Why you must use Pixel for your Facebook Ads

Why you must use Install Facebook Pixel for your Ads

What is Facebook Pixel?

If you are running Facebook Ads, or planning to, there’s one tool you should start using ASAP: Facebook pixel.

Pixel is essentially a piece of code that you install on your website, that tracks users as they interact with your Facebook Ads, as well as your website.

If you’re familiar with Google Analytics, Pixel is somewhat similar, just not (currently) as feature rich as Google Analytics. It really lets you dig deep, to better understand your users and their interactions.

Why do you need to install Pixel on your website?

Pixel should be considered an essential tool if you are running Facebook ads. Facebook’s Pixel enables you to effectively track conversions, helps you to optimize your ads and enables you to re-market your ads to specific audiences.

If you don’t install pixel, it’s very difficult to manage your ad campaigns, your campaign options will be severely limited and you’ll likely pay too much for your ads! You’ll also lose lots of analytical information to better understand your users and their actions.

How to install Pixel

There really are a multitude of ways to install Facebook Pixel. Facebook has developed many great integrations to make installs seamless. If you are running Woo Commerce, Wix, Shopify, have Google Tag manager setup etc, pixel installation is simple and you can skip this guide 😊

This guide focuses on WordPress users that need to setup their pixel integration manually.

Although, you can edit your theme and copy/install the pixel code manually, I’d advise against it. Editing WordPress themes can be fraught with danger. If you make a mistake, your site may crash which can be complex to recover. It’s just not worth the risk.

For this reason, I’d advise installing a WordPress plugin to install the pixel code on your website for you.

Setup the pixel in Facebook Ads Manager

Login to Facebook ads manager:


Click “Pixels”

and then create a pixel

Once the pixel has been created, you’ll need to install the code on your WordPress website.

As mentioned previously, there are many integrations developed by Facebook, but none for native WordPress at present.

Install Pixel Caffeine

Rather than copying and pasting the code, we’ll use the “Pixel Caffeine” plugin in WordPress.

Go to your WordPress admin console and click Plugins -> Add New
Click Plugins and then Add new.

Search for Pixel Caffeine from AdEspresso. Install the plugin and then activate it.

In Pixel Caffeine, click “Set up now” to link the WordPress plugin to your Facebook Pixel.

As always, I prefer to operate with the security mindset of least privilege, so I recommend using the manual setup option. This however means that you need to access most of the pixel data from Facebook Ads Manager, rather than in WordPress.

If you have no qualms providing your Facebook password to AdEspresso, you can use the Facebook connect option

Enter your Pixel ID which can be found in Facebook Ads Manager, enter it into Pixel Caffeine, following the defaults and click save.

You will see the status ON in green when successfully connected.

Verify your Pixel

You can then go to Facebook Ads Manager again and verify that your Pixel installation is complete.

And that’s it. We’re done!

Facebook’s pixel is imperative, if you’re running Facebook Ads, or planning to in the near future. The benefits of analytical information on your website and user interactions really are are invaluable.

Also, a pixel install is required to run more advanced advertising campaigns, such as conversions and sales, which we’ll cover in later blogs.

To read more about contact goals, click here.

For help with Facebook, Bing, or Google Ads contact Evolocity.

1 comment

  1. Steve

    Would be great if you shared a guide on how to set up recommend custom audiences 🙂

Leave a Reply

Your email address will not be published. Required fields are marked *