The Facebook Pixel

The Facebook pixel is an analytics tool that helps you measure the effectiveness of your advertising. You can use the Facebook pixel to understand the actions people are taking on your website and reach audiences you care about.

Basics

The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. You can use pixel data to:

  • Make sure your ads are being shown to the right people
  • Build advertising audiences
  • Unlock additional Facebook advertising tools
Set up the Facebook pixel by placing pixel code on the header of your website. When someone visits your website and takes an action (like completing a purchase), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer takes an action, and will be able to reach that customer again through future Facebook ads.

BENEFITS

There are several ways you can use data 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 have visited a specific page or taken a desired action on your website. Plus, create Lookalike Audiences to reach more people who are similar to your best customers. Learn more.

  • Drive more sales

    Set up automatic bidding to target people who are more likely to take an action you care about, like making a purchase. See how to optimize your ad sets for conversions.

  • Measure the results of your ads

    Understand how successful your ad is by seeing what happened as a direct result. You can view information like your conversions and sales. Find out what data you can see from your Facebook pixel page.

For full step-by-step instructions on creating your Facebook pixel, adding pixel to your site or modifying an existing pixel, visit the Facebook Pixel Implementation Guide.

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You can use custom conversions if you can't add standard events to your website, or you want to split or customize standard or custom events placed on your website.

Using custom conversions instead of standard events

If you've implemented the base code across your website but not standard events, you can leave the code as is and create custom conversions using URL rules instead.

To create a custom conversion:

  1. Go to your custom conversions section
  2. Click Create Custom Conversion.
  3. Add the URL, or part of the URL, that represents your custom conversion (ex: URL contains /thankyou.php for a thank-you page after a purchase). This would be equivalent to using the Make purchase standard event. If you're using URL Equals, make sure you include the domain (ex: www) too. Including "http" or "https" is unnecessary. See below:
  4. URL OptionHow you'd set your ruleEquivalent Standard Event
    URL Equalswww.mywebsiteurl.com/thankyou.php Purchase
    URL Contains /thankyou.php Purchase

    Tip: If you're using other analytics tools, look at your page views list there and copy and paste the exact URL to avoid mistakes.

  5. Select a category and click Next.
  6. Give your custom conversion a name and description.
  7. Add a conversion value if applicable (ex: If you're selling tickets worth $10, put $10 here). Including a conversion value allows you to view your return on ad spend in your reports.
  8. Click Create > Done
  9. You can now create your ad using the website conversions objective. Select your custom conversion to optimize for, and track, that conversion.

Using custom conversions to split standard events

If you're already using standard events but find that you need more customization, custom conversions can help. For example, if you're a clothing business and you've been using the ViewContent standard event for all your products, but want to optimize for separate categories, you can split these out into custom conversions.

When creating your custom conversion, use the URL rules to create conversions for your different categories. In the example below, the URL rule allows for your ad to optimize only for people who view men's clothing.

If URL rules aren't suitable for your website, you can also create custom conversion from events and add parameters. Learn more.

Notes:
  • The maximum number of custom conversions per ad account is 40, but you can delete ones you don't want to use anymore and create new ones
  • You can't use custom conversions with dynamic product ads
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When an action on your website occurs, your Facebook pixel logs it as an "event." You can use events to track conversions, optimize for conversions and build audiences by adding the appropriate code to your website.

There are two categories of events: standard and custom.

Standard events are 9 actions we recognize and support across ad products. For example, you can leverage standard events in product catalog sales ads and Facebook pixel website click ads.

Custom events are actions that fall outside those covered by our standard events. You can create and use them when you want to track something non-standard.

Note: To optimize for or track a custom event, be sure to define it as an event-based custom conversion first. Learn more about custom conversions.

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Standard events and custom conversions both allow you to track and optimize for actions across your website. A general rule of thumb is that standard events give you more features, but custom conversions are much easier to set up. If you're not comfortable editing your website's code, we recommend using custom conversions. If you don't mind working with standard events and adding parameters, we recommend using standard events.

Keep in mind custom conversions may be less accurate than standard events as there's more room for error. For example, you could build a custom conversion off of a URL containing "thankyou", thinking this will only match mywebsite.com/order/thankyou. However, there could be a product page at mywebsite.com/products/thankyou-notes, meaning you'll get inaccurate numbers. By using the Purchase standard event that fires only when a purchase is definitely made, you'll avoid errors.

Here's a table of the differences:

Standard eventsCustom conversions
Created by adding to the Facebook pixel base code. No extra code required. Created in Ads Manager using URL rules.
Customized with parameters. Customized with granular URL rules.
Aggregated reporting. Separate reporting.
Compatible with dynamic product ads. Not compatible with dynamic product ads.

Learn more about custom conversions and standard events.

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The conversion tracking pixel is no longer available for ad creation. Start using the new Facebook pixel today. Learn how.

To best position your business for success, we made one Facebook pixel that combines both the conversion tracking pixel and the Custom Audience pixels. Get started with the Facebook pixel by February 15, 2017 to create ads using conversion tracking, optimization, and remarketing with your Facebook pixel.

Here's a full list of features the Facebook pixel gives you, compared with the older pixels:

Conversion trackingConversion optimizationAudience retargetingDynamic adsCustom conversionsAdvanced matching
Conversion tracking pixel Yes Yes No No No No
Custom Audience pixel No No Yes Yes No No
Facebook pixel Yes Yes Yes Yes Yes Yes

Learn more about transitioning from a conversion tracking pixel and from a Custom Audience pixel. You can also take a Facebook Blueprint course to learn how to measure, optimize, and build audiences for campaigns using the Facebook pixel.
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Setting up Facebook pixel and events

In this article, we'll cover how to install a pixel on your website, track actions on your site that you care about, and make sure that your pixel is working. To learn more about pixel before getting started, check out the benefits of installing a Facebook pixel.

Before you begin

  • You'll need a website for your business.
  • You must be able to update your website's code.

Create a Facebook pixel

  1. Go to your Pixels tab in Ads Manager.
  2. Click Create a Pixel.
  3. Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.
  4. Check the box to accept the terms.
  5. Click Create Pixel.

Add the Facebook pixel to your website

Once you've created your pixel, you're ready to put the Facebook pixel code on your website. Choose the statement below that best fits how you make updates to your website's code for instructions:

Someone else makes changes to my website

If someone else updates the code in your website, then follow the steps below to email them instructions to set up the Facebook pixel on your site.

  1. Go to the Pixels tab in Ads Manager.
  2. Click Set Up Pixel
  3. Click Email Instructions to a Developer.
  4. Enter the recipient’s email address.
  5. Click Send at the bottom of the page.
I update my website's code
  1. Locate the header code for your website
  2. Go to your website's code and find the header of your website.

  3. Copy the entire code and paste it in the header of your website
  4. Paste the code at the bottom of the header section, just above the closing head tag.

  5. Check that your code's working correctly
  6. Click Send Test Traffic after placing the code on your website to make sure your pixel's working properly. If your status says "Active", your base code has been installed correctly. This can take several minutes to update.

My site uses a tag manager or is hosted on a popular website platform

Select your platform or tag manager from this list for an even easier way to set up your pixel. If you don't see your platform here, then check out one of the other two ways of setting up your pixel above.

Website platforms:

Tag managers

Learn more about the benefits of using a third party platform to set up your pixel.

Track actions that matter to your business

After you've placed the pixel your website, add events to track specific actions people take on your website.

About events

Events are actions that happen on your website (like when someone makes a purchase). To track an event, you'll need to place a piece of code on your website to help Facebook understand that someone has taken an action.

Set up events on your website

  1. Go to the Pixels tab in Ads Manager.
  2. Click Install Events.
  3. Click the toggle icon next to an event you'd like to track.
  4. Select Track Event on Page Load or Track Event on Inline Action.
    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 completing 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).
  5. Add event parameters, like Conversion Value or Currency, to measure additional information about your event (Recommended)
  6. Copy this event code and paste it on the relevant page of your site. Be sure not to modify the pixel code you've already placed in the header of your website.
    1. For page load events: place the code just below the closing header section of the page (for many websites, this will be right after the opening <body> tag).
    2. For inline action events: add the event code between script tags next to the action you want to track (like a button).

If you'd like your Facebook pixel to fire on specific button clicks, you'll have to update the code to tie an event to an action. Learn more in our developers site, under the Track In-Page Events section.

You've now finished setting up an event on your website. Repeat these steps for any other event listed that you'd also like to track.

Don't see the event you want to track?

If you want to track events not listed here, then see how to use custom events. Unlike the events featured above, custom events can't be used for tracking and optimization without additional action.

If you'd like your Facebook pixel to fire on specific button clicks, you'll have to update the code to tie an event to an action. Learn more in our developers site, under the Track In-Page Events section.

Make sure your pixel's working correctly

The Facebook Pixel Helper is a troubleshooting tool that helps you find out if your pixel is working correctly. It's a Chrome plugin you can use to see if there's a Facebook pixel installed on a website, check for errors, and understand the data that's coming from a pixel.

Install the Pixel Helper

Before getting started, you'll need to have the Chrome web browser. If you don't have it yet, install the Chrome browser then follow these steps:

  1. Go to the Chrome web store and search for the Facebook Pixel Helper.
  2. Click + Add to Chrome.
  3. "
  4. Click Add extension.

Once you've successfully installed the extension you'll see a notification that the plugin has been added to Chrome and a small icon will show in your address bar.

Check that your pixel's working
  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.

If the Pixel Helper finds a pixel on your site and there are no errors, then you're ready to start creating Facebook ads with your pixel.

If you see a notification that no pixels were found on your site or that there's an error, then check out the troubleshooting section below for more help.

Troubleshooting Pixel Errors

The Facebook Pixel Helper reports common errors than can happen when you install a pixel on your website. These errors mean that the person who manages your website will need to fix something for your pixel to start working correctly.

No Pixel Found
If you click the Pixel Helper icon in the address bar and see a message that no pixels were found on that page, it means that you will need to place the Facebook pixel code on your site. See how to setup your Facebook pixel.
Pixel Did Not Load
This means that the Pixel Helper may have found Facebook pixel code on your site, but the pixel isn't passing back data from your site. There are two reasons this might be happening:
  1. If you've set up your pixel to fire on a dynamic event (like when someone clicks a button on your page). If that's the case, try clicking the button where you've attached your pixel code and clicking on the Pixel Helper again to see if this fixes the problem.
  2. There could be an error in your pixel base code. If this is the case, you can try deleting the Facebook pixel code you've placed on your site and adding the code again. Learn how to find your pixel base code in Facebook and put it on your site.
Not a Standard Event
This means that the Pixel Helper found event code on your site that doesn't match one of our 9 Standard Events. This could be a typo, for example, if the event is named “Purchased” instead of “Purchase”. Check out Facebook's standard event names and the exact code you'll need to place on your site to make sure this matches with the event names in your website's code.
Pixel Activated Multiple Times
This means that your pixel sent the same signal multiple times to Facebook (which would impact the accuracy of your site's reporting). To fix this, make sure that you've only included the Facebook pixel base code on your site once, and that if you have event code on your site you avoid placing the same event code multiple times on the same page.
Invalid Pixel ID
This means that the pixel ID in your Facebook pixel base code isn't recognized by Facebook. To fix this, you'll need to replace the pixel ID in your pixel base code with the pixel ID assigned to an active ad account. Learn how to find your pixel ID.

Read our frequently-asked questions or learn more about the Facebook pixel in our developers site.

Once you've set up your pixel and campaign, learn about reporting on your conversion campaigns.

FAQs

What should I do if I have a conversion tracking pixel on my website?
To continue optimizing your Facebook advertising with pixel, you'll need to transition from the conversion tracking pixel to the Facebook pixel. Learn more about what's happening to the conversion tracking pixel here
Why can't I create a pixel?
If you've created a Custom Audience pixel in the past, you have an older version of the Facebook pixel and won't see an option to create another. However, we strongly recommend that you update to the Facebook pixel base code and add its event codes to access all the products that can help your business.

Once you've successfully set up your pixel, start running ads on Facebook using conversion optimization and tracking.

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You can set a specific value and currency for your conversions. Assigning a value to conversions helps you better understand the total value of your advertising.

Before you begin

Change the value and currency of your standard events

The default value and currency in the standard event (purchase) code is $0.00 USD, but you can edit this to reflect the true value of your conversions. For example, if you're selling tickets in Europe for €9.99 EUR you can set this in your standard event code. Then, every time the pixel loads, it will pass along €9.99 EUR as the value of the conversion.

  1. Go to the web page where you placed the Facebook pixel.
  2. Find the snippet of code for your standard event (it should look like 1 in the diagram below).
  3. Edit the value from "0.00" to your conversion's true value. The value field must contain a decimal number greater than or equal to zero, and may not include letters, special characters, currency symbols or commas.
  4. Edit the currency by entering a standard 3-letter ISO currency code per the ISO 4217 standard.
  5. When you're done, your standard event code should look similar to 2 in the diagram below.

Note: We recommend specifying a value and currency for the standard event “Purchase” in order to more effectively measure your return on ad spend.

Set up dynamic conversion values

If you have multiple values that you want to track (ex: you're selling multiple items with different prices), you can make the value dynamic. We recommend asking your website developer to dynamically pass the value of the purchase in place of the 0.00 in the "value: 0.00" portion of the purchase event.

Purchase variables vary from site to site, so you'll have to work with your developer on what your site's variables are. Here are some common examples:

Shopify:
'{{ total_price | money_without_currency }}','currency':'USD'
Magento:
<?php echo $amount; ?> 
WooCommerce:
<?php echo $order->get_order_total(); ?> 
Squarespace:
{orderGrandTotal} 
BigCommerce:
%%ORDER_SUBTOTAL%%;

Learn more in our developer site.

Choose the value of your custom conversions

  1. Go to your Custom Conversions page in Ads Manager.
  2. Click Create Custom Conversion.
  3. Set your URL or event rules, select a category, then click Next.
  4. Enter a name for your custom conversion, then check Set a conversion value. If you're using an event-based rule, check Set a default conversion value.
  5. Add your conversion value (ex: $5.00 USD), then click Create. Keep in mind you currently cannot create dynamic values for custom conversions, and the currency will default to the currency of your ad account.
To see the conversion value in your reports in Ads Manager, click Customize Columns and select Total Conversion Value.
Once you've updated your conversion value and currency, you can start running ads on Facebook using conversion optimization and tracking.
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If you'd like your Facebook pixel to fire on specific button clicks, you'll have to update the code to tie an event to an action. Learn more in our developers site, under the Track In-Page Events section.

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The conversion tracking pixel won't be available for ad creation starting on February 15, 2017. Learn how to start using the Facebook pixel. If you're looking to upgrade from a Custom Audience pixel, go here instead to find out how.

If you've been running ads with Facebook for some time, you may have been using a conversion tracking pixel. You'll no longer be able to create ads using the conversion tracking pixel starting on February 15, 2017. Learn more about the deprecation.

There are three major components to migrating from the conversion tracking pixel to the new Facebook pixel:

Updating the Code

Your website code will need to be updated with the new Facebook pixel code.

The Facebook Pixel Code

If you've already created a Facebook pixel, skip to section 2. If not, take the following steps to create your Facebook pixel.

Check out our pixel implementation guide for more information.

Section 1: Create your Facebook pixel

To create your Facebook pixel:

  1. Go to your Facebook Pixel tab in Ads Mananger
  2. Click Create a Pixel
  3. Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business

    Note: You can change the name of the pixel later from the Facebook Pixel tab
  4. Check the box to accept the terms
  5. Click Create Pixel

    Note: You can only create one Facebook pixel per ad account. If you already have one, you won't see the Create Pixel button.

Section 2: Implementing the Facebook pixel code

The Facebook pixel code is made up of two main elements:

  • Pixel base code
  • Event code

The pixel base code tracks activity on your website, providing a baseline for measuring specific events. The base code should be installed on every page of your website.

Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). Event code lets you track those actions and leverage them in advertising.

There are two types of events you can send. Standard events are 9 predefined events that Facebook is able to track and optimize your ads for without any additional actions. Custom events are actions that are important to your business, but that you can’t use for tracking and optimization without additional action. Learn how to use custom events.

Below is a mapping of the types of conversion tracking pixel to their corresponding standard events for the Facebook pixel. Put the appropriate standard event code wherever you previously had a conversion tracking pixel.

Conversion tracking pixel typeStandard event code
CheckoutsPurchase
RegistrationsComplete registration
LeadsLead
Key Page ViewsView Content
Adds to CartAdd to cart
Other Website ConversionsCustom event

Learn more about implementing the Facebook pixel code.

Note: Previously, you had a unique conversion pixel ID per action (ex: a purchase). Now, you'll only need one ID per account/property. You can differentiate between actions with different event code.

Section 3: Implementation Checklist

After you've mapped your events, consider these questions to ensure a smooth transition:

  • Is your Facebook pixel active and sending traffic consistently? Check your Facebook pixel dashboard to see its status and the volume of traffic over the last few days.
  • Is the overall volume of traffic from your conversion tracking pixels about the same as that of your Facebook pixel for the same time period? You can check the traffic per conversion tracking pixel in your conversion tracking pixel page and your Facebook pixel traffic on your Facebook pixel dashboard. Both tables will provide activity for the last 7 days.
  • Is the volume of conversions for each of your types of conversion tracking pixels the same as the volume of conversions for each corresponding standard event? Compare the traffic from your conversion tracking pixel page to the traffic from the Events tab of your Facebook pixel dashboard. Both tables will provide activity for the last 7 days.

