3 Tips How To Setup Your Facebook Pixel and What to Know So You Don’t Get Screwed

There are many tracking codes on the market, but one of the most affordable and popular is the Facebook Pixel.
3 Tips How To Setup Your Facebook Pixel and What to Know So You Don’t Get Screwed

Facebook Pixel Overview

The Facebook Pixel is an integration with the Facebook Advertising platform. After you create an advertising campaign in Facebook Advertising for either the Facebook Social Media Network or the Instagram Social Media Network, Facebook presents you with a Facebook Pixel Tracking code that is specifically attached to the campaign you created. This Pixel code consists of a tiny image (hence the name pixel) and some javascript. The combination of the two allows Facebook to follow all the actions of a user on your website after they click on your advertisement. Its important to note this pixel also tracks the actions of a user even if they aren’t coming via a click from your advertisement, giving Facebook a HUGE amount of data to use and sell however they please. 

Create an Advertising Campaign with Facebook

In order to get a Facebook Pixel Tracking Code, you first need to create an advertising campaign with Facebook. There are many options to accomplish this: You could “boost” a post, you could create a campaign in your business page where you can target certain audiences, or you can hire a professional. 

Installing the Facebook Tracking Code on your Website

Once you have your campaign set up, you then have a “Pixel” associated with that campaign for tracking. Facebook gives you the generic code that you can basically copy and pasted into every page on your site. It looks like this:

    <!-- Facebook Pixel Code -->
    !function(f, b, e, v, n, t, s)
        if (f.fbq)
        n = f.fbq = function() {
            n.callMethod ?
            n.callMethod.apply(n, arguments) : n.queue.push(arguments)
        if (!f._fbq)
            f._fbq = n;
        n.push = n;
        n.loaded = !0;
        n.version = '2.0';
        n.queue = [];
        t = b.createElement(e);
        t.async = !0;
        t.src = v;
        s = b.getElementsByTagName(e)[0];
        s.parentNode.insertBefore(t, s)
    }(window, document, 'script', 'https://connect.facebook.net/en_US/fbevents.js');
    fbq('init', 'YOUPIXELIDNUMBER');
    fbq('track', 'PageView');
        <img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=YOUPIXELIDNUMBER&amp;ev=PageView&amp;noscript=1">
    <!-- End Facebook Pixel Code -->

You will need to have that code on every page you want tracked, in the most generic set up, people install that code side wide. But it’s also possible to only track certain pages. Additionally, for more professional site owners, it is possible to achieve a more complex level of tracking with additional javascript code to have the tracking listen for special button clicks, scrolling triggers and more. But most basic users who simply “boost” posts will not be doing this coding, and will simply use the generic tracking code.

Facebook Pixel tip for StoreGear users: Send us your Pixel code and we will integrate it for you.

Consequences of Using the Facebook Pixel

After you have copied the facebook pixel tracking code and pasted it onto every page on your website, you have just let the “fox” into the henhouse. Every page visit is now being tracked and data is being sent back to Facebook. It doesn’t matter that Facebook is essentially a monopoly, has bought out competition, and is only one of two free games in town, you are still responsible for the content you present to your users regardless if it is visible content in the form of text or hidden content in the form of a tracking code.  YOU are now responsible for letting visitors know the tracking you have exposed them to in the privacy statement, in a GDPR statement (if you have people visit you from europe) and in the CCPA statement for California visitors. Simply being ignorant and not researching this does not excuse you from legal consequences.

So, that’s the Pixel! do not blindly add a pixel because you heard it was “cool”. Know how it works, know the consequences, and if you use it, be smart.

Now that you are prepped, you needneed help with setting up your marketing campaign, creating original content for your marketing campaign, analyzing your marketing campaign, adjusting your marketing campaign, creating a strategy for marketing campaignscampaign, setting up triggers for your pixel, adjusting your privacy statements…we do that work on an hourly basis. Get in touch to book some time.

Ben’s extra notes…

One thing to keep in mind: Facebook’s CUSTOMER is you the advertiser, and their PRODUCT is the audience. Facebook makes money off of YOU paying them money to do ads and SELLING the data they collect when you install the pixel. Do not forget the dynamic of the relationship.

In order to do this, Facebook is going to constantly “market” to you the effectiveness of the clicks you receive or could receive. They will provide you numbers and stats, blah blah blah…the reality is who’s watching to see if these numbers are real? There are no “click” police. I would personally argue the method of selling to you is very similar to what a common street corner 1980’s crack drug dealer does. First the drug dealer gives you an almost “free” higher quality sample to spike those endorphins, in this case its higher visibility from your ad spend. Later they will start weaning those results either knowingly or “unknowingly” via 3rd party click bots that are set up to do automated clicks against competing ads that will spend out competition effectively lowering the cost per click of the company wanting to run ads in your competing slot.

To Facebook, it doesn’t really matter to them the effectiveness of your ads (they don’t make money that way), it will just be a lower result from the same spend. After you have previously felt the “high” of seeing clicks..and the clicks go down, they will then encourage you to increase your budget. Again remember, nobody is watching.

SO…watch your money and be wise. Facebook can be incredibly effective…but it can also suck your money quickly if you don’t understand the game, and don’t pay close attention. Do not expect that Facebook has your best intentions in mind, they have repeatedly demonstrate that they only have “a responsibility to their shareholders.”

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