The Facebook Pixel, otherwise known as a Meta Pixel, is a piece of code which is added to your website and connects your website and digital data to your Facebook advertising and audience insight.
As a business owner or website manager, using the Meta Pixel provides you with insight into how users are interacting and engaging with your website. This enables you to position your ads for the correct audience, posting at the right time, and measuring which ads perform well and which could be improved. It also lets you understand how audience members react to and engage with your website, transferring that data over to the Meta sphere for targeted ad campaigns.
All of this is made possible by a piece of code which logs website actions and tracks them alongside activity on Facebook and other Meta platforms.
But how do you set up the Facebook or Meta Pixel?
8 Steps to Set up the Facebook Pixel
- Make sure that you have a business website and have access to the backend for coding – or alternatively, a developer who can insert the pixel coding in the right place
- Go to the Meta Events Manager in your Meta Business Suite then select the button labelled ‘Connect Data Sources’
- Choose ‘Web’ from the options and click ‘Connect’
- Choose and enter a name for your Pixel then click the button labelled ‘Create Pixel’
- If you have a business website, enter the URL where required and click ‘Check’. If this check is confirmed, you can set up the pixel through your website
- When asked about connecting data, the best advice is to click ‘Get Guidance’ and follow the on-screen instructions which will consider your business and website, and recommend the best means of setting up your pixel
- Choose the kind of pixel you want to include – most likely the Meta Pixel Only option – and then either ‘Check for Partner’ or ‘Install Code Manually’
- Once set up on your website, it’s worth doing a deep dive into your Facebook Pixel set up to learn more about how to optimise this data and the insight it gives you
And voila! Armed with this information you can uncover even more insight from website activity and engagement, translating interest among users and browsers into targeted ads and campaigns that are sent directly to them via their Meta platforms.
