The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.

You can use pixel data to:

  • Make sure your ads are being shown to the right people
  • Build advertising audiences
  • Unlock additional Facebook advertising tools

With Bandzoogle, we make it easy to integrate this pixel into your website. After you grab the entire pixel from your Facebook Ads account, and paste into the appropriate box in your Bandzoogle control panel, our system extracts the relevant information, and takes care of the rest of the pixel installation behind the scenes automatically.

Note: This option is only available on the Pro plan.

How to add a Facebook pixel to your website:

PART 1

To create your pixel ID.

  1. Go to the ‘Facebook Pixel with Bandzoogle’ page
  2. Click ‘Connect Account’
  3. Click ‘Get Started’ next to ‘Facebook Pixel’
  4. Click ‘Set Up With Bandzoogle’
  5. From the ‘Go to Settings’ page, click ‘Continue’
  6. From the ‘Paste Pixel ID’ page, copy the pixel ID number from step 2

PART 2

To add that Facebook conversion pixel to your site, follow these steps:

  1. From the ‘Edit Content’ tab, click ‘Pages’ on the left side of the screen
  2. Select ‘Site-wide settings’ below the list of pages
  3. Click ‘Facebook pixel’ in the settings pane on the left
  4. Paste the pixel ID number into the Facebook Pixel box

    Note: Do not include the period after the string of numbers

  5. Click ‘Save’

PART 3

To verify that your Facebook pixel is working:

  1. From the Facebook Pixel ‘Paste Pixel ID’ page, click ‘Continue’
  2. From the ‘Verify Connection’ page, send test traffic to your website

    • The best way to check whether your pixel is working properly is by placing a test order on your own site (which is also be a great way to review the user experience).
  3. Click ‘Continue’

  4. From the ‘Confirmation’ page, click ‘Download Pixel Helper’ (Optional, but recommended)
    • The Facebook Pixel Helper is a troubleshooting tool that helps you find out if your pixel is working correctly. It's a Chrome plugin you can use to see if there's a Facebook pixel installed on a website, check for errors, and understand the data coming from an installed pixel.
  5. Click ‘Close’

You can now start running ads on Facebook using conversion optimization.

Note: We cannot modify or provide support for external code or a pixel ID. If you have questions or concerns about the pixel code, you’ll need to contact Facebook Support.

What the Facebook pixel does

Ecommerce event tracking.

Our integration automatically tracks several standard ecommerce events for your website. Some of the events also have some other data attached to them:

  • AddToCart: This event is sent to Facebook when a visitor adds a product to the Bandzoogle-powered shopping cart on their website, and also includes the currency and value that was added to the cart.
  • InitiateCheckout: This event is sent to Facebook when a visitor starts the checkout process.
  • Purchase: This event is sent to Facebook when a visitor completes a purchase on their website, and also includes the currency and value of the purchase.

When your website visitors start shopping and buying, you will start to see the data show up in your Facebook Ads account.

There is a pixel detail page in the Facebook Ads Manager that indicates whether the pixel was detected, and shows some basic analytics including any recent ecommerce events from your website.

How to use the data

There are a few common uses for this kind of data in Facebook:

  • Remarketing. You can use and combine this data in a myriad of ways in order to show ads to people who have visited and performed certain actions on your website. You do this by first creating custom audiences, and then creating campaigns that target your custom audiences. For example, you could:

    • Create an audience of people who added items to the shopping cart, but didn't initiate checkout (i.e. abandoned their cart). You could show those people an ad to encourage them to return to your store.
    • Create an audience of anyone who visited your site in the past several months, and show them an ad or boosted post with your latest video or track release.
  • Finding new fans or customers. Using your custom audiences that are based on your website data, you can create "lookalike" audiences. You can use lookalike audiences to help find people on Facebook who have a similar profile, or similar interests, to people who have visited your website. You could then create campaigns that target your lookalike audiences (which you can combine with other types of targeting on Facebook) to find new fans.

  • Analytics. Facebook has a lot of information about the people who are visiting your website. You can use the data that Facebook has on your visitors - things like demographics, location, etc - to plan your marketing, promotion and possibly even touring.