Create and Install Facebook Pixel

Use this lesson to:

  • Create a pixel.
  • Identify the three ways to install pixel.
  • Choose your preferred way to install your pixel.

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.

Create your pixel

To create your pixel, go to Ads Manager and follow these steps

Step 1

From the main menu, in the Measure & Report column, select Pixels below Events Manager.

Step 2

You’ll be taken to a page that provides more information on what the pixel offers. Click on Create a Pixel.

Step 3

Enter the name for your pixel and click Create to confirm.

Find your installation method

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
To get to the installation menu, open Ads Manager and follow these steps:

1. In main menu, in the Measure and Report column, click on Pixels under Events Manager.

2. Next, click Set up Pixel to open the Install Pixel window.

3. From this menu, you can then choose which method you’d like to use to install thee pixel on your website. 

Option 1: Partner Platform

Step 1

From the Install Pixel menu, choose Connect a Partner Platform to see if the platform you are on is already partnered with Facebook integration.

Step 2

Facebook is already partnered with some of the most popular platforms and website services. When you select your platform, you would automatically launch their unique setup process by following the prompts.

If you don’t see the platform you are on, you can also request for Facebook to partner with them if you click Request a new partner.

Benefits of partner integrations
  • Install your pixel without touching your website’s code 
    If you use one of our supported third parties, then you can automatically install a pixel that will capture activity on every page of your website without the need to manually update your website’s code.
  • Automatically capture the actions people take on your website
    See what actions your customers take as a result of your Facebook ads without the need to touch any of your website’s code.
    In your ads reporting, you’ll be able to automatically see events such as:

    • Views your content
    • Performs a search on your page
    • Adds an item to their cart
    • Adds an item to their wish list
    • Initiates a checkout
    • Adds their payment information
    • Makes a purchase
    • Is counted as a lead
    • Completes a registration
  • Scale your ads creation and reporting with advanced advertising solutions 
    Create ads that are likely relevant to specific groups of people without having to manually set up each individual ad with dynamic ads. You can also study conversions that happen on your website as a result of your ad with website conversions.

Option 2: Manually

Step 1

From the Install Pixel menu, choose Manually install the pixel code yourself.

Step 2

Go to your website’s code and find the header of your website.

Step 3

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.

Step 4

Next, you have the option to enable Automatic Advanced Matching.
With automatic advanced matching, Facebook can capture the hashed customer data (example: email addresses) you receive from your website during processes like check-out, account sign-in or registration. Facebook uses the hashing process to transform information for security reasons. Facebook can then use hashed identifiers to better match people who visit your website with people on Facebook, which can lead to more attributed conversions for your Facebook campaigns and a larger size of your custom audiences.

Step 5

After you place the code on your website, enter your website URL and click Send Test Traffic to make sure your pixel works properly.
If your status says “Active”, your base code is installed correctly. This can take several minutes to update.

Step 6

When you’re ready to move on, click Continue.

Step 7

From this menu, you can add the specific events that you would like to study. The events are listed with descriptions of each to help you choose the one that best fits your business goals.
As an example, click Purchase to open the event instructions.

Step 8
  1. Track Event on Page Load: Choose this option if the action you care about can be tracked when someone lands on a certain page, like a confirmation page after they complete a purchase.
  2. Track Event on Inline Action: Choose this option if the action you want to track requires someone to click something (like an add to cart or purchase button).

Next, add the event Parameters, like Conversion Value or Currency, to measure additional information about your event.

Copy and paste the event code on the appropriate page, and test it.

Step 9

Finally, you’re given the option to install the Pixel Helper Google extension. This tool helps you check if your pixel events were installed correctly.
Find more information on Pixel Helper.

Step 10

Once you’ve completed everything, click Done.

Option 3: Email instructions to a developer

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

Step 1

From the Install Pixel menu, choose Email Instructions to a Developer.

Step 2

Enter the email address of who you’d like to send instructions to.
All the information you see in the Email Pixel Code box will be sent to your developer to guide them through installation. You can make some tweaks and edits to this form, or you can send it as is.

Step 3

You can choose the specific events that you’d like to study.
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 capture specific events, optimize for conversions and build audiences.
If you would like to add event codes before you send to your developer, click Get Event Code for Conversions. This will then take you to the Help Center article that provides the codes to you.
Finally, copy the code for type of event you want to capture and add it to the Pixel base code on the relevant page of your website.

Step 4

Click Send to email these instructions to your developer.

Key takeaways

  • Before you create a pixel, you need a website for your business and be able to update your website’s code.
  • There are three ways to install the pixel: via Partner integration, manually or by sending instructions to a developer.

Knowledge check

Keep learning

If you’d like to learn more about pixel, we suggest you take a look at these other lessons:


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