Facebook Pixel for Beginners | Megs Hollis | Skillshare

Facebook Pixel for Beginners

Megs Hollis, Let's #dodigitalbetter

Facebook Pixel for Beginners

Megs Hollis, Let's #dodigitalbetter

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5 Lessons (16m)
    • 1. Introduction to the Facebook Pixel

      2:53
    • 2. What exactly is the Facebook pixel?

      2:59
    • 3. How to create and install the Facebook pixel

      3:53
    • 4. Understanding Events & Reporting Capabilities

      4:46
    • 5. Creating Audiences with the Facebook Pixel

      1:58
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About This Class

Ever wondered what the Facebook pixel is or what it does? That's where I come in! I am excited to walk you through the creation and installation journey step by step to unlock a whole host of benefits when it comes to the Facebook pixel. 

TOPICS WE'LL COVER: 

  • What is the Facebook Pixel?
  • Create and Install the Facebook Pixel
  • Use Pixel Information to Capture Events
  • Use the Pixel to create Custom Audiences

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Megs Hollis

Let's #dodigitalbetter

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Transcripts

1. Introduction to the Facebook Pixel : Hello and welcome to the skill she posts all about the Facebook pixel. Now at the facebook pixel has a lot of benefits, but there's also quite a bit of confusion out there in terms of what exactly it is and what it really does. And that is where I come in, hello, my name is made and this girl she calls is really going to break down at the basics of the Facebook pixel. And I really hope that it's helpful and useful to you. Who am I to be teaching this course while I am a digital marketing strategist and have been for the last ten years and now full-time employed as a digital marketing manager. And I also have a YouTube channel all about digital marketing. So I really do live, breathe and sleep into digital marketing and the Facebook pixel is one of my favorite tools. So I'm so excited to be sharing a little bit more about what this nifty and hardworking tool can do for you and your business today. In today's a masterclass, we're gonna look at the pixel and hard functions to help you reach audiences that matter the most to you. We'll go through how to create and install the pixel, how to use and understand the actions that people take on your site, and how to use that information to create custom audiences. So essentially we are going to be talking through what is the best for pixel. How do you create an install the Facebook pixel? How do you use the pixel information to capture events? And how do you use the pixel to create custom audiences? First, sensory cap exactly how Facebook advertising works. So there are essentially three levels to face advertising. You have your campaign, your ad sets, annual ads, and he fat. And so how did those actually work together while your campaign is all about your business objectives? Then underneath that, your ad sets are all about your priorities around delivery. Because remember all businesses are unique. So Facebook, to give you as many options as it can for you to really struck to how you want those ads to be delivered. So this includes things like the target audience, the placements, aka where people will actually end up seeing your ads, the budgets and Howard will spend and over what period as well as the schedule. And finally, when it comes to the ads themselves, these are of course, particular articulations of your advertising goals. And so they involve the creative, so the picture, as well as the text. So what do you actually promoting at that point in time? The cools action or CTAs. So that's typically just the baton. And then finally the destination URL. So all of these and components that need to work together in order for you to run a successful ad. And whether Facebook pixel comes in, in this regard is that it really is powerful when it comes to your target audience, as well as how your badgered gets spent. So that really kind of unpacks exactly where the facebook pixel fits into the broader ecosystem. 2. What exactly is the Facebook pixel?: Let's talk about what the facebook pixel is. Well, the Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising and to understand the actions people take on your website. The pixel is in fact, just a few lines of code that allows you to be copied onto your website header section. And this allows Facebook to receive information from your website to make your Facebook ads more relevant to your specific audience. So if you are familiar with, for example, Google Analytics, you'll be very familiar with this concept of getting a little bit of code or a snippet of code implementing an unio sites and then actually using that code to track certain events on the site. The Facebook pixel is working in the exact same way. You can use the pixel to help make sure that your ads are being shown to the right people by targeting advertising audiences and improving this all the time. You can also get the most actions you care about at the cheapest cost. And you can unlock additional Facebook advertising tools using the pixel. How exactly does it work? You ask, well, the pixel can be begin to recognize a visitor actions such as which pages people are visiting, devices being used and other insights. So with this information, you can then Katie your ads so that they speak directly to a specific audience and make those visitors are more likely to take an action or issue terabytes, like making a purchase or signing up for a subscription. And after you've installed the pixel that you can analyze