Seeing how your customers and potential customers behave in a brick-and-mortar store is easy! Your sales team is there with them, actively using strategies to assist in boosting sales. But what if you own an eCommerce store?
This is where tools such as the Facebook pixel (now called the Meta pixel) come in.
The Meta pixel is a nifty little piece of tracking code that will help you boost sales by measuring, optimizing, and building targeted audiences.
It works by tracking the actions of your online store visitors and sending that information to Facebook. Armed with this goldmine of data, you can boost your remarketing and marketing strategies by creating more personalized product ads that increase conversion rates.
Ready to get started? Read our quick and easy step-by-step guide below!
To expand a bit on the above, the Meta pixel is an analytics tool that will help you measure selected events on your website. For example, it has the capability to track the following:
- Page views
- Add to cart
- Purchase events
- Scroll depth
- Time on page
This helps you better understand the effectiveness of your advertising and the actions people are taking on your Shopify store. You will be able to see awesome information such as conversion events in relation to your Instagram and/or Facebook ads, and quickly learn what works, and what doesn't.
You can use the pixel as a stand-alone or in conjunction with the Conversions API. The Conversions API creates a more solid connection that will help the delivery system decrease your costs. But we'll dive into that a bit later.
One last note: The standard events for Shopify are visitor activities but you can also set up additional custom events to dig a little deeper.
When you set up a Meta pixel on Shopify, you will need to set a customer data-sharing level. This is the amount of personal information you want to gather from your visitors; details such as name, email address phone number, address, etc.
The customer data-sharing level you set will affect the amount of insight you will be able to receive.
You'll be able to set the level when you are setting up the Facebook sales channel on Shopify. Your three options will be:
- Conservative - Get some ad performance and customer targeting improvements, but prioritize sharing less information. This setting uses a Facebook Pixel, a third-party cookie that collects and shares customers’ browsing behavior on your store. Browser-based ad blockers can prevent the pixel from collecting data.
- Enhanced - Use proven, established methods for strong ad performance. Customer activity data is shared using the Facebook Pixel, advanced matching, and Conversions API. Customers can disconnect this data from their Facebook account by changing their settings for Off-Facebook Activity.
- Maximum - Get the best possible results. This setting is continually updated with Facebook’s latest advertising technology and shares the most data with Facebook. Customer activity data is shared using the Facebook Pixel, advanced matching, and Conversions API. Customers can disconnect this data from their Facebook account by changing their settings for Off-Facebook Activity.
Now that you know what data can be tracked, let's dive into the setup!
Before we dive into our step-by-step instructions, you need to know that there are two ways to set up this nifty analytics tool; through the Facebook sales channel on Shopify or through your Facebook Events Manager.
The sales channel option is quicker, but using the Facebook Events Manager means you can paste the piece of code into your Shopify Theme code and enable some custom pixel tracking.
The easiest way to set up a pixel is via the Facebook sales channel on Shopify. During the sales channel setup, select your customer data-sharing settings.
In the pixel set-up box, click on "Create new" and a pixel will automatically be set up. click "Confirm".
The pixel setup won't be saved until you complete the channel setup, so accept the terms and conditions and click "submit for review".
Once you've got the pixel set up, you can then access it via Facebook and play around with your event tracking options and make sure everything is working.
If you get stuck, the Facebook Help Center is a fantastic resource.
The setup is fairly straightforward:
Go to your Facebook page Events Manager.
Click "Connect Data" and then select "Web" and "Connect".
Name the pixel and click "Create Pixel".
You will get a pop-up that says: "Now that you've created a pixel, enter your website URL and we'll let you know if it's eligible for integration with one of our supported partners, such as Shopify." Enter your website URL and click "Check".
If all checks out, the URL will have a green tick next to it and you can click "Next".
You will now be given a choice of how you want to connect your website: Conversions API and Meta pixel or Meta pixel only. It is recommended to use the Conversions API and Meta pixel as Meta pixel only means that browser-based ad blockers can prevent the pixel from collecting data.
Once you've chosen an option, click "Next".
You will continue to be guided through the process step-by-step. If choosing API and you are not familiar with them, this will require the help of a developer as the pixel base code will need to be installed correctly on your website in order for it to work.
Once the pixel is set up it can be found under "Data Sources" in the right-hand menu. Here you will be able to view your active pixels and pixel IDs as well as test events, run diagnostics, view activity, and change your settings.
We previously mentioned custom events in relation to the pixel but you might be asking, "what is a Facebook pixel event?".
Events are actions that take place on your website. Meta has predefined standard events that can be used to log conversions, optimize for conversions, and build audiences. The predefined events are as follows:
Source: Facebook Business Help Center
We won't be going in-depth on this topic as you can simply follow the step-by-step process via Facebook Business Manager.
Removing a pixel from your website is a relatively simple process. If you installed it using code, you can simply remove the pixel code from your online store theme code.
If you used a partner integration or tag manager, then you'll need to follow the guides provided.
Alternatively, you can just remove specific ad accounts or partners from Meta pixel via the Facebook Business Manager page under "Business settings".
Adding a Facebook pixel Shopify integration will boost your advertising campaigns by giving you valuable insight into customer behavior. What we have covered above is just the tip of the iceberg and we encourage you to dig deeper and learn more about this awesome tracking tool.
A few examples of the capabilities include setting up targeting options, custom audiences, and custom conversions.
For example, Custom audiences allow you to effectively retarget website visitors by tracking what pages they do and don't visit. These are just some of the great insights you have access to with the Meta pixel setup.
By keeping track of customer behavior you can work magic with your Facebook and Instagram adverts and create solid remarketing strategies. To recap:
- Install the pixel through Shopify and Facebook Business Manager.
- Gather data about your visitors such as location, device used, and other demographic insights.
- Review your visitor behavior to gain valuable information.
- Use the insights gathered to create Facebook custom audiences, lookalike audiences, and ads tailored to those specific groups.
- Assess conversion events and create more effective ad strategies for your business.
If you enjoyed this how-to guide, feel free to read through our other step-by-step guides on setting up a successful Shopify store.