Facebook Pixel implementation and event settings

Anyone using paid ads on Facebook to drive new visitors to their website should consider implementing Facebook Pixel.

What is Facebook Pixel?

It is a code that is placed on a website, for example, using Google Tag Manager. This code can collect information about website visitors, events and conversions and send it to Facebook Ads Manager.

Why use Facebook Pixel?

Using Facebook Pixel is recommended for several things, all related to paid advertising. One reason is remarketing, for example. You can’t set it up without Facebook Pixel.When set up correctly, it helps you target not only your website visitors, but also different groups similar to your visitors who have, for example, added items to their cart or made a purchase. Don’t forget that you will now need to get consent to use cookies for remarketing, as well as for other marketing activities.

Why ask for help with implementation

At first glance, it might seem that setting up Facebook Pixel isn’t complicated. This is true if you only want to work with page views, but if you want to send events and parameters (for example, information about the customer or the products they have viewed), it is better to bring in a more experienced implementer to help you.

This will ensure, among other things, that the product IDs from the site match the product IDs in the catalog, or that the event structure is properly designed and documented. Another complication that our clients usually ask for help with is embedding multiple Facebook Pixel codes on one site or sending different events to different pixels.