Transitioning Your Ads

Important: We strongly recommend that, before proceeding, you check off each question in the Implementation Checklist of section 3. If your implementation is off, it will impact our ability to track and optimize your ads.

Now that you have both the conversion tracking pixel and Facebook pixel code in place, migrate your ads over. Here are some best practices for tracking and optimization.

Tracking

The Facebook pixel tracks conversions that can be attributed to ads on Facebook, Instagram and Audience Network. With the Facebook pixel, there are two kinds of conversions:

  • Standard events. 9 events we're able to track and optimize your ads for without any additional actions.
  • Custom events. Actions that are important to your business, but that you can’t use for tracking and optimization without additional action. Learn how to use custom events.

Transitioning existing ads to track with a Facebook pixel only

To transition your existing ad sets to tracking with a Facebook pixel only:

  • Go to your Ads Manager and find your ad
  • Hover over and select Edit Ad... from the dropdown
  • In the "Pixel Tracking" section of the editing window, select Track all conversions from my Facebook pixel
  • Click Save and Close

Note: You can use Power Editor to bulk edit these settings by using the exact same instructions above.

Optimization

If you have existing ad sets optimizing through a tracking pixel that are more than a week from ending, we recommend switching them to the Facebook pixel. Existing ad sets optimizing through a conversion tracking pixel ending in a week or less can end as is. All future ad sets that require a pixel should use the Facebook pixel.

Modifying existing ad sets' optimization

To modify your existing ad sets' optimization:

  1. Go to your Ads Manager and find your ad set
  2. Hover over and select Edit Ad Set... from the dropdown
  3. In the "Optimize For a Conversion" section in the editing window, click the in the "Conversion Event" field and choose a new Facebook pixel conversion from the dropdown
  4. Click Save and Close

Keep the following details and pieces of advice in mind as you transition:

  • You'll need to be getting about 15 of the conversions you want to optimize for per day for least 2 days before the Facebook pixel will have enough data to perform at the same level as the conversion tracking pixel. Once it's achieved this, you can use the Facebook pixel to optimize new ad sets.

    As a general rule, more data and time will only help the Facebook pixel perform better. Because of this, we recommend being able to gather more conversions for longer periods than those listed above before transitioning fully to the Facebook pixel.
  • We recommend shifting only a small portion of your campaign budget into a new ad set optimizing through the Facebook pixel at first. These ad sets can gather the necessary data for successful full-scale Facebook pixel optimization. Then, as you build up data and feel more comfortable and confident, modify the rest of your existing ad sets.

    If you choose to do this, ensure there’s no overlap in your target audiences. Overlap could affect the performance of all ad sets involved.

    Learn more about overlapping audiences.
  • If you have a large number of ad sets you want to edit so they're all optimized for the same Facebook pixel conversion, use Power Editor to select all of them and bulk edit.

Removing Your Conversion Pixel Code

Once you've implemented the Facebook pixel code and transitioned your ads and ad sets to the Facebook pixel, we recommend removing the conversion pixel code from your website. Before doing so, however, make sure your conversion tracking pixel isn't being used for optimization or tracking for any active campaigns.

Note: Historical reporting data will still be accessible after you delete your conversion tracking pixel, but you'll no longer receive any data from it.

Frequently Asked Questions

Below, you'll find answers to some of the questions that commonly come up while transitioning from a conversion tracking pixel to a Facebook pixel.

Why doesn't data between my Facebook pixel and conversion pixel match in ads reporting?

Make sure you complete the Implementation Checklist in Section 3 above to ensure that the Facebook pixel is covering every area you've been using conversion pixels for. An incorrectly implemented pixel can result in unexpected tracking behavior.

How will the performance of my campaigns using conversion optimization change if I switch over?

Performance may vary up to a week per new event. If you've set up your event code in the same way as your conversion tracking pixels, you should achieve the same performance after a few days.

Should I transition all my campaigns to the Facebook pixel at once? How do I minimize the impact of migration?

If you've mapped the Facebook pixel to all your conversion tracking pixel events, you should transition over only a portion of your ad sets at first. These ad sets can gather the necessary data for successful full-scale Facebook pixel optimization. Having some historical data helps us optimize your ad sets.

Am I going to lose my data in ads reporting?

For reporting purposes, your conversion pixel data will still be viewable in your reports. Keep in mind that the columns for Facebook pixel data are different from those of your conversion tracking pixel.

Am I going to lose my Lookalike Audience data?

If you use Lookalike Audiences sourced from your conversion tracking pixels, you'll still be able to use them. However, they'll become outdated since they won't be collecting new information. We recommend creating new Lookalike Audiences from the Facebook pixel.

How do I create Lookalike audiences with the Facebook pixel?

Previously, you could create Lookalike Audiences directly from your conversion pixel traffic. To create one with the Facebook pixel, create a Custom Audience based on its data from events or URL rules. Then create a Lookalike Audience sourced from the Custom Audience.

I have multiple conversion pixels, how do I report on two different purchase funnels separately?

There isn't a way to differentiate between the standard Purchase event from different domains or purchase funnels on the same pixel. There are two ways to deal with this:

  • Create your own custom events (ex: “PurchaseA” and “PurchaseB”), then create custom conversions off of these separately. That way, PurchaseA will be guaranteed to come from one source, and PurchaseB from another.
  • Add parameters to your Purchase event, then create custom conversions for each. Keep in mind that custom conversions can't be shared between ad accounts.

How do I share my Facebook pixel?

You may want to share your pixel if you hire a new ad agency or Facebook Marketing Partner. Instead of implementing a second Facebook pixel for your agency, you can share your existing pixel with them through Business Manager. This reduces the amount of code changes you need to make to your website.

To share your Facebook pixel:

  1. Go to your Business Manager
  2. Click Settings
  3. Click Pixels
    • To share your pixel with individual accounts, click Assign Ad Accounts, then select the accounts you want to share with and click Save Changes.
    • To share your pixel with an agency, click Assign Partner, enter the agency's Business ID (located under the Info tab of the agency's Business Manager settings) and click Confirm.

Note: Custom conversions aren't shared.

What happens when I share my Facebook pixel? Can I restrict the type of reports that can be shared?

When you share your pixel with someone, they'll be able to:

  • See all your pixel traffic data (paid and organic) in their Ads Manager and ads reporting
  • Create audiences from the shared pixel
  • Create ads that measure and optimize conversions from the shared pixel's events

Note: Aside from custom conversions not being shared, you can't restrict any other pixel data from the people you share it with.

Can I edit or delete my custom conversions?

You can edit the name of the custom conversion but not the rule. You can delete the custom conversion and re-make if you need to make changes to the rules. Learn more.

When should I use custom events vs. standard events?

We recommend using standard events wherever possible because of the powerful advertiser tools it can unlock, such as Dynamic Ads. We are continuing build powerful advertiser tools for standard events.

You should use custom events if none of the nine standard events apply to you or if you want to handle different domains at the event level. Please note that you will need to create an event-based custom conversion to leverage custom events in any measurement or optimization.

When should I use custom conversions?

Use custom conversions if you want to leverage any custom events, URLs, or parameters to define the goal you want to track.

You can also use custom conversions if you want to define actions that matter to you through URL-based rules. For example, you can define a “Purchase” conversion as someone lands on a URL that contains “thankyou.php”.

You may also want to use custom conversions if you want to optimize or measure a subset of standard events in conjunction with information sent in parameters. For example, you can use custom conversions to define a conversion for Purchase standard events with a value greater than 50.

My pixel dashboard is showing a PageView event. Is that a standard event?

PageView is not a standard event, meaning you can't track, report on or optimize using it, although you can use it to build audiences. PageView serves the same purpose for the Facebook pixel that PixelInitialized served for the old website custom audience pixel in that it confirms the pixel has loaded properly on a web page. PageView is required in order fully utilize features such as custom conversions, and it should fire once on every page of your website. You shouldn't remove it. While their names may be similar, please note that PageView is different from ViewContent. ViewContent is a standard event.

How many custom conversions can I create?

You can create up to 40 custom conversions per ad account, and you can also delete any custom conversions you're no longer using.

Learn more about what's happening to the conversion tracking pixel, and the Pixel migration dashboard.
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If you have a conversion tracking pixel, see how to transition to a Facebook pixel.

In this article, you'll learn how to upgrade from a Custom Audience pixel to the Facebook pixel. With the Facebook pixel, you can create custom conversions and use advanced matching in addition to tracking and optimizing for conversions, and creating audiences.

Before you begin

  • You must be able to update your website's code.
  • You should have already created a Custom Audience pixel.

Update the Facebook pixel base code

There are two parts to the Facebook pixel code: the base code and event code. To start using the Facebook pixel, you'll first need to find your Facebook pixel.

  1. Go to your Pixels page in Ads Manager.
  2. Click Actions > View Pixel Code
  3. Copy and paste it where you have the Custom Audience pixel code

To verify you've upgraded:

  1. Go to your Facebook Pixel tab in Ads Manager.
  2. Check the pixel dashboard to confirm the logging of PageView events.

Facebook Pixel Event Code

For powerful tracking and optimization, you need to add event code to your existing or updated base code. Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid). Event code lets you track those actions and leverage them in advertising.

There are two types of events you can send. Standard events are 9 predefined events that Facebook is able to track and optimize your ads for without any additional actions. Custom events are actions that are important to your business, but that you can’t use for tracking and optimization without additional action. Learn how to use custom events.

For guidance on implementing the Facebook pixel code, see our developer docs.

If you do want to continue using your Custom Audience pixel for tracking and optimizing, there are still a few code updates required. You’ll need to add event code to your existing Custom Audience code, as laid out in our pixel implementation guide

Note: Event code looks a bit different for the Custom Audience pixel than what we show in the implementation guide. While they look different, you can install them in the exact same way we recommend in the guide.

Website actionStandard event code for the Custom Audience pixel
Key page viewwindow._fbq.push(['track', 'ViewContent']);
Searchwindow._fbq.push(['track', 'Search']);
Add to cartwindow._fbq.push(['track', 'AddToCart']);
Add to wishlistwindow._fbq.push(['track', 'AddToWishlist']);
Initiate checkoutwindow._fbq.push(['track', 'InitiateCheckout']);
Add payment infowindow._fbq.push(['track', 'AddPaymentInfo']);
Make purchasewindow._fbq.push(['track', 'Purchase', {value: '0.00', currency: 'USD'}]);
Leadwindow._fbq.push(['track', 'Lead']);
Complete registrationwindow._fbq.push(['track', 'CompleteRegistration']);

Once you've successfully set up your pixel, start running ads on Facebook using conversion optimization and tracking.

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You can create up to 100 custom conversions per ad account that you can use to optimize and track for more specific actions than the 9 standard events using URL rules.

Before you begin

Choosing a standard or custom event to build your custom conversion

An advantage of using events over URL rules is that you can make sure the event only fires when someone is definitely partaking in that important action. Another advantage is being able to assign parameters to each event (ex: purchases of more than $50). Keep in mind standard events allow you to look at an aggregate reporting column for all of that standard event, while custom events will be separated. However, if using URLs to build rules doesn't work for your website (ex: dynamic URLs), then you can choose to use events instead.

An example of a URL-based rule, which would fire when someone opened a page with /shoes in the URL.

Create a custom conversion from an event:

  1. Go to the Custom Conversions page in Ads Manager.
  2. Click Create Custom Conversion.
  3. Click URL Contains and select Event.
  4. Select an event (standard or custom), then choose a parameter. You can add multiple parameters by clicking and.
  5. Depending on your event, you may see different parameters to choose from.

  6. Select a category for your custom conversion.
  7. Click Next
  8. In this example, we're creating a conversion for purchases with a value greater than $50.

  9. Give your custom conversion a name, then set a conversion value.
  10. Click Create.

Manage your custom conversions

Once you've finished creating a custom conversion you'd like to track on your website, using standard events or custom events, you can then manage your custom conversion. This includes activating your custom conversion, editing your custom conversion, or deleting your custom conversion.

Activate your custom conversions

Once you've created your custom conversion, navigate to the page of your website it's referencing to trigger it. Then check your Custom Conversions page to see if it worked (status is Active). If your custom conversion's status is No Activity Yet, try these tips:

  • For URL-based rules, ensure that the URL has the pixel installed on it. Use the Pixel Helper tool to confirm.
  • For URL-based rules, double check that the URL rule is the same as on your website.
  • Event-based rules typically don't have pixel issues since the events were previously activated. For these, check that you've satisfied the rules of your parameters (ex: made a purchase greater than $50).

Edit your custom conversions

You can edit a custom conversion's name, description and conversion value. However, we don't allow editing of the custom conversion's rule.

  1. Go to your Business Manager or Ads Manager
  2. Hover over the main dropdown in the upper left
  3. Under "Measure & Report," click Custom Conversions
  4. Select the custom conversion you want to edit
  5. Click the Actions dropdown
  6. Click Edit Custom Conversion
  7. Make your changes and click Done

Note: Editing a custom conversion's conversion value affects reporting on your ads, since any future conversions will be attributed to the edited value instead of the original.

Delete you custom conversions

Once you delete a custom conversion, Facebook will no longer match or update it. Also, any ad set optimized for a deleted custom conversion event will continue to deliver, but may start to perform poorly because we no longer match the custom conversion. To avoid this, you can change what these ad sets are optimized for before you delete your custom conversion.

  1. Go to Business Manager or Ads Manager.
  2. Click Custom Conversions under "Measure & Report".
  3. Select the custom conversion you'd like to delete.
  4. Click Actions.
  5. Click Delete Custom Conversion.
  6. Click Delete.
Notes:
  • You won't be able to use them with dynamic product ads.
  • When a custom conversion is deleted, it stops receiving attribution. However, any attributions that took place before you deleted the custom conversion will still show up the results column of reporting.

Once you've successfully set up your pixel, start running ads on Facebook using conversion optimization and tracking.

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Managing your pixel and events

The Facebook Pixel Helper is a tool that helps you check whether your Facebook pixel is working properly. Learn more.

After you've installed the Facebook pixel on your website, go to a web page the pixel was placed on. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Facebook Pixel page in your Ads Manager. Your pixel's status will also be set to Active.

The main graph on the Facebook pixel page shows total pixel traffic over time (the default view for all data on the dashboard is the past 7 days, but you can adjust it using the dropdown on the top right).

At a glance, you can tell whether the data is roughly where you would expect it to be. Does it generally match your website analytics reporting? To check, compare the Total Traffic number in the upper right-hand side with the total number of website visits in the past 7 days (as reported in your website analytics).

Keep in mind data on this page refers to the total number of pixel fires, regardless of whether they were associated with an ad. This means the total number should roughly align with your overall website/page visit volume, not just attributed traffic from Facebook. It's normal that Facebook's numbers may be different from a third party’s, but if there's a very large discrepancy (or you don’t see any pixel traffic), something may be wrong.

Check this graph to see your total pixel fires.

After you've checked your total pixel fires, you should ensure your events are being reported correctly. If you have events on any of your web pages, you should see them in your Events tab below your traffic graph. Both Standard and Custom Events will show up on this tab. If you have the wrong Event enabled, or it’s set up on the wrong page, this will help you find it.

Events are case sensitive, so if you accidentally added fbq('track', 'viewcontent'); to one of your web pages instead of the correct standard event code fbq('track', 'ViewContent'); you'll see an event called viewcontent show up in the events tab instead (which will render as a custom event rather than a standard event), so you'll want to edit your pixel code on that page again to replace that code with the correct standard event code. Please note that PageView is the default event that the pixel fires on every page of your website (it's not a standard event).

Learn more about the other tabs available in this table.

Use the Events tab to troubleshoot your events.

Troubleshooting Pixel and Event Implementation

We recommend downloading the Facebook Pixel Helper to troubleshoot implementation problems. Keep in mind you have to be using the Chrome browser for it to work. Once the Pixel Helper is installed, a small icon will appear next to your address bar. Navigate to your website in your Chrome browser and click the Pixel Helper icon.

The pop-up will tell what pixels/events were found on the page, and whether they have loaded successfully. If you added standard events to your pixel code on certain pages, you'll need to complete a test conversion for each (ex. add an item to your cart to test an “AddToCart” event) in order to confirm that each event loads on the desired page or action. If your pixel's PageView event loads on every web page, and each of your standard events load successfully (on the desired pages only), you're ready to attach the Facebook pixel to your ads.

If the Pixel Helper tool displays errors or warnings on any of your pages, click Learn More to help resolve the issue. For a full list of possible Pixel Helper tool errors, warnings and recommendations, see our developers site.

In order to resolve most Pixel Helper errors you'll need to check the HTML code on the web page where you received the error. To check the HTML code, go to the desired web page and right-click on the screen, then select “Inspect” and search for your pixel ID (you can usually use “Control + F” or “Command + F” to bring up your browser's search bar).

  • If you don't find the pixel ID anywhere in the code, it may have not been placed on that page. If you installed the pixel using a tag manager then you won't see the code on the actual web page, so you'll have to troubleshoot within your tag manager.
  • If you do find the pixel ID, check the code carefully against your code in your pixel dashboard (under Actions > View Pixel Code) to make sure everything between the <script> and </script> tags is exactly the same and that the pixel wasn't placed in the middle of another code block on your web page. You should find 2 instances of your pixel ID on each page where you placed the pixel (one in the <script> portion of the code and one in the <no script> portion. If you find more than 2, it's likely that the code has been placed multiple times, so you can delete any additional instances.
  • When troubleshooting standard event implementation, make sure the the event code (ex. fbq('track', 'Purchase', {value: '0.00', currency:'USD'}); for a Purchase event) is placed either:
    1. Directly between the “;” after the PageView event and the </script> tag, or;
    2. Directly below the entire base code (in which case you'll need to add <script> directly before the event code and </script> directly after the event code).

