So here’s the good news…Facebook is making things a little easier on marketers by combining Conversion Pixels and WCA pixels into one super powerful pixel. If you’ve used pixels before, you know your pages could get weighed down by all the pixels you had installed. This could mean slower loading times for your pages and sometimes things just went funky.
Now we have 1 pixel to track everything. So if you’re not using pixels as part of your advertising strategy I can almost guarantee that you’re paying more per conversion and your ads aren’t as effective as they could be.
Here are some of the new features:
• One Unified Pixel: There’s no need to use different pixels to track audiences and conversions. • Loading is 3X faster: This will improve your website SEO and keeps things from going funky on your website (that’s serious technical talk- I know). • Multiple event tracking: New pixels allow tracking up to 9 different standard events and you can create your own custom events.
Here’s what you need to know:
You have one pixel that you use for Website Custom Audiences AND Conversion Tracking. Yup. They are one and the same now.
So you need to install this pixel everywhere. Your website, sales pages, thank you pages, confirmation pages. EVERYWHERE.
Here’s how you do it:
Navigate to Ads Manager and select Pixels from the Tools drop down menu.
From there, you get a screen that looks like this. Click 'View Pixel Code.'
You’ll get this nice little screen with the piece of code you need to install.
Place the code immediately before the closing </head> tag in your HTML. If your site has a global include file, such as a header.php, place the code there. Placing the code in the header isn't necessary, but will improve the quality of the events sent to Facebook.
If none of that makes sense to you, just send the code to your web person and let them handle it. You can hit the 'Email Pixel Code' at the bottom to send the code + instructions to them. Ok, you’ve got your pixel installed, so how do you track for conversions?
It's actually pretty simple.
Click ‘Create Conversion.’
Facebook gives us two options. Option 1 is more advanced and I only recommend using it if you’re comfortable with code.
If not, use Option 2 “Track Custom Conversions.”
From the drop down menu select 'URL Equals' and paste the link to your ‘thank you’ page. Like so…
REALLY IMPORTANT: This link should be for the 'thank you' or confirmation page. Whatever page they hit after they've signed up for your list, or bought a product. I pulled the link for the thank you page for my 5 FB Ad Templates.
Then select what type of action you’re tracking for. If I'm driving traffic to an opt-in, I'll use 'Lead.'
Give your pixel a name so you know what it’s for. And click create!
You’re all set!
Why you want to use it:
Conversion Tracking is hands down one of the most powerful tools available to advertisers. Not only are you able to track how many conversions and the cost per conversion, but they will make your ads more effective.
If you’re installing the new improved pixel- don’t forget to remove the old pixel once you have the new one installed!
I covered all of this and more in my program Facebook Ads in a Weekend. And I'm teaching the class again in 2016! Sign up below to be the first to know when the doors open: Click here to be the first to know!