeverystageofyourmarketingfunnel,fromAcquisitionthroughRetargetingtoRetention.YourpixeldataincludescriticalmetricssuchasReturnonAdSpend(ROAS),CostperPurchase(CPP),andCostperLead(CPL),whichyoucan’ttrackefficientlywithoutit.Thisinformationiscrucialforrefiningyouradvertisingstrategy,especiallyintermsoffull-funneltargetingandomnichannelmarketing.OptimizationThepixelallowsyoutosetupautomaticbiddingtoreachpeoplewhoaremorelikelytotakeanactionyou’reinterestedin,suchasmakingapurchase.Facebookhasatonofdataaboutitsusers.Hence,inorderforFacebooktofindthepeoplewhoaremostlikelytoconvert,allyouhavetodoisask-setup“conversions”asyourcampaignobjective.Youcanoptimizefordifferentconversionsbasedonyourbusinessmodel,whetherit’spurchasesorsign-ups.Youcanalsooptimizeyourcampaignsforvalue,whichmeansthatFacebookwillshowyouradstopeoplewhoaremorelikelytomakehigh-valuepurchases.Inconclusion,installingtheMetapixelwillhelpyouincreaseyourconversionrateandyourROASonFacebookads.ProTip:Evenifyou’renotrunningFacebookadsyet,youshouldinstalltheMetapixelonyourwebsite.Thisway,thepixelwillstartcollectingdataonyourwebsitevisitorsrightaway,soyouwon’thavetostartfromscratchwhenlaunchingyourveryfirstFacebookads.HowtocreateandinstallaMetapixelNowthatyoualreadyunderstandwhattheMetapixelisandhowimportantitistoaddittoyourwebsite,I’llexplainhowyoucancreateandinstallitonyoursite.Inthischapter,I'lltakeyoustep-by-stepthroughthewholeprocessfromcreationtoMetapixelsetup.I'llalsousealotofscreenshotstomakethingsclear,sodon'tyouworryaboutathing!Beforewestart,therearetwothingsyouneedtohave:AwebsiteforyourbusinessPermissiontoupdateyourwebsite’scodeIfyoudon'thaveawebsite,that'sdefinitelygoingtobeanissue.Ifyouhavenopermissiontoupdateyourwebsite'scode,eitheraskyouradministratortograntyoupermissionorletthemdotheinstallationforyou.Oncewe’veclearedtheseout,wecanstartandcreateyournewMetapixel.Noworries,it'saprettysimpleprocess.HowtocreateaMetapixel?GotoyourFacebookEventsManager.Ontheleftsidemenu,click“ConnectDataSources”.‍Select“Web”andclick“GetStarted”.Select“FacebookPixel”andclick“Connect”.Afterreadinghowthepixelworks,click“Continue”.Giveyourpixelanindicativename.Trysomethingmorecreativethan"MyPixel".EnteryourwebsiteURLtocheckforeasysetupoptions.Click"Continue."AddtheMetapixeltoyourwebsiteOnceyournewpixelwascreated,it’stimefortheMetapixelsetuponyourwebsite.GototheFacebookEventsManager.Selectyourpixel.Click“ContinuePixelSetup”.Atthisstage,youhave3possiblewaystocontinue:manualinstallation,usingapartnerintegration,orsendingtheinstructionstoyourwebsiteadministrator.ManuallyaddtheMetapixelcodetoyourwebsiteSelect“InstallCodeManually”.Copythepixelbasecode.Findyourwebsite’sheaderorlocatetheheadertemplateinyourCMSorwebplatform.Pastethebasecodeatthebottomoftheheadersection,justabovetheclosingheadtag.Click“Continue”.Atthisstage,youcanturnon“AutomaticAdvancedMatching”andverifythecustomerinformationyouwanttosend.ThisisonlyoptionalandI’llexplainmoreaboutitlateron.Click“Continue”.AddEventsusingtheEventsSetupToolorbymanuallyaddingtherelevantcodetoyourwebsite.MoreaboutMetapixeleventslater.Click“Done”.UseapartnerintegrationClick“UseaPartner”.Selecttherelevantpartnerfromthelist.Followtheon-screensetupinstructions.Alternatively,youcangotothePartnerIntegrationspageintheFacebookEventsManager,selectyourpartner,andfollowtheon-screeninstructions.FacebookhasintegrationsformultipleeCommerceplatforms,suchas:ShopifyMagentoWoocommerceFacebookalsohasintegrationsforvariouswebsiteplatforms,including:WordPressWixSquarespaceInaddition,FacebookhasanintegrationforGoogleTagManagerandformanycustomerdataplatforms,dataconnectionplatforms,CRMandmarketingsoftware,andmobileplatforms.SendinstructionsviaemailIfsomeoneelse,suchasyourwebdeveloper,willbedoingtheMetapixelsetuponyourwebsiteforyou,youcaneasilysendthemtheinstructionsbyemail.Thisishowyoudoit:Click“EmailInstructions”.Entertherecipient’semailaddress.Click“Send”atthebottomofthepage.HowtofindMeta(Facebook)pixelID?NowthatyouhaveaMetapixel(Hooray!),whathappensifyouwanttoconnectittoanotherplatform?AllyouneedisyourMetapixelID!YoucanfinditintheFacebookEventsManagerontheleftsideofthescreenunderyourpixel’sname.ProTip:DidyouknowthatanyonecanstealyourMetapixelIDandinstallitanywhere?Ifsomeonewantstodamageyourtargeting,theycould,forexample,takeyourMetapixelIDandimplementitonawebsitethathasnothingtodowithyourbusiness.Oneofourcompetitorsoncereportedthatsomeoneinstalledtheirpixelonawebsiteforpeoplewhosearchfor“clubs,bars,sex”inTokyo.That’swhyroutinepixelauditsarecrucialforyourbusiness.Onceyouaudityourpixel,you’lldiscoversuchissuesrightaway.Andonceyoudiscoversuchanissue,thesolutionisverysimple.Evenifyoudon’thaveaccesstothewebsiteonwhichyourpixelwasinstalled,youcanaddthissitetoyourblocklist.SimplygotoEventsManager,selectthe“Settings”tab,andscrolldownallthewaytoTrafficPermissionsandedityourblocklist.MetapixeleventsThenextstep,aftercreatingandinstallingtheMetapixelonyourwebsite,issettingupyourdesiredevents.Theseeventsaretheactionsyouwishtotrackonyourwebsite.Inthischapter,we'lldiscussstandardevents,customconversions,customevents,andofflineevents.I'llexplainhowyoucansetupeachoneofthemandprovideyouwithsometipsregardingtheeventsyoushouldbetracking.YoucaneithersetupMetapixeleventsmanuallyusingtherelevanteventcodesorviaFacebook’sEventSetupTool.NotethatyoucanalsoturnonAutomaticEvents,whichallowsyourMetapixeltoautomaticallytrackvaluableevents,suchaspurchasesandregistrations,withouthavingtosetthemup.AutomaticEventswillbede-duplicatedfromanyothereventsyouhavemanuallysetup.InordertoenableAutomaticEvents,justgotothe“Settings”tabintheFacebookEventsManagerandtoggleon“TrackEventsAutomaticallyWithoutCode."ProTip:Ifyourbusinessisinaregulatedvertical,youwon’tbeabletousetheEventSetupTool.Ifyourbusinessbelongstooneoftheseverticals,you’llhavetosetupyoureventsmanually.Theregulatedverticalsareinvestmentbankingandbrokerage,insurance,financialservices,retail,creditunion,andcommercialbanking,credit,financing,mortgages,pharmaceutical,andhealth.HowtosetupeventsusingtheEventSetupToolGototheFacebookEventsManager.Underthe“Overview”tab,click“AddEvents”.Alternatively,youcantapintothe“Settings”tab,scrolldownto“EventSetup,”andclick“OpenEventSetupTool.”Select“FromthePixelandthenclick“OpenEventSetupTool”.Enteryourwebsite’sURLandclick“OpenWebsite”.MakesureyouwritethefullURLwithHTTP(s)inthebeginning.TheEventSetupToolshouldopenuponyourwebsite.Ifitdoesn’t,tryturningoffyouradblocker.YoucannowgothrougheachpageonyourwebsiteandaddabuttonclickorURLtracking.Youcanalsoviewthedetailsofyourexistingevents,edit,ordeletethem.Youcanalsotapintothe“AllEvents”tabtoview,edit,ordeleteeventsyousetuponotherpagesonyourwebsite.Notethatifyousetupaneventmanuallyinyourwebsitecode,youwon’tbeabletoviewitsdetails,edit,ordeleteitusingtheEventSetupTool.Onceyou’refinished,youcaneitherclick“FinishSetup”orgobacktotheEventsManagerandclick“Disconnect”.MetapixelstandardeventsMetahasalreadypreparedalistofstandardeventsthatyoucantrack:AddPaymentInfo:Theadditionofbillinginformation,suchasacreditcard,duringthecheckoutprocess.ViewContent:Avisittoawebpagethatisimportanttoyou,suchasaproductoralandingpage.ThiseventonlytellsyouthatsomeonevisitedaspecificURL,butnotwhattheydidorseeonthepage.AddtoCart:Theadditionofanitemtoashoppingcartorbasket.AddtoWishlist:Theadditionofanitemtoawishlist.CompleteRegistration:Asubmissionofinformationbyacustomerinexchangeforaserviceprovidedbyyourbusiness,suchassigningupforyouremaillist.Contact:Aphonecall,SMSmessage,email,chatconversation,oranykindofcontactbetweenacustomerandyourbusiness.CustomizeProduct:Thecustomizationofaproductviaanykindofconfigurationtoolorappyourbusinesshas.Donate:Adonationmadetoyourorganizationorcause.FindLocation:Whenapersonfindsoneofyourlocationswithanintentiontovisit.Forexample,searchingforaproductonyourwebsiteandfindingitinoneofyourstores.InitiateCheckout:Thestartofacheckoutprocess.Lead:Asubmissionofinformationbyacustomerwiththeunderstandingthattheymaybecontactedbyyourbusinesslateron.Forexample,signingupforatrial.Purchase:Thecompletionofapurchase,usuallysignifiedbyreceivingpurchaseororderconfirmation,oratransactionreceipt.Schedule:Thebookingofanappointmenttovisitoneofyourlocations.Search:Asearchperformedonyourwebsite,app,orotherproperty.StartTrial:thestartofafreetrialofaproductorserviceyouoffer.SubmitApplication:Thesubmissionofanapplicationforaproduct,aservice,oraprogramyouoffer,suchasacreditcard,aneducationalprogram,orajob.Subscribe:Thestartofapaidsubscriptionforaproductorserviceyouoffer.Butwhenwouldyoulikethepixeltoregistertheseevents?Youhavetwopossibilities:onpageloadandonaninlineaction.Whenisitbettertoregisteraneventonpageload?Whentheeventiscompleteoncethewebsitevisitorgetstoanewpage.Forexample,whenyouhavea“ThankYou”orconfirmationpageafterthevisitorcompletedthesign-upprocessorapurchase.Whenisitbettertoregisteraneventoninlineaction?Whentheactioniscompleteoncethevisitorclicksabutton,suchas“AddtoCart."Youcanalsousethisoptionifyoudon’thaveadedicatedconfirmationpageforsubscriptionorpurchase.WhichstandardMetapixeleventsshouldItrack?Thatdependsonyourbusinessmodel.DoyouhaveaneCommercebusiness?AreyouaSaaScompany?Youshouldunderstandyourmarketingfunnelfirst,andaccordingtothat,youneedtomakesureyouinstallalltherelevantpixeleventsacrossthefunnel.Eachstepofyourfunnelshouldtriggeranevent.Thiswillhelpyouoptimizeyouradslateron.eCommercebusinesseventsLet’sfollowthemostcommonprocessyourcustomersgothroughonyourwebsite:Inthatcase,theessentialeventsforyouare:ViewContent:You’dliketosetyourpixeltoregisterthiseventwhenavisitorviewsyourhomepageoraproductpage.You’dliketosetthiseventtofireonpageload.Ifyouhavecategorypages,youcansetthiseventforthemaswell.AddtoCart:Thiseventwillberegisteredwhenavisitorclicksany“AddtoCart”buttononyourwebsiteandshouldfireonaninlineaction.Ifyouuseawishlistonyourwebsite,youcanalsosetuptheeventAddtoWishlist.InitiateCheckout:Thiseventshouldalsofireoninlineactionwhenavisitorinitiatescheckout.AddPaymentInfo:Youcansetupthiseventtofireoninlineactionwhenthecustomerclicks“Save”afteraddingtheirpaymentinfo,orwhenthenextpageinthepurchaseprocessloads.Purchase:Thiseventwillfireoninlineactiononceavisitorclicks“CompletePurchase”oronpageviewifyouhavea“Thankyou”/purchaseconfirmationpage.SaaScompanyeventsIfyouhaveaSaaSoraB2Bservicecompany,yourfunnellooksabitdifferent:Themaineventsyouwouldliketotrackarethen:ViewContent:You’dliketoregisterthiseventonpageloadonyourHomepage,ProductPages,BlogPage,BlogArticles,andSign-UpPage.Lead-incaseyouprovideafreetrial:You’dlikethiseventtofireonpageloadifyouhavea“Thankyou”/CompleteSign-UpPage,oroninlineactionwhenyoudon’tandthecustomerjustclicksaCompleteSign-UpButton.YoucanalsousetheStartTrialorSubscribeeventsinstead.AddPaymentInfo-incaseyouonlyprovideapaidsubscription:Thiseventwillfireoninlineactionwhenthecustomerclicks“Save”afteraddingtheirpaymentinfo,oronpageloadifyouhaveaseparatepageforaddingpaymentinfo.Purchase-incaseyouonlyprovideapaidsubscription:Thiseventwillfireoninlineactiononceavisitorclicks“CompleteSign-Up”oronpageloadifyouhavea“Thankyou”/sign-upconfirmationpage.LeadgenerationeventsAleadgenerationfunnelcanlooklikethis:Inthiscase,themaineventsyou’dliketotrackare:ViewContent:You’dliketoregisterthiseventonpageloadoneachoneofyourLandingPagesandonyourSign-UpPage.Lead:You’dlikethiseventtofireonpageloadifyouhavea“ThankYou”/"CompleteSign-Up"Page,oroninlineactionwhenyoudon’tandthecustomerjustclicksaCompleteSign-UpButton.AppInstalleventsInthatcase,yourfunnelcanlooklikethis:Andthemaineventsyou’dliketotrackare:ViewContent:You’dliketoregisterthiseventonpageloadonyourHomepage.Purchase:You’dlikethiseventtofireoninlineactionwhenthevisitorclickstheDownloadButton.CustomconversionsWhenshouldyoucreateadditionalcustomconversionsbeyondthestandardevents?DoitwhenyouwanttotellFacebookwhat’sthevalueofthisspecificconversionforyou.Youcanalsousecustomizationtodistinguishbetweenpeoplewhovieweddifferentpagesonyourwebsite,suchasdifferentproductpages.Lateron,you’llbeabletoshowthemexactlytheadsthey'reinterestedin.CustomconversionsuseURLrulesbasedonspecificURLorURLkeywords,domains,oradditionalparameters.HowtocreateacustomconversionGotoEventsManagerandselect“CustomConversions”ontheleft-sidemenu.Click“CreateCustomConversion”.Giveyourcustomconversionanindicativename.Youcanalsoaddadescriptionforfurtherclarification.Chooseyourrelevantpixelasthedatasource(incaseyouhavemorethanonepixel).Selectthetypeofconversioneventyouwishtooptimizefor.Youcanselecteachofthestandardconversionsyouinstalled,AllURLTraffic,oracustomeventifyoucreatedany(moreonthatlater).Addtherules.TheserulescanbeURL-ordomain-based,oreventparameters.Readthelistofalltheavailableparameters.YoucanalsoenteraconversionvaluetotellFacebookhowmuchthisconversionisworthforyou.ThisishelpfulformonitoringyourROAS.Ifyoudon’tenteranyvalue,it’lldefaulttozero.Click“Create”.Notethateveryadaccountislimitedto100customconversions.Thatlimitationisnotperpixelbutperaccount.However,youcandeletecustomconversionsyouaren’tusinganymoreandcreatenewonesinstead.Also,notethatyoucan’tusecustomconversionswithdynamicproductads.CustomeventsThenextlevelofcustomizationiscalled“customevents”.Theseeventsareneededwhenyouhaveimportantstepsofthefunnelthatarenotincludedinthestandardones.Everystepofyourfunnelshouldtriggerapixelevent.Forexample,ifyouhaveaquestionnaire,yourpixelshouldfireaneventforeachstepoftheform.Inordertocreatesuchevents,youhavetoaddtherelevantJavascriptcodetotherelevantpageonyourwebsite.WhilecustomconversionsaretiedtoaURL,customeventscanbecalledalsowhenavisitorperformsanactionlikeclickingabutton.ProTip:Don’tcreatecustomeventsthataremeanttoreplacestandardpixelevents.IfFacebookhasalreadycreatedastandardevent,suchasPurchase,forexample,useitwhentheeventisapurchase.Facebookknowsbesthowtofindpeoplewhoarelikelytopurchaseandwilloptimizeyouradsforthistypeofconversionifyousetitupcorrectly.However,ifyoucreateacustomeventthatismeanttoreplaceit,Facebookwon’tbeabletooptimizeforitproperly,andyoumightmissoutonpotentialcustomers.AdvancedMatchingAdvancedMatchingallowsFacebooktocollecthashedinformationaboutvisitorstoyourwebsite,suchasemailaddressesandphonenumbers.TheinformationisofcoursehashedbeforeitissenttoFacebookinordertoprotectuserprivacy.Thisway,FacebookcanbettermatchyourwebsitevisitorswiththeirrespectiveFacebookaccountsandincreasethenumberofyourattributedconversions.Thatwillhelpyouassessyouradperformancemuchbetter.Thiswillalsobeveryusefulwhenyouwanttocreatelargerwebsite-basedcustomaudiencesforRetargeting.Anotherbenefitisdecreasingyourcostperconversionastheconversion-optimizedcampaignsyoucreatewillbecomemoreefficient.YoucaneitherusemanualorautomaticAdvancedMatching.ManualAdvancedMatching:Inthiscase,youoryourwebdevelopermustmodifythepixelbasecodetopasswebsitevisitorinputasparametersinthepixelinitialization.Usethismethodifyourpixelisinaninframe,ifyouhaveanIMGpixel,orifyourbusinessisinaregulatedvertical.HereishowyousetupmanualAdvanceMatching.AutomaticAdvancedMatching:Thisisamoresimplemethodincaseyoudon’tknowhowtocodeyourselfandhavenodevelopertodoitforyou.Itisveryeasytosetitup-justtoggleitonintheEventsManagerunder“Settings.”Thiswilltellyourpixeltolookforrecognizableformfieldsandothersourcesonyourwebsitethatcontaininformationsuchasfirstandlastnamesoranemailaddress.Thisdatawillbeautomaticallyhashedonyourwebsite,andaftermatchingitwiththerespectiveaccounts,Facebookwilldiscardit.Ifpossible,itwillbebeneficialtousebothmanualandautomaticAdvancedMatching.Youcanreadmoreaboutbestpracticesforadvancedmatchingforwebtochoosethemethodmoresuitableforyou.FacebookofflineeventsAlloftheseeventsaregreatandveryhelpfulwhenitcomestotrackingactionspeopletakeonyourwebsite.Butwhatif,inadditiontoyoureCommercestore,youalsohaveastore“intherealworld”?Howcanyoutracktheeffectyouronlineadvertisinghasonsalesinyour“real-world”store?Havenofear,Facebookofflineeventsarehere!HowtoregisterFacebookofflineeventsThefirstthingyouneedtodoiscreateanofflineeventset.Thisishowyoudoit:GotoEventsManagerandclick“ConnectDataSources”ontheleft-sidemenu.Select“Offline”andclick“GetStarted”.Giveyourofflineeventsetanindicativename.Youcanalsoaddadescriptiontofurtherexplainit.Click“Create.”Selecttheadaccount(s)inwhichyouwanttousethisofflineeventset.Youcanturnonauto-trackingsothateverynewadyoucreatewilldefaulttothiseventset.Youcanalsoturnonauto-assignmentinordertoautomaticallyassigneverynewadaccounttothiseventset.Click“Next”andthat’sit,yourofflineeventsetisready.Notethatforsomebusinesstypes,Facebookautomaticallycreatesandassignsanofflineeventset.Inthiscase,you’llfinditintheEventsManager.Justselect“Details”tomanageit.NowyoucanstartuploadingyourFacebookofflineeventdata.Therearethreepossiblewaystodothis:ViatheOfflineConversionsAPI,usingapartnerintegration,ordoingitmanuallyintheEventsManager.Itisrecommendedtouploadthisdataregularlytomakesureit’sup-to-date.That’swhyitmaybeeasiertousetheAPIorapartnerintegrationandautomatetheprocess.Trackingyourofflineconversionswillallowyoutogetafullviewofyouradperformanceandalsoletyoucreatecustomandlookalikeaudiencesbasedonvisitorstoyour“real-world”store.Efficientlymonitoringofflineeventsisessentialforimplementingasuccessfulomnichannelmarketingstrategy.Metapixel2.0-OfflineConversionsAPIMetaisputtingalotofeffortintoimprovingitspixelconstantlyeversincethedayitwaslaunched.AsIalreadymentioned,thenewpixelwasfirstintroducedin2015andcustomermatchingwasimprovedin2017.Lateron,Facebookalsosharedsessiondatatoimprovematchrate,andnow,withcookiesbeinglimitedandevendisappearing,FacebookintroducedaServer-to-Server(S2S)solution.Metadoesn’twanttorelyonthebrowsers,asitwishestobecomemoreindependent.Therefore,it’snowprogressinginthedirectionofS2SdatatransmissionusingtheConversionsAPI.ThisAPIissometimesreferredtoasthe"Facebookofflineconversionintegration."Thiscouldbearealgame-changerforMetaandformanyadvertisers.Atthemoment,advertisersneedtobegrantedpermissiontousethisAPI.YouneedtorequestitandyoushouldalsotalktoyourMetarepresentativeaboutit.ItreliesonaddingaFacebookparametercalled“fbclid”attheendofURLs.ThiscanbereferredtoasFacebookClickIdentifier,inanalogytotheGoogleclickIdentifier,whichallowsGoogletoexchangedatabetweenGoogleAnalyticsandGoogleAdSense.ThisS2SpostbacktrackingsystemisveryusefulforSaaScompaniesandLeadgenerationbusinessesthatneedtotrackconversionsinamoresophisticatedway.HowtocheckifyourMetapixelisworking?AftercreatingaMetapixel,installingitonyourwebsite,andsettinguptheeventsyouwanttotrack,youprobablywanttomakesureyourpixelisactuallyworking,right?Youwouldn'twanttowakeuponedayfindoutthatyourpixelwasn'taccumulatingdataproperly(oratall).Inthischapter,I'llintroduce3essentialtoolsthatwillhelpyouensurethatsomethinglikethatdoesn'thappen,andifitdoes,youcantroubleshootanyissuethatoccurs.Therearethreemaintoolsthatcanhelpyoumakesurethatyourpixelisworkingproperly:GoogleChrome’sMetaPixelHelperextension,Facebook’sDiagnosticsTool,andFacebook’sTestEventsTool.FacebookPixelHelperChromeextensionThisextensionhasmanynames,andsomepeoplemaycallitthe"FacebookPixelChecker"or"FacebookPixelFinder,"forexample.TheMetapixelextensionisnowavailablealsoforMicrosoftEdgeandnotonlyforGoogleChrome.TheFacebookPixelHelperwillshowyouwhetheryourpixelisactiveandhelpyoutroubleshootdifferentissues.IfyourMetapixelisnotactive,you'llknowrightawayusingthisextension.HowtoinstalltheFacebookPixelHelperChromeextensionUsethislinktoaddtheFacebookPixelHelperChromeextensiontoyourbrowser.Gotoyourwebsite.Ifyourpixelisworking,theFacebookpixelextensioniconwillturnblueandshowthenumberofactiveMetapixelsonthewebsite.CheckalsothatthepixelinstalledonyourwebsitehasthesameIDastheoneyouseeintheEventsmanager.ClickingontheFacebookpixelextensioniconwillopenapop-upwindow,thatwilltellyouwhetheryourpixelisworkingproperly.Ifnot,anerrornotificationwillappear.Ifyoudiscoveranyissues,youcantroubleshootthemontheEventsManager.TroubleshootingPixelissueswiththeFacebookPixelHelper“Wedetectedeventcodebutthepixelhasnotactivatedforthisevent,sonoinformationwassenttoFacebook.thiscouldbeduetoanerrorinthecode,butcouldalsooccurifthepixelfiresonadynamiceventsuchasabuttonclick.”Thewarningshownintheimageaboveisactuallyprettyeasytotroubleshoot.Thisisusuallyanad-blockerissue.Onceyoudisabletheadblocker(evenjustforthespecificwebsite),you’llseethatthewarningisgone.PixelDidNotLoadThiserroroccurswhentheFacebookPixelHelperfindswhatseemstobeapixelcodeonyourwebsite,buttheactualHTTPcallwasnevermade.Thiscouldmeanyouhaveanerrorinthecode,orthatthePixelfiresonadynamicevent,suchasabuttonclick.Clickingthebuttoncansolvethisissue.EncodedCharactersThismeansthattheFacebookPixelHelperfounddouble-encodedcharacters.ThiscouldhappenwhenyouhaveatagoraCMSsystemthatencodesalready-encodedinformation.Forexample,encoding“&”into“&”.NotaStandardEventTheFacebookPixelHelperhasidentifiedaneventthatisnotoneofFacebook’sStandardEvents.Ifyoudidn’tcodesuchacustomeventonpurpose,fixyourcode.Forexample,youmighthavemistakenlynamedyourevent“Purchased”insteadof“Purchase”.PixelActivatedMultipleTimesApixelregistrywiththesameIDandeventnamewassentmultipletimestoFacebook.Thisistypicallyanerror,asasingleeventshouldonlybesentoncetoFacebook.Evenifitcontainsdifferentcustomparameters,theyshouldallbeaggregatedandsentatthesametime.InvalidPixelIDTheMetapixelIDsenttoFacebookdidn’tmatchanyIDthatexistsinthesystem.Inthiscase,youshouldgototheEventsManagerandcheckyourMetapixelID.CannotfindProductCatalogTheProductCatalogIDwhichwassentinthefield“product_catalog_id”inthepixelregistrycouldnotbefoundonFacebook’ssystem.YoucanfindyourProductCatalogIDintheBusinessManagerunderthe“Settings”tabwhenclicking“ProductCatalogs”.Ifyourpixelisnotpairedwithaproductcatalog,here'sthesolution,togetherwithothertroubleshootingsuggestions.Facebook’sDiagnosticsToolInordertousethistoolgotoyourEventsManagerandenterthe“Diagnostics”tab.Facebook’sDiagnosticsinformsyouofpixel-relatedissuesandsuggestsappropriatesolutions.Ifthisisnotarealissueforyou,youcanclick“Ignore”.You’llalwaysbeableto“Unignore”itinthefuture.Inordertosolveanissueclick“SeeAffectedURLs”tolocatetheproblematicpagesandparametersandmakethenecessarycorrections.Ifyouwishyourwebsitemanagertosolvetheissueforyou,youcanclick“SendtoDeveloper”.ThereareafewissuesFacebookmightinformyouof:InvalidCurrencyCodeThiserrorappearsifthecurrencycodeforaneventisn'tformattedcorrectly.Thecurrencycodemustmatchthestandard3-letterISOcurrencycodes,likeUSDorGBP.Learnmoreaboutsettingthecurrencyforyourevent.MissingEventNameOneofyoureventsismissinganame.Everyeventcodemustcontainaneventname,whetherit'sastandardeventnameoracustomeventname.Readmoreaboutformattingevents.InvalidValueParameter,MissingValueParameter,orMissingCurrencyParameterAvalueoracurrencyparameterisemptyormissing,oracurrencyparameterisn'tformattedcorrectly.Everyeventcodesnippetneedstocontainbothvalueandcurrencyparameters.Thedefaultstandardeventcodecontains$0.00USD,whichyouchangetothevalueandcurrencyyouwant.Thevaluefieldmustcontainadecimalnumbergreaterthanorequaltozero,andmaynotincludeletters,specialcharacters,currencysymbols,orcommas.Readmoreaboutsettingthevalueandcurrencyforyourevent.EventNameMismatchThismeansthatoneormoreofyourstandardeventsissimilarbutnotidenticaltooneofFacebook'sstandardevents.Ifyou'dliketomeasurethisactionasastandardevent,youneedtoupdatetheeventcodesnippetonyourwebsitetomatchthestandardeventformatting.Importantnote:Eventsarecase-sensitive.Forexample,aPurchaseeventmustbewrittenas“Purchase”,not“purchase”ifyou'dliketomeasureandoptimizeforthiseventasastandardevent.MultipleEventsOnanActionYourpixelissendingmultipleeventsinresponsetoasinglewebsitevisitoraction,likeabuttonclickorapageload.Toimproveyourdatacollectionandoptimizeyouradaccount,youshouldonlyaddthespecificeventcodetospecificpagesorinlineactionsthatreflectthespecificactionsomeonetakesonyourwebsite.Forexample,aCompleteRegistrationeventshouldonlybeaddedtoapagethatindicatessomeonehascompletedaregistrationprocess,suchasa“ThankYou”page.Afterlocatingtheproblematicpages,removetheredundanteventcodesnippetsfrompageswherethatactiondoesn'toccur.Checkyourwebsite'sHTMLcodeandremoveanyextraeventcodefromyourHTMLtemplateheader.TheonlyFacebookcodethatbelongsinyourwebsite’sheaderisyourMetapixel’sbasecode(whichcontainsthePageViewevent).RedundantPurchaseEventsThiserroroccursifyourpixelreceives4ormorepurchaseeventswhensomeonemakesasinglepurchaseonyourwebsite.Thisover-reportingmaynegativelyimpactthedeliveryofadsusingConversionorProductCatalogSalesobjectiveslateron.Toimproveyourdatacollectionandoptimizeyouradaccount,youshouldonlyaddthePurchaseeventcodetoaspecificpageonyourwebsitethatindicatessomeonehascompletedapurchase,likea“ThankYou”oraconfirmationpage.Youcanalsoaddthepurchaseeventcodetoaspecificinlineaction,suchasabuttonclick,incaseyoudon’thavesuchapage.Afterlocatingtheproblematicpages,removeunnecessaryPurchaseeventcodesnippetsfromanypageofyourwebsitethatdoesn'tindicatesomeonehasmadeapurchase.Also,checkyourwebsite'sHTMLtemplateheadertomakesurethatitdoesn'tcontainanypurchaseeventcode.InvalidEmailProvidedThishappenswhenyourpixelsendsFacebookaninvalidcustomeremailaddress.Thiserrormightdamagetheperformanceofadvancedmatchingfeatures.Inordertosolvethisissueopenyourwebsite'ssourcecodeandmakesurethePixeladvancedmatchingfeaturesaresetupproperly.LearnmoreaboutadvancedmatchingonFacebookforDevelopers.DuplicateEventsDetectedThiserrorappearsifyouhaveaneventthat'sbeingloggedusingyourwebsite'ssourcecode,andalsoasanautomaticevent.DuplicateeventsbeingreceivedbyFacebookmightharmtheaccuracyofyourpixelreporting.Inordertosolvethisissue,readhowtoturnoffautomaticevents.You'llcontinuetoreceivethiseventifit'ssetuponyourwebsite'ssourcecode.EventContainsSensitiveDataThiserrorappearsifoneormoreofyourPurchaseeventshasbeenidentifiedasbeinginviolationofFacebook’sBusinessToolsTerms.Checkyourpurchaseeventstomakesureyou'reonlyreceivinginformationthatcomplieswithFacebook’sTerms.Facebook’sTestEventsToolIfyouwanttomakesureyourpixelisregisteringeventscorrectly,youcanuseFacebook’sTestEventstool.YoucanfindthistoolintheEventsManagerwhenenteringthe“TestEvents”tab.YoucanusethistooltoTestBrowserEvents.ThisallowsyoutotestMetapixeleventsthatyousetupusingyourpixelcode,apartnerintegration,ortheEventsSetuptool.YoucanalsouseittoTestServerEvents.ThismeansyoucantestMetapixeleventsthatweresetupviatheConversionsAPI.MoreonthisAPIlater.IfyouhaveinstalledanAppaswell,you’llbeabletoTestAppEventsusingthistooltoo.InordertotestMetapixelwebbrowserevents,openyourwebsiteinaseparatetaborwindow(sincetheactivityisonlyrecordedaslongastheTestEventspageisopen).YoucanenteryourwebsiteURLandclick“OpenWebsite.”InteractwithyourwebsiteandtheeventsshouldappearintheTestEventstoolwithin30seconds.ThisdatawillbesavedintheTestEventstabfor24hoursoruntilyouclearit.Youcanfilteryoureventsbyactivities(StandardEvents,CustomEvents,CustomConversions,andAutomaticallyLoggedEvents),byactivitydetails(URL,Parameters,andActiveIssues),andbysource(Browser,Server,orApp).Clickonaneventtoviewallthedetailsrelatedtoit.Whenyou’redonetestingyourPixelevents,click“ClearActivity”ontherightsideofthescreen.ThisactivitywillstillappearinyourEventsmanager,AdsReporting,andAudiencecreationResults,ofcourse.Notethataftersettingupyoureventforthefirsttime,itmighttakeupto30minutesbeforeyoucanseeitinyouranalytics,butyoucanstillusetheTestEventsTooltomakesureittriggersproperly.Ifyoureventsdon’tappearintheTestEventsTool,trytroubleshootingyourissuesusingFacebook’sDiagnosticsand/orthePixelHelper.ProTip:Agoodsanitychecktomakesureyousetupyoureventsproperlywouldbebasedonyourfunnel.Forexample,yourMetapixelshouldregisterabiggernumberofAddtoCartthanPurchaseevents,ormoreAddPaymentInfothanPurchaseevents.IfyouworkwithaCRMsystemthatregistersSign-UpsandPurchases,youcancomparethedataregisteredbyitwithyourpixeleventrecords.Ifyourpixelregistered80-90%oftheeventsyourCRMsystemhas,it’ssetupproperly.Ifit’sabout60-70%,youneedtocheckthewayyousetupyoureventsandfixit.Whatcancauseyoutolosetheadattributiontoapixelevent?Ifyouloseadattributionforevents,theadperformanceFacebookrecordsisn’taccurate,andyouwon’tbeabletooptimizeyouraccountproperly.Ifyoudon’tknowyourrealROASandallyourotherimportantmetrics,youwon’tknowwhichadsshouldbescaledandhowtoallocateyourbudget.Thereareafewpossiblecausesforanattributionloss:RedirectionsonyourwebsiteForexample,ifyourcheckoutprocessismadeonadifferentdomain,onwhichyourpixelwasn’tproperlyinstalled,yourwebsitevisitorwilllosethecookieandtheMetapixelwon’tbeabletoattributetheeventtotherelevantad.Inordertoavoidthis,makesureyouimplementthePixelproperlyoneverypagealongyourentirewebsitefunnel.‍‍Implementingthepixelcodeinapage’sbodyinsteadoftheheaderSincetheheaderloadsfirst,that’swherethePixelshouldbe.Ifyourwebsitevisitorleftthepagebeforethebodyfinishedloading,thepixelonthispagewouldnotload,andyouwilllosethecookie.Ifyoudon’twanttoencountersuchanissue,makesureyoualwaysimplementthepixelintheheaderofthepageorinstallitusinganintegration.‍Thereisonesituationthathasnosolution,butthat’saveryrarecase.Imaginethefollowingsituation:Twofriends,RickandMorty,areviewingsomecontentonFacebookusingMorty’saccount.Suddenly,youradpopsup.Bothofthemnoticeit,ofcourse,butonlyRickgoestoyourwebsiteandpurchasesyourproductlateron.SinceFacebookdoesn’thaveanydocumentationthatRickhasviewedyouradbeforehand,you’lllosetheadattribution,eventhoughRickdidseeyourad.Toughluck.HowtocheckifanotherwebsitehasaMetapixelYoucanalsousetheFacebookPixelHelperinordertocheckifotherwebsites,suchasthoseofyourcompetitors,forexample,haveMetapixelsinstalledonthem.Forthatreason,thisextensionisalsoknownasthe"FacebookPixelFinder."Thiswayyoucanlearnhowyourcompetitorssetuptheiradsbycheckingwhicheventstheytrackonwhichpage.Ifyouhaveanadagency,youcanalsouseittoknowwho’srunningFacebookadsandcanbeapotentialcustomer.Thisistheeasiestwaytodiscoverwho’srunningFacebookads,asalmostallthepeoplewhoadvertiseonFacebookhaveapixelinstalledontheirwebsite.Anyonerunningadswithoutapixelis,well...HowtouseMetapixelfortargetingYou'vecreatedapixelandinstalleditsuccessfullyonyourwebsite.You’retrackingalltherelevanteventsforeverystageofyourfunnel.Nowit’stimetogetdowntobusiness-audiencetargeting.Inthischapter,you'lldiscoverhowtoleverageyourpixeldatatocreatepowerfulFacebookaudiencesanddynamicadsandoptimizeforconversions.TherearetwotypesofaudiencesyourMetapixelcanhelpyoucreate:CustomandLookalikeaudiences.ItiscrucialtomakesureyourMetapixelURLparametersaresetcorrectlytobeabletocreatetheseaudienceslateron.ThisisdonewhencreatingyourFacebookads.FacebookPixelcustomaudiencesOntheFacebookBusinessManager,youcancreatecustomaudiencesbasedonthedatagatheredbyyourMetapixel.Theseaudienceswillbebasedonrules,whichcanbesimple,butalsoverycomplicated.Theyaremostlyusedforpixel-basedretargetingofpeoplethathavealreadyvisitedyourwebsite.HowtocreateacustomaudienceGototheBusinessManagerandclick“Audiences”onthemenutotheleft.Youcanalsoaccessthe“Audiences”toolfromtheAdsManager.Click“CreateAudience”andselect“CustomAudience”.Select“Website”asthesource.Selectifyouwanttotargetpeoplewhomeetanyorallofthecriteriayouwilldefine.Selecttheeventthatwillbethebasisforyouraudience.Theaudiencewillincludepeoplewhoperformedthisactiononyourwebsite.Evenifyoudidn’tdefineanyevents,youcanstilltargetallyourwebsitevisitorsorpeoplewhovisitedspecificpages.Youcanalsotargetvisitorsbytimespent.Selectthetimeframeinwhichthesepeopleshouldhavetakenthisactiononyourwebsite.Themaximumnumberofdaysallowedis180