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Getting Clear with Your Pixels

How to avoid mistakes when setting up and using a Facebook Pixel

It’s hard to find a website without a Facebook Pixel, but finding a correctly configured Pixel is more challenging. According to our internal statistics, 70% of companies make Pixel mistakes which hinder proper data collection. That’s a lot of bad data and lost opportunities.

Based on our research and expertise, we’ve prepared a few tips for businesses.

But first, what is a Pixel?

If you have just got acquainted with Pixel, start with these basics, then come back here.


Everything matters, but everything’s not the same

Whether Purchase, Add to Cart, or App Install, any target action corresponds to a certain Pixel Event. For instance, if you only track views of goods on your website through ViewContent, visitors who add something to their cart may be overlooked because information about their actions is calculated by another event (AddToCart) which you don’t have on your website.

Event settings define conversions: the information about different level of users’ interest enables retargeting to focus on those who are ready to make a purchase.

There are 18 standard Pixel Events. For the best results, check if your Pixel corresponds to all the important actions on your website.


Know your names

Any confusion in Pixel Events can affect the data you collect and use. You must use standard Event names as much as possible. Verify and check them carefully: if AddCart or AdtCart appears instead of the commonly used Facebook term AddToCart in one of your pages, it’s likely your statistic will be incorrect. Any deviation in a name is taken as a customisation that leads to misrepresentation, with your data distributed in a wrong graph.


Two Pixels aren’t better than one

Imagine this scenario: you’ve added a Pixel to your website and set it up properly. Everything was working well, until someone began updating the landing page. Retargeting breaks down, but it’s not the fault of your creative. What’s gone wrong?

Perhaps you’ve installed a second Pixel, not realising there’s already one on your website.

A good rule of thumb is to only use one Pixel per web page. Any overlapping will cause conflict and generate incorrect data in Ads Manager.

To protect your retargeting, check for duplicates.


A Pixel for every page

While it is important to only have one Pixel per page, it’s also important to have a Pixel on each page. Make sure each of your pages has Pixel code; that way you won’t miss a website visitor who goes deeper into your website, e.g. from landing page to product catalogue.

If there is no Pixel in a catalogue sub-page, any conversion information won’t be collected and transmitted into your Facebook Ad Account. You’ll blind yourself to your customers.

Furthermore, everything you’ve done for the desktop version of your website must be done for the mobile one as well. Check if you have a Pixel for all website versions, so you don’t miss out the large number of users who made conversions from their smartphones.


Check and check again

A correct Pixel setup won’t help you if there are any technical mistakes somewhere. Install Pixel Helper, a Chrome extension, to monitor Pixels and imagine you are your own client: make all the various target actions which you expect to see in your Ad Account.

The extension will then show which Pixel Events are in the page and inform you if any of them have an error. In case you get an error message, check the Event inside the code.

Everything’s ok, but the problem doesn’t disappear? Check out the tips from Helper.

By the way, the extension doesn’t substitute the Pixel itself. Statistics will also collapse if the Pixel is switched off, but you weren’t thinking of going without Facebook аnalytics, were you?

Share your observations and write about issues you had with the Facebook Pixel to complete the checklist.


Patrick Luk
September 24, 2018

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