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Why you actually lose money if you don’t have the Facebook Pixel installed

Why you actually lose money if you don't have the Facebook Pixel installed

If you have a website or a blog you most likely are using Google Analytics to track and measure your results and the behavior of your website visitors.

But do you already have the Facebook pixel installed? If not, then read on and I show why you should! If you do, then are you already using all its abilities to get advanced insights? If you are not sure, then read on!

Currently Facebook has more than 1.4 billion users and 60 million business websites. But only a fraction of those business websites are actually using Facebook Marketing to increase their sales and reach their business goals. In fact only 6% of businesses on Facebook actively do Facebook advertising. On top of that not all of those actively advertising companies have the Facebook pixel installed properly. As you can see, there is plenty of room for improvement.

facebook community update

And you can just see how much more important it is going to be actively advertising on Facebook when you have a look at their 10 years goal roadmap. (Don’t forget, this is the plan stands of 2017, who knows what else they will add)

To my surprise, even the websites that do have the Facebook pixel installed seem to not have it set up properly enough to track advanced events and get deeper insights into their user behavior and conversions. (Mostly I just see the basic “page view” event.)

Using the Facebook pixel and with it, its analytics tools you can get deeper insights about your users, visitors and customer base than you will get by just using Google Analytics alone. And by not doing so, you are actually leaving money on the table.

Understanding the importance of Facebook for marketing

Although Facebook has been around since early as 2004 and the community has become basically mainstream in 2010-12 it is still growing today. With the recent acquisitions of different companies that Facebook started to include in the Facebook family the platform has even gained more and more importance.

The entire Facebook community counts now more than 3 billion users (including duplicates) split across their different platforms.

facebook community 2016

But Facebook is not just important by its vast audience reach but instead it is one of the most used platforms on a daily basis. In fact your potential customer is on average 22 times active on Facebook per day.

facebook daily users

In comparison other channels only receive a fraction of daily interactions compared to Facebook. And by stating those numbers we are only talking about Facebook itself and not the other owned channels.

Now that we understand why the platform itself is so important for every company out there, let’s have a look at what the Facebook pixel is and why you should have it installed.

What is the Facebook pixel?

The Facebook pixel has been around as early as 2012, but still today it is constantly being improved over time which makes it more powerful with each passing year.

“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.” - Facebook

The pixel allows you to target the right people in your ads, track those people on your website and build custom retargeting audiences and it as well allows you to measure conversions coming from your ads all the way down through your checkout.

Now let’s have a closer look at what the Facebook pixel actually looks like.

This is how the Facebook pixel looks like:

facebook pixel

With the introduction of this Facebook Pixel, which replaces the two old and separate conversion and custom audience pixel, the initializing, loading and tracking is all implemented in one pixel.

Let’s have a look at the different sections that are in the pixel itself.

facebook pixel explained

This tiny piece of script can unleash a huge tracking potential if implemented correctly. If you want to learn how to install advanced event tracking with your Facebook pixel, then get my free step by step guide.

Facebook Pixel Advanced Events
Download your FREE Guide

Learn what advanced Facebook Pixel events are and how you can implement them today to boost your customer insights!

How to install the Facebook pixel?

Installing the Facebook pixel itself is quite easy and straightforward. If you have already created a Facebook ad account manager, then you are prompted to create a pixel automatically.

If you haven’t done this yet, let’s walk through the entire process of installing the Facebook pixel together.

The first thing you want to do, is create an ad account manager in Facebook. The ad account manager is a separate instance from a Facebook page itself. The ad account manager is the place in which you create and manage all your ads and creatives.

First navigate to business.facebook.com here you are able to also create a business account for Facebook. However if you want to manage your ads from your private account you do not need to create the business account, just the ad manager.

Here is how to do it:

Head over to Facebook for Business then go ahead and click on “create advert”.

facebook for business

If you are not already logged into Facebook on your browser, then you will be asked to login with your Facebook Account.

facebook signup

After doing as Facebook asks, you will be automatically directed to your advert manager and asked to create a campaign.

But you do not want to do that yet. Instead you want to navigate to the pixels’ site.

facebook ad manager

Next you want to search in the dropdown after pixel, and then navigate to its settings site. Once arrived you will be asked to setup your own first pixel.

facebook pixel overview

If you haven’t yourself an admin yet, navigate to your business settings tab and then click on pixels.

