Creating and setting up your Facebook Pixel and Events is the first step in unlocking full visibility of your website and gathering insights of behavioral patterns of your website converters. From understanding what property and property prices does a particular segment buy and how and what information is the deciding factor that contributes to them converting. This lesson here will cover the basics of what you need to know in creating your Facebook Pixel and setting up Events for website tracking.
Here’s a brief explanation of what is a Facebook Pixel, a Facebook Pixel is a Cookie, it stores information gathered from your website and stores it. Facebook and your Website are 2 different entities, so whatever happens on your website, Facebook doesn’t know. A Facebook Pixel is used to create that connection and store information from the Events that happens on your website. Think of a Facebook Pixel like a container, and Pixel Events like items you’ll be storing in the container. Each item has a name, like a hammer or a book. A hammer weighs 5 Kg and is made of steel and wood and a book weighs 500 grams and is made of paper and a hardshell cover. The Event here being the hammer and the book and the information (or what we call parameters) is the information like the weight and materials used in that item.
Without all these information, you’re simply underutilizing your property website. You have no idea what property a person has viewed, what property information is critical to a person, where your bottlenecks are within your property website and what are the signals that motivates a person to fill in as a lead. Not having your Pixel and Events setup properly as well means you miss out on opportunities to better scale your ads and using your ads to strategically drive objectives.
Creating Your Facebook Pixel
- Go to your Facebook business manager and click on the three lines in the top left corner of the page.
- Under manage business, click on events manager.
- On the left hand side menu, click on connect data source.
- Select website, then click on “Get Started”
- Select Facebook Pixel and click “Connect”
- Name your pixel, entering your website address is optional, but if you have built your website using Facebook’s integration partners such as wix, shopify, etc; you can fill in this part.
- Next, you’ll need to insert the code snippet into your website, paste the code snippet right after the <HEAD> tag in your website’s HTML file. If you are using one of Facebook’s partnered integrations, simply select the platform you used to build your website with and follow the guided setup process.
- You can choose to use “Automatic Advanced Matching”, we recommend that you turn this on. What this does is that the Facebook Pixel will automatically capture details such as email, name, phone number, etc when available and store it within the Pixel. Facebook Pixel uses this information to match back with Facebook users with the same information when showing ads.
- Once you’ve installed the Facebook Pixel to your website, you can proceed to creating your Pixel Events.
- If you want to test whether your Facebook Pixel has been installed properly, which we do recommend. Close the setup window, and select “Test events”. There is a default pixel event that is set within the Pixel code called Page View, enter the website URL and open website, if Page View appears then you’re ready for the next step.
Creating Pixel Events
There are multiple ways you can do this, you can use standard events provided by Facebook or you can use custom events which you specify. For starters, we’ll focus on the easiest method there is. Which is to do so using Facebook’s Event Setup Tool.
- If you are still in the previous phase, where you are in the “Installing Facebook Pixel” phase, continue to add event code, and click on Open Event Setup Tool. If you are currently in the phase where you’ve just tested your Facebook Pixel connection as mentioned previously, click on “Add Events” and select “From The Pixel” then click on “Open Event Setup Tool”
- Enter the website URL you wish to add your tracking Events to and click on “Open Website”
- You’ll see a small window on the top left hand corner of your browser. We’ll begin with tracking your property detail pages, navigate to your property detail page, click on “Track a URL” and select the event “View Content” and click on confirm.
- Now let’s track your lead form submission, navigate to the page where your form is located. Select “Track new button”, the tool will now highlight buttons you can use to assign the Event to. Click on the button for lead form submission, and select the event Lead.
- Once done, click on “Finish Setup” and test your events in Events Manager under Test events.
Now that you have the basics down, you can now proceed to implement tracking based on your own event tracking flow. What you generally want to be looking to do is to track every step of the way where possible. So for example, if your flow is Visitor -> Main Page -> Property Page -> Property Information -> Lead Registration Form. What you want to be tracking is entry of each page and your lead form submission.
Though, with lead registration form, what we do recommend is to track it with form submission success, this will ensure that each lead form submitted is unique and is free from formatting issues. Cause there is a weakness in using the event tool setup provided by Facebook, where in it fires the event when the lead submission button is pressed. What this means is that regardless of whether the form has been properly filled or not, it will trigger the Lead event regardless. In order to remedy this, there are 2 methods, if you have a developer that maintains the website, you can implement form field validations that checks whether the information being submitted is to spec or is not empty and then have the event fire in the backend of your website using event tracking codes (you can view the documentations of this by Facebook) or you can have a thank you page whereby once the a lead form has been successfully submitted, you can then track the thank you page.
There are also tools you can use as well, such as Google Tag Manager, you can configure the trigger to only fire when the form has gone through validation. Now that you know how to fundamentally implement Facebook Pixel and Events, do keep an eye out on our next tutorial where we will teach you more advanced tracking techniques such as using Google Tag Manager, Custom Event Tracking, Event Tracking with Parameters and using your Facebook Pixel to run Facebook Conversion Ads.