Beginner’s Guide To The Facebook Pixel

You ever get so excited about something mundane that you start talking about it like a crazy person, even though you know nobody in the room understands what you’re talking about?

No? Just me? That’s cool.

In any case, one of those things for me is the Facebook Pixel.

It’s arguably the most powerful, versatile tool that agents can use for their business. I mean, check out how many buyer leads I pulled in from West LA (these are million dollar homes at minimum).

In a nutshell, The Pixel lets you track people who click on your ads, visit your website, or even open your emails so you can put them in a separate marketing campaign.

Wait…what?

Let’s take a second to comprehend how freaking powerful that seemingly mundane activity really is.

You run an ad for a week at $5 a day. Let’s say that you’re in the Awesome Club, so you already know the secret Awesome Sauce for creating targeted audience, and you’re hitting about 2,000 super qualified people a day.

At the end of the week, you’ve shown your ad to 15,000 people for the sake of me not really feeling like doing math right now.

Let’s say that of those 15,000 people, about 7% clicked on your ad, or about 1,000 clicks.

Those 1,000 people have already indicated that they qualify (based on your Awesome targeting) and are interested (based on the fact that they were one of the few people to actually click for more information).

I would MUCH rather run $5 a day to a small, interested group who will see my ad 4, 5, or even 6 times a week than to 15,000 people who may or may not even click on my ad the first time.

It’s a no brainer.

So without further ado, here’s the step by step guide to Setting Your Pixel Up

1) Go to Ads Manager in your Facebook account.

2) Click on the menu icon and select Pixels under Assets.

3) Name your pixel then choose to Copy and Paste the Code

Here’s where it gets a little weird. They don’t tell you to do it this way, but here’s the easiest and least confusing way I could think of to do this.

Open up a word processor. It doesn’t matter which one, Google Docs, Evernote, Pages, Microsoft Word, or any other all work fine here.

Once its open, move on to the next step.

4) Click on that obscene block of code under 1.2 to copy it to your clipboard.

5) Go back to your word processor and paste the code in, labelling it as Base Pixel.

Now to set up your Conversion Pixel. This is a modified pixel that you can use to distinguish leads who have fully opted in, or have visited a certain page on your website. It’s a little more complicated to set up, but do these steps in order and you should be just fine.

6) Back in Facebook, click on step 2. The easiest option is Basic, but choose whatever you think you’re comfortable with. Copy the Event Code for Lead onto your clipboard.

7) Paste the event code onto your word processor so it doesn’t get lost when you try to copy the next step

8) Click on 2.2, and click on the code once more to copy it onto your clipboard.

9) Paste the Pixel code you just copied into your word document, labelling it “Conversion Pixel”.

Okay, now here’s where it gets fun. We’re going to replace the bolded section of the Conversion Pixel with the Event Code above it by copying the event code and pasting it where the bolded section once was.

Your conversion pixel should look like this:

SAVE THIS DOCUMENT so that you can quickly access it every time you want to build another ad campaign.

Now that you have your pixels at the ready, you’re going to do two things

Paste Your Base Pixel in the Header of every single page you own except for the thank you page after the lead opts in.

If you’re in the Awesome Club, you already have a free Instapage account, so I’ll show you how to install it there. For other landing pages, go ahead and google how to install the pixel and follow their guides.

1) In the Page Editor, click on Settings.

2) From Settings, click on Javascript

3) Go back and copy your entire Base Pixel to your clipboard

4) Paste this code in the Header section of the Javascript option back in your Instapage.

5) Repeat for every page that is NOT your thank you page.

6) Open your Thank You Page, and copy in the Conversion Pixel you build earlier.

If you’ve done this right, you pixel status should say “Active”.

Whew. That was confusing as anything, right?

Well now it’s done. You’re now keeping track of every click, view, opt in, and more.

All that’s left to do is to run an ad to the retargeted audience and watch as they respond to your content.

Imagine how many agents you just surpassed by taking this step toward your marketing.

Now imagine how many you’ll surpass if you commit to learning more every day.

Interested in talking to me one on one about your marketing?

Book a one on one session with me at https://calendly.com/workwithtod/strategy-session