Installing Facebook Pixels on a WordPress Website
Why Facebook Marketing?
Facebook marketing can be very successful and a relatively cheap form of advertising, compared to traditional advertising or even to Google AdWords. Unlike Google AdWords, however, it’s an intrusive form of advertising. On Google, users are specifically searching for something and are in a different mindset. For example, a user could be searching for a new WordPress theme, whereas on Facebook, they are there to socialize and impress their large list of close or not so close friends. Thus, when they see an ad for something like a WordPress theme, it may not be as relevant, nor may they be in the right mood to buy.
The Right Way –> Tracking, Measuring ROI
Facebook has proven to garner positive ROIs for many businesses, but there is a wrong way to go about it. Even large companies and brands often get it wrong when it comes to social media marketing. A critical factor in ensuring you get a return on your Facebook ad dollars is to first make sure you are tracking the results. While Facebook will report things like clicks, impressions and your cost per click and cost per thousand impressions, lets face it — the most important thing at the end of the day is that you’re making sales. So we need to ensure we’re tracking for it, whether those sales are online or offline.
Online Sales Tracking
Online sales tracking is a bit easier as we can follow a user from the start of the interaction, the Facebook ad, all the way to the final success page on a completed order. This is done via the Facebook tracking pixel, essentially a browser cookie that uniquely identifies a user. You place Facebook’s tracking pixel on your website and Facebook keeps track of its users via cookies in the browser. The cookie has special user identifier information that also links it back to the specific Facebook user, although you’ll never get that information for obvious privacy reasons. But what you do get is the ability to measure the performance of your ad. If the user saw your ad and then subsequently visited your website and made a purchase, you can attribute that to the ad. This is very powerful for you as an advertiser as you can measure the actual results of your advertising to see what’s working.
There are many benefits to adding the Facebook tracking pixel to your site. I’d say it’s THE key thing you need to have to ensure success with Facebook ads. With this in place, you’ll be able to do things like create Custom Audiences using website visitor data. The tracking pixel will allow you to create Custom Audiences for Facebook users who have visited your website, so you can then target them on Facebook with ads. This is a uniquely powerful targeting tool because it allows you to get in front of warm leads. These are people who already know who you are, because they’ve been on your website, maybe read your content and engaged with you in one way or another.
In contrast, many people who initially try Facebook advertising will attempt to target users using a combination of demographics and interests, but from our experience, this is not very effective. Trying to just target cold prospects on Facebook who have never heard of you and whom Facebook has somehow linked to having these “interests” is a poor way to get a sale. If you look at your own Facebook interests on Ad Preferences, you’ll see for yourself just how random some of these supposed interests are.
Obviously, what this means is that while Facebook is a great tool for your marketing efforts, it does not replace the need to build a brand, audience and create compelling content. In addition, you still need a great website, as this continues to be your online real estate. Sorry, Facebook won’t magically give you sales, we still have work to do. 😉
Getting the Facebook Pixel Into Your WordPress Website
The Facebook Pixel goes in the head of all your pages. If you own one our Premium themes, you can easily place your pixel code with the following steps.
1. First, you’ll need to get the tracking pixel code from Facebook.
2. In your WordPress admin dashboard click on “Customize” and from your Premium theme you’ll see an SEO section.
3. From here you can place Facebook and Google tracking pixels. Click on Facebook and add the code.
That pixel will automatically get inserted on each page on your website. So you’ll be able to create Custom Audiences from website traffic which will help you get more targeted users to market to.
Facebook Event Tracking Pixels
The critical thing to now measure is conversions. You can do this with specific Facebook Event Tracking pixels. Event tracking pixels include things like:
2. View Content
3. Add to Cart
4. Add to Wishlist
5. Initiate Checkout
6. Add Payment Info
9. Complete Registration
10. Custom Event
Here’s an example of how we implement an Add to Cart here at IndigoThemes. The event we’re interested in is when people click the Buy Now button. Below is the landing page with the Buy Now button highlighted.
Adding the event tracking code is quite simple. We use a layout builder for our site, the same one you see in the themes we build. Although each theme may have different features, the same essential steps will apply. So the layout builder looks like the image below. We’ll then edit the widget that houses our Buy Now button.
To test whether it’s working you’ll need to download the Facebook Pixel Helper here. It’s a Chrome browser extension that will show you which Facebook pixels are being fired and the specific attributes passed. This will ensure you have everything set up and working correctly.
Below you will see what happens when the Buy Now button is clicked. Once clicked, we show a popup with the price and a button to checkout through PayPal. On the top right you’ll see the Facebook Pixel Helper open. It shows 3 events. The first is the Page View which is recorded for every page. The second is the AddToCart event. Here you’ll also see the product ID and value associated with it. This way we can track exactly what product was purchased and the value of it.
With the proper tracking pixels set up, you can run Facebook campaigns and see specific conversions on your site, such as newsletter signups, specific page views or sales. You’ll also have dollar values attributed to the actions so you can accurately calculate your ROI. This gives room for an incredible amount of tweaking, testing, measuring, refining and profit.
Many sales of course happen offline and it used to be nearly impossible to track how an ad on Facebook leads to a sale in person. Facebook allows you to upload customer information related to orders that happen in your store back to Facebook so that they can match it with their user information. This trade of information allows Facebook to give you real conversion numbers to see the results of your Facebook advertising.
Let us know how you are using Facebook ads, what you’re tracking and the results you’re getting in the comments below. We’d love to hear what’s working for you.