The Facebook Pixel is a piece of code placed on your website that allows you to measure the results of your ads, optimize campaigns to get the most actions you care about at the cheapest cost, and build audiences that can be used for improved ad targeting.
Module Outline and Objectives:
Facebook Pixel Overview
Creating your Facebook Pixel(s)
Installing your Facebook Pixel
Advanced strategies to track specific events
What is the Facebook pixel?
The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising and understand the actions people take on your website. You can use pixel information to:
Make sure your ads are being shown to the right people.
Build advertising audiences.
Unlock additional Facebook advertising tools.
The pixel is a few lines of code that you copy into your website header section. It allows Facebook to gather information on your site visitors to make your Facebook ads more relevant to your specific audience.
How does it work?
The pixel captures visitor behavior, such as where traffic is coming from, the devices people use and other demographics. With this information, you can then cater your ads so that they speak directly to specific audiences, and make those visitors more likely to convert into a buyer.
After you've installed the pixel, you can analyze visitor traffic so that you can create custom audiences and study conversion events.
Before you begin
In order to create a pixel, you'll need:
A website for your business.
To be able to update your website's code.
There are several ways you can use information collected from the Facebook pixel tracking to refine your Facebook advertising strategy.
With the Facebook pixel, you can:
Reach the right people
Find new customers, or people who've visited a specific page or taken a desired action on your website. Plus, create Custom and Lookalike Audiences to reach more people who are similar to your best customers.
Drive more sales
Set up automatic bidding to reach people who are more likely to take an action you care about, like make a purchase.
Measure the results of your ads
See what happened as a direct result of your ad to understand how successful it is.
Capture Audience Behavior
Pixel also allows you to capture specific "events". Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). When someone takes an action on your website, your Facebook pixel logs it as an "event".
Place events on the pages that matter to your business. For example, you can capture your customer’s journey from viewing product pages all the way through to a purchase. If you study all the steps along their journey, you can measure and optimize your ads for the conversions that mean the most to your business.
Create your Pixel
To create your pixel, go to Ads Manager, found on the left side of your profile:
From the main menu, in the Measure & Report column, select Pixels below Events Manager.
You'll be taken to a page that provides more information on what the Pixel offers. Click on Create a Pixel. Or, if you’ve previously set up a Pixel, you can click on Add New Data Source. (Click Image to Enlarge)
Enter the name for your pixel and click Create to confirm.
Find your installation method
To get to the installation menu, open Ads Manager and click Set up Pixel.
There are three available options to install a pixel on your website:
Option 1: Connect a Partner Platform
Option 2: Manually Install Pixel Yourself
Option 3: Email Instructions to Developer
Option 1: Partner Platform
From the Install Pixel menu, choose Connect a Partner Platform to see if the platform you are on is already partnered with Facebook integration. Here are the Partners:
Side Note: This is not common for real estate IDX websites. This is for a custom website.
Option 2: Manually
From the Install Pixel menu, choose Manually install the pixel code yourself.
Go to your website's code and find the header of your website.
Copy the entire code and paste it in the header of your website.
Add the code at the bottom of the header section, just above the closing head tag.
Next, you have the option to enable Automatic Advanced Matching.
After you place the code on your website, enter your website URL and click Send Test Traffic to make sure your pixel works properly.
Option 3: Email instructions to a developer (with a twist)*
If someone else updates the code on your website, then follow the steps below to email them instructions to set up the Facebook pixel on your site.
We actually don’t think you’ll be emailing your instructions. However, clicking this option will show you your Facebook Pixel ID.
Once you have your Facebook Pixel ID, the majority of IDX websites will have a place for you to paste your ID in.
If you have questions on where to place your Pixel ID for a specific platform, we recommend contacting the website provider.
Use Pixel Information to Capture Events
Most people will take their Facebook Pixel ID, paste it into their website and call it done. That should just be your first step. Setting up Events for your Pixel to track is where you begin to take your ads to the next level.
There are three different kinds of events you can set up and capture:
Standard events are actions Facebook recognizes and supports across ad products. Examples of standard events include Complete Registration, Search and Lead.
Here’s a list of all the Standard events Facebook can track.
Custom events are actions that fall outside those covered by Facebook's standard events. You can create and use them when you want to track something non-standard. You can add custom events to the website code, just like standard events, but with custom events, they can be named anything other than the standard event names.
