Pixels are common across all marketing platforms. Facebook Pixel is the latest trend among marketers and quite honestly, I cannot be the sole marketer who finds their advertising model confusing. The Pixel helps us to retarget website visitors and improve ROI. In fact, if you want to read a case study, read how WP Beginner increased their Facebook traffic by 332% in 2015.
It took me some time to understand and implement Facebook Pixel on my websites and clients’ websites. This tutorial simplifies the process of integrating Facebook Pixel on any WordPress-based website.
Installing Facebook Pixel on WordPress
Begin with a thorough study of the official Facebook Pixel implementation guide. The guide talks about pixels, adding base code to the website, adding event code to the website and defining targeted conversions.
Let’s go through the options available for integration.
#1 Segment
Go to the Ads Manager option from the Facebook account. Click on the bar stack besides Adverts Manager and you’ll see the following options:
Choose Pixels under Assets category. Click on Setup Pixel and you’ll see the following options:
You can opt for the second option if you’re confident about placing codes manually on the website. You have to copy paste the code. If this option seems unclear, choose the first one. The first option offers integration options, which are:
Notice that there is no direct integration with WordPress. Opt for Segment, which is an Analytics API and customer data platform. Segment offers a 4-step process to integrate Facebook Pixel on your website. Create an account for free, choose the Pixel option, add the Pixel ID and check the pixel status.
Once integrated, you’ll begin to see Pixel traffic in some time.
#2 Facebook Conversion Pixel
This is a free WordPress plugin which helps to add Facebook Conversion Pixel of specific posts and pages on the site. It gives the option to enable and disable pixel tracking on specific post types. Once installed, the plugin box appears on the posts to review settings.
As the above image shows, you can add the conversion pixel on all or some of the above parameters. Once done, check with the Ads Manager to confirm whether the pixel is active or not.
With the Segment option, the pixel is active on the full site. With the plugin, the option is selective and you’ll need to create custom conversions for the plugin to work.
Click on Custom Conversions and you can create something like this.
You can add the target URL and a category. There are 9 category options:
Name the custom conversion and give it a value. You can view all the data on the Facebook ads dashboard and customize based on campaign impact.
Either way, your Facebook Pixel campaigns are set!