Troubleshooting Custom Conversions

One of the most common issues with custom conversion rules is when using the URL Equals option, as it will not count a conversion if someone lands on a version of the URL with any additional text beyond what is pasted into the URL field here (ex: UTM parameters, http vs. https, or even an extra “/” at the end).

To maximize your ability to track your custom conversion accurately, we suggest using URL Contains and pasting the minimum portion of the URL needed to distinguish this page from any other pages on your website (ex: Starting after “www” and ending before “.com”, “.org”).

Troubleshooting Ad Performance

One important thing to note in order track ad performance properly when using the Facebook pixel is that you'll need to customize your ads reporting columns in Ads Manager in order to show the most important data. By default, the Results column for a Website Conversions campaign will display the total number of events/conversions associated with your ads. That means if you have ViewContent, AddToCart and Purchase events on your website, the Results column will display the aggregate number of all these events, and the Cost column will display the cost per the total number of these events as well. If you really only care about the number of Purchases and cost per Purchase, you'll need to customize your columns to select “Purchase (Facebook Pixel)” and “Cost per Purchase (Facebook Pixel)."

If you've just transitioned from the old conversion pixel and are optimizing for conversions, you may experience a few days of decreased performance while the new pixel gathers the data needed to optimize sufficiently. Please review the Optimization section in the Conversion pixel transitioning guide for recommendations and best practices.

If you're optimizing for conversions and find that you're unable to spend your daily budget (due to under-delivery) and are seeing a high cost per conversion, there's a good chance your ads are not getting enough conversions to provide sufficient data to our delivery system in order to optimize (which needs about 25 conversions to start optimizing properly). If you set a target bid, you may also see delivery decrease if our system is unable to get conversions at the desired target bid. This is often due to having small or overlapping audiences, low bid to budget ratio, poor creative/targeting or high negative feedback. Learn more about conversion optimization.

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You may want to share your pixel if someone else is running Facebook ads for you (like a new ad agency or Facebook Marketing Partner). You can share your existing pixel using Business Manager to take advantage of the benefits of advertising with a pixel.

Before you begin

To share your Facebook pixel:

  1. Go to your Business Manager.
  2. Click Settings.
  3. Click Pixels.
    • To share your pixel with individual accounts, click Assign Ad Accounts, select the accounts and click Save Changes.
    • To share your pixel with an agency, click Assign Partner, enter the agency's Business ID and click Confirm. The Business ID is located under the Info tab of the agency's Business Manager Settings.
Keep in mind when you share your pixel with someone, they'll be able to see all your pixel info in their Ads Manager.

To stop sharing your Facebook pixel:

  1. Go to your Business Manager.
  2. Click Settings.
  3. Click Pixels.
  4. Under Assigned Ad Accounts or Assigned Partners, click x next to the account or agency you want to stop sharing with.
  5. Click Remove Ad Account or Remove Partner

You've now updated permissions to your Facebook pixel. See how to use the Facebook pixel for conversion optimization and tracking.

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Before you begin, please make sure your Facebook pixel is installed and Active. Please also make sure you've added standard events to your code on all of the pages you want to track and optimize for actions on. You may also use custom conversions.

The Facebook pixel can be attached to ads to perform two functions:

  1. Conversion optimization: It can be used to optimize your ad for conversions (ex: It'll tell Facebook to deliver your ad to people who are most likely to reach the checkout page of your website).
  2. Conversion tracking: It can show you how successful your ad is by reporting on conversion events (ex: registrations, checkouts) on your website which happened as a direct result of your ad. You can see this info in your reports.

To optimize for conversions and report on the success of your ad, you'll have to select your pixel when setting up your campaign. You can do this in ad creation and Power Editor. If you optimize for conversions with your Facebook Pixel, we'll automatically track all the actions on the web pages you've placed it on.

Create a website conversions ad

When creating your campaign, choose Website Conversions as your objective. You'll then have to enter your website's URL and select the type of conversion you want to optimize for. For example, if you'd like to optimize for sales, choose Purchase as your conversion event.

After your campaign runs for a few hours, you'll be able to check your conversion results and see your website traffic data.

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Before you begin

Conversion tracking can show you how successful your ad is by measuring actions you care about on your website, like when someone makes a purchase, as a direct result of your ad. In this article, you'll learn how to Facebook pixel to track conversions for these three objectives: Boost your posts, Send people to your website and Increase conversions on your website.

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Boost posts with conversion tracking

There are two ways to boost your post and use conversion tracking with your Facebook pixel.

Boost a post from your Page with conversion tracking
From your Page:
  1. Go to your Page and find the post you want to boost.
  2. Click Boost Post.
  3. Set your audience, budget and duration.
  4. Under Tracking Conversions, select your Facebook pixel.
  5. Click Boost.
Boost a post from Ads Manager with conversion tracking
  1. Go to Ads Manager.
  2. Select Boost your posts as your objective.
  3. Select your Page and post, and click Continue.
  4. Fill in your ad details, then scroll down to Conversion Tracking.
  5. Check the box under Track all conversions from my Facebook pixel.
  6. Click Place Order.

Your Facebook pixel will now automatically track all the events caused by people who saw your ad.

Boosting your post from your Page.

Boosting your post from ad creation.

Measure the people sent to your website with conversion tracking

Use your Facebook pixel to track conversions on a website clicks campaign
  1. Go to Ads Manager.
  2. Select Send people to your website as your objective.
  3. Enter or select your website URL, then select your Facebook pixel and click Continue.
  4. Fill in your ad details, then click Place Order.

Your Facebook pixel will now automatically track all the events caused by people who saw your ad.

Remember to select your Facebook pixel after choosing your URL.

Increase conversions on your website

When creating your campaign, choose Website Conversions as your objective. Next, enter your website's address and choose the type of conversion you want to optimize for. For example, if you'd like to optimize for sales, choose Purchase as your conversion event.

Use your Facebook pixel to track conversions on a website conversions campaign
  1. Go to Ads Manager.
  2. Select Increase conversions on your website as your objective
  3. Type in your website address and select the action you'd like to track, your conversion (ex: Purchase, Add to Cart)
  4. Click Continue.
  5. Fill in your ad details, then click Place Order
  6. Your Facebook pixel will automatically track all the events caused by people who saw your ad

While you only select one conversion to optimize for, the Facebook pixel will automatically track all available types of conversions.

You've now learned how to successfully track conversions. After your campaign runs for a few hours, you'll be able to check your conversion results and see your website traffic data.

Learn more about how you could get conversions on your website.
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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.

There are 9 standard events we're able to track and optimize your ads for automatically. 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. Learn how to install the Facebook Pixel.

Below are important tips and best practices for using standard events:

  • Standard event codes are case sensitive, so be sure to copy the code snippet exactly as it appears. For example, the standard event code for tracking page views is fbq('track', 'ViewContent'); as shown in the table below. If you accidentally add fbq('track', 'viewcontent'); to one of your web pages instead, you'll see an event called viewcontent show up in your ads reporting as a custom event rather than a standard event. Learn about the difference between standard and custom events.
  • For the standard event “Purchase”, we recommend setting the value and currency to better reflect your conversion. Learn about setting the value and currency of your conversions.
  • Add a full funnel of events (ex: ViewContent, AddToCart and Purchase) to capture all relevant purchase actions. For example, if you sell toys on your website, you would place the corresponding standard event code on your add-to-cart page and purchase page.

Standard events

Website actionDescriptionStandard event code
View content Track key page views (ex: product page, landing page, article) fbq('track', 'ViewContent');
Search Track searches on your website (ex: product searches)fbq('track', 'Search');
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 to wishlist Track when items are added to a wishlist (ex: click, landing page on Add to Wishlist button)fbq('track', 'AddToWishlist');
Initiate checkout Track when people enter the checkout flow (ex: click, landing page on checkout button)fbq('track', 'InitiateCheckout');
Add payment info Track when payment information is added in the checkout flow (ex: click, landing page on billing info)fbq('track', 'AddPaymentInfo');
Make purchase Track purchases or checkout flow completions (ex: Landing on "Thank You" or confirmation page)fbq('track', 'Purchase', {value: '0.00', currency: 'USD'});
Lead Track when someone expresses interest in your offering (ex: form submission, sign up for trial, landing on pricing page)fbq('track', 'Lead');
Complete registration Track when a registration form is completed (ex: complete subscription, sign up for a service)fbq('track', 'CompleteRegistration');

Standard event example

See below for an example of what your website code will look like with standard events installed.

  1. Your website's original code: Paste the Facebook pixel code between the <head> and </head> tags of your web page. You may already have other existing code between the head tags, so just place the pixel code underneath that, but above </head>.
  2. Your Facebook pixel base code: Your Facebook pixel code will look like the diagram above, except your pixel ID will be different from 1234567890.
  3. Your standard event code: Within your Facebook pixel code, above the </script> tag, paste the standard event code that's relevant to your page, such as the Add To Cart code. You'll need to do this for every page you want to track.
  4. The key here is that every page of your website should have everything that's enclosed in section 2 (the base code), but different pages will have different snippets of code for section 3 (standard event code). See below for another example.

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You can find more conversions, improve optimization and remarket to more people on Facebook by enabling the advanced matching feature of the pixel. To do so, you need to modify your pixel code to capture the hashed customer data (ex: email addresses or phone numbers) you collect from your website during processes like check-out, account sign-in or registration. We can then use these hashed identifiers to match people visiting your website with people on Facebook, which can lead to more conversions for your Facebook campaigns and larger size of your website custom audiences.

To learn how to implement the necessary changes to your pixel code to take advantage of this feature, visit our developer site.

Learn how to format your data to ensure you're getting the highest match rate possible.

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Custom Audiences

Before you begin, make sure your Facebook pixel is active.

The Basics

This section contains the basics of setting up a website Custom Audience. In the next section, we'll provide in-depth explanations of the rule sections and rules available.

To create a website Custom Audience:

  1. Go to your Audiences.
  2. If you already have audiences, click the Create Audience dropdown and select Custom Audience.

    If you don't have any audiences, you'll see audience creation buttons, rather than dropdowns. Click Create a Custom Audience.
  3. Choose a pixel.
  4. Set a rule section. (You have to start with an inclusive one.) There are standard rules and pixel event rules. Add rules to the section as desired.
  5. Add more inclusive or exclusive rule sections as desired. You can have up to 5 total rule sections per audience.
  6. Give your audience a name (and description, if desired).
  7. Click Create Audience.
  8. When we finish creating your audience, select it during ad set creation to reach the people in it with ads.

Rules Sections

Note: For various rules sections, you can tell us to go back a certain number of days to find people who've taken an action and add them to your audience. Here's an example of how that works that applies to whatever specific rule you choose:

If you tell us to go back 30 days and a person visited your website 29 days ago, they'll be a part of that rule (whether that means they're included or excluded from the final audience). However, if they fail to visit again in the next day, they'll then be removed from it. Anyone new who visits within the time period you choose will be added to the rule (and included/excluded from the audience as appropriate). This means that the audience is constantly being refreshe, so you don't need to edit or create a new audience of this type unless you want to change the time period or other rules.

Standard rules

These rules are available for every website Custom Audience:

All website visitors

This rule includes or excludes everyone who visits the website(s) your pixel is installed on. It can be modified by the number of days you want us to go back to add visitors (up to 180).

People who visited specific web pages

This rule includes or excludes people who visit specific pages on your website. It can be modified by the number of days you want us to go back to add visitors (up to 180) and with URL rules. The available URL rules are:

  • Contains. Here's an example of how you could use this: If you sell clothes on your website and want to create an audience of people who've looked at summer clothes, you could have it be made up of people who visited URLs that contain “summer”. This would include URLs like jaspers.com/clothes/summer/dresses” and ”jaspers.com/clothes/summer/shirts”, but wouldn't include URLs like “jaspers.com/returns” or ”jaspers.com/clothes/winter/sweaters”.
  • Doesn't contain. Here's an example of how you could use this: If you sell tables, chairs and drawers on your website and want to target people who've visited your tables and chairs pages, you could create an audience made up of people who visited URLs on your website that don't contain “drawers”. This means people who visited URLs like “jaspers.com/drawers/large/oak” wouldn't be included/excluded. But people who visited any other pages (the chairs and tables ones) would be.
  • Equals. Here's an example of how you could use this: If you want to target ads to people who have visited a specific web page (maybe one that indicates strong intent to purchase like the confirmation page for signing up for product update emails), you could create an audience of people who've visited that specific URL. In this example, you could enter a full URL like “jaspers.com/newsletter/signup/complete".

    Note: You must enter a full, exact URL from your website to use Equals.
You can also combine different URLs using OR and AND conditions. If you add multiple URLs to the field, we'll add people to your audience who have visited any of those URLs. After you've added at least one URL, you can click +And Also to create another URL field. If you use multiple fields, a person will have to have visited at least one URL in each field to be included in your audience.

You can further refine any of these URL rules sections by clicking Further refine by and adding:

  • A Frequency rule, which lets you specify a number of times that someone should visit your website for inclusion/exclusion.
  • A Device rule, which lets you specify what type of device someone has to visit your website on for inclusion/exclusion.

Visitors by time spent

This rule includes/excludes the people who've spent the most time on your website. It can be modified by what percentile of the people who've spent the most time on your website you want to include and the number of days you want us to go back to add visitors (up to 180). This rule can be further modified by narrowing time spent to a specific URL. An example of how to use this is if you have multiple domains, but only want to include visitors who've spent the most time on one of them.

Pixel event rules

You can also add rules associated with your pixel's events. Aside from the rules derived from the standard pixel events, there are also rules derived from custom events (that vary from advertiser to advertiser). Regardless of what events you have, however, they can all be modified by the number of days you want us to go back to add visitors (up to 180). You can also further refine any of these rules by clicking Refine by (and then Further refine by, to add additional refinements) and adding:

  • A URL/Parameter, which includes/excludes people who visit specific pages on your website. It has the same options as those detailed in the “People who viewed specific web pages” section of this article. Parameters let you refine your audience with aggregated values (ex: Purchases of at least $50).
  • A Frequency rule, which lets you specify a number of times that someone should visit your website for inclusion/exclusion.
  • A Device rule, which lets you specify what type of device someone has to visit your website on for inclusion/exclusion.

Combining Rules

You can combine up to 5 rule sections (at least 1 must include people in the audience, the rest can be inclusive or exclusive).

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If someone visits your website after clicking on a Facebook Ad, they may not always complete an action, like making a purchase. You can retarget audiences who have visited your website by creating a Custom Audience from your website using standard events or custom events.

Before you begin

Create a Website Custom Audience

  1. Go to Audiences in Ads Manager
  2. Click Create Audience and select Custom Audience.
  3. Click Website Traffic.
  4. Click Custom Combination under Website Traffic.
  5. click Event under URL.
  6. Choose a standard event you've added on your website.
  7. Enter the number of days you want people to remain in your audience after they visit your website.
  8. Give your audience a name and then click Create Audience.

This audience is made up of people who've triggered the Purchase standard event

Keep in mind you can also create Custom Audiences from events with specific parameters. To do this, click Add a parameter (Optional) once you've selected an event.

This audience is made up of people who've triggered a Purchase standard event that was worth more than $10.

Once you've created your Custom Audience, you can also create a lookalike audience from it.

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When you create a Custom Audience from your website, you have several options to customize it.

If you'd like to create an audience based off of various pages of your website rather than the entire domain, select People who visit specific web pages or People visiting specific web pages but not others. You can also choose to only create an audience of People who haven't visited in a certain amount of time or an entirely custom combination.

When you customize your Custom Audience from your website, you’ll need to specify the rules that will trigger the Facebook pixel to identify the person on your website. You can adjust which URLs people visit or even the standard event they trigger if you're using the Facebook pixel.

In the example below, the Custom Audience will select people who visited the URL www.yourwebsite.com/sales, but exclude people who visited the /about page.

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When you create an ad, you can choose to target it to people in any Custom Audiences and/or Lookalike Audiences you've created.

You can also use exclusion targeting, which prevents a particular audience from seeing the ad. For example, you can exclude an audience of your current customers if you're running a campaign to gain new customers.

Before you begin

Make sure you have the Custom or Lookalike Audience(s) you want to use ready.

Use a Custom or Lookalike Audience for targeting

  1. Create an ad set
  2. In the "Audience" section of ad set creation, click the "Custom Audiences" field
  3. Select the Custom Audiences and/or Lookalike Audiences you want to use
  4. Note: You can combine multiple Custom Audiences and/or Lookalike Audiences to refine your targeting.

  5. Select Exclude if you want to remove anyone

    Note: You can include some audiences and exclude others. Just click the appropriate field and make your choices for each.

  6. Finish setting up the ad set and place your order

Check your results in ad reporting to see how your ads performed. Adjust your targeting accordingly to improve performance. Learn more about targeting strategies.

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Advertisers create Custom Audiences on Facebook based on information they already have, like your name or contact information. To find out if you’re seeing an ad because you’re included in a Custom Audience:

  1. Click the or near the top-right corner of any ad on Facebook
  2. Select Why am I seeing this?

If you’re seeing the ad because you’re included in a Custom Audience, you’ll see the explanation that the advertiser is reaching you based on their customer list or contact info you provided them off of Facebook.

Since Custom Audiences are based on information advertisers collect off of Facebook, advertisers may offer you controls directly, such as making it voluntary to receive offers and promotions from them.

