According to a study by W3Techs, over 11.0% of all existing websites use Facebook Pixel to analyze and track their audience. This number continues to rise, and for good reason.
Facebook Pixel is a powerful tool that helps you grow your business and increase conversion rates. It also has other benefits, such as expanding your business to new audiences, targeting similar users, and measuring the results of your current ads.
It's also pretty easy to install and use, especially if you have a WordPress website. Read on to learn how to set up Facebook Pixel on WordPress while keeping data laws like the GDPR and CCPA in mind.
What is Facebook Pixel?
The Facebook Pixel (or Meta Pixel) is a snippet of code that you can install on your website to measure the effectiveness of your ad campaigns. It tracks the actions that users take on your website and allows you to optimize your ads so that you can direct them to specific actions.
Facebook Pixel is Meta's official analytics tool and can be compared to Google Analytics. In fact, according to a survey by W3Techs, Facebook Pixel was voted one of the best tools for traffic analysis in 2021, second only to Google Analytics.
Using Facebook Pixel on your WordPress website can help increase online reach. But there are many other benefits as well. Let's explore them.
Advantages of using Facebook Pixel
Helps to select the right target group
Instead of wasting your marketing budget on a generic or undefined audience, Facebook Pixel helps identify your ideal audience. It does this by tracking users who have visited a specific site on your website and taken a specific action.
Using this data, you can tailor ads to target the people most likely to respond to your call to action.
Provides cross-device advertising
Which devices are most of your users using? Facebook Pixel can measure performance across devices and tell you how and where your campaigns are performing best. This allows you to optimize your ads to target audiences on a specific device or web browser.
Targets similar audiences
What happens when you find potential customers with identical or similar characteristics to your current users? Facebook Pixel can help you identify similar audiences and target your marketing to them.
You can use Facebook Pixel to set up an automated ad bid that targets users who are most likely to make purchases, sign up for notifications, and respond to calls to action.
With that in mind, you'll likely be able to increase the number of sales of products and services they're already making.
Measures display results
You can also use Facebook Pixel to test the effectiveness of your ads and see if they are working as intended. Do your users click through links to your website? Are they performing any of your desired actions? With the ad results measured, you can make calculated changes to improve performance.
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How to create a Facebook Pixel
Now that you know what Facebook Pixel is and how it can help you grow your online business - how do you create it?
First, click the Menu button on the Facebook Home page and scroll down to the Professional section and select Business Manager.
This setting opens the Business Manager site, from where you will create your Facebook Pixel. Now click on Event Manager.
On the site Event Manager , click the Connect Data button. This will allow you to select and create a pixel for your account.
From there you need to select a data source . You can choose between web, apps, offline or via a CRM. Since you are creating a pixel for your WordPress website, select Web and then click the Connect button.
In the window you will be asked to name your pixel.
Now you can connect your website directly to Business Manager. To do this, enter the domain name in the dialog box, and then click Check. If you don't want to connect your website yet, check the I don't have a website box.
Next, you can choose whether you want to use Facebook's Conversion API together with your Facebook Pixel or just the Pixel. In this case, you choose Meta Pixel only.
There! You've just created your first Facebook Pixel.
Note: Meta (Facebook) has changed its Business Manager, so once you create a pixel, you can't delete it.
How to add a Facebook Pixel to WordPress
There are two ways to add a Facebook Pixel to your WordPress website. You can add a code snippet directly on your website or use a WordPress plugin .
Adding a Facebook Pixel to WordPress with Code Snippet
First, you need to generate a code from your pixel to add it to your website. To do this, click the Continue Pixel Setup button.
In the Web Events Setup pop-up window, select Meta Pixel and click the Connect button.
In the new pop-up window Connect Website Activity to Pixel , select Install Code Manually.
The introduction page of the event manager will open. Under Install Base Code, click the Copy Code button.
With code in hand, switch to your website and log in to your WordPress Dashboard . In the left sidebar, select Appearance and then Theme File Editor.
Scroll down the site theme edit and select the site header.php on the theme files tab on the right site .
Füge nun den Pixel Code zwischen dem öffnenden <head> und schließenden </head> Tags ein.
Alternatively, you can install the plugin WPCode to add your Facebook Pixel with code.
Once you have installed and activated plugin , select the Header and Footer option.
Paste the pixel's code into the header field and save your changes.
