Install the Facebook pixel and events on your site

1. Create a Facebook pixel in the events manager of your Facebook Business Manager.

In the side navigation bar, select Business Settings > Data Sources > Pixels and click the Add button. Name your pixel and click Continue.

2. Click on Install Code Manually, copy the basic pixel event code, and paste it into the header of every page on your website.

If you have WordPress, you can use a plugin like Pixel Cat and Insert Headers and Footers so that you only need to paste the code once. Alternatively, click on Use a Partner if you have a site built on Squarespace, WordPress, Shopify, or another common ecommerce solution. Though this integration doesn’t involve any code, it’s more prone to issues.

3. Enable Automatic advanced matching in the pixel settings.

This setting will improve the tracking of your pixel by matching the data the clients have already provided to your business.

4. Verify your domain in Facebook Business Manager.

Verify your domain in Facebook business manager. This allows you to begin the process of setting up the conversion events that you’ll be able to track. (See Step 5).

5. Add events like View content, Add to cart, Initiate checkout, and Purchase using the Aggregated Event Management Tool.

Events are actions that occur on your site. They allow Facebook to track key actions on your customer acquisition path that visitors take while on your website. The Set up events pop-up will guide you through setting up different events. Decide which pages will trigger each event. For example, you might specify that qualifies as a Conversion event. As of the new iOS 14.5 update, the attribution of events is now limited. You can only specify 8 conversion events, which you must prioritize based on importance. You can begin configuring Aggregated Event Measurement in Events Manager.

6. Install the Facebook Pixel Helper Chrome extension to your Chrome browser to test that your pixel is working.

After installing the extension, open your website in Chrome. When a pixel is successfully placed on the website, the Facebook Pixel Helper icon will appear in blue and green.

7. Check Facebook Ads Manager to see if Facebook is receiving your pixel data.

In Ads Manager, navigate to Events manager in Business tools and click on the Test events tab. Paste the website URL in the bracket and click Open website. Visit a couple of pages in your funnel to ensure that each event appears in Facebook Ads Manager.