Facebook and Instagram ads are one of the best ways to find students for your online course. They allow you to find your ideal customer, the one that is your perfect student.
Having your pixel installed on your WordPress site allows Facebook to understand who’s interested in your content and helps them find the perfect student for your online course. The Facebook pixel code will send website visitor information back to Facebook so that you can track customer actions on your site. This helps you create smarter Facebook ad campaigns and saves you money over time.
WHAT IS THE FACEBOOK PIXEL?
The Facebook pixel is a piece of code that you place on your website. I know this sounds complicated, but it is actually very simple. This code allows Facebook to show ads to people who have visited your website in the past and also tracks conversions. For example, people who have purchased from you in the past or opted into one of your lead magnets or webinar registration pages.
Even if you don’t plan on doing Facebook ads anytime soon, you will still want to install the pixel on your website and any landing pages, such as Leadpages, right away to plan for the future and start collecting data.
You may not even know if the pixel has been installed on your website. Also, I want you to check to see if the pixel on your website is your own pixel. I’ve audited some accounts recently and they had multiple pixels installed. Some of them we didn’t even know who the pixel code belonged to!
To test to see if a Facebook pixel is installed on a page, go to Chrome and download the "Facebook Pixel Helper" Chrome extension.
Once you install this extension, go to your website or any landing page you want to test. Click the Facebook Pixel Helper icon at the top right corner of your browser and a drop-down will appear. It will have the status of each event you are tracking. If there is a green circle next to the specific event, such as page views, it means that your Facebook pixel has been installed. Check the pixel number to make sure it’s the correct one and that you don’t have multiple pixels installed, or more importantly, pixels that aren’t yours!
INSTALLING THE FACEBOOK PIXEL
No Facebook pixel? Then let’s install it!
You can find the pixel in your Facebook's Ads Manager tab under the Pixels tab. Go to the Facebook Ads Manager and click on hamburger menu (the three lines) at the top left-hand corner. Then under Measure and Report, go to Events Manager and click Pixels.
Click the green set-up pixel if you haven't yet created the pixel. Name your pixel, for example your company name, and select create.
To use the pixel, you should first install the pixel code on your site. Scroll down to Step 2 and copy / paste the entire pixel code and save to a Word or Google docs so you can access it later. You can also click on email instructions if you prefer to send this to your web developer.
Installing the Facebook pixel on your WordPress website
Installing the code may depend on the type of website you have and your coding skills. If you have coding skills, you can copy the relevant code and paste it into the header of the web page you plan to track. If you use the WordPress platform, you can use a plugin to install the conversion code. “Insert Headers and Footers” is a great free WordPress plugin to install the code on your WordPress site. You can install your Facebook pixel code across the entire site with one click when you use this plugin.
After you install and activate the plugin on your WordPress site, you will need to copy and paste your pixel code into the header of the plugin.
LET’S GET MORE ADVANCED WITH STANDARD EVENTS
Events are actions that take place on your website including your landing pages. The actions you want to track depends on the objective of your Facebook ad campaign.
For example, since you plan to sell online courses, you will use Facebook ads to generate leads and sales for your online course. You’ll want to track actions like completed registration, lead, add to cart, and purchase. There is a specific code corresponding to each of these actions. You need to add this code to the Facebook pixel on the web page you want to track. Here is how you should access and install this code.
How to Install the Standard Event Codes on your Website
Step 1: Go to Facebook Ads Manager and click on the hamburger menu (the three lines) in the top left corner of the page. Under Measure & Report, click on Pixels.
Step 2: Click on Details.
Step 3: Next, click on Set Up New Events which is at the top right hand corner of the page.
Step 4: The next step is to add the specific events you need to track. Click on manually install the events you want to track and under the drop down box, go to the category that best fits your business. I like to use the Education category for most online course creators and there are other categories you can check out too to get pixel code.
In Step 5, it’s now time to select the events that you want to track. For example, here you can track a lead after someone signs up for your webinar or challenge (some also track this as a completed registration), initiate checkout, or purchase (after someone buys your course). Here, you will click on the standard event you want to track (e.g. purchase), input the conversion value along with the currency (e.g. USD), and then copy the pixel code. This code will be placed in the header of the landing page for this action. For example, let’s assume you’re tracking leads for your webinar. The lead pixel code will be placed on your thank you page for your webinar.
How to Test to Make Sure your Events are Tracking Properly
The final step is to confirm if the tracking is working as it should.. You can use your Facebook Pixel Helper in a Chrome browser. Load the web page with an event you just created. Click the Facebook Pixel Helper icon at the top right corner of your browser and a drop-down will appear. It will have the status of each event you are tracking. If there is a green circle next to the specific event, it means everything is tracking as it should.
Another way to test to make sure your Standard Events are set up properly, is to go to test event set up which is right under all of your standard events.
Next, you’ll input the website URL you want to test. It will open the website in a new browser window and check that the events you set up are firing correctly by triggering them on your website.
HOW TO SET UP CUSTOM CONVERSIONS
In addition to setting up standard events, I also like to set up custom conversions. Call me crazy, but I like to have several tracking mechanisms in place to track to see how my ads are converting.
Custom conversions are so easy to set up.
Go back to your ads manager and click on custom conversions.
Click on Create Custom Conversion.
Here, you will name your conversion such as Registered for Webinar. Under Rule 1, URL contains, select equals. Then, where it says, Add URL Keywords, you will input the page that marks your conversion, for example, the thank you page of your webinar registration. You won’t enter any value unless this is a page that you’re tracking the purchase for your online course.
Create your Facebook pixel in your ads manager.
Install your Facebook pixel in the header of your WordPress website and any landing pages that you’re using (e.g. LeadPages).
Set up any standard events that you want to track. This includes registrations, leads, add to cart, and purchase just to name a few.
Set up any custom conversions as another way to track your Facebook ads.
I hope all of this is super clear! if you have any questions on setting up your Facebook pixel, standard events or creating custom conversions, let me know below!
Facebook and Instagram ads are one of the best ways to find students for your online course. If you need help with your Facebook and Instagram ads, set up your free consultation here.