Advertisers can also choose to offer an opt-out for their Custom Audiences on Facebook. If the advertiser does offer an opt-out, you’ll see a link to the opt-out when you select Why am I seeing this? You can also select Hide all from this advertiser to stop seeing any of an advertiser’s ads, both from Custom Audiences and any other way the advertiser may be showing you ads on Facebook.

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Reporting

The Facebook Pixel page gives you insight into the traffic on your website. It tells you what pages people are looking at, on which devices they're viewing your website, and what actions they're taking (ex: purchases). Below, we'll explain each element of the Facebook Pixel page:

1. Time frame: Adjust the time frame of your data by clicking the button and selecting an option from the drop-down menu.

2. Toolbar: Click Create ad to start a website conversions campaign. Create a Custom Audience from your website by clicking Create Audience. Under Actions, you can edit your pixel's name, view your pixel's code, email your pixel's code or share your pixel using Business Manager.

3. Traffic data: See how much traffic there's been on your website. A dotted line means the data isn't filled for that day yet. Keep in mind this counts raw pixel fires (every time your page loads), which is different from browser sessions. Learn more.

4. Pixel details: See basic info about your pixel, such as its status and last activity.

5. Custom Audiences: See your Facebook pixel's associated Custom Audiences. Click through to go to your Audiences page which has more detail.

6. Data filters: Click these buttons to break down your data by URL, Domain, Device or Event. We'll tell you how much traffic you've received for each of these.

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In Ads Manager, you can see how many conversions happened as a result of your Facebook ads.

  1. Go to your Ads Manager.
  2. Click Campaigns, Ad Sets or Ads depending on what you want to update.
  3. Click the Columns dropdown menu.
  4. Select Customize Columns and check the boxes next to actions that matter to you. This may be things like Website Purchases or Cost per Website Purchase if your goal is increased sales.
  5. Click Apply and you'll see these columns in your reporting table.

Facebook also provides cross-device reporting, which lets you see how people are moving between devices to make conversions across apps and the web. For example, if a customer sees an ad for a product on their mobile phone, but decides to buy it later on their desktop computer, you can see that data too. Learn more.

Keep in mind the default attribution window is 1 day after viewing your ad and 28 days after clicking it. Facebook also de-dupes conversions to give you an accurate count. For example, if someone sees two of your ads and triggers the Purchase standard event, we'll only count it once. Learn how conversion data is calculated and how to adjust the attribution window in your reports.

Learn more about attribution and attribution windows.

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Yes, you can use the Facebook pixel with your third-party tracking provider (ex: Atlas, DoubleClick). The Facebook pixel can piggyback and fire off of the existing pixel implementations without requiring you to edit the HTML on your website, if that feature is available from your third-party provider.

In most cases, you need to copy the content of the <img> HTML tag inside the <noscript> of the JavaScript pixel and paste it in the tag container/manager of the third-party pixel. Dynamic values like "currency" and "value" should be updated in the "src" field of the <img> HTML tag accordingly. Actual methods vary by tracking provider, so you should inquire with your provider. If you're using DFA tags, we have specific instructions below.

DFA tags

You can piggyback your pixel off DFA tags by copying and pasting only the image portion of the Facebook pixel. Keep in mind that this isn't the entire JavaScript code. Here's the portion of code your copy should mirror:

<img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/tr?ev=1234567890&cd[value]=0.00&cd[currency]=USD&noscript=1" />

Check that the URL includes "https" to ensure you're using secure tags.

Secure:

<img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/tr?ev=1234567890&cd[value]=0.00&cd[currency]=USD&noscript=1" />

Non-secure:

<img height="1" width="1" alt="" style="display:none" src="http://www.facebook.com/tr?ev=1234567890&cd[value]=0.00&cd[currency]=USD&noscript=1"/>

You should also use the Default tag rather than Publisher tag so you don't miss any cross-device conversions.

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If you use a third-party reporting tool to gather insights about your ads, your reporting may not match Facebook Ads Reporting. The following includes an explanation and how to identify the most common discrepancies between third-party reporting tools and Facebook Ads Reporting.

In this article:

How conversion counts may differ with Facebook Ads reporting

The following are ways that Facebook ads reporting conversion counts may differ with a third-party reporting tool.

Use of people-based measurement

  • Because people are their real selves on Facebook, conversions can be captured more accurately in Facebook reports.
  • Third-party reporting platforms aren't able to measure cross-device conversions well due to cookie-based measurement. Mobile conversions tend to be underreported by third-party platforms that measure with cookies.

  • Facebook conversion tracking has the ability to track how your customers move between devices before they convert. Try compiling a cross-device report to see how mobile your audience is.

Ability to attribute conversions to impressions

  • If a person sees a Facebook ad for your product and doesn't click, but later browses your website and decides to purchase, Facebook is able to attribute this conversion to the Facebook ad the person saw. Third-party platforms are unable to capture these.

Shows conversions based on time of impression

  • Facebook shows conversions in your reports based on the time of impression and not the time of conversion. For example, if someone sees your ad and then buys a product on your website a few days later, we show this purchase based on the time someone saw your ad and not when they purchased your product.
  • Depending on your attribution window, your results in Facebook ads reporting may differ from third-party reporting platforms, which show results based on when someone converted (ex: purchased an item, added a product to a shopping cart or downloaded an app) and not when they saw the ad.

Troubleshoot common reporting discrepancies

The following are ways to troubleshoot common reporting discrepancies between third party reporting tools and Facebook Ads Reporting.

Check that your reporting tool conversion attribution windows match

  • Check that your conversion attribution windows match. By default, the Facebook conversion reports are set to a 1-day after view or 28-day click window.

Check for use of referral URLs

  • Many third-party tracking providers use referrer URLs to credit conversions back to ads. Some providers may under-report Facebook conversions by as much as 40%. This is often due to the fact that roughly 40% of people browse Facebook using HTTPS instead of HTTP and when someone clicks on an ad on Facebook and converts on a site, the referrer cannot be recorded since they left an HTTPS environment and entered an HTTP environment.

  • In addition, if someone opens a new browser tab and purchases there (ex: they click the ad, run to a meeting, then go back to the website after work to purchase the product), the referrer URLs will no longer be available. The analytics tool will consider the purchaser a different person and not attribute the sale to Facebook.

Check your pixel implementation

You may also be seeing discrepancies because your pixel isn't firing correctly.

Keep in mind that your Facebook pixel may not fire if someone is using an ad blocker while browsing your site. This can cause Facebook to underreport conversions as compared to your internal data.

  1. Check whether your raw pixel fires match. If you're using the Facebook pixel, you can check how many times your specific standard events were triggered in your pixel dashboard.
  2. If you're using conditional firing, expect a small discrepancy. Check that you're not using a combination of conditional/unconditional firing with your tags.
  3. If your raw pixel fires match but there's a discrepancy in conversion values, check your currency, decimal places and other variables in your purchase event codes.
  4. If Facebook is reporting more conversions than your other analytics tools, use the Pixel Helper tool to check for duplicate pixel fires, which can sometimes be caused by redirects.
  5. If Facebook is reporting fewer conversions, this may have to do with the pixel piggybacking on existing tag managers. Check that this has been implemented correctly.
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Facebook tracks conversions that happen within 1 day, 7 days, and 28 days after a person clicks an ad, and 1 day, 7 days, and 28 days after your ad is viewed. You can choose which length of time you care about in your Ads Manager reports. Learn more about conversion tracking.

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Facebook credits (or attributes) actions to your ad if someone viewed or clicked your ad and then took an action within a specified time period. There are a number of actions that may be attributed to your ad including video views, Page likes, photo views, purchases, mobile app installs and more.

We report actions based on impressions (views) of your ad and clicks on your ad:

  • Clicks: A person clicked your ad and took an action. This is called click-through attribution.
  • Impressions: A person saw your ad, didn't click it, but took an action within the attribution window. This is called view-through attribution.
If both an impression and a click occur, Facebook only registers the click for purposes of attribution even if another view by the same person happens after the click.

Understanding attribution windows

Facebook credits an action to your ad if someone viewed or clicked your ad and then took a desired action (ex: purchased a product on a website) within a specified number of days. The number of days between when a person viewed or clicked your ad and then subsequently took an action is called an attribution window.

By default, your attribution window is set to 1-day view and 28-day click, which means you see actions that happened 1 day after someone viewed your ad and up to 28 days after someone clicked your ad. You can change the attribution window to show 1-day, 7-day and 28-day view and click attribution.

If you want to see all activity related to your ad, you should select both view-through and click-through attribution for the same time period. For example, if you wanted to look at the purchases that occurred after someone viewed or clicked your ad in the last 7-days, you could select a 7-day view and 7-day click attribution window. This would show you the following columns:

Once you have these columns, you can see if people are taking action after seeing or clicking on your ad. You can also compare your results and cost to your other ads and see which ads had better outcomes.

Learn how to change your attribution window.

Understanding your results

When you set up a campaign, you select an objective such as post engagement, video views or conversions. Based on your objective, the Results column will show the specific actions that you want to happen as a result of your ad. For example, if you select the conversions objective, the Results column may show purchases or how many times an item was added to a shopping cart. To measure actions off Facebook, you'll need to use Facebook pixel, mobile SDK or offline events.

After selecting an attribution window, you can see how many actions occurred as a result of views or clicks.

While the Results column will only show actions related to your objective, your reports may show other activity that occurred as a result of your ad. For example, if you create an ad to increase purchases, and someone clicks on your ad, buys an item on your website and later likes your Facebook page, the “like” will show in your reports. The “like” would not be counted towards your Results though.

In the scenario below, the ad objective was to increase sales on a website. Facebook will attribute a purchase to the ad click that occurred on Feb 4, and this will be reflected in the Results column. If you customize the columns further to show other metrics, the report will also show 1 page like and 1 post comment.

Important information about Facebook attribution:

  • For video ads, Facebook only attributes video views to the last video ad the person saw. If a person clicked a non-video ad and then saw a video ad, we attribute the video view to the video ad. This exception only applies to video ads.
  • Facebook uses a last-touch attribution model, which means we will attribute full credit for a conversion to the last ad the person clicked or interacted with. If the person did not click on an ad, full credit is attributed to the last Facebook ad viewed. If they clicked the ad, it will get attributed to the ad clicked. If they didn't click, it's attributed to the most recent Facebook ad they saw.
  • Click-through attribution may include engagement clicks, such as likes, comments or shares on your ad. This means if someone liked your ad, conversions would be attributed to the click-through attribution window you've selected.
  • If one person clicks on an ad multiple times in a short period of time, Facebook will treat these as duplicates, and only count it as a single click in our reporting.
  • Any events outside the maximum conversion window (28 days) are not counted.
  • Conversions and actions are counted in your reports on the day the click or view happened. You can also choose to report conversions based on the date the conversion occurred using our Ads Insights API.
  • Numbers will continue to update through the 28 days following the end of a campaign. If you're pulling your ads attribution data into your own models or data storage, you may want to backfill it with the final numbers after the full 28 days have passed.

Additional Resources:

Was this information helpful?

Facebook credits (or attributes) an action to your ad if someone viewed or clicked your ad and then took a desired action (ex: purchased a product on a website) within a specified number of days. The number of days between when a person viewed or clicked your ad and then subsequently took an action is called an attribution window.

By default, the attribution window is set to 1-day view and 28-day click, which means you see attributed actions that happened 1 day after someone viewed your ad and 28 days after someone clicked your ad. You can change your attribution window to show view and click attribution for 1 day, 7 days or 28 days.

If you want to see all activity related to your ad, you can include both view and click attribution for the same time period. For example, if you wanted to look at the purchases that occurred after someone viewed or clicked your ad in the last 7-days, you could select a 7-day view and 7-day click attribution window. Your reports would show the following columns:

Learn more about Facebook's attribution model.

You can change your attribution window in Ads Manager, Power Editor or in your Ad Account Settings. If you change your window in Ad Account Settings, Facebook will show all your results based on the selected attribution window.

Also, when you change your attribution window in Ad Account Settings, your default conversion window for future ads will be as closely aligned as possible to your selected attribution window. You can manually change your conversion window if you don’t want to use the default option. Learn more about conversion windows.

Changing your attribution window in Ad Account Settings
  1. Navigate to Ad Account Settings from the Ads Manager menu
  2. Click Edit under Attribution
  3. Select your preferred click window and view window.
  4. Click Saves Changes
Changing your attribution window in Ads Manager
  1. Go to Ads Manager.
  2. Click Campaigns, Ad Sets or Ads depending on what you want to update.
  3. Click the Columns drop-down menu.
  4. Select Customize Columns from the drop-down menu.
  5. Click Comparing Windows.
  6. Select your lookback period. You can also select Include default attribution window and compare your lookback period to the default period. Note: Include default attribution window may not be available to you as we roll out this feature.

Additional Resources:

Manage your Ads
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Partner Integrations

You can set up a Facebook pixel on your website through Facebook or by using one of our third party integrations. If your website runs on a supported third party, then you can set up a Facebook pixel without having to edit any of your website's code.

Why should I use a Facebook pixel?

  • Reach the right people
    Find new customers, or people who have visited a specific page or taken a desired action on your website. Learn more about Facebook pixel.
  • Drive more sales
    Set up automatic bidding to target people who are more likely to take an action you care about, like making a purchase. See how to optimize your ad sets for conversions.
  • Measure the results of your ads
    Understand how successful your ad is by seeing what happened as a direct result. You can view information like your conversions and sales. Find out what data you can see from your Facebook pixel page.

Setting up your third party integration

If you're already using a third party platform like Magento, Shopify, or BigCommerce, or if you have a tag manager then you can use them to set up your Facebook pixel.

If you're using a platform integration

If you're running your website on Magento, Shopify, or Big Commerce, then you can automatically take advantage of pixel benefits including advanced advertising solutions like dynamic ads and conversion optimization after installing your pixel.

  • 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 track activity on every page of your website without having to manually update your website's code.
  • Automatically track the actions people take on your website
    Track what actions your customers are taking as a result of your Facebook ads without having to touch any of your website's code.

    In your ads reporting, you'll be able to automatically see when someone:

    • 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 relevant to specific groups of people without having to manually set up each individual ad with dynamic ads. You can also track conversions that happen on your website as a result of your ad with website conversions.
If you're using a tag manager
  • Install your pixel without touching your website's code
    If you use one of our supported tag management solutions, then you can add your pixel to support tracking activity on every page of your website without having to manually update your website's code.
  • Choose which actions you want to track
    Tag managers are more flexible so you can select which actions are tracked and attributed to your campaigns.

Choose your third party to install a pixel

Find out how to create your pixel and set it up on your third party website by choosing your partner from the list below.

Platform integrations:

Tag managers

See how to set up your Facebook pixel if you use a platform that doesn't have an integration at this time like Squarespace or Weebly. You can also check out other common platforms that Facebook supports.

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If you're using Adobe Dynamic Tag Management to manage tags for your website and want to install the Facebook pixel, follow these steps:

Before you begin

Install the Facebook pixel

  1. Open Adobe Dynamic Tag Management.
  2. Select the appropriate company if you work on multiple. If not, just click the Web Property you want to install the Facebook pixel on.
  3. Click Add a Tag.
  4. Click Go to Rules.
  5. From the left menu, select Page Load Rules.
  6. Click Create New Rule.
  7. Give it a name.
  8. Click the + button to expand the Javascript/Third Party Tags tab.
  9. Select Sequential HTML.
  10. Click Add New Script.
  11. Go to the Pixels page in Facebook Ads Manager.
  12. Copy your pixel ID.
  13. Back in Adobe DTM, paste the code in the black custom code box.
  14. Give the tag script a name, then click Save Code.
  15. Click Save Rule.
  16. Click Create Tag.

Assign events

Now that you've placed the pixel code on your site, you can create events for specific actions you'd like to measure, such as when someone makes a purchase.

  1. Select Event Based Rules from the left menu.
  2. Click Create New Rule.
  3. Give the rule a name and select the appropriate event type from the drop-down.
  4. Assign the appropriate target in the Element Tag or Selector box. You can enter it manually or use the selection tool by clicking the circle icon to the right of the box. You can also add various rule conditions.
  5. Click the + button to expand the Javascript/Third Party Tags tab.
  6. Select Non-Sequential or Sequential JavaScript, then click Add New Script.
  7. Give it a name, then add the appropriate event code (ex: fbq('track','AddToCart');) into the black code box.
  8. Click Save Code.
  9. Click Save Rule.

Check if your pixel is working

Once you've uploaded all your events, you should check if your pixel is firing correctly. To check that your pixel is working properly on your live site:

  1. Go to the page where the pixel was placed. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Pixels page in Ads Manager. Your pixel's status will also be set to Active.
  2. Note: The activity column reports all conversion events, regardless of whether or they're associated with an ad.

  3. If this page says No Activity, then check out the Facebook Pixel Helper troubleshooting guide.
Once you've successfull setup your pixel, learn how to start running ads on Facebook using conversion optimization and tracking.
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Do you need to update your pixel?
If you manually added a Facebook pixel to your website's code, then you'll first need to remove the old pixel code from your website before following the steps below.

Before you begin

If your website runs on BigCommerce, then you can create a Facebook pixel without having to edit any of your website's code. Follow the steps below to connect your Facebook Pixel and Page with your BigCommerce account.

Install the app

  1. Go to https://www.bigcommerce.com/apps/facebook-ads-extension.
  2. Click Get it now.
  3. Log in to your BigCommerce account.
  4. Check that your information is correct, then click Confirm.

