You’re ready to get started with Facebook ads – well done, you. You’re smart enough to know that they can help you get your work in front of a very specific audience, promote your offerings to them, grow your list, and even bring in serious revenue.
However, you won’t know which ads actually did something for your business if you don’t have the Facebook Pixel in the right place!
“WTF is this Facebook Pixel anyway??”
The good news is that it’s not nearly as complicated as it sounds. Basically you paste a snippet of code in the backend of your website JUST ONE TIME in order to do two important things:
- Show your ads to people who have visited your website in the past (also called retargeting or remarketing), and
- Track any conversions that resulted from your campaigns.
So first you need to figure out what the “conversions” in your business are. Most online entrepreneurs think of conversions as transactions. In other words, when someone buys something from you, they convert from a prospect to a customer or client.
But you could (and probably should) be tracking other important conversions as well, for example:
- When someone signs up for your free content or newsletter.
- When someone adds one of your products to their cart.
- When someone signs up for your free or reduced-price trial membership.
- When someone visits the sales page of your product or service after reading one of your blog posts.
When you have the Facebook Pixel in place and conversion tracking set up, it’s REALLY easy to figure out a) which ads/audiences are getting you the most conversions, and b) how much each you’re paying for each one.
So it’s time to install this pixel and then set up conversion tracking!
Start in the Ads Manager by visiting facebook.com/ads/manage. (This is assuming that you already have a Facebook advertising account connected to your regular profile. If you’ve ever boosted a post or run an ad, you have this account.)
Click on the little menu icon at the top left of your screen, and then scroll over All Tools. A larger menu will pop out to the right. Click on Pixels under Assets.
Click on the green button that says Create a Pixel. Give it a name like “[Your Company Name] Facebook Pixel.” Then click the Create Pixel button.
NOTE: if you don’t see the green Create a Pixel button, it means you’ve already created your Facebook Pixel. But to be certain you’ve installed it in the correct place, click on the button that says Actions and then on View Pixel code. Continue to follow the rest of these directions.
You’ll see a box with several lines of code in it; go ahead and copy/paste the code into a doc on your computer so you can access it later.
Now you need to place it in the backend of your Squarespace site.
How to Install the Facebook Pixel on Squarespace Sites
- Log into your Squarespace account and click on Settings.
- At the bottom of the Website section on the left-hand menu, click on Advanced.
- Click on Code Injection.
- Paste the Pixel in the box under Header.
And you’re done! You do NOT need to install any event codes, unless you have hundreds of products for sale on your site.
To test that you installed the pixel correctly, install the Chrome Pixel Helper extension (it’s free!) and then visit your site.
(From here on out, you’ll be able to see if the Facebook pixel is installed on any site. I don’t know about you but it makes me feel like MacGyver!)
How to Set Up Custom Conversions to Track Your Results
Now that you’ve installed the pixel, you can get real data about whether people are taking actions as a result of your Facebook ads. The new way (as of late 2015) is with custom conversions.
Fortunately custom conversions are super easy to set up:
1. Go back to the Ads Manager and click on the menu at the top left. Hover over All Tools and then select Custom Conversions.
2. Click on the blue Create Custom Conversion button.
3. Insert the url of the page on your site that “marks the conversion.” Usually that means a “thank you” page that people see after signing up for your free content or buying your product. Then click Next.
4. Name your conversion something that’ll make sense to you a year from now. Don’t call it Webinar Sign Up – chances are you’ll host more than one webinar in the span of your business, right? Make it specific, like End of Boost Post Button Webinar Sign Up. (That’s the name of a webinar I ran a few times in 2015.)
Skip the conversion value (unless you’re tracking purchases, in which case you should put the price of your product).
5. Click the Create button, and relax because you are DONE! You don’t have to install any other pieces of code; the Facebook Pixel covers everything.
How to Connect Your Custom Conversion to Your Facebook Ads
This is one thing I love about the new way to track conversions for your Facebook ads: it’s automatic! You don’t need to “connect” them like you did in the past.
Any and all custom conversions you’ve created will be tracked on every campaign you run so long as you leave this radio button selected when creating your ads:
You don’t even need to worry about that, though. It’s the default when creating your ads, regardless of the type of ad.
So that’s it! Let’s recap real quick:
- Create your Facebook Pixel in the Ads Manager one time only.
- Install it on your Squarespace site one time only.
- Create custom conversions whenever you have a new thing that people can sign up for (like a cheatsheet, webinar, interest list, etc.) or product.
Why You MIGHT Want to Get Creative With Your Custom Conversions
Note: you do NOT need to do any of the following, but if you’re reeeeeeally into tracking stuff or you’re serving a client who likes lots of information about their campaigns, read on!
You can also create custom conversions for some more nuanced actions people take while visiting your website. One example is visiting an important page, like a sales page for your product or service. If you have an ecommerce store, another good conversion is adding a product to their cart.
So if you want to go deeper with your tracking, create a custom conversion with the category “View Content.”
Then you could run ads to a blog post of yours that ends with a pitch for your product. When looking at your reports, you could see:
- How many people clicked over to the blog post;
- How many of THOSE people clicked from the blog post to your sales page;
- How many people ended up buying your product as a result of your Facebook ads.
Adding more custom conversions allows you to see the different steps of your funnel, and to find out how many people are making it from one step to the next.
NOTE: remember that Facebook only lets you create 20 custom conversions per account. So once you’ve used up those 20 slots, you’ll have to go back and delete some in order to create more.