Facebook Pixel – How to Track Events and Custom Conversions

A step by step guide on how to install Facebook Pixel

If you want to supercharge your Facebook marketing, you have to utilize every tool available within the Ad Manager. Today we’ll talk about the importance of having Facebook Pixel installed on your website, how to set up events tracking within your website and how to track custom conversions.

What is Facebook Pixel?

Facebook Pixel is a tracking code, which you can install on your website. It allows you to track activities on your website such as events and custom conversions, which are crucial for your business. When you install Facebook Pixel on your site you can better segment your audiences and monitor their performance after interacting with your ads. It’s important to use Facebook Pixel when advertising on Facebook because the more you feed your Pixel with data (traffic) the more the Facebook Algorithm learns about your target audience. And the more the algorithm knows about your audience, the better your campaigns will perform in the future.

How to create and install Facebook Pixel?

1. In your Facebook Ad Account go to Settings >> Events Manager

2. Click “Add New Data Source” and select Facebook Pixel. Alternatively, click on “Get Started” next to Facebook Pixel

3. Your Facebook Pixel tracking code will be automatically generated. However, it won’t work until you implement it on your website. There are several ways to do it – manually (by inserting it into your website code) or via integration such as Google Tag Manager or a WordPress plugin.

If you decide to manually add Facebook Pixel code, make sure you follow the instruction and paste the code just before the closing of the </head> tag.

Of course if you don’t have any coding skills or developer’s knoweledge, you can always add Pixel to your site via integration. Facebook supports Shopify, WordPress, Drupal, Joomla, SquareSpace, Wix, and most importantly – Google Tag Manager.

Whichever integration you choose, you’ll be asked to connect your accounts and finally add your Pixel’s ID, which you can find here:

Since we mentioned Google Tag Manager (GTM), my advice is to always use this tool when you want to implement other tools on your website. And the reason is – the more additional scripts you add to your website, the slower it gets. Plus, most of the marketing tools you might want to use (Hotjar, Mailchimp or Mailerlite, Google Analytics, Facebook Pixel, etc) are JavaScript-based. The problem with JavaScript is that if there is an error within the code it may completely break your website because most of these JavaScript snippets you get from above-mentioned tools should be placed in the head section of your site. To put things simply – these snippets have to be in the head section because they have to load before the website loads entirely. Otherwise they might miss tracking events that have happened before they load.

So why using Google Tag Manager?

When you connect your Facebook Pixel to your Google Tag Manager container, it loads on your website through GTM’s code that you’ve already implemented on your site. This means you don’t have to add another JavaScript snippet on your website. You can just add it to Google Tag Manager and GTM will do the rest for you.

How to Set Up Pixel Events and Custom Conversions?

Before you set up any events you have to check whether your Facebook Pixel has been correctly installed. You can do that by using the Chrome exentsion – Facebook Pixel Helper. When you add the Pixel Helper to Chrome visit your site and it will automatically notify you of everything’s OK.

1. In order to set up the events you’d like to track, you first have to go to your newly created Pixel and click Set Up on the right. From the dropdown choose Set Up New Events.

2. Again you can either add each event manually or use the Event Setup Tool (Chrome only). Let’s see how you can set up event tracking using the tool.  When you select it you have the enter your website URL and then open it in a new tab. Your site will load along with the Pixel Setup Tool.

3. From here you can set button clicks tracking as wel as URL tracking. Let’s see how to track button clicks. Go to the button you’d like to track, click “Track new botton” and follow the screenshots below.

4. The event setup tool will automatically detect every button on the page. Now all you have to do is select the button you want to track and choose its category. In the example below I chose the top-right button and put it in the Lead category.

5. If you want to segment people who have visited your checkout page or any other URL you just have to track its path. In our case, I want to track people who have visited our contact page. So this is what happens when I choose the URL tracking option in the Events Setup Tool.

6. Check whether the fetched URL is the one you want to track, select it’s category from the drop down menu and hit “Finish Setup”. That’s it! Now you know how to track basically everything. Using the events setup tool, you can track almost everything on your site. Literally, the sky is the limit.

How to Create Custom Conversions?

1. Go to Events Manager >> Custom Conversions >> Create Custom Conversion2. From here you can create a new custom conversion by giving it a name and select its URL path. For e-commerce it could be a thank you page (/thankyou) for other business it could be a submitted contact form or a visit to a specific page.

That’s it! Now that you have your Facebook Pixel up and running you can collect data which matters for you and most importantly, data which you can use to fuel your future marketing campaigns. If you have problems with the implementation of your Pixel or the events setup, drop us a line and we’ll give you a hand.



Specialized in building corporate websites, online stores, and software products, that will boost your revenue. You can reach me out on www.petarharizanov.com

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