Facebook pixel on WordPress

Facebook Pixel is a tool that can track your visitors so that you could retarget them later in case they’ve taken some actions on your website. Pixel provides some code that can be integrated on your site. Keep in mind that the full pixel code will only work on WordPress sites that apply WordPress.com Business or eCommerce plans with plugins installed.

To add the code on your website, proceed to the Custom HTML widget so that the pixel could be present throughout your site. After embedding the code, it will take about 20 minutes for the Facebook Pixel status to get updated on your FB dashboard.

What is Facebook pixel ID

Facebook pixel is a tool that is there to help you with acquiring info about conversions from Facebook ads, reinforcing them, building targeted audiences for your upcoming promotional actions and retargeting to audiences who have already taken any kind of action on your WordPress website.

About Facebook Pixel work

Facebook pixel spots triggering cookies to be well informed about those audiences who have already interacted with your business online in whatever form - on Facebook and Instagram and off them. Facebook Pixel can help you with tracking lots of actions, that are also known as “events”. You can get to know them here:

  • Add payment info. Adding customer payment info during a checkout process on the WordPress site. 
  • Add to cart. Adding an item to a shopping cart or basket. 
  • Add to wishlist. Adding an item to wishlist on your WordPress site. 
  • Complete registration. A submission of information by a customer in exchange for a service provided by your business. 
  • Contact. A phone, SMS, email, chat or any other kind of contact between a client and your business.
  • Customize product. Customizing a product or service through a configuration tool or other application your company offers.
  • Donate. The donation of funds to your business or organization. 
  • Find location. The process of finding your business’ location through the web.
  • Initiate checkout. Denotes users settling on some specific pages of your WordPress website. 
  • Contact. Stands for contacting your company in some way. 
  • Customize product. Signifies tha beginning of the checkout process. 
  • Lead. A submission of data by a client with the intention that they may be contacted later by you. 
  • Purchase. Completing a purchase, in most cases meaning receiving users’ data.
  • Schedule. Appointment booking in order to visit your store’s physical location. 
  • Search. A search session performed by a user on your website. 
  • Start trial. The beginning of a free trial period of a product or service you sell.
  • Submit application. Submitting an application for an offer or product you offer.
  • Subscribe. Starting a paid subscription for a product or service you have.
  • View content. Visiting some web page you’re concerned about.

Also, Facebook tracks the users’ info not on all pages of your WordPress site, but only on certain ones. here’s the list:

  • Store pages
  • Checkout page
  • Pages with search blocks
  • Pages with newsletter blocks or promotional popups
  • Pages where your visitors can create an account

Now you know how Facebook Pixel works, but what are the benefits your business gets from implementing it? Let’s find out.

What are the benefits of Facebook pixel for your business

Just after you embed Facebook pixel to your WordPress website, you’ll increase the chance of upleveling the ROI on your Facebook ad spend. As long as pixel makes sure your ads will be demonstrated to the visitors who are supposingly will take the action you want them to on your WordPress website, you will uplevel your conversion and see improving ROI on your WordPress website. But if you are not sure if you’re going to use FB Pixel on your website, it’s better to embed it sooner than later as it will start gathering the users’ data right away and you won’t have to go back to the drawing board if you choose to start applying this tool in the future.

Facebook Pixel is also there to give you the full picture of how people view your Facebook ads and provides you with a possibility to track people around their devices - from smartphones to desktops. That’s how, by applying FB Pixel, you can understand how people use your products and services and if they use them at all.

The Pixel can also be used to demonstrate ads to people who leave your products and services abandoned in shopping carts on your WordPress site or add them to wishlists and do not buy them later. The information, gathered by the pixel, allows you to form lookalike audiences of users who have the same interests and demographics as the ones who have already taken some actions on your WordPress site. You will easily grow your customer base with Facebook pixel.

Some notes on Facebook remarketing and retargeting

Facebook Pixel is irreplaceable when you want to retarget your past visitors online. This can be easily done by means of ads in Facebook ads network, including Instagram. And here’s how retargeting works:

  1. A website user comes across your company and interacts with it in any way. 
  2. Facebook locates this person’s Facebook account. 
  3. The user gets displayed your ads on social media if you’re using them as a part of your retargeting audience.

The research has demonstrated that retargeting your WordPress website visitors is still among one of the most profitable marketing strategies. 

And here’s some helpful tips for you in case you start using retargeting on your WordPress website:

  • Try to have at least one retargeting campaign live 24/7.
  • Don’t get into segmenting your audiences overmuch.
  • Do not show ads to users who have already made a conversion on your site.
  • Try to demonstrate exclusive ads to your audiences.

And these are the pros you get from organizing the Facebook remarketing campaign:

  • Your ads will take the center place at your future customers’ feeds.
  • Your ads displaying won’t be affected by ad blockers.
  • You can target more precisely thanks to the amount of the info collected.

By means of Facebook remarketing, you will turn your ad campaigns into an art. No matter what size your business is, you can always try to integrate the Facebook pixel on your WordPress site even if it’s not from the ecommerce sphere. The option to target some specific groups of visitors is a great chance for you to find out exactly what people are really interested in your business and boost your company the way it meets the needs of a larger number of people. And as your ads will take the best place at your visitors’ feeds, you will easily boost the conversion rates. 

Of course, you don’t have to forget about dealing with Facebook Pixel attentively as the mishandling can cost you a huge loss of money. But experimenting with audiences and the ads you are choosing to demonstrate them can also give you a lot. 

Facebook pixel code errors

In the event that you start seeing a red error message on your Facebook pixel dashboard in your WordPress account, but your code injection panel looks like usual, you may have mistakenly embedded your Facebook pixel ID in Google Tag Manager. Repeat this process once more to get rid of the error message.