this visitor traffic so that you can create custom audiences and optimize for conversion events. So how exactly are you going to use this information while you can use it to reach the right people first and foremost. So you can find new customers or people you've visited a specific paige, taken a desired action on your website. Plus you can create customer lookalike audiences to reach more people who are similar to your best customers. You can also drive more sales. Setting up automatic bidding and reach people who are most likely to take an action, lovemaking effectors. And you can measure the results of your ads, see what happened exactly as a direct result from your ad to understand just how successful it really is, it also allows you to capture specific events and events I really crucial to the Facebook pixel and how it works. So events are essentially actions which happened on your website, either as a result of Facebook ads. So that would be paid advertising, organic reach an unpaired. When someone takes an action on your website, your Facebook pixel is essentially lugging this as an event. And if you study all the steps along the journey, you can measure and optimize your ads for conversions that mean the most to your website. And ultimately your business. 3. How to create and install the Facebook pixel : Next, let's talk about creating and installing a pixel. How to Create says, well, let's first think about what exactly we need before we create our pixel. First of all, of course we need a website. So if you don't have a website for your business, the Facebook pixel is going to be of no use to you. You also need the ability to update your website's code. In terms of creating an installing the pixel. We're gonna walk through how you created. We're gonna chat through the three different ways in which you can install it, and then how to make that decision to choose the best way for your business in terms of step one from the main menu and add. And then you're gonna go to the measure and report column. You're then gonna select pixels, blur events manager, stick to is you're going to be taken to a page which provides more information about what exactly the pixel refers. So be sure to read this comprehensive beam. Then you can proceed by clicking on creates a pixel. You can then insert your name for your pixel and click create an audit to confirm. Here you'll see your three installation methods, which include one, connecting a Partner platform to manually installing the pixel yourself, or three, emailing instructions to develop them. And this is exactly what that little form will look like. Option one that connects a Partner platform. So Facebook is already partnered with some of the most popular platforms and website services. When you select your platform, you would automatic he launched a vague, unique setup process of firing the prompts, which festival we'll walk you through. If you don't see a platform that you are. And you can also request for Facebook to partner with them by clicking request in you. Partner. Option two is to manually install the pixel yourself. So here you would copy the entire code and paste it in the header of your website. And the code at the bottom of the header section, just above the closing head tag. And then finally, option three is emailing instructions to your developer. So you can actually enter the email address of who you'd like to send the instructions to. All the information you see in the email pixel code box will be sent to your developer and they will be guided through the installation on your behalf. You can make some tweaks and edits to this form or you can send it as is, after you place the code on your website and be sure to test the pixel. So you can click on a send test traffic to make sure that the pixel is firing. And if the status says active, then your base current is installed correctly. And this can take several minutes to update. You do have some options. So in regards to events, you can track on page load, which would be the option you would choose if you care most about when someone lands on a certain page, like a confirmation page after their confirm any purchase or you can track event on inline action, which means that if you want to check that someone's clicking a button, for example, that would be an example of an in-line action because it's not necessarily them going to a new page. You can also add event parameters, which would include things like conversion value or currency. And this allows you to measure additional information about the event. Copy and paste the event on the appropriate paired to test it or rise, it's time to discuss your projects. Your project is very simple. All I would like you to do is create your pixel and implemented on your website. Once you are done that I would love to hear about it. Savy shirts, a comment, and let me know how easy or difficult you found this process. 