Adding a Facebook pixel to WordPress with no-code plugins
You can add your Facebook Pixel to your WordPress website using WordPress plugins - no code required. Here are some excellent options to get you started:
Facebook for WooCommerce
This free official Facebook Pixel plugin allows you to add a Facebook Pixel to your WordPress based e-commerce store. But it can do more than that. You can use this plugin to:
- create a product store for your business on your Facebook site
- upload your product catalog to your Facebook store
- run different types of ads for your business on Facebook and other social media platforms
Once you have installed the WooCommerce plugin in your WordPress backend, connect your Facebook account. The plugin will automatically detect your Facebook site and select a pixel for you to use. You can also change the pixel or the business page.
Facebook for WooCommerce automatically configures the Facebook Conversion API for you and optimizes your ads through automatic advanced matching. You can enable this setting when setting up the plugin or later.
PixelYourSite is another free plugin that allows you to add Facebook Pixel to your WordPress website. Moreover, with this plugin you can also add Facebook Conversion API, Google Analytics and Pinterest Tag Tracking. It also has features that allow you to add a new and custom code to the header or footer sections.
The compatibility with WooCommerce is also given with PixelYourSite.
With this tool you can create and track automated events. These are the actions that your customers perform on your website. These include:
- Filling out forms
You can create and track custom conversion events with PixelYourSite even without code knowledge.
Pixel Cat, formerly known as the "Facebook Conversion Pixel" addon, is another option. Once you install it on your WordPress website, you can track events and perform important functions like retargeting and conversion tracking.
Pixel Cat allows you to:
- Create standard events with a point-and-click builder to track conversions and optimize ads for custom audiences.
- Segment your visitors based on specific actions, such as pages visited or products purchased.
- Customize the pixel parameters, including price and currency, so you can easily track the ROI for your ad spend.
- Exclude bouncers visitors by tracking only those who have spent a certain amount of time on your site
- Conduct remarketing and retargeting campaigns
Pixel Cat is a Zero Code plugin, which is also suitable for beginners.
How to test if Facebook Pixel works on your website
Once you have installed the Facebook Pixel on your WordPress website, you should check if it is working. This step is important because if your pixel isn't working, you won't be able to track events, optimize ads, and increase conversions.
For this step, you need to download the Chrome extension Facebook Pixel Helper and install it in your browser. Unfortunately, this plugin is not available for other browsers, but it should work for Chrome-based browsers like Microsoft Edge and Google Chrome.
Once you have the plugin installed, visit your website using the Chrome browser and click on it. If the installation was successful, your pixel will be triggered and you should see a notification like the one above. If not, you will see something like the image below.
That's it! You have successfully installed the Facebook Pixel code on your WordPress website. If you have any problems, you can always reconfigure the pixel using one of the methods above.
GDPR, CCPA and data protection
Let's first clarify what the acronyms stand for:
- The General Data Protection Regulation (GDPR) is a European law that governs how companies use, share, and protect the privacy and personal data of all EU residents in transactions within EU member states.
- The California Consumer Protection Act (CCPA) is a U.S. law in California that gives consumers control over all personal information that companies may collect and use.
Both are laws that give consumers the right to opt out and delete any personal information your company has collected from them. You are also required to inform consumers about privacy practices and the information you collect.
If you use Facebook Pixel on your website, you are required by law to comply with these laws.
Here are five tips to keep in mind to protect your customers' data and comply with regulations.
2. get your customers' consent to use the Facebook pixel
When you create custom audiences, make sure you have explicit permission from your users to target them. Most of them will give you access, and you can target them directly.
3. if someone withdraws his consent, remove him from the list.
If users change or withdraw their consent, respect their decision and remove them from your list. In this way, you protect your business from legal risks while allowing your customers to come back anytime.
4. use GDPR and CCPA compliant tools.
If you collect data from your users, make sure you use tools that comply with these regulations. Make sure you can edit and delete customer data in a verifiable way.
5. use a cookie notification bar.
Conclusion - Adding Facebook Pixel to WordPress
You can create your pixel using the instructions above and add it to your WordPress website. It's a straightforward process and takes no more than five minutes.
Depending on your preference, you can use the manual script in the header or a plugin . The most important thing is that your pixel is working. The Facebook Pixel Helper extension will help you determine that.
Remember that your Facebook Pixel collects and tracks data. So make sure you comply with GDPR and CCPA laws where they apply. This will make you and your customers happy.
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