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Facebook Pixel for WooCommerce: What Is It and How to Implement It?

Updated on February 26, 2019

13 Min Read
Facebook-Pixel-in-WooCommerce-Banner
Reading Time: 13 minutes

Do you ever think how of a product that instantly pop-ups on a website? Do you think it is just a coincidence? Well, if you think that, you are probably wrong. There are online giants that track users’ behavior and one of them is Facebook that retargets visitors accordingly.

Facebook is one of the most advanced platforms for advertising and you know why? For example, imagine how many users arrive on your website after having looked at the structure on Booking and then they leave. Those are all potential customers that you lost forever in a few minutes. With the Facebook Pixel, you can track them down, create an advertisement by proposing a discount and take them to the reservation.

In this post, I’ll explain what is Facebook Pixel, how to install Facebook pixel on your WooCommerce store.

What Is Facebook Pixel?

The Facebook Pixel is probably one of the most useful tools for monitoring the performance of a Facebook advertising campaign and verifying its effectiveness. At first glance, it may seem complex but technically it is simply a few lines of code to be included in your website.

But what exactly is the Facebook Pixel? For that, it is important to know that there are two types of Pixels:

  1. Custom Audience Pixels: It is useful for creating remarketing or retargeting campaigns, keeps track of all users who visit the pages of your website where the Pixel has been inserted. Once a user enters Facebook with his account, the Pixel chases them, showing (or not showing them, depending on the strategy used) your advertisements.
  2. Facebook Pixels: In effect, it is a substitute for the “old” conversion pixel, which inherits and extends all the features, joining those of the pixel for the personalized audience; from now on you can use only this to perform both tasks.

Why Use Facebook Pixel?

Facebook Pixels can be used for the following purposes:

  • Retargeting and reach the visitors that have visited your ecommerce store previously. I think you sometimes happened to go to Booking.com or Amazon. Did you notice that immediately afterward you find yourself advertising that product on Facebook? Here’s what is called retargeting.
  • Measure the actions deriving from advertising campaigns and related conversions. Facebook Pixel you can understand how the ads are going and if you have to make some changes to achieve better results.
  • Optimize ads for certain actions. When you create a conversion goal campaign on the website, you can choose the action for which to optimize it. Facebook will try to reach people who are more likely to perform that action.
  • Create a public similar to the people who visited a store, a specific page or made a specific action. The algorithm of Facebook, in this case, goes to build a target made up of people who have interests and characteristics similar to those that, for example, have visited a store for specific products.
  • Obtain data of users through the Audience Insights. With this tool, you can learn more about the characteristics of all the members on Facebook, fans of your page, personalized audience. It provides you with demographic data such as age, sex, sentimental relationship but also the pages that like the audience divided by category.

How to Create Facebook Tracking Pixel?

To create the Facebook Tracking Pixel, the first requirement is to clearly have a business account. The procedure is not very simple but I will guide you step by step in the installation.

Use Facebook Business Manager

Go to Facebook Business Manager and log in to your account. The first step is to access the Measure and Report section from the Facebook Ads panel and then click on Pixels.

Facebook pixel option

A screen like this will appear (see image below). Simply click on Create a Pixel button.

Create a Facebook Pixel for WooCommerce

Note: You can only create one Facebook Pixel per account.

After that, a pop-up appears on your screen where you need to add Pixel Name and Website URL and then click on Create button.

Create a WooCommerce Facebook pixel

You have successfully created your pixel. Now let’s move to the next step.

facebook pixel generated

Install Facebook Pixel Code

To install Facebook Pixel code, you just need to insert a code in your web pages or an entire website. In the next window, you can see three options that let you install Facebook Pixel for WooCommerce store.

  • Connect a Partner Platform: If you use ecommerce platforms like WooCommerce, Magento, BigCommerce, Shopify, Squarespace, Wix, etc, you can set up your pixel without editing your website code.
  • Manually Install Pixel Code Yourself: Here you just need to copy and paste pixel code in the header section of your website.
  • Email Instruction to a Developer: If you are working with a developer who can help you edit your website code, then this option allows you to send the instruction to the developer via email.
  • Facebook Pixel with Google Tag Manager: You can also use your Google Tag Manager account to integrate Facebook Pixel and optimize your ads campaigns.

For further reference, see the image below.

install pixel

For the purpose of this article, I am using the first option which is Connect a Partner Platform.

Connect a Partner Platform

Click on Connect a Partner Platform to choose a partner. In my case, I choose WooCommerce.

choose a partner

In the next window, you will see the download instructions that help you select the pixel you want to use and configure the Facebook Pixel Extension in your account.

download facebook pixel extensions

To download Facebook Pixel Extension, click on Download button. After this, you will get the zip file in your PC.

Install Facebook Pixel on WooCommerce

Log in to your Cloudways account or if you haven’t yet, then sign up and launch your WooCommerce store now.

login Cloudways

Go to Applications from the top menu and select your WooCommerce application.

Cloudways - Applications

In the Application Management section, you can get the Access Details of your WooCommerce store.

application management

Simply click on URL and copy/paste the credentials to your admin page and then click Log In button.

wordpress admin

Go to your WooCommerce Dashboard, navigate Plugins → Add New.

wordpress admin

Next, click Upload Plugin → Choose File and upload the zip file which you have previously downloaded and then click on Install Now button.

upload plugin

After uploading and installing the plugin, click the Activate button.

Installed plugin

Go to WooCommerce → Settings → Integration and then click on Get Started button.

Facebook Pixel Plugin Get Started

After this, a welcome window will appear on your screen. Click on Next button.

store with facebook ads

From there, you need to select which page you want to set up Facebook Pixel for. So choose your page and then click to Next button. You can see, for example, ABC Store.

Select Facebook Page

The Facebook Pixel has been already installed and Use of Advanced Matching is selected. After that, click on Next button.

install a facebook pixels

The next window is for importing products. Guess what, Facebook automatically imports all products on your Facebook page, which makes the process easier for you. So just click on Finish button.

import product to facebook

Congratulations! Your Facebook Pixel setup has been completed.

setup complete

Now go back to the Connect Partner Platform window, click on Verify button. If everything has been set up correctly, then you can the status as Active (see the image below).

verify and connections

After that, click on Continue button to complete the setup.

Setup Compete

Click on Close button and move on to the next step.

Validate Facebook Pixel

Let’s check whether Facebook Pixel for WooCommerce is working successfully on your website. The best way to validate is by installing Facebook Pixel Helper Chrome extension.

Facebook Pixel Helper

In the top right of Google Chrome, the pixel extension has been installed. Click on that, you will find Facebook Pixel for your WooCommerce store (see image below).

Extension demo

Next, go to another page, for example, Checkout Page. Here, you will see there is only one event (Page View) that is included on the page.

pixel helper

But when I go to complete the checkout form and then click on my pixel helper it’s now found two events not just the page view it’s also gone through and found the completed checkout as well, which means that my pixel has been successfully implemented and it’s firing the complete checkout only on the order received so it’s all working.

faceook pixel helper chrome extensions

Go back to Facebook account and refresh your page a couple of times. In the image below, you can see that Facebook Pixel has been fired and the two events are active; the first one is Page View and another is Add to Cart.

pixel result

The pixel and cookie both are similar to use. They are used to track user behavior throughout the website. A cookie is a short bit of text that your browser sends to the website so the website remembers you and you don’t have to enter the same information again and again.

On the other hand, the pixel is used to send information to servers, whereas cookies are saved in your browser. So, a pixel can follow a user across devices, but a cookie can’t. It means that anyone can visit your website with its pixel on their desktop and you can serve them retargeting ads later on their mobile device.

Create a Custom Conversion

Before you start, you must know what is custom conversion and how it helps you to run a successful campaign. Basically, custom conversion allows you to track specific website pages. It is perfect for running a successful campaign as it allows you to track specific users as they convert on a specific webpage.

Let’s check it out how you can create custom conversion in the next step.

How to Create Custom Conversion

In your Facebook Pixel dashboard, you can see Create Custom Conversion option in the top menu bar.

create a custom conversions

After that, you will have the pop-up where you need to define URL or keywords.

create custom conversion

You have two options; URL Equal or URL Contains.

  • URL Contains: you can add a part of the URL (ex: URL contains /order-confirmed.php for an order-confirmed page after purchase).
  • URL Equals: you can add a complete URL including domain name with “https”. (ex: https://abcstore.com/page-name).

WC Facebook Pixels

Now enter custom conversation name, description, category and value and then click on Create button.

Note: Conversion Value allows you to view your return on ad spend in your reports.

store details

Your custom conversion has been successfully created! Now click on Done button.

custom conversion create

Create a Custom Audience (Including Retargeting)

In your Facebook Pixel dashboard, you can see Create Audiences option in the top menu bar.

create audiance

Next, you have to perform the following actions:

  1. include people who meet any or all of the selecting criteria.
  2. choose your Pixel from the dropdown.
  3. choose the type of visitors.
  4. enter the number of days you want people to remain in your audience after they visit your website.
  5. give your audience a name and then click Create Audience.

create custom audiance

Set up WooCommerce on Facebook Business Manager

Facebook Business Manager is free and easy to use. It allows you to manage your business in a single dashboard. Before using this, you must have a Facebook account to verify the business account.