4. Understanding Events & Reporting Capabilities : Next, let's talk about setting up extra live in. So once you've actually installed your pixel, you will be asked which events you are hoping to track. And here, there are three key kinds of events which you need to be aware of. The first of which is called the standard event. And a standard event is a action which Facebook break glasses and supports across ad products. Examples of standard events include complete registration search and add to wish list. You can use events to capture conversions optimized for conversions and bold audiences if you add the appropriate code to your website. And on the next slide, I've provided a comprehensive list of standard events. These include things like a website action, adding payment information, Add to Cart, Add to wishlist, complete registration, contact customized product, donate, find, vacation, initiate checkout, lead, purchase, Sheol search, stock trial, submit applications, subscribe or view content. Next time is custom events. Customer veins are actions which fall outside those covered by Facebook standard events. You can create some use. Custom events are adding them to your website code. Customer events are used to build custom audiences that don't support optimization on attribution unless they are mapped. You can add. So the website code just like standard wins, but with customer bins, they need to be named something different from your standard event names. Finally, you get custom conversions. Custom conversions enable you to sing major event information based on values, event types, custom information fields and other characteristics for more detailed reporting and ads manager creates a custom conversion by bolding rules that define unique high-value activities that are important to your business. Your custom conversion will then be applied to all flying outset. That most common custom conversion as a URL based custom conversion. This means you can create a customized version that allows you to stan when people visit a specific page on your website, for example, the Thank you page. And here you can see exactly how Facebook enables you to create a custom conversion. So here it says, custom conversions allow you to measure unique activities and optimize your ads for the events that matter most to your business, creates a customer conversion by applying rules to existing events and include events that meet the following criteria. The key thing to note here is that every page of your website should of course include the base code, but then the individual pages and will have different snippets of code, which would be either standard event or custom event occurred. Next, let's talk all about reporting. How can you actually use the information that you are given from your Facebook pixel? Well, you're given high-level event metrics. So other data sources tab, you can measure and optimize your ad campaigns that use your pixel event information. If you have more than one pixel, select the pixel that you'd like to view and see basic information on this page are vital pixels such as its status and last activity. Here you also see events received, and that's the total number of events your pixel received, top events, which is how effectively your information has been matched to Facebook and activity. This graph shows the number of events measured per day for the last seven days that can be attributed to people who saw your ads. This will help you to understand recent behavior of people who have recently visited your site and quickly identify if there's an issue with any of your events and how they've been set up on site, on the Facebook pixels summary page, be sure to select your pixel or click details for a more detailed insight of vital Facebook ad performance events allows you to check out the descriptions and learn about the key elements of a pixel detail page. Timeframe allows you to adjust the timeframe of your information and the default is all available days. And the overview tab, the graph shows the number and value of events received, matched events and attributed events. See how much traffic there's been on your website here. Hover over the points in the graph to see a breakdown of these matrix or review the table. The dotted line means that the data has not yet been folder for that day. And remember that this is counting raw pixel fires, which is every time a page loads, which is different from browser sessions. Overview tab table will show the number and the value of events received, match events, and attributed events. 5. Creating Audiences with the Facebook Pixel : Next, let's talk about audiences. So custom audiences has two core kind of reasons for being, and that is to refocus on your website and it's visitors, or to find new customers. And you have three real criteria for your customer or audience. You can create up to five rules and certain criteria around specific audiences you would like to reach. The first is all website visitors. So this section includes everyone who visited your website. If you have multiple websites, selecting this option will include people who visited any of your websites. Then next type is people who visited specific pages. This option lets you create your own rules to include people based on whether they're visited specific websites or web pages. For example, if you specify in the URL that it should contain shoes, you will only capture people who visited webpages with the word shoe in the URL, and then finally, visitors by time spent. This rule includes or excludes the people who spent the most time on your website. You can modify what percentile of the people who've spent the most time on your website you want to include and the number of days back to, to add visitors. This can be at a 180. This rule can be further modified if you narrow the time spent to a specific URL. And example of how you would use this as if you have multiple domains, but only one to include visitors who spent the most time on just one of them. And that is it for this masterclass, all about the Facebook pixel. I really hope that you found it valuable and I would love to hear your feedback in the comment section. As I say, I am always here to answer queries. And if you'd like to check me out on YouTube, then please do so. But I cannot wait to see you in our next skill she calls so that we can continue to do digital data.