Last month we wrote a post detailing how to implement the Facebook Pixel on your website. Now that you’ve got the pixel placed and are beginning to fill your Website Custom Audience pool, we’re going to cover how to create events with your Facebook pixel.
It’s no secret that we’re big believers in the power of Facebook advertising, but we’re not just talking about selecting a standard Facebook audience and hitting go. By using Facebook’s pixel, you can begin to grow a more qualified audience, more likely to convert on a desired action.
The pixel code is made up of two main elements:
· Pixel base code
· Event code
Remember that the pixel base code tracks activity on your website, providing a baseline for measuring specific events. Events are actions that happen on your website. The event code allows you to track these actions to help you understand which traffic is causing what events. This can influence where you spend your online advertising dollars.
There are two types of events you can create:
1. Standard Events – 9 events Facebook is able to track and optimize your ads for without any additional actions.
For example, if you sell products on your website, you would want to set up events for Add To Cart and Purchase Page
As a reminder here is what the standard pixel code you already placed on your website looks like:
If you need a refresher on how to place the pixel code on your site, read our blog post on How to Install Facebook’s WCA Pixel
Now, here is the part where you’re going to make a change to your pixel code to tell Facebook which event you want to track.
Within your Facebook pixel code, above the </script> tag, past the standard event code that’s relevant to your page (e.g. Lead, Add To Cart etc.)
NOTE – You’ll need to do this for every event you want to track.
**Note** Every page of your website should have everything that’s enclosed in the base code section, but different pages will have different snippets of code for standard event code (in the green.)
2. Custom Events – These are actions that are important to your business, but that you can’t use for tracking without adding additional actions. We will cover Custom Events in another post.
Now, that you've set your standard event code, it’s time to create a custom conversion in your Ads Manager. Head over to Ads Manager or Power Editor and select the Facebook Pixel Tab. Then, select Create Conversion -> Track Custom Conversion.
In the "Rule" section, click the dropdown and change URL Contains to Events.
Then, in the field underneath the dropdown, select the standard event.
If the event has sent parameters with it, you'll be able to select the key pair value. If you do not see it but expect it, make sure the event is set up to send data in parameters.
In the Category section click the Choose a Category dropdown and select the most appropriate choice E.G. View Content, Add to Cart etc.
Name your custom conversion, and you're all set.
Remember though, to view specific events in your ad reporting, select the Customize Columns -> Websites then, select from the list which specific conversions you want to see in the reporting columns e.g. Add To Cart
Now, you're all set to run a Facebook campaign focused on a getting users to take a very specific action on your website! Have questions about any of the steps above? Give us a shout.