Set up your Facebook Channel

If you've already set up your BigCommerce Channel Manager for Facebook, skip to the next step.

See below for step-by-step directions for setting up your Facebook Channel in the BigCommerce Channel Manager.

  1. Select Chanel Manager from the BigCommerce control panel.
  2. Click Facebook.
  3. Click Get Started.
  4. Click Continue as (your business's name).
  5. Select OK or Not Now.
  6. Type in your Business Contact Email and Phone Number.
  7. Select your Facebook Page from the drop-down menu.
  8. Copy and paste a link to your terms of service page in the Storefront Terms of Service field (if you have one).
  9. Select Use Storefront Checkout if you want customers to make a purchase on your page, or Use Facebook Checkout to let customers make a purchase directly on Facebook.
  10. Click Save.
  11. Click Accept terms after reading the terms of service.

Install the Facebook Ads Extension

See how to install the Facebook Ads Extension to connect your Facebook Pixel and Facebook Page with your BigCommerce store.

  1. Go to the BigCommerce dashboard.
  2. Select Apps.
  3. Select Facebook Ads Extension.
  4. Select Get Started.
  5. Choose your Facebook Page.
  6. Select Next.
  7. Select your Facebook pixel from the drop-down menu. If you don't have a Facebook pixel, click the link to create a pixel on Facebook.
  8. Click Next.
  9. Click Finish.

Create dynamic ads

Once you've finished setting up, you can start creating Facebook dynamic ads by going to your Ads Manager or by selecting Create Ad on the Facebook Ads Extension page.

See step-by-step directions for creating dynamic ads
  1. From Ads Manager, click Create Ad.
  2. Select Promote a product catalog.
  3. Select a product catalog, then click Continue.
  4. Select an existing product set or create a new one.
  5. Select your audience, placement, budget and schedule. Then click Continue.
    Note: For best practices on targeting the right audience for you, learn more about dynamic ads best practices.
  6. Select your format, Facebook Page and Instagram account if you have one linked.
  7. Enter your ad's text by typing directly, or use the + to select dynamic elements such as price.
  8. Add a call-to-action button.
  9. Preview your ad on the right. When you're ready, click Place Order.

Frequently-asked questions

How do I change which Page or pixel I want to use?
  1. Log in to BigCommerce.
  2. Select the Facebook Pixel tab from your BigCommerce control panel.
  3. Under Settings, delete the existing Facebook Pixel ID and type in your new Facebook Pixel ID.
  4. Click Save.
What should I do if I already have the Facebook pixel installed on my BigCommerce page?

If you've already installed the Facebook pixel and are using it to run dynamic ads on Facebook, you don't need to take any other action.

If you've set up the Facebook Pixel but not dynamic ads, or you think you may have set up the Facebook Pixel incorrectly, you should remove your old Facebook Pixel code before you get started. Keep in mind you'll have to manually remove your existing Facebook Pixel code from your website before starting these steps, otherwise you'll have two versions of your pixel on your website.

Having 2 versions on the Facebook pixel can lead to:

  • Campaign results appearing to be doubled (twice the number of actual conversions)
  • Cost per result being halved in your reports

If you remove your existing pixel and start over with installing your pixel through BigCommerce, we recommend pausing your active campaigns first and re-installing right away. This way, you'll minimize any impact on your website Custom Audiences and conversion counts.

I want to also reach people who have not visited my website or app, what should I do?

You can drive new potential customers to visit your website, or to take a specific action, by creating an ad campaign using the website conversions objective. Learn more about how to optimize your ad sets for conversions.

My advertiser pays a third party to manage their BigCommerce account, what should I do?

That's fine. Just be sure that the third party is added as an administrator to the advertiser's Facebook page and ad account.

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If you're using Ensighten to manage tags for your website and want to install the Facebook pixel, follow these steps:

Before you begin

Install the Facebook pixel

  1. Log in to Ensighten.
  2. Click Apps in your Ensighten dashboard.
  3. Search for the Facebook App.
  4. Hover over Facebook Custom Audience and click Configure.
  5. Click Base Tag.
  6. Go to the Pixels page in Facebook Ads Manager.
  7. Copy your pixel ID.
  8. Back in Ensighten, paste your pixel ID in the Pixel ID container.
  9. Select your Locale, then click Next
  10. Your Conditions will show up and default to Global. Leave this as is because the base code should be on every page of your website. Then click Next.
  11. Your Deployments will show up next. Name it, select your space, fill in the optional fields, then click Next.
  12. Click Generated Tag Code to check your code. Click Save to proceed.
  13. You can now test the pixel in your Deployments and then publish to your website.

Assign events:

  1. Find the Facebook Custom Audience app and select the Event Tracking Tag.
  2. Select your event type, then fill in attributes from your website. Besides using data layers, you can select JavaScript or Text Value to configure your attributes.
  3. Click Next.
  4. Set conditions for each event. While Global makes sense for the base code, it isn't appropriate for your Purchase page. Once you've selected the appropriate conditions for website, click Next.
  5. Name your deployment, then click Next
  6. Click Generated Tag Code to check your code. Click Save to proceed.

You can now test the pixel in your Deployments and then publish to your website. Repeat this process for each of the events you want to track and optimize for.

Check if your pixel is working

Once you've uploaded all your events, you should check if your pixel is firing correctly. To check that your pixel is working properly on your live site:

  1. Go to the page where the pixel was placed. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Pixels page in Ads Manager. Your pixel's status will also be set to Active.
  2. Note: The activity column reports all conversion events, regardless of whether or they're associated with an ad.

  3. If this page says No Activity, then check out the Facebook Pixel Helper troubleshooting guide.
Once you've successfull setup your pixel, learn how to start running ads on Facebook using conversion optimization and tracking.
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If you're using Google Tag Manager to manage tags for your website and want to install the Facebook pixel,follow these steps. Learn about the benefits of installing a Facebook pixel.

Before you begin

  • Make sure you have access to your website's Google Tag Manager account account

Create a Facebook pixel

  1. Go to your Pixels tab in Ads Manager.
  2. Click Create a Pixel.
  3. Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.
  4. Check the box to accept the terms.
  5. Click Create Pixel.

Connect your pixel to your Google Tag Manager account

Before getting started, keep in mind that when you import your Google Tag Manager account and publish your changes, any saved drafts from Google Tag Manager account will also be published. To undo these changes, you can revert to a previous version of Google Tag Manager.
  1. Go to the Pixels tab
  2. Select Set Up Pixel
  3. Select Use an Integration or Tag Manager

  4. Select Google Tag Manager

  5. Select Quick install

  6. Select the Google account associated with your Google Tag Manager account.

    Note: If you don't have a Google Tag Manager account yet, then just choose the Google account you'd like to associate with it once you create one.

  7. Click on your account name. If the appropriate account isn't listed, you may need to create a new account within Google Tag Manager

  8. Click on the container name you'd like to use for your Facebook pixel tags. If the container you want is not listed, you may need to create a new container within Google Tag Manager

Add your tags (Optional)

Learn how to add, edit, or delete tags

You can add, edit, or delete tags based on the events you'd like track for your Facebook ads. You can also choose to skip this step to only install the Facebook pixel base code for now which you can use for retargeting and advanced measurement.

  • To add a new tag:
    1. Click + Add New Tag.
    2. Type in a tag name
    3. Select the event you'd like to track (like making a purchase)
    4. Choose your preferred firing options
    5. Select your preferred firing triggers (in what cases you want your pixel to fire)
    6. Click Next.
  • To edit or delete a tag:

    You can only edit or delete tags that are in draft status. Once a tag is published, you'll need to go to your Google Tag Manager account to edit or delete it.

    1. Click on the tag you'd like to edit or delete.
    2. Type in any of the fields to edit them or click delete to remove this tag from your Google Tag Manager account.
    3. Click Next.

      Note: To pass additional parameters (like the value of a purchase) , you'll need to first add the parameters in your Google Tag Manager account.

Publish your changes

  1. Check the boxes next to the tags you'd like to publish. The Pixel Base Code tag will be added by default. You'll want to publish this tag to finish installing the pixel on your site.
  2. Click Publish
  3. Note: By default, all tags in your account will be selected so be sure to uncheck any tags you don't want to publish.

Frequently Asked Questions

What if I've already added the Facebook pixel base code to my Google Tag Manager or website?
If you've already added the Facebook pixel tag to your Google Tag Manager account or website, then you don't need to add it again through this setup. You can still follow these steps to add new event tags to your container, just make sure that you haven't already added these events through your Google Tag Manager account first or you may see duplicate reporting.
What if I'm already using Google Tag Manager?
If you're already using Google Tag Manager with your Facebook ads then you can use this new flow to add additional tags to your Google Tag Manager. Just keep in mind that you won't be able to see any tags you've set up manually through your Google Tag Manager account or on your website.
What tags should I use with Google Tag Manager?

If you're just getting started with Facebook ads and you're looking for the simplest way to start remarketing and creating custom audiences, then we recommend that you just publish the pixel base code for now.

If you're looking for more sophisticated tracking, then you can add event tags like “Add to cart” or “Purchase” to track when these actions happen on your website as a result of your Facebook advertising.

How can I manually install Google Tag Manager tags in my account or on my website?

Install your pixel

  1. Open your Google Tag Manager.
  2. Select your website's container, then click Add a new tag.
  3. Click Custom HTML Tag.
  4. Give it a name.
  5. In Facebook, go to your Facebook pixel page.
  6. Click Actions > View Pixel Code.
  7. Copy the entire pixel base code, as seen below.
  8. Back in Google Tag Manager, paste the code in the HTML container.
  9. Click the Advanced Settings dropdown and select Once per page under Tag firing options.
  10. Under Fire On, select All Pages.
  11. Click Create Tag.

Create action-specific tags:

  1. Now that you have your base code set, you can create specific tags for the different types of pages and events on your website (ex: product page, add to cart button, purchase page). First, create a new custom HTML tag.
  2. Name your tag, then insert just the snippet of code relating to that event, plus any other variables you want to track. Keep in mind your variables (ex: product_ids and product_name) may be different from the example below.
  3. Under Advanced Settings, select Once per event under Tag firing options.
  4. Under Tag Sequencing check the box and select your base code tag, to ensure this tag fires after your base code.
  5. Under Fire On, select the trigger that makes sense for your site.
  6. Click Create Tag.
  7. In the same way, create tags for the other events on your website (ex: add to cart, purchase). See the examples below for a typical website.
  8. When you're done, your Facebook tags list could look something like the example below. Click Publish to push the tags live.

Check if your pixel is working:

Once you've uploaded all your events, you should check if your pixel is firing correctly. To check that your pixel is working properly on your live site:

  1. Navigate to the web page the pixel was placed on. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Facebook Pixel page in your Ads Manager. Your pixel's status will also be set to Active. Keep in mind that the activity column reports all conversion events regardless of whether or not these events are associated with an ad.
  2. If it didn't work (No activity yet, No recent activity), use the Facebook Pixel Helper to troubleshoot the problem. Keep in mind you have to be using the Chrome browser for it to work. Once the Pixel Helper is installed, a small icon will appear next to your address bar. Navigate to your website in your Chrome browser and click the Pixel Helper icon.
  3. The popup will tell you what pixels were found on the page and whether they have loaded successfully. If not, it'll give you tips on why it may have failed. Learn more.

Once you've successfull setup your pixel, learn how to start running ads on Facebook using conversion optimization and tracking.
Was this information helpful?
This feature is currently supported for Magento 1.x versions only.

Why should I use a Facebook pixel and dynamic ads?

  • Reach the right people
    Find new customers and optimize your ads for people likely to buy after they've visited your website with a Facebook pixel.
  • Show the right products
    Show people relevant ads on Facebook and Instagram with products they viewed on your website with dynamic ads.
  • Measure the results of your ads
    Understand the sales and revenue that resulted from your ads. See what data you can see from your Facebook pixel page.

Install the Facebook Ads Extension

  1. Download the Facebook Ads Extension file.

    Note: If you're using the Magento compilation, you'll need to disable it before installing your extension. To do this, go to System, click Tools and select Compilation.
  2. Log into your Magento Admin Panel.
  3. Click System.
  4. Select Magento Connect and click Magento Connect Manager.
  5. Click Choose File and select the Facebook Ads Extension file under Direct package file upload.

    Note: If you've already installed the Facebook Ads Extension, you'll need to click Uninstall next to the previous version before you can upload this file.
  6. Click Upload.

Connect Magento with your Facebook account

  1. Click Facebook Ads Extension from the Magento Admin Panel.
  2. Click Get started.
  3. Click Terms & Conditions to read our terms, then click Next when you're ready.
  4. Select your Facebook page, install your Facebook pixel, and add your product catalog.

Find new potential customers with a conversions ad

Create a campaign using the Conversions objective to attract new shoppers to your website. You can create audiences that look similar to people who have taken actions you care about (like making a purchase) and find new potential customers.

Create a product set

Your product set should contain the products you want to promote. It could be something like "Items for New Year", or "All pink products", or just "All products". If you don't have a pixel or app event, you'll see instructions for creating one.

Choose your campaign preferences
  1. Go to Ads Manager.
  2. Click Create Ad.
  3. Select Conversions as your marketing objective.
  4. Type in a Campaign Name and click Continue.
  5. Choose the website or app you want to promote and select a conversion pixel or app event.

    Tip: We recommend choosing an event that happens at least 100 times everyday. For example, if usually make 3 online sales a day from your website, then we'd recommend picking an event like Add to Cart or View Content instead of

    Purchase.

  6. Select your audience, placement, budget, and schedule. Then click Continue.
  7. Choose Conversions under Optimization of Delivery.
  8. Select your conversion window. Your conversion window should be based on how long it usually takes for someone to complete a valuable action (or conversion) after seeing your ad.
  9. Select Automatic as your bid amount to let Facebook optimize bids for your campaign, or you can choose Manual to set your own target cost per result.
  10. Type in a name for your ad set.
  11. Click Continue.
Create your conversions ad

Once you've chosen your campaign preferences (like budget, audience, placement, and scheduling) then it's time to create your ad. Follow the steps below to get started:

  1. Choose the Carousel format to showcase multiple products in a single ad.
  2. Connect a Facebook Page and Instagram Account for your business if you have one.
  3. Select Automatically fill ad creative using a template.
  4. Select Automatically fill ad creative using a template if you'd like Facebook to create your ad using products from your product catalog or website and optimize for performance. Otherwise, you can select Manually choose your ad creative if you have specific product images you'd like to use for your ad.
  5. Select Fill template dynamically from a product set.
  6. Click ... to choose your product catalog and product set manually. You can also use the product catalog and product set that are selected by default.
  7. Type in your headline and link description. These fields are pre-populated to show your product name and product price by default.
  8. Choose a call to action, like Shop Now.

Scale your ad creation with dynamic ads

If you're an e-commerce business that sells many products, and you'd like to reach people who have already visited your website, then dynamic ads may be right for you.

Once you upload your products to Facebook, you can use dynamic ads to:

  • Scale your ads creation
    Create ads that are relevant to specific groups of people without having to manually set up each individual ad.
  • Find new potential customers
    Keep reaching new people who have visited your website after you set up your campaign.
  • Show the right products
    Show people relevant ads on Facebook and Instagram with products they viewed on your website. Learn more about Facebook dynamic ads.
  • Reach people anywhere, on any device
    Show ads to people using mobile, desktop, and tablet devices on Facebook and Instagram.

Create your first dynamic ad

Once you've finished setting up, you can start creating dynamic ads by going to your Ads Manager or by selecting Create Ad on the Facebook for WooCommerce page.

  1. From Ads Manager, click Create Ad.
  2. Select Promote a product catalog.
  3. Select a product catalog, then click Continue.
  4. Select an existing product set or create a new one.
  5. Select your audience, placement, budget and schedule. Then click Continue.
    Note: For best practices on targeting the right audience for you, see Facebook's dynamic ads best practices.
  6. Select your format, Facebook Page and Instagram account if you have one linked.
  7. Enter your ad's text by typing directly, or use the + to select dynamic elements such as price.
  8. Add a call-to-action button.
  9. Preview your ad on the right. When you're ready, click Place Order.

Frequently asked questions

What should I do if I already have the Facebook pixel installed on my Magento website?

If you've already installed the Facebook pixel and are running Facebook dynamic ads, you don't have to use the Facebook Ads Extension in Magento.

If you've set up the Facebook pixel but not dynamic ads, or you think you may have set up the Facebook pixel incorrectly, you should use the Facebook Ads Extension to get everything set up. Keep in mind you'll have to manually remove your existing Facebook pixel code from your website before starting, otherwise you'll have 2 versions of your pixel on your website.

Having 2 versions on the Facebook pixel can lead to:

  • Campaign results doubling (ex: 2x the number of actual conversions)
  • Cost per result being halved in your reports

If you remove your existing pixel and start over with the Magento plugin, we recommend pausing your active campaigns first and re-installing right away. This way, you'll minimize any impact on your website Custom Audiences and conversion counts.

I installed the Facebook Ads Extension on my developer site but I can't upload my products. Why is this happening?

Your product feed upload won't work if you installed it on your developer site because it's not connected to the Internet. To fix this issue, you'll need to install the Facebook Ads Extension on your live site instead.

I see an error that says 'We're unable to proceed since the selected page has already been configured for the Facebook Ads Extension.'

