Strategies for implementing the Facebook Pixel

Photo by Will Francis / Unsplash

Why This Topic Is Important

Facebook's Pixel integration is the key ingredient to capturing the right analytics from your website and Facebook ad campaigns. There is a lot that could be said to contextualize that statement, but the most important thing to know is that the pixel tracks everything a user does on your site. Sometimes, when the pixel is integrated poorly, or when there are multiple implementations of the same pixel, you will see discrepancies in the analytical data/reporting.

These are only a few of the potential discrepancies that you may be dealing with. Integrating the Pixel in the correct way (described below) will help you avoid all of these potential conflicts.

Possible Ways To Integrate A Pixel

There are many ways to integrate a Facebook Pixel on your website. In my opinion, and in Facebook's recommendation: only one of the ways is the correct way. Some of the possible ways to implement a pixel include:

  1. Manual Code
  2. Third-party plugin/app
  3. Official Facebook Partner Integration

The Correct Way To Integrate

Whether you are already familiar with one (or all) of these, the answer is the same: the Partner Integration is the only foolproof method for integrating a pixel.

Facebook has developed an official Partner Integration for a number of the biggest website platforms that exist today. The full list includes platforms like Shopify, Woocommerce, Wordpress, BigCommerce, Wix, Webflow, even Google Tag Manager. If you are using any of these platforms, you should definitely be using the Partner Integration that was made for that platform.

Implementing this integration is easy. It goes without saying that you should follow the instructions that are specific to the platform you are using, but the basics of it are the same:

  1. Create a Business Manager, Page, Ad Account, Pixel, and (optionally) a Catalog on Facebook Business. Chances are you've already completed this step, but you should double-check that you have 'Admin' permissions for all of the assets listed above.
  2. Visit your website platforms plugin marketplace. Some platforms call them different things: Wordpress = plugin, Shopify = Apps, Webflow = Integrations.
  3. Install Facebook's Official Plugin. It is developed by Facebook.
  4. Configure the plugin settings and connect the pixel. We need to connect the pixel to the plugin now. This is a fairly straightforward process, since Facebook has included guided context clues along the way. It will have you log into your Facebook account, choose the assets to connect, and Walah!

Your website should now be tracking all visitors using Standard Events, and you can now build Custom Events as needed. Make sure to test the connection using the 'Test Events' tab in the Facebook Events Manager.

Why This Is The Correct Way

Simply put, all of the other integration methods come with unwanted side effects and can cause long-term discrepancies in your reporting that can sometimes be hard to recover from.

This is especially important when you are servicing clients as an ad agency or some other outside entity. It is your responsibility to ensure that data is being reported accurately, and from my experience, it is difficult to do that consistently and faithfully if you implement the pixel without the official Partner Integration.

Furthermore, using the Partner Integration will allow you to keep the pixel up-to-date, without having to manually update it. Facebook is constantly reiterating its integrations, and using this particular method will ensure that we don't have to think about those future reiterations or updates breaking, or what-have-you.

Potential Problems with the Partner Integration

Is the Partner Integration perfect? No. Are there potential conflicts that could arise? Absolutely. But rest assured, that the benefits of using the Partner Integration over any other method of implementation, make it without-a-doubt the best possible method for integrating the Pixel.

Pixel discrepancies can be complicated, time-consuming, and sometimes feel impossible to resolve. While there are a plethora of solutions that I will be covering in future articles - including some that may result from the Partner Integration itself - please remember that I'm always available to chat as well as available to hire when you need someone to troubleshoot your pixel errors and help you resolve them.

Jordan Clark

Jordan Clark

Cincinnati, Ohio