Facebook pixel events are critical for conversion tracking, The Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More, and retargeting. You may not have partner integration that automatically injects this code. The Pixel Event Setup Tool may not be sufficient (it’s not for me). You may need to add the code manually, and this post is meant to help.
The Problems with the Pixel Event Setup Tool
As I write this, the Pixel Event Setup Tool, though it has promise, simply isn’t a solution.
It should allow for full parameter flexibility. You should be able to add any qualified parameter that you want. But, you can’t. In particular, you can’t add a product name. Why in the world can’t you add a product name?
The most excruciating part may be how value is added for the purchase event.
If you don’t use the Initiate Checkout event, you can’t provide a value unless Facebook reads it from the page. There’s no option to enter a value manually.
Needless to say, this isn’t good enough. Facebook may very well fix these issues. But in the meantime, creating your Pixel events allow you to track specific actions on your website that can be used for reporting, targeting, and optimization. More manually may be the best solution.
Pixel Event Code
The base pixel code goes before the closing HEAD tag on every page of your website. The pixel event code typically goes soon after, following the opening BODY tag (though it can go anywhere prior to the closing BODY tag).
Pixel event code is script that includes the event that should be tracked and any relevant parameters. It could be as simple as this…
The example above doesn’t include parameters, which provide additional details like the product and value. The purchase event is the only event that requires parameters (value and currency).
Here’s an example with parameters…
There are 17 standard events in all. For a full list of the events, code, and parameter options, check out this resource.
The Easy Solution: Pixel Event Generator
Look, I’m not a programmer. I’m not all that technical. So, I won’t waste any more energy trying to explain how to code events with parameters.
No, I have a much easier solution for you…
There was a time when Facebook offered a tool that helped you generate pixel event and parameter code really easily. For some crazy reason, they got rid of it. I think it’s because they assume the Pixel If you have the Facebook pixel installed on your website, you can add standard events without any code using the Event Setup Tool. More is sufficient. As we’ve discussed, it’s not.
That’s why my team developed the Pixel Event Generator. It’s free. There are no strings attached.
It’s really simple…
1. Choose the event you want to track.
All 17 standard events are there. If you aren’t sure what an event is, select it to get a definition.
2. Choose your parameters.
The parameters that are relevant to your selected event will now appear. They are optional. You won’t need to enter anything, but you can if you’d like. Only fields you fill will appear in your code.
3. Copy your code.
Your pixel event code will be provided to you automatically based on your settings. Simply click the “Copy” button and paste it into the relevant location on your website (typically after the opening BODY tag on the page where the event occurs).
The video below walks through how it works…
Reminder: If you need a refresher on how pixel events work, read my guide here.
Learn More About the Facebook Pixel
Want to master the The Facebook pixel helps advertisers track events that occur on their website and reach people who performed those events with ads. More? Take your learning a step further with the Facebook Pixel Masterclass, a video series covering advanced topics related to the pixel. We’ll go into detail related to pixel events, Custom conversions let you create rules for events or URLs so that you can better track and optimize for specific actions with Facebook ads. More, tracking, optimization, and targeting.
Or, if you aren’t ready for the advanced topics, check out my Facebook Pixel Basics free video series (this is also included within Facebook Pixel Masterclass). You can register by clicking the link below…
It includes eight lessons covering what the pixel is, why it’s important, how it works, how to add it to your website, and how to test that it’s working.