If you see this error, it means that your Page is associated with another store. You'll need to decide whether you want to keep the Facebook Page associated with your old Magento store, or associate it with a different store. Here's how you can change your Page's association:

  1. Select Remove connection with {page name}.
  2. Click OK.
  3. You can now select your Page from the drop-down menu.
  4. Select Next and continue with the normal installation process.
Will Facebook dyamic ads stay up to date with my stock changes?

Yes, we'll sync with your Magento site every day at the same time as when you first synced your products.

How many product catalogs can I use with this setup?

You may only use 1 product catalog.

I want to also reach people who have not visited my website or app, what should I do?

You can drive new potential customers to visit your website, or to take a specific action, by creating an ad campaign using the website conversions objective. Learn more about how to optimize your ad sets for conversions.

My advertiser pays a third party to manage their Magento site, what should I do?

That's fine. Just be sure that the third party is added as an administrator to the advertiser's Facebook page and ad account.

Was this information helpful?
Do you need to update your Facebook pixel?
If you set up your pixel by adding code to your website, then you'll need to remove the old pixel code to use Shopify's automatic integration without causing incorrect reporting data to show.

If your website runs on Shopify, you can create a Facebook pixel without having to edit any of your website's code.

Why should I use a Facebook pixel?

  • Reach the right people
    Find new customers on Facebook, Instagram and the Audience Network. Optimize your ads for people likely to buy after they've visited your site. Learn more.
  • Measure the results of your ads
    Understand the sales and revenue that resulted from your ads. Find out what data you can see from your Facebook pixel page.

Set up your Facebook pixel

  1. Go to your Pixels tab in Ads Manager.
  2. Click Create a Pixel.
  3. Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.
  4. Check the box to accept the terms.
  5. Click Create Pixel.

Add your pixel to your Shopify account

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Here's how:

  1. Go to the Pixels section in Ads Manager.
  2. Click Set Up Pixel.
  3. Click Use an Integration or Tag Manager.
  4. Click Shopify.
  5. Click Enter your pixel ID.
  6. Copy your pixel ID.
  7. Go to your Shopify admin panel.
  8. Paste your pixel ID in the Facebook pixel section.

  9. Click Save.

Upload your products

Enable Facebook checkout from the Shopify admin and upload your product information to your Shopify account.

Note: Before getting started, your collections and products must be visible in your online store. See Shopify's instructions to make your collections and products visible on the Facebook channel.

  1. Log in to Shopify.
  2. Click the + symbol next to Sales channels in the Shopify admin.
  3. Click Learn more next to the Facebook channel.
  4. Click Add channel.
  5. Click Facebook from your Shopify admin.
  6. Click Get started.
  7. Click Connect account.
  8. Allow Shopify to connect with your business's Facebook Page and Facebook will verify your account information. After your account's verified, you can enable Facebook checkout using your Shopify admin.

Find new potential customers with a conversions ad

Create a campaign using the Conversions objective to attract new shoppers to your website. You can create audiences that look similar to people who have taken actions you care about (like making a purchase) and find new potential customers.

Create a product set

Your product set should contain the products you want to promote. It could be something like "Items for New Year", or "All pink products", or just "All products". If you don't have a pixel or app event, you'll see instructions for creating one.

Choose your campaign preferences
  1. Go to Ads Manager.
  2. Click Create Ad.
  3. Select Conversions as your marketing objective.
  4. Type in a Campaign Name and click Continue.
  5. Choose the website or app you want to promote and select a conversion pixel or app event.

    Tip: We recommend choosing an event that happens at least 100 times everyday. For example, if usually make 3 online sales a day from your website, then we'd recommend picking an event like Add to Cart or View Content instead of

    Purchase.

  6. Select your audience, placement, budget, and schedule. Then click Continue.
  7. Choose Conversions under Optimization of Delivery.
  8. Select your conversion window. Your conversion window should be based on how long it usually takes for someone to complete a valuable action (or conversion) after seeing your ad.
  9. Select Automatic as your bid amount to let Facebook optimize bids for your campaign, or you can choose Manual to set your own target cost per result.
  10. Type in a name for your ad set.
  11. Click Continue.
Create your ad

Once you've chosen your campaign preferences (like budget, audience, placement, and scheduling) then it's time to create your ad. Follow the steps below to get started:

  1. Choose the Carousel format to showcase multiple products in a single ad.
  2. Connect a Facebook Page and Instagram Account for your business if you have one.
  3. Select Automatically fill ad creative using a template.
  4. Select Automatically fill ad creative using a template if you'd like Facebook to create your ad using products from your product catalog or website and optimize for performance. Otherwise, you can select Manually choose your ad creative if you have specific product images you'd like to use for your ad.
  5. Select Fill template dynamically from a product set.
  6. Click ... to choose your product catalog and product set manually. You can also use the product catalog and product set that are selected by default.
  7. Type in your headline and link description. These fields are pre-populated to show your product name and product price by default.
  8. Choose a call to action, like Shop Now.

Scale your ad creation with dynamic ads

If you're an e-commerce business that sells many products, and you'd like to reach people who have already visited your website, then dynamic ads may be right for you.

Once you upload your products to Facebook, you can use dynamic ads to:

  • Scale your ads creation
    Create ads that are relevant to specific groups of people without having to manually set up each individual ad.
  • Find new potential customers
    Keep reaching new people who have visited your website after you set up your campaign.
  • Show the right products
    Show people relevant ads on Facebook and Instagram with products they viewed on your website. Learn more about Facebook dynamic ads.
  • Reach people anywhere, on any device
    Show ads to people using mobile, desktop, and tablet devices on Facebook and Instagram.

Create your first dynamic ad

Once you've finished setting up, you can start creating dynamic ads by going to your Ads Manager or by selecting Create Ad on the Facebook Ads Extension page.

  1. From Ads Manager, click Create Ad.
  2. Select Promote a product catalog.
  3. Select a product catalog, then click Continue.
  4. Select an existing product set or create a new one.
  5. Select your audience, placement, budget and schedule. Then click Continue.
    Note: For best practices on targeting the right audience for you, see Facebook's dynamic ads best practices.
  6. Select your format, Facebook Page and Instagram account if you have one linked.
  7. Enter your ad's text by typing directly, or use the + to select dynamic elements such as price.
  8. Add a call-to-action button.
  9. Preview your ad on the right. When you're ready, click Place Order.

Frequently-asked questions

How do I change which Page or pixel I want to use?

If you've set up dynamic ads in Shopify but need to change the Facebook pixel you selected, follow these instructions:

  1. From your Shopify admin, click Online Store and choose Preferences.
  2. In the Facebook pixel section, click Change.
  3. Enter your new pixel ID in the Pixel ID field.
  4. Click Save.
What should I do if I already have the Facebook pixel installed on my Shopify page?

If you've already installed the Facebook pixel and are using it to run dynamic ads on Facebook, you don't need to take any other action.

If you set up your pixel by manually adding your code to your website, then you'll need to remove your old Facebook Pixel code from Shopify first to avoid seeing incorrect reporting data for your page. Keep in mind you'll have to manually remove your existing pixel code from your website before starting these steps, otherwise you'll have 2 versions of your pixel on your website.

Having 2 versions on the Facebook pixel can lead to:

  • Campaign results appearing to be doubled (twice the number of actual conversions)
  • Cost per result being halved in your reports

If you remove your existing pixel and start over with creating your pixel and product catalog through Shopify, we recommend pausing your active campaigns first and re-installing right away. This way, you'll minimize any impact on your website Custom Audiences and conversion counts.

My advertiser pays a third party to manage their Shopify page, what should I do?

That's fine. Just be sure that the third party is added as an administrator to the advertiser's Facebook page and ad account.

Was this information helpful?

If you're using Signal to manage tags for your website and want to install the Facebook pixel, follow these steps:

Before you begin

  • Check that you have access to your website's Signal account
  • Set up your site’s pages with how tags are implemented (in the Sources tab).

Set up your tags:

  1. Log in to Signal.
  2. Go to the Signal Data Hub.
  3. Click Add a Tag from the Tags page.
  4. Search for Facebook in the tag search box.
  5. Select the Facebook Pixel tag.
  6. Enter a name and description.
  7. Go to the Pixels page in Facebook Ads Manager.
  8. Copy your pixel ID.
  9. Back in Signal, paste the Pixel ID into the field and select a standard event.
  10. Select any additional Item Details.
  11. Click Create Tag.

Measure actions that matter to your business

To track specific data elements and events on particular pages of your website using the Facebook pixel, you'll need to configure your data elements and conditional events. Here's how:

  1. Go to the Data tab.
  2. Select Add Data Element or Add Event.
  3. Configure the desired data element or event to be passed using either Jquery or Javascript.

Once configured, the data elements and events can be assigned to the appropriate pages, and then selected when configuring the Facebook pixel tag for passing the dynamic values.

Check if your pixel is working

Once you've uploaded all your events, you should check if your pixel is firing correctly. To check that your pixel is working properly on your live site:

  1. Go to the page where the pixel was placed. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Pixels page in Ads Manager. Your pixel's status will also be set to Active.
  2. Note: The activity column reports all conversion events, regardless of whether or they're associated with an ad.

  3. If this page says No Activity, then check out the Facebook Pixel Helper troubleshooting guide.
Once you've successfull setup your pixel, learn how to start running ads on Facebook using conversion optimization and tracking.
Was this information helpful?

If you're using Squarespace for your website and want to install the Facebook pixel, follow these steps:

In this article

Get your Facebook pixel code

If you haven't created a Facebook pixel yet
  1. Go to the Facebook Pixel section in Ads Manager.
  2. Click Create a Pixel.
  3. Type in a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.
  4. Check the box to accept the terms.
  5. Click Create Pixel.
  6. (Optional) Click the toggle icon to enable Advanced Matching.
  7. Click anywhere on the Facebook Pixel code to copy it.
If you've already created a Facebook Pixel
  1. Go to the Facebook Pixel section in Ads Manager.
  2. Click Set Up Pixel.
  3. Click Copy and Paste the Code.
  4. (Optional) Click the toggle icon to enable Advanced Matching.
  5. Click anywhere on the Facebook Pixel code to copy it.

Add the Facebook pixel to your website

  1. Log in to Squarespace.
  2. Select your site.
  3. In the Home Menu, click Settings.
  4. Click Advanced.
  5. Click Code Injection.
  6. Paste your Facebook Pixel code in the Header box.
  7. (Optional) Type in em: '{customerEmailAddress}' on line 9 to leverage your customer email address data to help you optimize for conversions.
  8. Click Save in the upper lefthand corner.

Track events happening on your site

Once you've created a Facebook pixel and installed it on your site, you'll access to richer audience targeting and measurement options by placing event code on key pages of your website.

  • Create new audiences based on actions people took on your site. For example, you can create an audience with people who visited your shop page but didn't convert, and then set up a Facebook remarketing campaign.
  • Find potential customers similar to people who have taken actions you care about on your site, like making a purchase, by creating a lookalike audience based on people who completed purchase events.

Getting Started

Add event code to your site to track actions you care about like pagevisits, purchases, and how many items people add to their carts.

Track page visits of people who've visited your Shop page
  1. Go to the Pixels tab in Ads Manager
  2. Click Set Up Pixel
  3. Click Copy and Paste the Code
  4. Click Install Event Code
  5. Click View Content and click to copy the View Content code.
  6. Log in to Squarespace.
  7. Select your site.
  8. In the Home Menu, click Settings.
  9. Click Advanced.
  10. Click Code Injection.
  11. Paste your View Content code in the Footer section to be able to track visits to each page of your website.
  12. Click Save in the upper left hand corner.

Note: The value represents an estimate of what a visit to your page is worth. For example, if your average order size is s $100 and, based on your site's history, 2 out of every 100 visitor converts, then the value of a page visit is $2.

Track purchases people make on your site
  1. Go to the Pixels tab in Ads Manager
  2. Click Set Up Pixel
  3. Click Copy and Paste the Code
  4. Click Install Event Code
  5. Select Purchase and click to copy the Purchase code.
  6. Log in to Squarespace.
  7. Select your site.
  8. In the Home Menu, click Settings.
  9. Click Advanced.
  10. Click Code Injection.
  11. Paste the code from step 5 into the Order Confirmation Page Section.
  12. Change the text after "value" in your code to "{OrderGrandTotal}". For example, in the image above, we deleted the dollar amount value of "247.35" from the code and typed in "{OrderGrandTotal}" instead. Making this change will help you best track the actual value of purchases that customers make on your site as a result of your Facebook ads.
  13. Click Save in the upper left hand corner.
Track how many items people add to cart
  1. Go to the Custom Conversions section in Ads Manager.
  2. Click Create Custom Conversions
  3. Type in the URL that appears when people click to add an item to their cart on your website.
  4. Click Choose a Category.
  5. Select Add to Cart.
  6. Name your event. Use a descriptive name so you'll be able to keep track of this event in case you plan to make more conversion events. You can also click to add a description for your event.
  7. Check the box if you'd like to set a conversion value (how much it's worth to you when someone adds an item to their cart). For example, if your average order amount is $100 and, in general, 3 out of every 10 times an item is added to a cart results in a purchase, then you might say the conversion value for someone adding an item to their cart is $30 . Next, you have the option to set a conversion value.
  8. Click Create to finish setting up your custom conversion.

Check if your pixel is working

Once you've clicked Save/Publish at the top of your Tealium dashboard, you should check if your pixel is firing correctly. To check that your pixel is working properly:

  1. Navigate to the web page the pixel was placed on. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Facebook Pixel page in your Ads Manager. Your pixel's status will also be set to Active. Keep in mind that the activity column reports all conversion events regardless of whether or not these events are associated with an ad.
  2. If it didn't work (No activity yet, No recent activity), use the Facebook Pixel Helper to troubleshoot the problem. Keep in mind you have to be using the Chrome browser for it to work. Once the Pixel Helper is installed, a small icon will appear next to your address bar. Navigate to your website in your Chrome browser and click the Pixel Helper icon.
  3. The popup will tell you what pixels were found on the page and whether they have loaded successfully. If not, it'll give you tips on why it may have failed. Learn more.

You can now start running ads on Facebook using conversion optimization and tracking.
Was this information helpful?

If you're using TagCommander to manage tags for your website follow these steps.

Install the Facebook pixel base code

To install the Facebook pixel base code using TagCommander:

  1. Go to TagCommander
  2. Click Dashboard
  3. Click Add Container
  4. Enter the name of your container
  5. Choose what coding language the container supports
  6. Click Synchronization and/or Advanced to adjust those settings
  7. When you're finished, click Add
  8. On the new container's page, click Add Tag(s)
  9. In the "Search a Tag" bar, search for "Facebook"
  10. In the results, click the "Facebook - Custom Audience (BUILDER)" result
  11. Click Add Tag(s)
  12. On the tag's page, click the dropdown and select "Facebook pixel"
  13. Enter your Facebook ID
  14. Add an expiration date and rules as necessary
  15. Click Save

Assign events

To assign Facebook pixel events using TagCommander, go to your Facebook tag and:

  1. Click Edit.
  2. Click Add Event.
  3. Enter the name of the event
  4. If you know the event's ID, enter it. If you don't, leave it blank and TagCommander will automatically generate one.
  5. Copy and paste the event's JavaScript code into the appropriate field. Learn more.
  6. Click Add.
  7. Repeat the steps above for as many events as you need to add.
  8. When you're finished, click Save on the tag page.

Check if your pixel is working

Once you've clicked Save at the top of the tag page, you should check if your pixel is firing correctly. To check that your pixel is working properly:

  1. Navigate to the web page the pixel was placed on. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Facebook Pixel page in your Ads Manager. Your pixel's status will also be set to Active. Keep in mind that the activity column reports all conversion events regardless of whether or not these events are associated with an ad.
  2. If it didn't work (No activity yet, No recent activity), use the Facebook Pixel Helper to troubleshoot the problem. Keep in mind you have to be using the Chrome browser for it to work. Once the Pixel Helper is installed, a small icon will appear next to your address bar. Navigate to your website in your Chrome browser and click the Pixel Helper icon.
  3. The popup will tell you what pixels were found on the page and whether they have loaded successfully. If not, it'll give you tips on why it may have failed. Learn more.

You can now start running ads on Facebook using conversion optimization and tracking.
Was this information helpful?

If you're using Tealium to manage tags for your website and want to install the Facebook pixel, follow these steps:

Before you begin

Install the Facebook pixel

  1. Log in to Tealium.
  2. From your dashboard, click Tags.
  3. Click + Add Tag.
  4. Search for Facebook Tag, then click + Add.
  5. Name your tag (it'll default to Facebook Tag).
  6. Go to the Pixels page in Facebook Ads Manager.
  7. Copy your pixel ID.
  8. In Tealium, paste your pixel ID in the Facebook Pixel ID container.
  9. Click Finish.

Assign events:

Events are set directly in the tag with mapping. This is a one-to-one mapping, meaning that it'll look at one Universal Data Object (UDO) variable for one exact match. To set events within your tag:

  1. Click Edit next to MAPPED DATA SOURCES, from your Facebook Tag page.
  2. Click Define & Map New Data Source.
  3. Enter your data source and type. If you're unsure about which to use here, check with your webmaster or Tealium contact. In the example below, we're using "page_type".
  4. Click Apply and you'll see your data source has been added.
  5. Next to your data source, click Add Destination, then click Events.
  6. Add a trigger, select your event and click Apply.
  7. Enter the rest of your events in the same manner. If you have to conditionally test two variables to set the event, then you'll need to do that in an extension, setting one value to fire the event. In the example below, we mapped when "fb_event_type" = "add to wishlist" where "fb_event_type" is a variable created to hold the output of the extension "add to wishlist".

