What is the Meta Pixel and How to Set it Up
The Meta Pixel, formerly the Facebook Pixel, is a powerful tool that allows you to track these interactions and gather valuable data. Whether you're running ads on Facebook, Instagram, or other Meta platforms, the Meta Pixel helps you measure the effectiveness of your campaigns by providing insights into user behaviour after they click on your ads.
This blog will explain everything you need to know about the Meta Pixel, from what it is and how it works to how you can implement it across various platforms like WordPress, Wix, Squarespace, and Shopify. Additionally, we’ll explore server-side tracking, which can enhance the accuracy of your data collection in an era of increasing privacy restrictions.
What is the Meta Pixel?
The Meta Pixel, formerly known as the Facebook Pixel, is a piece of code that you can embed on your website to track user interactions and collect data. This data helps you optimise your advertising campaigns on Meta platforms (such as Facebook and Instagram), build custom audiences, and track conversions. It allows you to measure the effectiveness of your ads by understanding the actions users take on your website after viewing your ads.
How to Create the Meta Pixel
Creating a Meta Pixel is straightforward. Here’s how you can do it:
Log in to Meta Business Manager: Visit Meta Business Manager and log in to your account.
Navigate to Events Manager: From the Meta Business Manager dashboard, click on “Events Manager” under the “Data Sources” section.
Create a New Pixel: In the Events Manager, click on “Connect Data Sources” and then select “Web”. Choose “Meta Pixel” from the options and click “Connect”.
Name Your Pixel: Give your Pixel a name that reflects your website or campaign. You can also add your website URL here, though it’s optional.
Install the Pixel: You’ll be given options to install the Pixel code. You can either do this manually by adding the code to your website or use a partner integration if you’re using platforms like WordPress, Wix, or Squarespace.
Once the Pixel is created, you’ll be provided with the Pixel ID, which you’ll use to integrate the Pixel into your website.
How to Add the Meta Pixel to a WordPress Site
Adding the Meta Pixel to a WordPress site can be done in several ways, but the simplest method is through a plugin:
Install a Pixel Plugin: Search for and install a plugin like “Facebook Pixel” or “PixelYourSite” from the WordPress plugin repository.
Activate the Plugin: Once installed, activate the plugin.
Enter Your Pixel ID: After activation, go to the plugin settings and enter your Meta Pixel ID. The plugin will automatically add the Pixel code to your site’s header.
Verify the Installation: Go back to the Meta Events Manager and ensure that your Pixel is active. You can use the Meta Pixel Helper Chrome extension to check if the Pixel is firing correctly on your site.
How to Add the Meta Pixel to a Wix Site
Adding the Meta Pixel to a Wix site is a straightforward process:
Log in to Wix: Go to your Wix dashboard and select the site where you want to install the Pixel.
Go to Marketing & SEO: In the dashboard, click on “Marketing & SEO” and then select “Marketing Integrations”.
Add the Meta Pixel: Look for the Facebook Pixel option and click “Connect”. Enter your Pixel ID in the provided field and click “Save”.
Verify the Installation: Like with WordPress, you can use the Meta Pixel Helper to ensure the Pixel is working on your Wix site.
How to Add the Meta Pixel to a Squarespace Site
For Squarespace, adding the Meta Pixel is slightly different but still simple:
Log in to Squarespace: Access your Squarespace account and navigate to the website where you want to add the Pixel.
Go to Website Settings: In the menu, click on “Settings”, then “Advanced”, and finally “Code Injection”.
Add the Pixel Code: In the “Header” section of the Code Injection page, paste your Meta Pixel code. Ensure that you save the changes.
Verify the Installation: Again, use the Meta Pixel Helper to confirm that your Pixel is active and firing on your Squarespace site.
How to Add the Meta Pixel to a Shopify Site
Adding the Meta Pixel to a Shopify store is a seamless process thanks to Shopify’s integration capabilities:
Log in to Shopify: Access your Shopify admin panel and navigate to the store where you want to add the Pixel.
Go to Online Store Settings: From the Shopify admin, click on “Online Store” and then select “Preferences”.
Add Your Meta Pixel ID: Scroll down to the “Facebook Pixel” section and paste your Pixel ID into the designated field.
Save Changes: Click “Save” to implement the Pixel on your Shopify site.
Verify the Installation: Just like with other platforms, you can use the Meta Pixel Helper to check if the Pixel is correctly installed and firing on your Shopify site.
Pixel and Server-Side Tracking
Traditionally, website activity tracking has been handled via browser-based tools like the Meta Pixel, which tracks user behaviour through the browser. However, with increasing privacy regulations and browser restrictions (like third-party cookie blocking), server-side tracking is becoming more popular.
Server-side tracking involves collecting user data directly on your server, bypassing the browser. This method provides more accurate data, as it’s less susceptible to issues like ad blockers. The Meta Conversions API (CAPI) is an example of server-side tracking. It works alongside the Meta Pixel to ensure data is captured more reliably, especially when browser tracking might fail.
How to Implement Server-Side Tracking
Server-side tracking with the Meta Conversions API (CAPI) enhances the accuracy and reliability of your data collection by sending data directly from your server to Meta. Here’s how to set it up (you may want to engage the services of your web developer for this).
Create a Server-Side Integration: Go to the “Data Sources” tab in Meta Events Manager and select your Pixel. Click on “Settings” and scroll to the “Conversions API” section. Click “Generate Access Token” to create a new token, which will be used to authenticate server-side events.
Set Up Your Server: You’ll need a server environment where you can install server-side code. If you’re using a platform like WordPress, plugins, such as PixelYourSite Pro or WP Engine’s Headless WordPress, simplify this process.
Configure API Calls: Using your server environment, set up API calls to send events to Meta. You must include your Access Token and event data (such as user actions on your website) in these calls. Meta provides SDKs and detailed API documentation to help you configure these calls correctly.
Test and Validate: Once configured, test your server-side tracking to ensure it’s working correctly. You can check the Events Manager in your Meta Business Manager account to see if the server-side events are being recorded properly.
Combine with Pixel Data: Server-side tracking is often used in conjunction with the Meta Pixel to provide a more complete picture of user activity, especially in cases where browser-based tracking might be blocked or inaccurate.
The Meta Pixel is a powerful tool for tracking user interactions on your website, allowing you to optimise your Meta ads for better performance. By combining the Pixel with server-side tracking like Meta's Conversions API, you can ensure that you capture accurate and comprehensive data, even in a world of increasing privacy regulations.
Need more help in getting your Meta ads setup? Take a look at our Facebook ads training.
