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How to install Facebook / Meta Pixel for Facebook Ads

Updated: May 17, 2022

If you've ever tried to run a Facebook Ad Campaign before, you're likely to get confused about the different types of ad types, as well as how to measure the conversions. Facebook Pixel or now known as Meta Pixel, helps you effectively track and measure your ad performance. Here's a simple 2022 step-by-step guide on how you can install Facebook Pixel.

In this article, we'll cover how to set up and install a Meta Pixel on your website. To learn more about the Pixel before getting started, check out the benefits of installing a Meta Pixel.

If you already created a Meta Pixel and want to find your Pixel base code, skip to section 2, Add the Meta Pixel to your website. Follow the instructions to Manually add Pixel code to the website.

Before you begin

- You need a website for your business.

- You must be able to update your website's code.

How to set up a Meta Pixel

Step 1: Go to Events Manager.

Step 2: Click Connect Data Sources and select Web.

Step 3: Select Meta Pixel and click Connect.

Step 4: Add your Pixel Name.

Step 5: Enter your website URL to check for easy setup options.

Step 6: Click Continue.

How to install the Meta Pixel on your website

Once you've created your Meta Pixel, you're ready to put the Pixel code on your website. For instructions on how to do this, choose your setup option:

Manually add Pixel code to the website

Use a partner integration

Email instructions

Set up events

After you add the Meta Pixel base code to your website you can set up events to measure the actions you care about, like making a purchase. You can do this by manually installing the code or by using the point-and-click Event Setup Tool. Then, make sure that your Meta Pixel is working correctly.

You can use one Pixel across your whole website, including multiple pages of your website.

If you use the Meta Pixel to share events with Meta, we recommend that you also use the Conversions API. The Conversions API works with your Meta Pixel to help improve the performance and measurement of your Meta ad campaigns. Learn more about the Conversions API.

How to Create a Meta Pixel in Business Manager

How to Create a Meta Pixel in Business Manager

The Meta Pixel is a piece of code that's placed on your website to report conversions, build audiences and get insights into how people are using your website. You can create up to 100 pixels in your Meta Business Manager account.

If you reach the limit of 100 Meta Pixels, but you need to create another Pixel, you can create a new ad account, which will let you create 1 new Pixel. You can then assign permission to the new ad account and new Pixel to your Business Manager. You can also create a second Business Manager, which will let you create an additional 100 Pixels.

You may want to create a Meta Pixel in Business Manager if:

- You already have a Business Manager account.

- Someone else manages your Meta ads.

- If your business has more than one website, or more than one major product or service.

- If you want to take advantage of the Pixel's measurement capabilities, but you're not ready to start creating ads.

- If you would prefer to create a Meta Pixel using your individual account, learn how to create and install a Pixel.

Before you begin

- Make sure you have access to a Business Manager account or create one.

- Check that you're an admin on the Business Manager account you'd like to use.

How to create a Meta Pixel in Business Manager

Step 1: Go to Business Settings in Business Manager.

Step 2: Select your business.

Step 3: Click Data Sources.

Step 4: Select Pixels.

Step 5: Click the + Add button.

Step 6: Type in a name for your Pixel.

Optional: Enter your website URL.

Step 7: Click Continue.

To install your Meta Pixel on your website, click Set up the Pixel Now. If you'd like to stay in Business Manager, click Continue Managing My Business.

Best Practices for Meta Pixel Setup

Best Practices for Meta Pixel Setup

You can use these best practices during and after Meta Pixel is set up to check that you successfully installed your Pixel and events.

During Meta Pixel setup

Check that your Pixel base code is accurate. If you installed the Pixel using code on your website, make sure everything between the <script> and </script> tags exactly matches your Pixel base code. If you installed the Pixel using a tag manager, then you won't see the code on the actual web page so you'll have to troubleshoot within your tag manager.

Check that you added the event code in the correct place. Here's an example of what your website code might look like with the add to cart event installed:

- Your website's original code.

- Your Pixel base code.

- Your standard event code.

- Make sure your standard events are spelled correctly in code. Events are case sensitive, so if you accidentally add fbq ('track', 'viewcontent'); to one of your web pages instead of the correct standard event code fbq ('track', 'ViewContent'); you'll see an event called viewcontent to show up as a custom event in Meta Events Manager.

After Meta Pixel setup

Use the Conversions API in addition to the Meta Pixel, and share the same events using both tools. We call this a redundant event setup. For example, if you share the purchase, initiate checkout, and contact events using the Pixel, share those same web events from your server using the Conversions API. Redundant setups are useful because the Conversions API allows you to share website events that the Pixel may fail to capture due to network connectivity issues or page loading errors. Learn how to check if you’re sharing redundant web events.

Use the Test Events tool to check that you set up your standard or custom events correctly. If you see any unusual activity, you can also use the Test Events tool to debug your events.

Check the Diagnostics tab in Events Manager to find and resolve problems related to your event setup. You’ll also see recommendations to improve your event setup if we detect a problem.

If you can't access the ad account with the Pixel you want to test, download the Meta Pixel Helper. A pop-up tells you what Pixel and events were found on the page, and if they loaded successfully. If the page view event (which is automatically included as part of your Pixel base code) loads on every web page, and each standard event loads successfully (only on the pages you added them to), then you can start using your Pixel.

Go to a web page where you’ve installed the entire Pixel base code, including the page view event. The page view event is automatically included as part of your Pixel base code. If your Pixel is working correctly, it will send the page view event back to Meta. The page view event will show up on your Pixel's page in Events Manager. Your Pixel's status will also be set to Active.

If you've successfully set up your Pixel, you're ready to use the Pixel for advertising. If you need any help to set up your Facebook Pixel, Absolute Digital may be able to help. Learn more about Absolute Digital below:

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If you're trying to optimize your website for Google SEO, we'd recommend reading this article first to get started: 3 Ways To Improve Your Google SEO Campaign Right Now! For more on SEO agency topics or SEO-related articles, you can read our SEO blogs here.

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