Check if your pixel is working:

Once you've uploaded all your events, you should check if your pixel is firing correctly. To check that your pixel is working properly on your live site:

  1. Go to the page where the pixel was placed. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Pixels page in Ads Manager. Your pixel's status will also be set to Active.
  2. Note: The activity column reports all conversion events, regardless of whether or they're associated with an ad.

  3. If this page says No Activity, then check out the Facebook Pixel Helper troubleshooting guide.
Once you've successfully set up your pixel, start running ads on Facebook using conversion optimization and tracking.
Was this information helpful?

If you're using Weebly for your website and want to install the Facebook pixel, follow these steps:

In this article

Get your Facebook pixel code

If you haven't created a Facebook pixel yet
  1. Go to the Facebook Pixel section in Ads Manager.
  2. Click Create a Pixel.
  3. Type in a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.
  4. Check the box to accept the terms.
  5. Click Create Pixel.
  6. (Optional) Click the toggle icon to enable Advanced Matching.
  7. Click anywhere on the Facebook Pixel code to copy it.
If you've already created a Facebook Pixel
  1. Go to the Facebook Pixel section in Ads Manager.
  2. Click Set Up Pixel.
  3. Click Copy and Paste the Code.
  4. (Optional) Click the toggle icon to enable Advanced Matching.
  5. Click anywhere on the Facebook Pixel code to copy it.

Add the Facebook pixel to your website

  1. Log in to Weebly.
  2. Select the site where you want to add your pixel.
  3. Click Edit Site.
  4. Click Settings.
  5. Click SEO.
  6. Scroll down and paste your Facebook Pixel code in the Header Code section.

    Note: If you already have code in this section for another site (like Google Analytics), just place your Facebook Pixel code before or after the code that's already in this section.

Track events happening on your site

Once you've created a Facebook pixel and installed it on your site, you'll access to richer audience targeting and measurement options by placing event code on key pages of your website.

  • Create new audiences based on actions people took on your site. For example, you can create an audience with people who visited your shop page but didn't convert, and then set up a Facebook remarketing campaign.
  • Find potential customers similar to people who have taken actions you care about on your site, like making a purchase, by creating a lookalike audience based on people who completed purchase events.

Getting Started

Add event code to your site to track actions you care about like purchases, page visits, and how many items people add to their carts.

  1. Go to the Pixels tab in Ads Manager
  2. Click Set Up Pixel
  3. Click Copy and Paste the Code
  4. Click Install Event Code
  5. Select Purchase and click to copy the Purchase code.
  6. Log in to Weebly and select your website.
  7. Click Edit Site.
  8. Select Build.
  9. Drag Embed Code to the section of your page you'd like to track.
  10. Click on the box that appears to paste your event code.
  11. Click Edit Custom HTML.

  12. Paste your Facebook event code in the box. See example below:
  13. Change the purchase value to what you consider to be the value of a sale.
  14. Click Publish.

Check if your pixel is working

Once you've clicked Save/Publish at the top of your Tealium dashboard, you should check if your pixel is firing correctly. To check that your pixel is working properly:

  1. Navigate to the web page the pixel was placed on. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Facebook Pixel page in your Ads Manager. Your pixel's status will also be set to Active. Keep in mind that the activity column reports all conversion events regardless of whether or not these events are associated with an ad.
  2. If it didn't work (No activity yet, No recent activity), use the Facebook Pixel Helper to troubleshoot the problem. Keep in mind you have to be using the Chrome browser for it to work. Once the Pixel Helper is installed, a small icon will appear next to your address bar. Navigate to your website in your Chrome browser and click the Pixel Helper icon.
  3. The popup will tell you what pixels were found on the page and whether they have loaded successfully. If not, it'll give you tips on why it may have failed. Learn more.

You can now start running ads on Facebook using conversion optimization and tracking.
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Note: This guide is for Wix Premium. Get help setting up your pixel if you're using Wix's free service.

If you're using Wix Premium for your website and want to install the Facebook pixel, follow these steps:

In this article

Get your Facebook pixel code

If you haven't created a Facebook pixel yet
  1. Go to the Facebook Pixel section in Ads Manager.
  2. Click Create a Pixel.
  3. Type in a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.
  4. Check the box to accept the terms.
  5. Click Create Pixel.
  6. Click anywhere on the Facebook Pixel code to copy it.
If you've already created a Facebook Pixel
  1. Go to the Facebook Pixel section in Ads Manager.
  2. Click Set Up Pixel.
  3. Click Copy and Paste the Code.
  4. Click anywhere on the Facebook Pixel code to copy it.

Add the Facebook pixel to your website

  1. Log in to Wix.
  2. Click Manage Site.
  3. Click Domain.
  4. Click Remarketing.
  5. Paste your pixel ID in the Facebook pixel code field.
  6. Click Submit.

Track events happening on your site

Once you've created a Facebook pixel and installed it on your site, you'll start having access to richer audience targeting and measurement options, including:

  • Creating new audiences based on actions people took on your site. For example, you can create an audience with people who visited your shop page but didn't convert, and then set up a Facebook remarketing campaign.
  • Finding potential customers similar to people who have taken actions you care about on your site, like making a purchase, by creating a lookalike audience based on people who completed purchase events.

If you've already created a Wix Store, then you can now also track how many people visit your product pages, add an item to their cart, or make a purchase. To better understand the value of actions that people take on your site, we recommend that you visit Wix's support site for help setting purchase prices for your items if you haven't already.

If you haven't set up a Wix Store yet, visit Wix for help creating a store so you can start measuring these events on your page.

Check if your pixel is working

Once you've clicked Save/Publish at the top of your Tealium dashboard, you should check if your pixel is firing correctly. To check that your pixel is working properly:

  1. Navigate to the web page the pixel was placed on. If it's working, the pixel will send information back to Facebook and you'll be able to see activity in the Facebook Pixel page in your Ads Manager. Your pixel's status will also be set to Active. Keep in mind that the activity column reports all conversion events regardless of whether or not these events are associated with an ad.
  2. If it didn't work (No activity yet, No recent activity), use the Facebook Pixel Helper to troubleshoot the problem. Keep in mind you have to be using the Chrome browser for it to work. Once the Pixel Helper is installed, a small icon will appear next to your address bar. Navigate to your website in your Chrome browser and click the Pixel Helper icon.
  3. The popup will tell you what pixels were found on the page and whether they have loaded successfully. If not, it'll give you tips on why it may have failed. Learn more.

You can now start running ads on Facebook using conversion optimization and tracking.
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This feature is currently supported for WooCommerce version 2.6.14 and WordPress versions 3.0 and above.

Why should I use a Facebook pixel?

Install the Facebook for WooCommerce Extension

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If you're using WooCommerce for your website and want to install the Facebook pixel, then follow these steps:

  1. Go to the Pixels section in Ads Manager.
  2. Click Set Up Pixel.
  3. Click Use an Integration or Tag Manager.
  4. Click WooCommerce.
  5. Click the Download link.

Upload Facebook for WooCommerce

  1. Log in to WordPress.
  2. Click Plugins then Add New in your WordPress admin panel.
  3. Click Choose File and select facebook-for-woocommerce.zip.
  4. Click Install Now.
  5. Click Activate.
  6. Click Complete the setup steps in the notification banner at the top of the page to add your Facebook Page, pixel, and shop.

Set up your Facebook Page, pixel, and shop (Recommended)

If you'd also like to create a Facebook shop, product catalog and dynamic ads, then follow the steps below to access more advanced Facebook advertising features.

  1. Click Get Started
  2. Click Next.
  3. Choose a Facebook page from the drop-down menu and click Next.
  4. Choose a pixel from the drop-down menu and click Next.
  5. Click Finish.

Find new potential customers with a conversions ad

Create a campaign using the Conversions objective to attract new shoppers to your website. You can create audiences that look similar to people who have taken actions you care about (like making a purchase) and find new potential customers.

Create a product set

Your product set should contain the products you want to promote. It could be something like "Items for New Year", or "All pink products", or just "All products". If you don't have a pixel or app event, you'll see instructions for creating one.

Choose your campaign preferences
  1. Go to Ads Manager.
  2. Click Create Ad.
  3. Select Conversions as your marketing objective.
  4. Type in a Campaign Name and click Continue.
  5. Choose the website or app you want to promote and select a conversion pixel or app event.

    Tip: We recommend choosing an event that happens at least 100 times everyday. For example, if usually make 3 online sales a day from your website, then we'd recommend picking an event like Add to Cart or View Content instead of

    Purchase.

  6. Select your audience, placement, budget, and schedule. Then click Continue.
  7. Choose Conversions under Optimization of Delivery.
  8. Select your conversion window. Your conversion window should be based on how long it usually takes for someone to complete a valuable action (or conversion) after seeing your ad.
  9. Select Automatic as your bid amount to let Facebook optimize bids for your campaign, or you can choose Manual to set your own target cost per result.
  10. Type in a name for your ad set.
  11. Click Continue.
Create your conversions ad

Once you've chosen your campaign preferences (like budget, audience, placement, and scheduling) then it's time to create your ad. Follow the steps below to get started:

  1. Choose the Carousel format to showcase multiple products in a single ad.
  2. Connect a Facebook Page and Instagram Account for your business if you have one.
  3. Select Automatically fill ad creative using a template.
  4. Select Automatically fill ad creative using a template if you'd like Facebook to create your ad using products from your product catalog or website and optimize for performance. Otherwise, you can select Manually choose your ad creative if you have specific product images you'd like to use for your ad.
  5. Select Fill template dynamically from a product set.
  6. Click ... to choose your product catalog and product set manually. You can also use the product catalog and product set that are selected by default.
  7. Type in your headline and link description. These fields are pre-populated to show your product name and product price by default.
  8. Choose a call to action, like Shop Now.

Scale your ad creation with dynamic ads

If you're an e-commerce business that sells many products, and you'd like to reach people who have already visited your website, then dynamic ads may be right for you.

Once you upload your products to Facebook, you can use dynamic ads to:

  • Scale your ads creation
    Create ads that are relevant to specific groups of people without having to manually set up each individual ad.
  • Find new potential customers
    Keep reaching new people who have visited your website after you set up your campaign.
  • Show the right products
    Show people relevant ads on Facebook and Instagram with products they viewed on your website. Learn more about Facebook dynamic ads.
  • Reach people anywhere, on any device
    Show ads to people using mobile, desktop, and tablet devices on Facebook and Instagram.

Create your first dynamic ad

Once you've finished setting up, you can start creating dynamic ads by going to your Ads Manager or by selecting Create Ad on the Facebook for WooCommerce page.

  1. From Ads Manager, click Create Ad.
  2. Select Promote a product catalog.
  3. Select a product catalog, then click Continue.
  4. Select an existing product set or create a new one.
  5. Select your audience, placement, budget and schedule. Then click Continue.
    Note: For best practices on targeting the right audience for you, see Facebook's dynamic ads best practices.
  6. Select your format, Facebook Page and Instagram account if you have one linked.
  7. Enter your ad's text by typing directly, or use the + to select dynamic elements such as price.
  8. Add a call-to-action button.
  9. Preview your ad on the right. When you're ready, click Place Order.

Frequently asked questions

What should I do if I already have a pixel installed on my website?
If you already have pixel code on your website, then you'll need to remove it before following these steps. Before removing your pixel code, make sure your pixel isn't being used for optimization or tracking for any active campaigns.
I installed the Facebook for WooCommerce Extension on my developer site but I can't upload my products. Why is this happening?
Your product feed upload won't work if you installed it on your developer site because it's not connected to the Internet. To fix this issue, you'll need to install the Facebook for WooCommerce Extension on your live site instead. Also keep in mind that each of your products need to have a valid description, image, and unique product ID (such as a SKU) for you to be able to upload your products to Facebook.
Will Facebook dynamic ads stay up to date with my stock changes?

Yes, we'll sync with your WooCommerce site every day at the same time as when you first synced your products.

How many product catalogs can I use with this setup?

You may only use 1 product catalog, however, there is no limit on the number of products you can include in your catalog.

What should I do if I already have the Facebook pixel installed on my WooCommerce website?
If you've already installed the Facebook pixel and are running Facebook dynamic ads, you don't have to use the Facebook for WooCommerce Extension.

If you've set up the Facebook pixel but not dynamic ads, or you think you may have set up the Facebook pixel incorrectly, you should use the Facebook for WooCommerce Extension to get everything set up. Keep in mind you'll have to manually remove your existing Facebook pixel code from your website before starting, otherwise you'll have 2 versions of your pixel on your website.

Having 2 versions on the Facebook pixel can lead to:
    • Campaign results doubling (ex: 2x the number of actual conversions)
    • Cost per result being halved in your reports

If you remove your existing pixel and start over with the WooCommerce plugin, we recommend pausing your active campaigns first and re-installing right away. This way, you'll minimize any impact on your website Custom Audiences and conversion counts.

If you remove your existing pixel and start over with the WooCommerce plugin, we recommend pausing your active campaigns first and re-installing right away. This way, you'll minimize any impact on your website Custom Audiences and conversion counts.

I want to also reach people who have not visited my website or app, what should I do?
You can drive new potential customers to visit your website, or to take a specific action, by creating an ad campaign using the website conversions objective. Learn more about how to optimize your ad sets for conversions.
My advertiser pays a third party to manage their WooCommerce site, what should I do?
That's fine. Just be sure that the third party is added as an administrator to the advertiser's Facebook page and ad account.
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The conversion tracking pixel is no longer available for ad creation. Start using the new Facebook pixel today. Learn how.

If you're using third-party publishing or ecommerce platforms, you may not be able to edit the website's code to add the pixel. Please check with your website/provider to see what their policy is.

Why should I use a Facebook pixel?

  • Reach the right people
    Find new customers, or people who have visited a specific page or taken a desired action on your website. Learn more about Facebook pixel.
  • Drive more sales
    Set up automatic bidding to target people who are more likely to take an action you care about, like making a purchase. See how to optimize your ad sets for conversions.
  • Measure the results of your ads
    Understand how successful your ad is by seeing what happened as a direct result. You can view information like your conversions and sales. Find out what data you can see from your Facebook pixel page.

Facebook partner integrations

If your site runs on one of the partners listed below, then you can take advantage of automatic integration features to simplify your pixel installation.

BigCommerce:
  1. Go to your Facebook pixel tab in Ads Manager.
  2. Copy your Pixel ID from the summary area on the right.
  3. Log in to BigCommerce.
  4. Select Advanced Settings and choose Web Analytics.
    Note: In some versions of the control panel, Web Analytics is under Setup & Tools.
  5. Check the box next to Facebook Pixel.
  6. Click Save.
  7. Select the Facebook pixel tab.
  8. Type in your Facebook Pixel ID under Settings.
  9. Click Save.
Magento:
  1. Visit Magento Connect and click Install Now.
  2. Check the box to accept the extension license agreement, and click Get Extension Key.
  3. Copy the Extension Key.
  4. Log into your Magento Admin Panel.
  5. Click Magento Connect under "System" and choose Magento Connect Manager.
  6. Paste your Extension Key URL in the "Install New Extensions" section.
  7. Click Install.
  8. Click Proceed. You should now see a message that says "Installed successfully" in the console at the bottom of the page.
  9. Return to the Magento Admin Panel and click Facebook Ads Extension.

Shopify:

  1. Go to Shopify.
  2. Select Log in from the Shopify admin.
  3. Enter your store address, email address, and password.
  4. Click Log in.
  5. Select Online Store and choose Preferences.
  6. In the Facebook pixel section, enter your Facebook pixel ID.
  7. Click Save.

Common supported platforms

If your website allows you to edit its code, you should paste the pixel between the <head> and </head> tags of the page you want to track. Check out this list of some of the common platforms that Facebook supports for specific instructions:

Squarespace:

  1. In the Home Menu, click Settings > Advanced.
  2. Click Code Injection.
  3. In the header box, paste your Facebook pixel base code.
  4. Click Save.

You can also add the purchase standard event code to the Order confirmation page box or add specific events to certain pages by using the Page Header Code Injection function. To do this:

  1. Open the page while in the Pages panel.
  2. Hover over the content area and click Settings.
  3. In the Page Settings window, click Advanced in the top-right corner.
Eventbrite:
  1. Log in to your Eventbrite account.
  2. Go to your "Manage" page.
  3. Click Tracking Pixels under the Analyze section.
  4. Copy and paste your Facebook Pixel ID in the text box.
  5. To also track Standard Events, click + Add Standard Event. Select the page you want to track and the Website Action you want to fire when someone reaches that page.
GoDaddy:
  1. Log in to your Website Builder account.
  2. Click Edit Site.
  3. Click the three-bar icon in the top-right corner of your screen and select Site Settings.
  4. Select Site-wide Code.
  5. Paste the pixel code between the <head> tags.
  6. Click OK and close the Site Settings window.
  7. Click Publish.

LeadPages:

  1. From your admin page, click Lead Page Options > Tracking Codes .
  2. In the Head-Tag Tracking Code box, paste the code.
  3. Click Done.
  4. Click Publish.

Weebly:

  1. Click Embed Code and drag it to the top of the page.
  2. Click Edit Custom HTML .
  3. Paste the code.
  4. Click Publish.

Wix:

  1. Edit your website.
  2. Create an HTML box
  3. Paste the pixel code into the text box and click Update.
  4. Drag the HTML box to attach it to the header at the top of the page.
  5. Save and publish.

Wordpress:

Note: The pixel is available only on self-hosted Wordpress.org sites, not Wordpress.com sites. Visit Wordpress.

