Adding Facebook Pixel
What is Facebook Pixel
Facebook Pixel allows you to measure the effectiveness of paid advertising that you may be doing on Facebook. Facebook Pixel allows you to track conversions, optimise your adverts for conversions and also build up audiences based on your sites visitors.
SCRUMPY has advanced integration with Facebook Pixel to help track the following ' Standard Events':
- Enquiries (Lead)
- Viewing Property page (ViewContent)
- Bookings starting to be made (AddToCart)
- Bookings in the process of being made (InitiateCheckout)
- Successful Bookings (Purchase)
SCRUMPY's integration with Facebook Pixel also supports Advanced Matching. This enables customer data to be sent through the pixel to match more website actions with Facebook Users.
Creating a Facebook Pixel
If you haven't already, you'll need to create your Facebook Pixel. Visit Pixels section of the ' Ads Manager' to get started. Once in the Ads Manager click on the 'Ads Manager' menu in the top left and select 'Pixels' under the 'Assets' section.
If you haven't already created a Facebook Pixel you'll be prompted to create one. Click the 'Create a Pixel' button to get started.
Input a name (e.g. My Website Pixel) and tick the 'I agree to the Facebook Pixel Terms' checkbox to create your Pixel.
After creating your Pixel you'll be brought to a 'Install your Pixel Code' section. Click on 'Use an Integration or Tag Manager', click on 'Google Tag Manager', your Pixel ID will be highlighted in blue in the top right of the screen, all you need to to is select this and copy it to your clipboard. Follow the instructions below in the 'Installing Facebook Pixel' section to install your 'Pixel' into your site.
Installing Facebook Pixel
You'll need your Facebook Pixel ID to install your Pixel, If you've just followed the 'Creating a Facebook Pixel' section you'll already have your Pixel ID and so you can ignore this paragraph.
If your using an existing Facebook Pixel you'll need to get its ID, you can this by going to the 'Pixels' section within 'Ads Manager' and clicking 'Setup Pixel', click on 'Use an Integration or Tag Manager', click on 'Google Tag Manager', your Pixel ID will be highlighted in blue in the top right of the screen, all you need to to is select this and copy it to your clipboard.
With your Facebook Pixel ID you'll want to login to your SCRUMPY admin and navigate to the 'Social' section using the menu on the left. Once in the 'Social' section just click on 'Facebook' on the right of the screen.
Paste your Facebook Pixel ID into the 'Facebook Pixel ID' field and click 'Update'. You should begin to see data showing up in the 'Pixels' section of the Facebook Ads Manager within a couple of hours (depending on site traffic).
Using Facebook Pixel
Facebook Pixel can be used in many ways to help drive conversions, optimise your adverts for conversions and target visitors who took particular actions on your site.
Creating an Audience
An example might be that you want to display adverts to those people who started to booking a property but didn't finish the process. To get started we need to create an 'Audience' using the Pixel data. Navigate to the Facebook Ads Manager and go to the 'Pixels' section. From within the 'Pixels' section click on 'Create Audience'.
We want to build up an 'Audience' of those guests who started to checkout but didn't convert. We need to change the 'Website Traffic' to 'Custom Combination' and then change the inclusion from 'URL' to 'Event', we want the event to be 'Initiate Checkout'. You could change the days so that it targets those who abandoned the checkout within 90 days instead of the default 30. To finish just give the Audience a name and click 'Create Audience'.
After we've created our 'Abandoned Audience' we can then create an advert to target this 'Audience'.
Creating an Advert using Facebook Pixel based Audiences
With your Audience created from your Pixel data you'll then want to navigate to the Facebook Ads Manager homepage and click on 'Create Ad'.
We'll want to set the Objective to 'Conversions' and give the Campaign an appropriate name such as "Convert Abandoned Bookings".
We'll want to set the 'Conversion Event' to 'Purchase', don't be alarmed if it says "Your ad may not be optimized for conversions", it may be that you've only just integrated your Pixel.
Next in the 'Audience' section we'll want to click into the 'Custom Audiences' select box and select our Audience we created earlier using our Pixel data.
We'd recommend leaving the other Audience fields unrestricted since the Audience should already be a fairly concise group of visitors. There shouldn't be any need for additional location/gender/demographic based filtering.
From here you'll want to continue setting up your Facebook Advert - Once finished your advert will be automatically shown to those visitors who fit the 'Audience' created using your Facebook Pixel data.
Additional Guidance on Facebook Pixel Usage
Facebook have a number of articles written on how to best make use of Facebook Pixel including how to use it for Conversion Tracking, Conversion Optimisation, Custom Audience and more available here: