Facebook Pixels Website Custom Audience pixel

Facebook Pixels


How does this work? WCA/Conversion pixel for
desktop and mobile websites
Set FB cookie upon visiting facebook.com or m.facebook.com

2 . HTTP(S) to facebook.com or m.facebook.com
3. Set FB (FR) cookie

Sending conversion pixel ID from your desktop and mobile website to Facebook

5. HTTP(s) Get/Post request to facebook.com/tr
+ FR Cookie

6. Empty 1x1 image (pixel)


First type of Facebook pixels
•  Website

Custom Audience pixel (WCA pixel)

•  Pixel

fired when users visit the client’s website and take specific
actions

• 

Used to create custom audiences of users

• 

•  We

Re-marketing, exclusion targeting and lookalike audience creation
purpose

need only one WCA pixel for an ad account


Passing data using the WCA pixel
•  Event

names can be customized (the default is “PixelInitilized”).

•  Set

the event if the page/tags container URL can’t be used to
distinguish between page/action types or actions are being sent
dynamically (e.g. button click).

•  Parameters

(using a key/value dictionary), should be passed on
possible and relevant (e.g. product ID, Flight Destination etc.)


WCA pixel code (generated by PE/AM)
<script>(function() {
var _fbq = window._fbq || (window._fbq = []);

if (!_fbq.loaded) {
JS code for JS enabled browsers
var fbds = document.createElement('script');
fbds.async = true;
fbds.src = '//connect.facebook.net/en_US/fbds.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(fbds, s);
_fbq.loaded = true;
}
_fbq.push(['addPixelId', ’<PIXEL_ID>']);
})();
window._fbq = window._fbq || [];
window._fbq.push(['track', 'PixelInitialized', {}]);
</script>
<noscript>Non JS code for
src=" />JS disabled browsers
id=<PIXEL_ID>&ev=PixelInitialized" /></noscript>


WCA pixel - Set event name + Pass explicit
parameters
<script>(function() {
var _fbq = window._fbq || (window._fbq = []);
if (!_fbq.loaded) {
var fbds = document.createElement('script');
fbds.async = true;
fbds.src = '//connect.facebook.net/en_US/fbds.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(fbds, s);

_fbq.loaded = true;
}
_fbq.push(['addPixelId', '<PIXEL_ID>']);
})();
window._fbq = window._fbq || [];
window._fbq.push(["track", ”StartBooking", {destination: dest}]);
</script>
<noscript>style="display:none" src=" />id=<PIXEL_ID>&ev=StartBooking&cd[destination]=dest" />noscript>


Second type of Facebook pixels
•  Conversion

pixel
•  Report on conversions to Facebook in order to track actions that are
taken offsite
•  Conversion – can be any action taken on the client’s website, e.g.
registration, lead, purchase etc
•  The tracking is used for:
Measurement and reporting – report on actions that are attributed to
Facebook ads
•  Bid on oCPM for actions that are taken offsite
•  Create Lookalikes audiences
•  Cross device conversion tracking
•  Multiple conversion pixel IDs per ad account
• 

Passing data using the Conversion pixel
•  The

pixel ID is mapped on Facebook server side to an ad account +
conversion event (e.g. “purchase", "registrations”)

•  By

default, only the pixel ID is being passed

•  Optional

value

parameters that can be passed: currency and conversion


Conversion pixel code (generated by PE/AM)
<!-- Facebook Conversion Code for test -->
<script>(function() {
var _fbq = window._fbq || (window._fbq = []);
if (!_fbq.loaded) {
var fbds = document.createElement('script');
fbds.async = true;
fbds.src = '//connect.facebook.net/en_US/fbds.js';
JS code for
var s = document.getElementsByTagName('script')[0];
JS enabled browsers
s.parentNode.insertBefore(fbds, s);
_fbq.loaded = true;

}
})();
window._fbq = window._fbq || [];
window._fbq.push(['track', ’<CONV_PIXEL_ID>',
{'value':'0.00','currency':'USD'}]);
</script>
<noscript>></noscript>

Non JS code for JS disabled browsers


JS vs. Image pixel
WCA/Conversion pixels can be implemented in two ways:
1. 

Java Script pixel code is preferred:
•  Recognizes

the original page URL for the most of the tag mangers

•  Asynchronous

loading (better site performance)

•  Flexible/dynamic

(e.g. send WCA event when clicking on ‘add to

basket’ button)
2. 

Image pixel code – should be used only in a case where the client
does not allow adding JS code to their site or within a tag managers
which does not support JS code.


WCA / Conversion pixel best practices
1. 

Place the pixels on both of your desktop and mobile web sites

2. 

Use the JS version of the pixel code

3. 

Place the pixels in the <head> </head> HTML section

4. 

For clients with a small-medium traffic volume, place the WCA pixel
on all of the site’s pages


Cont… Conversion pixel best practices
1.  Use the Facebook pixel helper extension in chrome and chrome

developer tools - mobile emulator to verify pixel fires across devices
2.  Pass conversion values & Currency from the pixel
3.  Track all of the relevant conversion pixels for ALL of your Facebook ads
– for cross device measurement!
4.  Use oCPM bidding for offsite conversions


Reference
•  Pixel

helper Plugin:
/>
•  WCA pixel:

/>•  Conversion

pixel:
/>
•  Pixel

sample: />