  1. Install the Insert Headers and Footers plugin.
  2. From the Settings section, click Insert Headers and Footers.
  3. Paste your pixel code in the Scripts in Header box.
  4. Click Save.
Keep in mind different platforms have different policies regarding tracking pixels or tags. These policies, as well as installation processes, may change over time so please contact your website provider or developer directly if you have further questions.
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Troubleshooting

On the Diagnostics tab of your Facebook pixel page, you can see a list of issues that may be preventing your pixel from sending accurate data. You can also find information about how to resolve the issues and a list of affected URLs, if available.

To get started:

  1. Go to your Facebook pixel page in Ads Manager.
  2. For each of your pixels, top-level metrics and status are shown. If there are issues, you'll see the total number of errors or warnings.
  3. Click the name of a pixel or click Details to view more detailed insights about that pixel.
  4. Select the Diagnostics tab to learn more about the issues that may be impacting your pixel configuration or the quality of your pixel data.
  5. Review the HTML of affected pages and locate the event code that's causing each error. You can View affected URLs for each issue to make locating the event code easier.
  6. Click Mark as Resolved when you've fixed an issue, or choose to Ignore an issue if the configuration is intentional.

Resolved issues can still be found on the the Diagnostics tab for reference. You can Unresolve an issue if you are still working on it.

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In most cases installing the whole JavaScript version of the Facebook pixel will result in improved performance for your Custom Audiences and conversion tracking.

The whole JavaScript code:

  • Runs asynchronously so it doesn't block your page load or slow down your website from loading
  • Automatically adapts for http and https pages so the pixel fires correctly across secure and non-secure pages
  • Includes a cache buster to reduce the risk of browser caching preventing the pixel from loading
  • Will automatically fall back to image tags if someone's browser can't load JavaScript

In some cases it may be necessary to use only the image tag of the Facebook pixel, such as when you're piggybacking off existing container tags (ex: DFA, Atlas). If so, you should use the PageView image tag on every page of your site, then create another image tag for the standard events on specific pages.

1: The Facebook pixel code: We recommend using this entire code.

2: The image tag: Please make sure you don't copy the <noscript> tag as well.

Below is an example of how you'd set up Facebook pixel image tags across key pages of your website with just the image tag. Keep in mind you have to replace 1234567890 with your Facebook pixel ID, and adjust your parameters (ex: currency) depending on your website.

On a product page, you would have these two tags:

<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1234567890&ev=PageView"/>

<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1234567890&ev=ViewContent"/>

On your add-to-cart page, you would have these two tags (plus parameters for the AddToCart event):

<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1234567890&ev=PageView"/>

<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1234567890&ev=AddToCart&cd[currency]=USD&cd[value]=0.00"/>

On your purchase page, you would have these two tags (plus parameters for the purchase event):

<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1234567890&ev=PageView"/>

<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=1234567890&ev=Purchase&cd[currency]=USD&cd[value]=0.00"/>

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Yes, your existing pixels will still work, however the conversion tracking pixel won't be available for ad creation starting on February 15, 2017. Learn how to start using the new Facebook pixel.

We recommend updating to the Facebook pixel to take advantage of these benefits:

  • Report conversions: In addition to building website Custom Audiences, you can now report and optimize for conversions from the same pixel.
  • Improved performance: The Facebook pixel loads faster than the previous code. On average, your audiences should be larger and you should capture more conversions when using the new code.
  • Automatic debugging: Common debugging messages are now logged in your browser's JavaScript console to make troubleshooting easier.

Find out what's happening to the conversion tracking pixel.

Learn how to create your Facebook pixel.

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If your website Custom Audience size is smaller than the number of website visits or pixel fires, it may be because:

  • Only pixel fires get counted for website Custom Audiences.
  • People viewing your website could've opted out or have other blocking tools enabled, so not every visit to your website will send a pixel fire to Facebook.
  • Website visits may not always be matched to someone on Facebook. For example, if someone isn't logged into Facebook when they view your website, we can't add them to your audience.
  • If a viewer visits web pages with a pixel 20 times, it'll fire 20 times, but it'll only be 1 unique person. Check the average number of pages viewed per person on your website. Similarly, if a viewer visits a page with multiple events (ex: Key page view, Add to cart), each triggered event will count as individual pixel fires but will only map to one person.
  • Your audience may be limited by an audience rule. Check to see if this is the case.
  • If a pixel is installed multiple times on a given web page, then multiple pixel fires only count as one valid person.
  • Third-party analytics tools count unique sessions while Facebook counts people. If someone visits your website from their phone and desktop computer, or erases a cookie and refreshes the page, the third-party analytics will count 2 whereas Facebook will count 1.
  • Time on which uniques is counted is often different. Third-party analytics tools often count uniques only once per 30 days whereas Facebook counts uniques all time.

Pixel fires and third-party analytics sites

Sometimes advertisers try to compare Facebook pixel fires with total visitors from other analytics platforms and see discrepancies. Here are some things to keep in mind when trying to compare numbers:

  • Remember that one unique person can cause multiple pixel fires (ex: PageView fires on every page a person visits). If your third-party site says there have been 20,000 visitors, check how many pages each visitor views on average. For example, if people view 7 pages on average, you should expect about 140,000 pixel fires or more, given that you can have multiple pixel events firing on each page.
  • You shouldn't expect numbers to perfectly line up between different platforms. You could try to have the pixel fire only once per person, but that would limit your retargeting and conversion tracking abilities. Think of these platforms as different as use each for their strengths. Third-party analytics sites are great for understanding your website activity, while Facebook is great for understanding people, and allowing you to build Custom Audiences and then track and optimize for conversions.
  • Remember that the number of pixel fires does not equal unique visitors. This is intentional, as firing the pixel on every page allows you to build audiences and custom conversions off of specific pages people visit.
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This article contains four sections (see below for links to each). The first section is a set of general best practices for providing data from a customer file or a pixel that can help increase your match rate. The second and third sections provide guidelines and examples for formatting data about your customers and events. The fourth section is about customer lifetime value, a type of data only required for the creation of value-based Lookalike Audiences.

General best practices

Below, you'll find tables listing all the data types we can use for a Custom Audience or offline event upload. To get the highest match rate possible from your data, include as many data types as you can. You can use a single-column file to create your audience, but you may not see as many matches as you would if you used additional data types.

If you're using multiple data types, make sure your data is organized into separate columns that correspond to the types we accept. For example, don't include a single column for full names. Instead, include two columns - one for first names, one for last names.

Use the column headers in the table below. Doing so helps us auto-detect data types. You may use your own column headers if you prefer, but you'll then have to map the data to its type manually before uploading your customer list.

The two most important tips are:

  • Always include the country code as part of your customer's phone numbers, even if all your data is from the same country.
  • Always include your customers' countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list.

Your file can be either CSV or TXT format. Download example files:

Learn how to create and edit a Custom Audience from a customer file.

Formatting customer data

Data typeColumn header Description and formatting guidelinesExamples
Email emailWe accept up to 3 separate email address columns in US and international formats.
  • username@hotmail.co.uk
  • your.name@gmail.com
  • myname@yahoo.com
Phone Number phonePhone numbers must include a country code to be used for matching. For example, a 1 must precede a phone number in the United States. We accept up to 3 phone numbers as separate columns, with or without punctuation.

Important: Always include the country code as part of your customer's phone numbers, even if all of your data is from the same country.

  • 1-234-567-8910
  • 12345678910
  • +44 844 412 4653
First Name fn We accept first name and first name initial, with or without accents. Initials can be provided with or without a period.
  • John
  • F.
  • Émilie
Last Name ln We accept full last names with or without accents.
  • Smith
  • Sørensen
  • Jacobs-Anderson
City ct We accept full city names as they normally appear.
  • Paris
  • London
  • New York
State/ProvincestWe accept full names of US and international states and provinces, as well as the abbreviated versions of US states.
  • AZ
  • California
  • Normandy
Country country Country must be provided as an ISO two-letter country code.

Important: Always include your customers' countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list.

  • FR
  • US
  • GB
Date of Birth dob We accept 18 different date formats to accommodate a range of month, day and year combinations, with or without punctuation.
  • MM-DD-YYYY
  • MM/DD/YYYY
  • MMDDYYYY
  • DD-MM-YYYY
  • DD/MM/YYYY
  • DDMMYYYY
  • YYYY-MM-DD
  • YYYY/MM/DD
  • YYYYMMDD
  • MM-DD-YY
  • MM/DD/YY
  • MMDDYY
  • DD-MM-YY
  • DD/MM/YY
  • DDMMYY
  • YY-MM-DD
  • YY/MM/DD
Year of Birth doby We accept year of birth as a 4-digit number, YYYY.
  • 1986
Age age We accept age as a numerical value.
  • 65
  • 42
  • 21
Zip/Postal Code zip We accept US and international zip and postal codes. US zip codes may include a 4-digit extension as long as they are separated by a hyphen. The extention is not required and will not further improve match rate.
  • W11 2BQ
  • 94104-1207
  • 94104
Gender gen We accept an initial to indicate gender.
  • M
  • F
Mobile Advertiser ID madid We accept 2 types of mobile advertiser IDs: Android's Advertising ID (AAID), which Google provides as part of Android advertising, and Apple's Advertising Identifier (IDFA), which Apple provides as part of iOS in its ads framework.
  • AECE52E7-03EE-455A-B3C4-E57283966239
  • BEBE52E7-03EE-455A-B3C4-E57283966239
Facebook App User ID uid An ID corresponding to someone who uses an app that can be retrieved through the Facebook SDK. We accept numerical user IDs associated with your Facebook application.
  • 1234567890
  • 1443637309

Formatting event data

Data typeColumn header Description and formatting guidelinesExamples
Event Timeevent_timeFor offline event data, precise timestamps that include the minutes and seconds are recommended so that all unique events are processed, such as multiple purchases made by the same person in one day.

See the examples for how to format the date and time combined - note that there is a capital "T" in between the date and time.
  • YYYY-MM-DDTHH:MM:SS
  • 2016-06-20T03:21:48+01:00
  • 2016-06-20T03:21:48
  • mm/dd/yyyy
Event Nameevent_nameFor offline event data, see the examples for the standard conversion events you can track. If you have additional types of conversions you want to track, you can create custom conversions.
  • AddPaymentInfo
  • AddToCart
  • AddToWishlist
  • CompleteRegistration
  • InitiateCheckout
  • Lead
  • Purchase
  • Search
  • ViewContent
  • Other
ValuevalueThe value field must contain a decimal number greater than or equal to zero, and may not include letters, special characters, currency symbols or commas.
  • 2534
CurrencycurrencyThe currency field must contain a standard 3-letter ISO currency code per the ISO 4217 standard.
  • USD
  • HUF
Order IDorder_idThe order ID field may contain an alphanumeric value with no special characters, currency symbols or commas.
  • ABC123
  • 456DEF
Item Numberitem_numberThe item number field may contain an alphanumeric value with no special characters, currency symbols or commas.
  • ABC123
  • 456DEF
After reviewing these tips, create, edit or learn more about Custom Audiences.

Customer lifetime value

Note: If you don't track customer lifetime value, or if you're not looking to create a value-based Lookalike Audience, you don't need to read the information in this section.

What is customer lifetime value?

Customer lifetime value is a representation of the net profit you think will be attributable to a given customer over the duration of your relationship with them. You can break that value down into a few major factors:

  • How often a customer makes a purchase within a typical purchase cycle
  • How much a customer spends each time they make a purchase
  • How much you project a customer will spend over the duration of your relationship with them
  • The potential length of a customer's relationship with you

What can I use customer lifetime value for?

You can send us your customer lifetime value data as part of a customer file Custom Audience. You can then use that Custom Audience as the source for a value-based Lookalike Audience, which is a group of people you can target with ads who are most similar to the high-value customers you already know.

What should I avoid when calculating customer lifetime value?

Different people calculate customer lifetime value in different ways. Here are some ways that you should avoid if you're going to send us the data for use in a value-based Lookalike Audience:

  • Rating your customers. Say you have 3 customers worth $100, $10 and $1, respectively, and you use a 1-5 rating system. Don't send us data where they're rated as a 5, 2 and 1, respectively. This doesn't work because the value isn't proportional to the ranking. In other words, the $100 customer was factored by 20, but the $10 customer was only factored by 5 and the $1 customer wasn't factored at all.
  • Ranking your customers. Say you have 100 customers and each one is worth between $200 and $1200. You rank them from 1 to 100. This doesn't work because value isn't proportional here either. It tells us if one customer is more valuable than another, but doesn't account for a scenario where the number 5 customer is worth double what the number 6 customer is, whereas the number 20 customer might only be worth 1% more than the number 21 customer.

Once I've calculated my customer lifetime value data, what should I do?

Send us the data as another column in a customer file you use to create a Custom Audience.

Below are tips for formatting the data, similar to the tips for other identifiers in the first section of this article.

Data typeColumn header Description and formatting guidelinesExamples
Customer Lifetime Value value

We accept customer value as a positive number.

Important:

  • Don't provide only your highest value customers. Instead, include a broad range. Without this range, we can't hone in on what might distinguish an average customer from a great one.
  • Don't include negative numbers to denote negative value or undesirable customers. We can't use rows that contain numbers like that.
  • If your value is in the form of a currency, make sure it's all the same currency or is converted to the same scale before uploading. We don't currently normalize for different currencies.
  • Decimals that denote cents are acceptable, but don't use any other punctuation marks and/or separators. We can't use rows that contain them.

  • $450.00
  • 6330.83 USD

Once your customer file Custom Audience is created, use it as a source for a value-based Lookalike Audience. Use that Lookalike Audience as the target audience for your ads to reach people who are most similar to your high-value customers.

For tips on formatting your source Custom Audience's data, click here to go to that section of this article.
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In this article, you'll learn what the Facebook Pixel Helper is and how to use it to make sure your pixel's set up correctly. If you're a developer, check out the Pixel Helper guide for developers.

Basics

The Facebook Pixel Helper is a troubleshooting tool that helps you find out if your pixel is working correctly. Once you install the Chrome plugin, you can see if there's a Facebook pixel installed on a website, check for errors, and understand the data that's coming from a pixel.

Install the Pixel Helper

Before getting started, you'll need to have the Chrome web browser. If you don't have it yet, install the Chrome browser then follow these steps:

  1. Go to the Chrome web store and search for the Facebook Pixel Helper.
  2. Click + Add to Chrome.
  3. "
  4. Click Add extension.

Once you've successfully installed the extension you'll see a notification that the plugin has been added to Chrome and a small icon will show in your address bar.

Check that your pixel's working

  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.

If the Pixel Helper finds a pixel on your site and there are no errors, then you're ready to start creating Facebook ads with your pixel.

If you see a notification that no pixels were found on your site or that there's an error, then check out the troubleshooting section below for more help.

Troubleshooting Pixel Errors

The Facebook Pixel Helper reports common errors than can happen when you install a pixel on your website. These errors mean that the person who manages your website will need to fix something for your pixel to start working correctly.

See how to fix some common pixel issues:

No Pixel Found
If you click the Pixel Helper icon in the address bar and see a message that no pixels were found on that page, it means that you will need to place the Facebook pixel code on your site. See how to setup your Facebook pixel.
Pixel Did Not Load
This means that the Pixel Helper may have found Facebook pixel code on your site, but the pixel isn't passing back data from your site. There are two reasons this might be happening:
  1. If you've set up your pixel to fire on a dynamic event (like when someone clicks a button on your page). If that's the case, try clicking the button where you've attached your pixel code and clicking on the Pixel Helper again to see if this fixes the problem.
  2. There could be an error in your pixel base code. If this is the case, you can try deleting the Facebook pixel code you've placed on your site and adding the code again. Learn how to find your pixel base code in Facebook and put it on your site.
Not a Standard Event
This means that the Pixel Helper found event code on your site that doesn't match one of our 9 Standard Events. This could be a typo, for example, if the event is named “Purchased” instead of “Purchase”. Check out Facebook's standard event names and the exact code you'll need to place on your site to make sure this matches with the event names in your website's code.
Pixel Activated Multiple Times
This means that your pixel sent the same signal multiple times to Facebook (which would impact the accuracy of your site's reporting). To fix this, make sure that you've only included the Facebook pixel base code on your site once, and that if you have event code on your site you avoid placing the same event code multiple times on the same page.
Invalid Pixel ID
This means that the pixel ID in your Facebook pixel base code isn't recognized by Facebook. To fix this, you'll need to replace the pixel ID in your pixel base code with the pixel ID assigned to an active ad account. Learn how to find your pixel ID.

Improve your pixel's performance

You can the Facebook Pixel Helper can offer suggestions on how to improve your pixel's performance, including:
  1. Track more actions on your site
  2. Place your Facebook pixel base code in the header of your website to help best track the actions you care about. If your pixel code is placed too far down on your page, then it's possible that some customer actions may not be tracked if they happen before your pixel fires.
  3. Opt in to Tracking
  4. If you see the error below, then you've opted out of tracking from Facebook. This means that Facebook might not be able to detect if there's a problem with your pixel. To opt back in, you can go to your Facebook settings. You may also need to update your devices settings.

  5. Place one conversion event per page
  6. Facebook recommends placing no more than one conversion event per page, unless additional conversion events on the page only fire when a customer takes a certain action, like clicking on a button. This will help improve optimization and tracking for your events.

Uninstall the Facebook Pixel Helper

If you'd like to uninstall the Facebook Pixel Helper, type “chrome://extensions" in the address bar of your Chrome web browser. Then click the trash icon next to the Facebook Pixel Helper extension.

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