  1. First, go to Facebook Business
  2. Click Create Account
  3. Add your business details such as name, email, etc.

business manager account

Enter your business details such as country, city, website, etc. and then click Submit button.

add your business details

You can see the Dashboard below. That’s all! Let’s move to the next step.

business manager

Configure Facebook Business Manager

Click on Business Settings in the top menu bar. Here you can manage all of your projects, accounts, pages, etc.

settings

Create a Facebook Ad Campaign

So in this section, I am going to educate you on how to set up the entire process first Facebook ad campaign in the Facebook ad manager. So let’s see the steps below.

Use Facebook Ads Manager

Facebook Ads Manager is a free tool, which lets you manage your all ads campaign. Let’s see some of the benefits of the Facebook Ads Manager.

  • Set up Facebook ad campaigns
  • Create new ads and manage the existing one
  • Manage Facebook ad bids
  • Optimize your ad campaign
  • Track your ad campaign performance

There are two ways to go to the Facebook Ads Manager. The first one is through your Facebook account from the top-right arrow option (see image below).

Managing Ads

Next, click on the drop-down option in the top-left corner, and then click on Ads Manager.

Ads Manager

The second one is using the link of Ads Manager.

Set up Facebook Ad Campaign

To create your Facebook Ad Campaign, go to Campaigns tab and click on Create button.

add campaigns

Next, you need to choose your campaign objective. Facebook offers different advertising options to help people to reach the audience. Make sure when you choose a campaign objective, you should know what you want people to do when they see your ads.

Campaign Objective List

Here is the list of campaign objective.

  • Awareness
    • Brand  Awareness
    • Reach
  • Consideration
    • Traffic
    • Engagement
    • App Installs
    • Video Views
    • Lead Generation
    • Messages
  • Conversion
    • Conversions
    • Catalog Sales
    • Store Visits

Engagement Obejctive

I recommend to focus on the type of campaign that is actually going to be most applicable to the most number of people and that is traffic, engagement, and conversion. Obviously, you can use more option like video views if you are going to be a video viral, app installs, lead generation, etc.

Select Campaign Objective

In my case, I select Consideration → Traffic. However, you can select any other according to your requirement.

Next, add your campaign name, for example, if you sell fitness products like treadmills, then you can choose a name like Traffic Treadmills or something similar to this.

traffic

After that, click on the Continue button to go to Ad Set where you create your ad campaigns.

Set up Audience Targeting

In this section, you have different options available, which you can use and set the target audience.

  • Create a New Target Audience: Use this option for targeting new reach.
  • Use a Saved Audience: Use this option if you have already saved your targeting audience.
  • Custom Audience: Choose the custom audience if you have previously created in the audience manager.
  • Location: Select the country which you will be targeting. You can also target multiple countries and cities as well.
  • Age: Select the minimum and maximum age of the people who will find your ad relevant.
  • Gender: Select the gender who will find your ad relevant.
  • Detailed Targeting: Include or exclude interest and behavior.
  • Connections: Choose people who have a specific kind of connection to your page or event.
  • Save Audience: You can save this, in case you want to use in a future ad campaign.

adds locations

Set up Placements

Here you can set your ad campaign to the right audience. Here, you have two options available for automatic placement and edit placement.

  1. Automatic Placement: Facebook can automatically place your ad in different apps and places such as Instagram, Messenger, etc.
  2. Edit Placement: By using this option, you can filter the apps or places, like if you want to show your ads only Facebook then you need to uncheck rest of the apps and places.

placements

Set up Budget and Schedule

Here, you need to define how much you would like to spend in your ad campaigns.

  1. Budget: Set the amount of your budget either it is $50 or $100. It totally depends on you.
  2. Schedule: Set the date of your campaign here, for example, if you want to run five days campaign or ten days campaign.

budget and schedule

After finalizing your ad campaign, click on the Continue button.

Set up Facebook Ads

The final step is the ad formatting options like how you would like your ad to look. Choose this as per your choice.

choose a format

All done! You have successfully created your first ad campaign.

Wrapping Up!

I have explained what is Facebook Pixel and how you can integrate Facebook pixel for WooCommerce website. Let’s see the highlights of this article what you have learned.

  • Facebook Pixels (Why, What, Create, and Integrate)
  • Integrate Facebook Pixel on WooCommerce Store
  • Facebook Business Manager
  • Create a Custom Conversion
  • Create Ad Campaign

Facebook provides you with a great platform which you can use on your WooCommerce store and make your website sales triple. So what are you waiting for! Integrate Facebook Pixel for your WooCommerce store and start retargeting your audience.

Share your opinion in the comment section. COMMENT NOW

Saud Razzak

Saud is the WordPress Community Manager at Cloudways - A Managed WooCommerce Hosting Platform. Saud is responsible for creating buzz, spread knowledge, and educate the people about WordPress in the Community around the globe. In his free time, he likes to play cricket and learn new things on the Internet. You can email him at m.saud@cloudways.com

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