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Facebook’s Conversion Tracking Pixel FAQ

Published: January 30, 2015

Author: Ana Gotter

There are few topics concerning Facebook Ads that evoke as many questions as Facebook’s conversion tracking pixel. There is often a lot of confusion and uncertainty centering around the conversion pixel for both new and experienced Facebook advertisers alike. Especially for those technologically un-savvy folk out there like myself, the pixel can seem like particularly daunting.
The good news is that Facebook’s conversion tracking pixel is remarkably easy to set up, and it’s worth its weight in gold for the effects it has on your campaigns. Let’s dive in and answer some FAQs about the pixel.

What does the tracking pixel do?

Facebook’s conversion tracking pixel is a small snippet of JavaScript code provided by Facebook. You install it on your site, and it does exactly what the name promises—it tracks users who click on your ad, follows them to your site, and measures for different conversions you’ve chosen to flag.
If, for example, you’ve chosen to track sales, you would install the tracking pixel (snippet of JavaScript) onto the page that customers see after they complete their purchase (a thank-you page, for instance).
The pixel sends all this information back to your Facebook Ads Manager, where you can evaluate the success of your campaigns by seeing the concrete numbers of how many people clicked, how many converted, and how much each conversion ended up costing you.

How do I create a conversion tracking pixel on Facebook?

To create a conversion tracking pixel for Facebook, start in your Ads manager. In the navigation bar on the left-hand side, you can find the conversion tracking tab.
Under the conversion tracking pixel, you can review all your current pixels and/or create a new one.
The first thing you do when creating the tracking pixel is choose what type of conversion you want to track. Your options are checkouts, registrations, leads, key page views, adds to cart, and other website conversions.
After you do this and you name the pixel, Facebook provides you with the code. Copy it.
You’ll paste it between the <head> and </head> on the webpage that you want to track the conversions on.image005

Do I need to create more than one tracking pixel if I want to measure different types of conversions?

Yes. If you want to track the sales you get off one ad and the registrations you get off another, you want to create two separate pixels with different categories. This helps you keep the data you’re receiving organized, and it gives you the best insight into the monetary value of your ROI.
Now let’s say you want to just measure key page views, and you just want to know if any out of three or four different pages were viewed. You can use the same pixel to see if any of the pages were viewed and just install it on each of those pages.

Can I track more than one site with one conversion tracking pixel?

Yes. You can either create entirely new pixels for each site if you want to keep your data particularly organized, detailed, and separate, or, if you wanted to, you can use the same pixel to track conversions of the same category (i.e., checkouts) on both sites overall.

Why does Facebook’s conversion tracking pixel matter?

Anytime you’re investing into a marketing campaign, you need to track the results carefully. This tracking pixel helps you do that, which can help track and measure your ROI and overall add success.
Without this pixel, you can measure clicks on yours ads, but you won’t know the exact details of the results. Even if you see a surge of sales or e-mail opt-ins after an ad, you won’t know for sure that they came from Facebook or your ad.
What questions do you have about Facebook’s conversion tracking pixel? Leave a comment and let us know!

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