How to set up conversion pixels on Facebook?

11/06/2015
  • Facebook is making constant changes so that pages can optimize its advertising campaigns based on segmentation (which maybe well defined or more less) and the brand objectives in each campaign. One of the latest tracking pixels which, as its name indicates, help you to track conversions and measure the ads conversion. 

    A conversion pixel is a html code that is inserted int the web site to measure the number of conversions made by the campaigns activated on Facebook. 

    Thus, we create a Facebook ad, the user clicks on the ad and the pixel will tell us if our campaign goal has been successful, for example: it provides us with its data in a subscription landing page or ends up buying a product from our online shop. 

    If you have an online shop, the best thing will be to create a pixel to control how many users finish a purchase, add items to the shopping cart or, for example, subscribe so that they will be sent information about a specific through newsletter. product that you are promoting. In fact, any page of your website can represent a conversion, and can therefore you can carry out its follow-up. 

    Without a doubt, to activate one or several pixels in ecommerce is useful to identify if your business is investing your money well making ads on Facebook, i.e., can measure the return on investment of your listings beyond the likes of the page or your engagement (scope ). If these have conversions, everything is on a roll, but if you fail you will need to change strategy. 

    The difference between inserting Facebook pixel on our website or or not, is that if we do not do it we will only know how many users have clicked on the ad, but not how many of them have made the action that we wanted to with the campaign. 

    Now that you know all this, let's explain how to create a tracking pixel on Facebook, that is very simple. 

    First, you must go to the ads section on Facebook and choose the option to “increase conversions on your website”, where we will be able to carry out specific actions so that users can do on our website . 
  • Then, paste the url of our site of capture, i.e. where we wish users reach after clicking on the Facebook Ad. For example: a subscription page or landing page promoting a new brand product and can be directly access their online purchase. 

    You can see more information to fill in below: 

    • The type of conversion you want to measure: subscriptions, payments, potential clients, visits to specific pages, items added to your shopping cart for purchase, etc. In this example,as we have put the url of the subscription page so that the user creates his/her onine shop later, we select the option “Subscriptions”
    • Then, put a name to the subscription and click the button “Create pixel”. 
    It will automatically display a notice informing you that your ad will not optimize for conversions because the pixel does not work properly. Of course, because it is not activated yet. 

    Select the option “I can add the pixel to my website” in order to verify it.

    A html code will be shown and you will have to paste it on the website you want to registre the actions, just between the <head> and <head> of it. For instance, to do the track of a purchase, add the code on the “Register finished” page.
  • If you are not going to add the code, you can send it to someone to do so by email. Select the option “Other person will add the pixel on my website”, introduce his/her email address, and it will be got together with the instructions.

    When it is done, you will have to go back to Facebook, where you had created the pixel, and select the button “Update”. If everything is ok, you will see how the pixel color turns green. Ready, you have the pixel activated, now it is time to wait for results.

    To control conversions, go to “admin section of ads from your administrator profile on Facebook, then to”conversion tracking” tab and there you'll see your activity and activated pixels. 
  • You can use a conversion pixel to activate different ads over a period of time. It does not expire, and in fact, it is where you can test and check what type of ads works better or what target group meets more conversions on your website. In the conversions tracking panel select 'Actions' in the last column. Then, you can create more ads, create similar audience or share the pixel with another administrator of the advertising account of your Facebook page to have access to the data as well. 

    Well, as you see it is not difficult to track conversion for your online shop and, no doubt, it is very important. And as we always say, it is not just activating the actions you are doing, we must analyze and optimize them whenever possible. 

Maria Solavera


Hi, I'm Maria Solavera, freelance specialized in communication and digital marketing. My mission is to help entrepreneurs, companies, consultants and agencies to develop communication and marketing strategies, get more quality clients in base, meet objectives and build a good brand history through online and offline communication.

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