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

May 14, 2019

12 Min Read
Facebook-Pixel-in-WooCommerce-Banner
Reading Time: 12 minutes

If you run an online store, then you’ve probably come across the term ‘WooCommerce Facebook Pixel’.

In case you haven’t, here’s something to bring you up to speed: Ever wondered how an ad about a product you’re interested in pops up on your Facebook timeline? How you’ve wanted a new mouse for your PC, and suddenly you see ads for a mouse on Facebook? It’s no coincidence.

That was probably Facebook pixel at work, not black magic at work like I initially used to think.

In this article, I’ll explain what is Facebook Pixel and how to install Facebook pixel on your WooCommerce store to take advantage of this great tool.

What Is Facebook Pixel?

Facebook Pixel is probably one of the most useful tools for monitoring your Facebook advertising campaign’s performance.

It allows you to track your website visitors, whether it’s on your blog, landing pages, or your product pages, etc. Facebook has its own pixel feature that combines the power of the conversion pixel and custom audience pixel and uses them to create highly effective ads.

In essence, a Facebook pixel is a line of code you add on your website, and it can retarget as well as track conversions through the ads you run on the platform. You can do a lot more than, though, so let’s find out.

Why Use Facebook Pixel?

You can use Facebook Pixels for the reason mentioned above, and for the following purposes as well:

  • Retargeting visitors who visited your ecommerce store.
  • Measure the effectiveness of your advertising campaigns and conversion rate.
  • Optimize ads to reach people who are more likely to convert.
  • Create an audience similar to the people who visited your store or a specific page on your WooCommerce store.
  • Obtain in-depth user data through Audience Insights.

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How to Create Facebook Tracking Pixel

In this section, I’m going to tell you how you can install and setup your Facebook tracking pixels. First, you need to go to your Facebook’s business account where you can manage your ads and generate pixels.

Facebook Business Manager

Go to Facebook Business Manager and login to your account. Click on Pixels under the Measure and Report section in the Facebook Ads panel.

Facebook pixel option

Once you’re on the Facebook Pixel page (as shown in the screenshot below), click on the Create a Pixel button.

Create a Facebook Pixel for WooCommerce

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

Once the pop-up shown below appears, add a Pixel Name, your Website URL, and then click on the Create button.

Create a WooCommerce Facebook pixel

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

facebook pixel generated

Installing the Facebook Tracking Pixel Code

To install the Facebook Pixel code, you need to insert the code in your web pages or your entire website. In the next window, you’ll see three options to let you install Facebook Pixel on your WooCommerce store.

  • Connect a Partner Platform: If you use e-commerce platforms like WooCommerce, Magento, BigCommerce, Shopify, Squarespace, or Wix, etc, then you can set up your pixel without having to edit your website’s code.
  • Manually Install Pixel Code Yourself: You can simply copy and paste the pixel code to your website in the header section.
  • Email Instruction to a Developer: If you’re 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.

Here’s how the options look:install pixel

For this article, I’m using the first option, Connect a Partner Platform.

Connect a Partner Platform

Click on Connect a Partner Platform to choose a partner. Since this tutorial is for WooCommerce, that’s what we’re going to choose.

choose a partner

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

download facebook pixel extensions

Click on the Download button to download the Facebook Pixel Extension and you’ll get the zip file on your PC.

Install Facebook Pixel on WooCommerce

Log in to your Cloudways account (or sign up if you don’t have an account yet) and launch your WooCommerce store.

login Cloudways

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

Cloudways - Applications

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

application management

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

wordpress admin

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

wordpress admin

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

upload plugin

Click on Activate after you’ve uploaded and installed the plugin.

Installed plugin

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

Facebook Pixel Plugin Get Started

A welcome window will appear on your screen. Click on Next.

store with facebook ads

Now you need to select the page you want to set up Facebook Pixel for. Just choose your page and then click Next. As an example, I’ve selected the ABC Store.

Select Facebook Page

Facebook Pixel has now been installed. Make sure Use of Advanced Matching is selected, then click Next.

install a facebook pixels

The next window is for importing products. Facebook automatically imports all the products on your Facebook page, making the process a lot easier for you. Now just click on Finish.

import product to facebook

Congratulations! Your Facebook Pixel setup is complete.

setup complete

Now go back to the Connect Partner Platform window and click on Verify. If everything has been set up correctly, you’ll see the status as Active (as shown in the image below).

verify and connections

Now just click on Continue and you’re done!

