What is Facebook Pixel?
Facebook pixel is a piece of code that can help business owners optimize ads across Facebook and Instagram. When placed on a website, the pixel collects data that helps track conversions from ads, build dynamic ads, and most notably, deliver targeted ads. Whenever you're scrolling on Instagram or Facebook and see an ad for a service you've been looking for, you have Facebook pixel to thank (or curse at) for that!
Why Should You Use Facebook Pixel in your Shopify Store?
Even if you don't use Facebook Ads yet, the pixel should be considered a must-have for every Shopify store. This is because, along with Facebook advertising, the pixel allows you to put ads on Instagram which delivers three main benefits for store owners.
1. Build Demographics
Through Facebook pixel, you can create custom audiences of consumers who are likely to shop at your store. Custom audiences are people who have shown a previous interest in your products. You can pull from Facebook's comprehensive customer data and create audiences by filtering by website traffic or engagement. By harnessing Facebook's data, you can use your pixel to better understand your clients and increase brand recognition.
Facebook allows you to create up to 500 custom audiences so you can target many specific groups of people.
2. Optimize Conversions
Having people view ads isn't enough - you want customers who will browse and shop on your store as well! Facebook understands this. Both Facebook and Instagram ads target clients that are already interested in your business. Called "lookalike" audiences, these people share characteristics with your previous clients (e.g. similar interests, part of the same demographic).
However, you won't see an instant jump in website views as soon as you install the Facebook pixel. The pixel needs time to collect data, and over time you will see improved conversions as ads become more targeted.
3. Retarget Customers
If clients don't follow through the first time, Facebook offers a comprehensive retargeting tool that allows you to show ads to people that have previously visited your website. According to Wishpond, retargeted ads bring 70% of viewers back to your website where you can convert them into customers.
Pixel offers several retargeting ad campaign options, allowing you to target specific customer pools. Retargeting options include:
- Abandoned carts: Promote products that people have added to cart, but not purchased.
- Cross-sell: Promote certain products to people that have viewed other products your business offers.
- Upsell: Upsell certain products to people that have viewed similar items in your store.
- Custom retargeting option: Promote products to certain custom audiences. This option allows you to set specific parameters for the people you want to view advertisements (e.g. target people who have abandoned carts within the last week).
What are Facebook Pixel Events?
An event is an action that Facebook pixel fires and logs. For example, if someone clicks on a product in your store, your Facebook pixel will log that action as an event. Tracking specific events in your ads dashboard is a fantastic way to measure your business's growth. You can create custom events to track specific actions, but Facebook also provides copy-and-paste templates of common actions for users. This prebuilt code is called a standard event.
Some standard events include:
- AddToCart: When a client adds a product to their shopping cart.
- Purchase: When a client makes a purchase or completes a checkout.
- Search: When a client uses the "search" feature of your website.
- StartTrial: When a client begins a trial your business offers.
- Subscribe: When a client subscribes to a product or service you offer.
- CustomizeProduct: When a client customizes a product on your website, such as changing size or colour.
- FindLocation: When a client searches for a physical store location.
- Schedule: When a client books an appointment to visit a store location.
Along with standard events, Facebook allows you to build custom events. These custom events can track any metric you want, such as engagement and specific page views. Building custom events require some coding knowledge, as you will need to specify what you want to track. As a result, it is recommended that you find a third party to assist with coding. Luckily, Shypyard can help! Their team of experienced web developers can help ensure you make the most of your Facebook pixel. Shypyard also offers dozens of free connectors, allowing you to seamlessly your Shopify store to various integrations such as MYOB AccountRight, ShipStation, Instagram, and RocketReach.
Installing Facebook Pixel in Shopify
Shopify is one of Facebook's integration partners, meaning the connection process is simple and straightforward. As of 2021, the pixel-Shopify integration process is three steps. Before integrating, ensure that you are a business manager on Facebook. This title is completely free and gives you perks such as higher-quality analytics and the ability to create diverse pixels. For more information on becoming a business manager on Facebook, watch this video.
To begin the Facebook pixel installation process, click the "Business Settings" button in the bottom left bar.
From there, select "Pixels" under "Data Sources".
This will open a page that shows all Facebook pixels you own. Click the blue "Add" button to add your very first pixel, and enter your pixel name. The second field is not necessary to set up your pixel - it will merely allow Facebook to provide pixel setting recommendations.
Then, click "Set up the Pixel Now".
This will open a screen that allows you to choose how you want to install the pixel. To connect with Shopify, select the first option "Add code using a Partner Integration".
Select the "Shopify" icon.
From here, you will need to be more hands-on with the installation process.
Open your Shopify account and log into your store. Go to "Sales Channel", and select "Facebook". If you do not have Facebook as a sales channel, select the "+" button, and add Facebook.
Once you have added Facebook as a sales channel, select the "Create free and paid ads on Facebook" setup button.
Then, select the green "Connect account" button.
This will open a popup that asks you to enter your Facebook password. Login to your Facebook account through the new window, and continue as yourself.
Once the Facebook account is set up, select the Business Manager used. In order to connect a Business Manager, you must have admin access to the account. Click the green "Connect" button to proceed.
Then, connect your Ad account.
Please note that you can not connect your ad account if you only have a personal Facebook account. You may see the error message "This ad account needs to be added to the selected Business Manager to continue". If this error message pops up, select "Create Ad Account" to create a new ad account, or sync the store to your personal account.
To connect the store to your personal account:
- Go to Business Manager of the store you wish to connect to
- Go to "Business settings", then "Accounts", and "Ad Accounts"
- Select the blue "Add an Ad Account"
- From there, type in your Admin Ad Account ID
- Refresh your Shopify screen, and connect!
Once you have connected an Ad account, accept Facebook's terms and conditions.
Next, connect your business's Facebook page.
Then, open "Data sharing" and select the level of data you wish to receive from the pixel. It is recommended that you select "Maximum", to receive the best analytics.
Then, scroll down and select the pixel that will be used to track. If you have multiple pixels, disconnect the one displayed and ensure you are connected to the correct pixel.
Then, select the country you wish to target from the dropdown menu.
Finally, agree to Facebook's terms and conditions.
Go back to Facebook and tick the blue box to finish setting up Facebook pixel in Shopify!