Then go ahead and click “create new”.

facebook pixel installation

Name your pixel the way you want. By default the pixel will have your Account name. Then click next and your pixel will be configured automatically.

facebook installation success

After you have created your pixel you need to install it. Click on “setup now” and you will be taken to the installation page.

Click on “Set Up Pixel” and you will find a popup that gives you a couple of different install options. If you are working with developers for your website, you can just send them automatically and email which will contain all the relevant installation guides.

If you want to do it by yourself I have highlighted two different options that are quite easy and fast.

How to install the Facebook pixel via Google Tag Manager

Installing the Facebook Pixel via the Google Tag Manager is a straightforward process, which I can highly recommend if you already are using the Google Tag Manager to manage your Google Analytics or other tracking solutions.

After you have created your pixel you can select install via Tag Manager as an option. By doing so you will also be guided through the installation process in Facebook itself.

Head over to your Google Tag Manager and select the container of your website.

gtm container

Once you have your container selected you need to navigate to your tag overview section. Here you will want to create a new tag.

gtm creation

When you create a new tag, don’t forget to name it. Then you will need to select on the right hand side “Custom HTML”.  After doing so, you will be asked to enter a html code. In this case we want to insert our Facebook Pixel Code.

Copy your pixel code from your Facebook ad manager. And paste it into the custom html field in your Google Tag Manager.

gtm copy paste

Then click on “advanced settings” and set the tag firing option to “once per page”. This will make sure that you are actually firing the pageview event on a page view.

After you have added your Facebook pixel, you can go ahead and publish your changes.

gtm publish

Now all your changes are live and you can double check if your pixel is firing correctly by refreshing your pixel settings page in your Facebook ad manager.

Once the pixel is live and firing, you will see your pixel implementation showing as successful.

How to install the Facebook pixel in WordPress?

27% of all websites are based on wordpress instances, this is quite a big market share. If your website is also based on wordpress and you want to install the Facebook pixel, there are a couple of different options you have.

First, you can modify your theme code and install the Facebook pixel directly. I’d recommend you this option only if you are familiar with modifying your wordpress theme. Another option would be to implement it via the Google Tag Manager as you can see above.

For that you will just need to add your Google Tag Manager code to your wordpress, or use a plugin

To show you how to do that I have collected three plugins that will help you out here.

Pixel Caffeine
This is a simple to use but powerful Facebook pixel plugin, made by Adespresso, a Facebook ad automation software company. I have recently tried this plugin and I gotta say, that it has quite some advanced power built in. Read the intro and get your copy here.

PixelYourSite
This is an advanced wordpress plugin which comes with a free and paid version. It allows you to easily add the Facebook pixel to your site. The plugin itself seems a bit more complex than Pixel Caffeine, but it also comes with a tad more targeting options, such as a scroll tracking event. You can get the plugin here.

Facebook Conversion Pixel Plugin
One of the oldest plugins is this one, as the name states it has been around before the Facebook Pixel was updated. Now the plugin of course supports the new Facebook pixel. It is less advanced in its features but super easier to implement if you are not fancying any advanced features. Download the plugin here.

It is up to you, how you want to implement the Facebook pixel, however installing it is a must.

How to setup advanced tracking with the Facebook pixel?

Once you have the basic Facebook Pixel installed, the fun part starts. Most websites out there do not make use of all the advanced tracking features that are possible, but I highly urge you to get creative with the implementation.

I personally like to track as many events as possible on a website. Going the extra mile and tracking as many different things as possible on your website allows you to later become even more creative in creating custom audiences from your website.

Here are some standard events that Facebook allows you to set up. I recommend to always track those ones that apply to your business.

Website actionStandard event code
View contentfbq('track', 'ViewContent');
Searchfbq('track', 'Search');
Add to cartfbq('track', 'AddToCart');
Add to wishlistfbq('track', 'AddToWishlist');
Initiate checkoutfbq('track', 'InitiateCheckout');
Add payment infofbq('track', 'AddPaymentInfo');
Make purchasefbq('track', 'Purchase', {value: 0.00, currency: 'USD'});
Leadfbq('track', 'Lead');
Complete registrationfbq('track', 'CompleteRegistration');

 

Besides those standard events it’s all about creating your own custom events, which allow you to get creative and create advanced tracking.