Setup Compete

Close the window and let’s move on to the next step.

Validate Facebook Pixel

Now let’s check whether Facebook Pixel for WooCommerce is working successfully on your website or not. The best way to validate it is by installing the Facebook Pixel Helper Chrome extension.

Facebook Pixel Helper

Once you’ve installed the Facebook Pixel Helper extension, click on it in the top right corner of your Chrome’s screen (see image below). It should say something on the lines of ‘One pixel found on ABC store’.

Extension demo

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

pixel helper

But when I go and complete the checkout form, and then I click on my pixel helper, it’ll now show two events and not just the page view. This 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 your Facebook account and refresh your page a few 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 the other is Add to Cart.

pixel result

If you’re wondering what’s the difference between Pixel and Cookie, they’re almost similar and used to track user behavior. However, there are slight differences discussed below.

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 every time.

On the other hand, a 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 devices.

Create a Custom Conversion

Before you start, you must know what is custom conversion and how it helps you run a successful campaign.

Basically, custom conversion allows you to track specific website pages, perfect for running a successful campaign where you want to track specific users as they convert on a given web page.

Let’s see how you can create custom conversion in the next step.

How to Create Custom Conversion

In your Facebook Pixel dashboard, click on Create Custom Conversion option in the top menu bar.

create a custom conversions

In the proceeding pop-up, you need to define the URL or keywords.

create custom conversion

You have two options; URL Equal or URL Contains.

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

WC Facebook Pixels

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

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

store details

Your custom conversion has been successfully created!

custom conversion create

Create a Custom Audience (Including Retargeting)

Back in your Facebook Pixel dashboard, you can see the 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 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 businesses from a single dashboard. Before using it, though, you must have a Facebook account to verify the business account.

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

business manager account

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

add your business details

You’ll now see the Dashboard as shown in the image 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, and pages, etc.

settings

Create a Facebook Ad Campaign

In this section, I’m going to tell you how to set up an ad campaign from the Facebook ad manager.

Use Facebook Ads Manager

Facebook Ads Manager is a free tool that lets you manage all your ad campaigns. Here are some benefits of Facebook Ads Manager:

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

There are two ways to access the Facebook Ads Manager. The first one is through your Facebook account; click on Manage Ads from the dropdown in the top-right arrow option (as in the image below).

Managing Ads

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

Ads Manager

Or, you can simply use this link to access Ads Manager.

Set up a Facebook Ad Campaign

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

add campaigns

Next, you need to choose your campaign’s objective. Facebook offers different advertising options to help people reach their audience, so make sure you know what you want people to do when they see your ads.

Campaign Objective List

Here is the list of campaign objectives:

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

Engagement Obejctive

I’d recommend that you focus on the type of campaign that’s going to reach the most number of people in terms of traffic, engagement, and conversion.

Select Campaign Objective

In my case, I’ve selected Consideration → Traffic. However, you can select 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.

traffic

Now click on Continue to go to the Ad Set where you create your ad campaigns.

Set up Audience Targeting

In this section, you have different options available that you can use to 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 target audience.
  • Custom Audience: Choose custom audience if you have previously created one in the audience manager.
  • Location: Select the country you want to target. You can also target multiple countries or cities as well.
  • Age: Select the minimum and maximum age of the people for your ad.
  • Gender: Select the gender you want to target if it’s a gender-specific product.
  • 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 your audience if you wish to use it in a future ad campaign.

adds locations

Set up Placements

You can set your ad campaign to the right audience from this option. Here, you have two options available; automatic placement and edit placement.

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

placements

Set up Budget and Schedule

Here, you need to define your budget and schedule for the ad set.

  1. Budget: Set the amount you wish to spend on the ad.
  2. Schedule: Set the duration of the campaign.

budget and schedule

After finalizing your ad campaign, click on Continue.

Set up Facebook Ads

Finally, you can select how you want your ad to look like. You can select from the options shown in the image below.

choose a format

And you’re all done! You have successfully created your first ad campaign.

Slow store = Bad Conversions

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Wrapping Up

I’ve explained what Facebook Pixel is and how you can integrate Facebook pixel on your WooCommerce website to take full advantage of the audience that visits your site. Let’s go through the highlights of this article and what you have learned:

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

Facebook provides you a great opportunity to multiply your online store’s sales through Facebook Pixel for WooCommerce. So what are you waiting for? Integrate Facebook Pixel on your WooCommerce store and start retargeting your audience!

Don’t forget to share your experience in the comments section below if this article helped you!

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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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