The Facebook Pixel: What It Is And How To Use It
Facebook describes a Pixel as, "a piece of code for your website that lets you measure, optimize and build audiences for your ad campaigns." You can think of this as an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.
You can use the Facebook pixel to:
Create website custom audiences. You can retarget your constituents, voters or supporters who have visited a specific page or taken a desired action on your organization’s website.
Reach people most likely to take an action. Use automatic bidding to reach people who are more likely to take an action you care about. For example, making a purchase from your virtual campaign store, making a donation on your website or signing up for a government service.
Measure the results of your ads. Better understand the impact of your ads by measuring what happens when people see them. For example, you can understand if people are taking the action that you want them to take.
Setting up the Facebook Pixel
*** Please note that you may need to reach out to your web developer for assistance installing The Meta Pixel on your business' website. ***
If you have access to your website’s code, you can add the Facebook pixel yourself. First, install the Facebook pixel then simply place the Facebook pixel base code on all pages of your website. Then add standard events to the pixel code on the pages of your website, such as your sign up or donate page. For full step-by-step instructions, click here.
Installing The Meta Pixel
*** Please note that you may need to reach out to your web developer for assistance installing The Meta Pixel on your business' website. ***
Before You Begin:
You need a website for your business.
You or your developer must be able to update your website's code if you plan to set up the pixel manually using code.
To learn how to install a Meta Pixel, you can review Meta's article here. This is comprehensive, and may include the help of your web developer, as it does involve accessing your website's code!
How the Facebook Pixel works
Once you’ve set up the Facebook pixel, the pixel will activate when someone takes an action on your website, including visiting your website. The pixel receives these actions, or events, which you can view on your Facebook pixel page in Events Manager. From there, you’ll be able to see the actions that your constituents, voters or supporters take.
You’ll also have options to reach your community again through future Facebook ads by retargeting those who have interacted with your website. (This is how you'd use a pixel in Witly!)
Questions about custom audiences? Check out this article for help creating custom audiences in Witly!