Do you run Facebook ads to promote your business? Wondering how Facebook pixel can help optimize ad delivery for specific goals? In this presentation, you’ll discover how to install and use the Facebook pixel to track website traffic and create trackable Facebook ads.

1. Facebook Pixel
- Krunal Mehta

2. What is Facebook Pixel Code?
● The Facebook pixel is a code that you place on your website.
● In other words, The Facebook pixel is a snippet of JavaScript code
that allows you to track visitor activity on your website.
● It collects data that helps you track conversions from Facebook ads,
optimize ads, build targeted audiences for future ads, and
remarket to people who have already taken some kind of action on
your website.

3. How the Facebook pixel works
● When someone visits your website and takes an action (for example,
buying/View something), the Facebook pixel is triggered and reports this
action.
● This way, you'll know when a customer took an action after seeing your
Facebook ad.
● You'll also be able to reach this customer again by using a Custom Audience.
● When more and more conversions happen on your website, Facebook gets
better at delivering your ads to people who are more likely to take certain
actions.
● This is called Conversion Optimization.

4. Create a Facebook Pixel
1. Go to your Pixels
tab in Events
Manager.
2. Click Create a
Pixel.
3. Click Create in the
box that appears
to finish creating
your pixel.

5. Create a Facebook
Pixel
1. Enter Pixel Name
2. Enter Your Website
URL
3. Click Create

6. Pixel Base Code
The pixel base code tracks activity on
your website, providing a baseline for
measuring specific events. Copy the
base code below and paste it between
the header tags on every page of your
website.

7. What is Standard Event Code?
● Events are actions that happen on your website, either as a result of
Facebook ads (paid) or organic reach (unpaid).
● Standard events within the Facebook pixel code enable you to track Specific
Events, optimize for conversions and build audiences.
Simply copy the code for type of event you want to track and add it to the pixel base code
on the relevant page of your website.

8. Standard Events
Website action Description Standard event code
Add to cart
Track when items are added to a shopping cart (ex:
click, landing page on Add to Cart button)
fbq('track', 'AddToCart');
Add payment info
Track when payment information is added in the
checkout flow (ex: click, landing page on billing info)
fbq('track',
'AddPaymentInfo');
Add to wishlist
Track when items are added to a wishlist (ex: click,
landing page on Add to Wishlist button)
fbq('track',
'AddToWishlist');
Complete
registration
Track when a registration form is completed (ex:
complete subscription, sign up for a service)
fbq('track',
'CompleteRegistration');

9. Where to Place Standard Event?
1>

10. Where to Place Standard Event?
2>

11. Examples of Standard Events

12. Important Tips For Using Standard Events
● Standard event codes are case sensitive.
Example: fbq('track', 'ViewContent')
● For standard event "Purchase" - recommend setting the value and currency
to better reflect your conversion.
● Add a full funnel of events (ex: ViewContent, AddToCart and Purchase) to
capture all relevant purchase actions

13. Make Sure Your Pixel's Working Correctly
Install the Pixel Helper
1. After you've installed the Pixel
Helper, click the Pixel Helper icon
in the address bar.
2. Check the popup to see any pixels
found on that page, and whether
they've been set up successfully.

14. References
https://www.facebook.com/business/help/952192354843755
https://www.facebook.com/business/help/402791146561655
https://www.digishuffle.com/blogs/facebook-standard-events/

15. Thank You
Any Questions?