This is an advanced way to build a Custom Audience with your own Custom event.
Here’s an example: Completing a form on your website and clicking submit would trigger a Lead, which is a standard event. Completing a form on your single property website for a 3 bed, 2 bath, 1,500 sqft. house with a red door would also trigger a Lead, but now you have a Custom event that separates this type of lead. Let us know if this makes sense in the comments below.
Custom conversions enable you to segment your event information based on values, event types, custom information fields and other characteristics for more detailed reporting in Ads Manager.
Create a custom conversion by building rules that define the unique, high-value activities that are important to your business.
Here’s an example: If you had two listings, one for $100,000 and the other for $500,000, the value of that buyer lead would be weighed higher for the higher priced listing.
The most common custom conversion is a URL based custom conversion. This means that you can create a custom conversion that tracks people who visit a specific page on your website, for example, the thank you page.
THIS IS SOMETHING EVERYONE SHOULD DO
Your contact page, sell page, buy page, home value page, etc. all have their own url. Landing on the home screen of your website should not be in the same category as being on your sell page. If you only paste the Facebook Pixel ID and do nothing else, Facebook is tracking Page Views, which again, will be based on no matter what page was viewed.
Why do this? To attract seller leads, you would run an ad based on the audience that was on your seller page url. Same for buyers.
If all of this is starting to get blurry and too advanced for you, ask questions in our Facebook Group.
Set up your events
Let’s break down each step to getting your events set up correctly. You could manually install codes into your website, or you can do it the way we recommend. (Side note: This is Jonathan Hawkins. I’ve never met 1 real estate agent that has done all of this on their site. This is how you separate yourself from the crowd. It takes 10 minutes..)
You're given the option to set up standard events when you create your pixel. If you chose not to set up events at that time, you can still add them afterwards.
Note: The process to set up custom events is the same as standard events except you add your own name or code instead of the standard event codes.
Once you set up your Pixel your will see this Overview page.
Next, click on Settings and then scroll down and click on Event Setup Tool.
Enter the website URL where you'd like to track events.
You will then be redirected to the URL.
Note: Your Facebook Pixel must be set up prior in order to create events.
If you do not have events set up you may not see any of the green icons below. However, some website providers automatically track some events. If they do, we recommend turning them off and setting them up yourself. Why? What Facebook determines a “Lead” may not be a “lead”. The most common example seen is a newsletter signup form. That should not be in the same category as someone who filled out a home valuation form.
Here’s how my site looks when I open the event set up tool.
To set up events on your page, just click Track New Button and then click on a corresponding item. For example, if I want to track subscriptions to my VIP List, I would click Track New Button and then Click Subscribe.
Next, select the event type you’d like to track.
You can also track a url using this tool.
Click track a url and it will pull up this popup.
If you want to track one specific page, use URL equals. (Example: JohnDoe.com/blog/sellers would track the 1 blog post you did on sellers.) If you want to track a portion, use URL contains. (Example: JohnDoe.com/blog would track every blog post.)
Here are a few recommend URLs to track:
Home Value Landing Page
Single Property Website URL
Listing Pages with a City Name
For example. JohnDoe.com/listings/huntington-beach so I can track all of the people looking at listings in Huntington Beach specifically and run a new lookalike audience to find more people like this.
View your event results
After you add the Facebook pixel base code and event code to your website, you can see your pixel event information on the Pixel page.
Now you have a Facebook Pixel Set up that is tracking Leads, Contacts, Page Views, Content Viewed, Registrations and more!
Automatic Advanced Matching
Use information your customers have provided to your business, like email address or phone number, to match your website's visitors to people on Facebook. This can help you attribute more conversions to your Facebook ads and reach more people through remarketing campaigns.
Click on Settings and scroll down to Advanced Matching to turn this on.
Check on Knowledge:
Which of these is NOT a type of event to capture?
A: Custom conversion
B: Standard event
C: Facebook events
D: Custom events
True or False: You can setup multiple Facebook Pixels for different websites you own.
If you don’t set up events, what is the only thing your Pixel will track?
B: Custom registrations
C: Video plays
D: Page views
Create a Facebook Pixel
Install your Facebook Pixel Id
Set up your Events
Track Specific URLs
Turn on Automatic Advanced Matching
Answers: 1:C | 2:A | 3:D