In my free guide I show you what else you can do with the Facebook pixel and how you can add advanced events that give you deeper insights into your audience behavior.

How to get advanced insights about your customers with the Facebook Pixel

Now that we have the Facebook pixel installed, what is that we can do and where can we get more insights about the people on our website?

The good thing is that the Facebook pixel comes with a variety of analytics tools. One tool you have probably already seen is Facebook Insights, which is directly located in your own Facebook page.

Facebook Insights allows you to get a deeper understanding of all the people interacting and liking your Facebook page.

You can see:
When your fans are most active on Facebook

Who the people are that like your page:

The next powerful feature of the Facebook pixel is of course its ad tracking. Without the Facebook pixel installed you will not be able to measure the success of the ads you are actually running.

In the ad account manager in the reporting section you can find all the different breakdown and analysis options, to get deeper insights into how your ads are doing.

Besides this, there is Facebook Analytics. An advanced analytics tool from Facebook. It allows you to get deeper insights across all your different platforms.

In the F8 conference in 2017 new features of the analytics tool have been revealed. Take a look at the video here:

Although Facebook Analytics is not yet as detailed and powerful as Google Analytics yet, we already see the enormous potential that the platform has. And Facebook seems just to get started in developing the tool itself.

Navigate to analytics.facebook.com, then select your Facebook pixel. Once you have opened the analytics view for your pixel, the first time the pixel starts to collect data and track the usage over time.

Facebook Analytics gives you advanced insights about the people on your website. You are also able to bundle the analytics view from your Facebook page, mobile app and website into one, to track behavior of users across all platforms.

If you have not yet used Facebook Analytics, I urge you to check it out today. It is awesome!

But now let’s have a look at what you can actually do with all this information and you can apply it in a real business case to increase your sales and boost your revenue.

How to use this information to increase your sales

A lot of companies fail because they do not manage to either fully understand their target audience or target them properly.

A great majority of people leave your website within the first 2 seconds, because they do not either recognize their problem (current situation) or they don’t see a possible solution to their exact problem.

A lot of websites out there are not targeted enough on their target audience. (Often, without even knowing so).

With the help of Facebook Analytics you are getting deeper and advanced insights about your target audience. This allows you to come up with better communication on your website as well as in your advertising, to pinpoint your message to the pain points of your clients.

Let’s walk through an example together.

As you can see the target audience of my page here is mostly male and between 25 & 34. The majority is highly internet affine and interested in marketing and web entrepreneurship. Now this is good to see, because this allows me to refine my further messaging even more.

So what can we take from this insight? Seeing that the majority of my audience is rather young I know that I will probably be better off, having a casual style of language. Also as the majority of my audience is male, I am fine using more men than women in examples or use cases.

On the other hand, I could also take different learnings from that. Because my current audience is mainly male and within 25 and 34 I could run different ads with different copy and adjusted landing pages to target exactly the audience that I currently do not attract. Obviously my current setup does not seem appealing enough.

facebook audience gap

As you can see, using the Facebook pixel to get advanced insights into your current audience can help you tremendously to either improve your current setup for the audience you are already attracting or also to make certain adjustments and run campaigns to target the people you currently do not attract.

By doing so, you make a great leap forward in your target audience to communication fit, which in the end will help you boost revenue and increase sales.

Facebook Pixel Advanced Events
Download your FREE Guide

Learn what advanced Facebook Pixel events are and how you can implement them today to boost your customer insights!

Conclusion

As you can see the Facebook pixel is super powerful in providing you with deeper insights about the people that are using your website.

Those advanced insights provide you with the ability to create highly targeted and very specific insights about your target audience, that let you convert them into customers with less effort.

On top of creating highly targeted ad sets you are also able to optimize your website, landing pages and your copy based on the audience that you are actually attracting. In return those optimization efforts you are taking will pay off by increasing your conversion rates and ultimately increasing your sales.

So if you haven’t made full use of the Facebook pixel yet, it is time to go ahead and unleash its full potential!