How to Use the Facebook Pixel with WordPress

Using Facebook Pixel on Your WordPress site is going to make you money by maximizing your conversion rates

Facebook isn’t going anywhere anytime soon, and neither is WordPress. Actually they are both continually growing at such a substantial clip that we can only hope to keep pace! Here’s the deal, you need your conversion rates up (i.e., when prospective consumers convert into actual customers) on your WordPress site, and Facebook ads are a primed and ready tool for the job. So, in walks Facebook Pixel.

In WordPress marketing & lead conversion there seems to be a common/major dichotomy in regards to Facebook Pixel’s perception:

  1. There are those who have heard of Facebook Pixel, but are not quite sure what it is (or why they should take advantage of it).
  2. And there are those who are fully aware what it is, but have no earthly idea where to start in implementing it on their WordPress site.

Though, there is a problem: currently, information on the “what, why & how” of Pixel is less than ubiquitous. In fact, Pixel info can be downright difficult to find and digest, and needlessly so. We can help with that, AND together we’re going to set it up, easily! But first…

What is Facebook Pixel?

  • At its core, Pixel is a piece of code, I know what some of you less development inclined (like myself) are thinking, “Scary! You’ve already made this hard.” Just hang in there with me, this is way easier than you think. 
  • This Pixel code is an analytics tool used to track, redirect, or rather retarget your audience utilizing, you guessed it, Facebook ads!
  • It’s a tool to ensure your ads are reaching the right people and enable you to build advertising audiences.
  • Unearth new customers, and even discover “Lookalike Audiences”, designed to reach people adjacent to your highest grossing consumers.
  • And best of all, Pixel will allow you clearly define how lucrative your advertising campaign has been with advanced conversion and sales data.

With the “What” Out of the Way, Let’s Start in on the “Why & How”

With the “code” we touched on earlier, ideally it’s to be inserted in the header of the WordPress site in question. Then as the user successfully initiates a purchase, the Pixel fires, relaying and reporting the occurrence and accompanying data. From then onward, the same consumers can be retargeted with your ads, as they peruse Facebook. Nifty, huh?? Let’s get you set up.

Arbitrary Disclaimer: You WILL need to be able to access, update your site, and be familiar with installing WordPress plugins.

Checkpoint 1: Creating the Pixel

  • By first visiting the Facebook Ads Manager Pixel creation page, take note of the Create a Pixel button, in so clicking you’ll begin a fairly simple guided walkthrough toward creating a unique Pixel for your account and site.
  • Yes, you just made a Pixel, and yes, it really is that easy. Now to implement it…

Checkpoint 2: Adding Pixel to Your WordPress Site

  • As we continue, you’ll want to select ‘Use an Integration or Tag Manager‘.

  • For our use case, now that you find yourself on the Choose a Partner selection, you’ll be picking WordPress from the options available.

  • Click Download to receive the Facebook Pixel plugin for WordPress.

  • Now, via your WordPress Dashboard, locate your Plugin tab > Add New > Upload Plugin > choose the correct downloaded file, then Install and Activate after installation.

Checkpoint 3: The Verification and Wrap-up

It’s time to verify your work and make sure the implementation was successful. While it can, at the worst of times take upwards of 30 minutes to successfully connect and display as such, verification is really just a matter of:

You should see this image under the Diagnostics tab, delightfully representing that everything went smoothly.

Bonus: Do You Use Google Chrome?

If so, there is a Facebook Pixel Helper Chrome extension made specifically to validate and if necessary, troubleshoot your work. This is of course, highly recommended! You can search for Facebook Pixel Helper or click the aforementioned hyperlink to get yourself headed in the right direction.

An example of the data giving by the Pixel Helper Chrome extension.

Once enabled, all you’ll need to do is visit your site and click on the handy-dandy Pixel Helper icon in your Chrome toolbar, which will immediately tell you if there is a Pixel located on the page and if it’s functioning as expected.

Now You’ve Pixel’d Your Way to Glory

We’re here, we’ve made it, but imagine, this has just been the tip of the iceberg’s potential. For full documentation on Pixel’s capabilities, advanced use cases, and troubleshooting, be sure and check out Facebook’s Advertiser Help Center. With conversion tracking and optimization at hand, you may especially wish to take note of how to start active, working ads, as you can find out how to do so here.

Sometimes, finding the right information is just a matter of knowing where to look. Good luck out there, and carpe diem, Pixel creators!

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