How to set up a Meta pixel to measure conversions

What is a Meta pixel?

A Meta pixel is a piece of code that you place on your website to collect data about visitors who land on your website via Facebook. With this data, you can track, for example, how many people make a purchase, fill in a form, or perform other conversions. In addition, the pixel helps you create more targeted ads, because you learn more about the behaviour and interests of your target audience.

Once installed, the Meta-pixel can help you with:

• Measuring conversions
• Optimising ads based on specific actions
• Setting up retargeting campaigns
• Creating lookalike audiences

Sounds handy, right? Now let's look at how to set up a Meta pixel and make sure you can measure conversions effectively.

Step 1: Creating a Meta pixel

Before you can install the pixel, you must first create one. You can do this in the Facebook Business Manager.

• Go to your Business Manager account: If you don't have an account yet, you can create one at business.facebook.com. Make sure you have access to the website for which you want to install the pixel.
• Go to the Events Manager: In the Business Manager, go to the top left menu and click on "Events Manager". This is where you manage your pixels and other data collection sources.

• Pixel creation: Click on "Connect Data Sources" and then select "Web". Then select "Meta-pixel" and click "Create". Give your pixel a name and enter your website URL. Click "Continue" to create the pixel.

You have now created a Meta pixel. The next step is to install it on your website.

Step 2: Install meta-pixel on your website

After you have created the pixel, you need to place its code on your website. There are different ways to do this, depending on the platform you use.

Option 1: Install Pixel manually

If you have a website that you manage yourself (for example, a WordPress site without a specific plugin for Meta pixels), you can install the pixel manually.

• Copy the pixel code: After you create the pixel, Facebook offers you the option to copy the pixel code. This is a piece of JavaScript code.
• Paste the code into your website's header: Open your website's HTML code and paste the pixel code between the tags of each page. If you find this difficult, you can ask a web developer to do this for you.

Option 2: Using an integration or tag manager

For users of platforms such as WordPress, Shopify, or Wix, Facebook offers ready-made integrations that make the process easier.

• Choose your platform: In the pixel installation process, Facebook offers the option to select popular platforms. Choose your website platform and follow the instructions for integration.
• Use Google Tag Manager: If you use Google Tag Manager, you can easily implement the Meta pixel without directly modifying your website's code. Add the pixel as a new tag in Tag Manager, configure it to work on all pages, and publish your changes.

Step 3: Setting up conversion events

Now that the pixel is installed, you need to tell Facebook which actions count as conversions on your website. These could be purchases, form entries, or other key actions.

• Go back to the Events Manager: After installation, you can tag certain actions on your website as "events" in the Events Manager. These are the actions you want to measure.
• Automatic event detection: Facebook can automatically recognise certain actions, such as clicking buttons or filling in a form. You can activate these events by going to "Settings" in the Events Manager and enabling "Automatic events".
• Set up custom conversions: If you want to measure specific actions, such as a purchase or reaching a thank you page, you can set up custom conversions. You do this by linking a URL or action on your website to a conversion event. For example: if a customer reaches the thank-you page after a purchase, you can set that specific URL as a "purchase conversion".

Step 4: Make sure your pixel works

Before your pixels go live, it is important to check that everything is working correctly.

• Use the Facebook or Meta Pixel Helper: This is a free Chrome extension that lets you check whether the Facebook pixel is installed correctly. After installation, you will see a notification when you have placed the pixel on your website. Any errors are also displayed here.
• Test conversions: Visit your own website and perform a test conversion, such as filling out a form. Then in the Events Manager, see if the pixel registered the event. This confirms that the pixel and conversion measurement are working correctly.

Step 5: Optimise your campaigns with pixel data

Now that your pixel is set up correctly, you can start optimising your campaigns. Meta pixels give you access to valuable data about the actions visitors take on your website, so you can better target and tailor your ads to users who are most likely to convert.

• Lookalike audiences: use pixel data to create new audiences similar to your existing customers.
• Retargeting: Approach people who have visited your website, but have not yet converted, through targeted ads.

Conclusion: measuring your conversions with the Meta pixel

Setting up a Meta pixel is an essential step to gain more insight into how your Meta ads are performing and where you can improve your campaigns. By installing the pixel and setting the right conversion events, you will be able to advertise in a more targeted way and ultimately increase your conversions.

Want help setting up your Meta pixel or optimising your campaigns? Feel free to contact us, and we'll make sure your ads are running at full speed!