.Addmoreconditionsforexclusionorinclusion.Giveyouraudienceanindicativename.Click“CreateAudience”.ExamplesofusefulcustomaudiencesyoucancreatePeoplewhovisitedaspecificproductpage.Youcanretargetthemwithadspromotingthisproductorsimilarones.Peoplewhoalreadymadeapurchase.YoucaneitherretargetthemwithacouponfortheirnextpurchaseorexcludethemfromRetargetingcampaignspromotingtheproducttheypurchased.Peoplewhoaddedtothecartbutdidn’tcompletethepurchase.YoucanRetargetthemusingdynamicproductadsremindingthemoftheproducttheyleftintheirabandonedcart.Bigspenders.Youcanspecificallytargetthesepeopleinordertoincreaseyourrevenue.FacebooklookalikeaudiencesAftercreatingallthecustomaudiencesyouneedtotest,youcannowusethemasabasisforcreatinglookalikeaudiences.Alookalikeaudienceprovidesyouwithanopportunitytoreachprospectivecustomers,whosharesimilarcharacteristicswithyourexistingonesorwithpeoplewhoshowedinterestinyourbrand,suchasyourwebsitevisitors.Afterdefiningyoursourceaudience,Facebookidentifiesthecommonqualitiesoftheusersincludedinit,likedemographicinformation,interests,groups,friendslists,andotherhistoricaldata,andcreatesalookalikeaudience:acollectionofuserssharingthosecommoncharacteristics.Lookalikeaudiencesareasuperpowerfulweaponforacquiringprospectingcustomers.Youcanlearnmoreabouttheseaudiencesinthisarticle.HowtocreatealookalikeaudienceGotothe“Audiences”toolintheBusinessManager.Click“CreateAudience”andselect“LookalikeAudience”.Selectyourwebsite-basedcustomaudienceasthesource.Selectthelocationyouwishtotarget.Selectyourdesiredaudiencesizebyapercentageofthetargetedlocation’spopulation.Click“CreateAudience”.DynamicadsIfyouhaveaneCommercebusiness,runningdynamicadscanbeverybeneficial.Theseadsautomaticallyshowproductsfromyourcatalogbasedonyourtargetaudience.Source:Newsfeed.orgInordertocreatethem,whenchoosingamarketingobjectiveforyourcampaign,select“CatalogSales”under“Conversion”.ThistoolisextremelyusefulwhenyouhavealargeselectionofproductsinyoureCommercestore.Inthiscase,creatingindividualadsbasedonpagesvisitedwillbetoocomplicatedandmightnotgetyoutheresultsyouwant.Ifyouwanttolearnmoreaboutdynamicadsandhowtocreatethem,checkoutFacebook’spageaboutthistopic.ConversionoptimizationNowthatyouhaveyourMetapixelupandrunning,youcanleverageFacebook’sfullpotentialwhenoptimizingyouradcampaigns.Withouttrackingeventswithyourpixel,youcan’toptimizeyourcampaignsforconversions,whichmakesithardertogetsales,forexample.Butwiththepixelonyourside,Facebookknowswhichconversionsaremeaningfulforyou,andwilldeliveryouradstothepeoplewhoaremostlikelytoconvert.Forinstance,ifyouwanttooptimizeforPurchase,Facebookwilltargetpeoplewhoaremorelikelytopurchaseyourproduct.Facebookhasdatathatallowsittoestimatewhothesepeopleare,soyoubetteruseittoyourbenefit.PixelQ&AInthisbonuschapter,I'llanswersomeimportantquestionsregardingtheMetapixel.ShouldIbeusingthesamepixelfordifferentlocalizeddomainsinmultiplecountries,oruseaseparatepixelforeachcountry?Aslongasit’sthesamebusiness,youshouldusethesamepixel,evenifyouusedifferentlocalizeddomains.It’snoproblemtoinstallthesamepixelonmultiplewebsites.Thereasonisthataslongasyourbusinessmodelisthesame,acustomerinEuropeisnodifferentthanacustomerinAsia.Facebookhandlesgeo-targetingverywellandthemostimportantthingforyoushouldbeaccumulatingasmuchdataaspossible.TrustFacebook’salgorithmandprovideitwithallthedatawithinasinglePixel.CanIinstallthesamepixelonmultiplewebsiteswithinthesameniche?Absolutely.First,technically,it’snotaproblematall.Second,thiswillgetyouthemostdata.Aslongasallofyourwebsitesoperatewithinthesameniche,yourcustomerswillhaveasimilarprofile.So,whenallofyourdifferentwebsitesworktogether,youradvertisingcanonlybenefitfromthat.Moreover,ifyouwillhavedifferentpixelsandworkseparatelywitheachwebsite,youwillbecompetingagainstyourself.Hence,youbetteravoidthiskindof“cannibalism”.HowtosharemyMetapixelwithotherBusinessManageraccounts?IfyouhaveanagencyoranadbuyerrunningyourFacebookadsforyou,you’llneedtoshareyourMetapixelwiththem.Howtodoit?GotoyourEventsManager,select“DataSources”andchooseyourpixel.Gotothe“Settings”tabandscrolldownto“Sharing”.Click“SharewithABusiness”andthenaddyourpartner’sbusinessaccount.NotethatyouneedadminpermissionsinordertoshareyourpixelwithanotherBusinessManager.Onthesamescreen,youcanalsoshareyourpixelwithanotherAdAccount,incaseyouhavemorethanone.Notethatwhensharingyourpixelwithapartner,Facebookrequiresyoutodeclarethetypeofbusinessrelationshipyouhavewiththispartner,reaffirmtheacceptanceoftheBusinessToolTermsofService,and,ofcourse,getanagreementfromyourpartner’sbusiness.Onceyou’vesubmittedasharerequest,youcancheckitsstatusinyourBusinessManagerunder“BusinessSettings”.Click“DataSources”,select“Pixels”,andthen“Partners”.IfyouwanttograntotherpeopleinyourbusinessaccesstoyourMetapixel,youcandoitviayourBusinessManager.Goto“BusinessSettings”andunder“DataSources”select“Pixels”.Click“AddPeople”andthendefinethepermissionsyouwantthemtohave-View,Manage,orboth.Howlongdoesittaketohavea“well-trained”pixel?Tobehonest,youcan’t“train”yourpixel.Youcantrainyourselfonusingit:)Youwanttooptimizeyoureventsetupandyouradaccountingeneral,asmostofthedataFacebookgetscomesfromyouraccount,andnotfromyourpixel.Optimizingyourpixeleventsetupisamatterofthenumberofeventsitregistersmorethanit’samatteroftime.There’snodefinitenumberofeventsthepixelneedstofireinorderforyoutoknowit’salready“optimized”.However,youneedatleast100peopleinyourcustomaudiencetocreatealookalikeaudiencefromit.Thismeansthatyouneedatleast100eventsforeacheventyoudefinedinordertousethisdataforAcquisitioncampaignsandtestitsefficiency.ShouldIinstalltheMetapixelonWordPressmanuallyoruseaplugin?Itdependsonthewayyouplantouseyourpixel.IfyoujustwanttouseMeta’sStandardPixelEvents,implementingthecodemanuallyonyourwebsitewillbetheeasiestandfastestwayforyou.Anotheradvantageofmanualinstallationisthatitallowsyoutocreatecustomeventsmuchmoreeasily.However,ifyouwanttocreatecustomaudiencesandconversiongoalsdirectlyfromtheWordPressinterface,youbetteruseaplugin.IevenwroteanarticlerecommendingthetopMetapixelWordPressplugins-youshouldcheckitout.Howtospotifmypixelwasnotactive?Facebookwillnotifyyouiftherewasasignificantdropinyourpixeleventtraffic.However,thesenotificationsarelimitedtoeventsusedinyourcampaignsoraudiencesinthepastweek.Thesekindsofdropsmightoccurifthere’sanissuewithyourpixelbasecodeorithasbeendeleted.Thiswould,ofcourse,makeyourMetapixelnotactive.Checkyourwebsitecodeoraskyourwebsitemanagertodoso.Anotherreasonmightbethatyourpixeleventcodehasbeenmodified.UsetheTestEventsTooltomakesureyoureventsfireproperly.YoucanalsouseFacebook’sDiagnosticsTooltofixanyissueswithyourpixel.Ifyourecentlycreatedoreditedapixeldomainallowlistorblocklist,thismayalsocauseadropinpixeleventtraffic.Reviewyourlistunder“TrafficPermissions”inthe“Settings”tabinyourEventsManager.YoucanalsoreviewchangesmadetoyourlistinthePixelhistorytableunderthe“History”tabintheEventsManager.Itmightalsobecausedbyarealdropinwebsitetraffic.Compareyourpixelreportingwithotherwebsiteanalyticstools.Ifthedatashownthereissimilar,checkwhetheryouradsstoppeddelivering,asthismightcauseadropinyourwebsitetraffic.Onemorepossiblereasonforatrafficdropisthatoneofyourwebsitelinksisbroken.UseFacebook’sDiagnosticsTooltomakesureallyourlinksareintact.Yourwebsitemightalsobedown.Tocheckthis,compareFacebook’sEventsManagerreportingwiththatofanotheranalyticstool.Ifyourwebsiteistrulydown,contactyourdeveloper.Howtochangemypixel’sname?It'snotfuntohaveyourpixelcalled124962837.It’sbettertogiveitanindicativenamesothatyoucanrecognizeit.Here’showyoudoit:GototheEventsManager.Selectyourpixelonthemenutotheleft.Clickthepenciliconnexttoyourpixel’snameonthetopofthescreen.ChangeyourPixel’snameandclicksave.WhenshouldIcreatetraffic-allow/blocklistsformypixel?Traffic-allowlistsletyouchoosewhichdomainscansendeventsthroughyourMetapixelandexcludeallthedomainsthatarenotonthelist.Blocklistsworktheotherwayaround:theyenableyoutochoosewhichdomainsyouwon’treceivepixeleventsfrom,whilealltheotherscansendeventsthroughyourpixel.Creatinganallowlistgivesyoubettercontroloveryourpixeleventtraffic.Usethismethodifyouonlywanttoreceivepixeleventsfromasmallnumberofdomains,suchasyourwebsite,yourapp,andsomepartnerdomains.Ablocklistmaybethebettersolutionincaseyouwishtoreceiveeventsfromalargenumberofdomains.Inthatcase,you’lljustneedtoadddomainstotheblocklistincasesomeoneusesyourpixelwithoutyourpermission,orifoneofthedomainsyouusedhasbecomeirrelevant.Inordertocreateanallow/blocklist,gotothe“Settings”tabintheEventsManagerandscrolldownto“TrafficPermissions”.Youcanonlyhaveoneofthetwo-eitheranallowlistorablocklist.LearnmoreaboutthebestpracticesforMetapixeltrafficpermissions.KeyTakeawaysNowyouknowwhytheMetapixelismuchmorethanjustapixel.IfyouadvertiseonFacebookorplantodosointhefuture,theMetapixelisoneofthemostimportanttoolsyouneedtouse.Period.AndnowIhopeyouunderstandwhy.ThereisalottolearnabouttheMetapixelandithasmanycapabilitiesthatcanmakeitmoreefficientforyouandyourbusiness.Ihopethisguidecoveredmostofthethingsyouneedtoknow.Thanksforreading,andgoodluck!CategoryTrackingandAttributionDateMar23,2022Aug19,2020 YuvalYaaryYuvalistheheadofContentMarketingatMadgicx.HeisinchargeoftheMadgicxblog,thecompany'sSEOstrategy,andallitswrittenmarketingmaterials.PopularPostsTrackingandAttributionHowtoTrackFacebookAdPerformanceonGoogleAnalyticsTrackingandAttributionWhat’sAlltheFussaboutFacebookConversionsAPI?TrackingandAttributionStopDataLosswithFacebookServer-SideTrackingTrackingandAttribution15minsFeb10,2022Mar21,2022HowtoTrackFacebookAdPerformanceonGoogleAnalyticsTheiOS14.5privacyupdatehasdrasticallyreducedtheamountofdataadvertiserscancollectaboutFacebookusers.OurguidewillshowyouhowtouseGoogleAnalyticstogetabroader(andmoreaccurate)viewofyourFacebookadvertisingperformance.TrackingandAttribution15minsJan31,2022Mar21,2022What’sAlltheFussaboutFacebookConversionsAPI?WorriedbecauseyourabilitytocreatetargetedFacebookadshasbeencompromisedbytheiOS14update?ThisguidewillshowyouhowtousetheFacebookConversionsAPItosendconversiondatafromyourservertoFacebook’ssystems,whichcompensatesforthislossofdata. TrackingandAttribution10minsMar18,2022Mar21,2022StopDataLosswithFacebookServer-SideTrackingMetahasfinallycomeupwithasolutionthatsignificantlyimprovesad-performancetrackinginthepost-iOS14andpost-cookieera—Facebookserver-sidetracking. Startyour7-dayfreetrialtodayGetStartedGetStartedNocreditcardrequiredFreetraining+24/7supportNoresults?Getafreetrialextension