The Facebook pixel is a powerful analytics tool which enables you to track, target and optimize ads for your target audience. If you are new to this, just imagine if Google Analytics and Google Ads had a baby… it’s almost like that! The main benefit of the Facebook pixel is helping you measure the effectiveness of your advertising campaigns based on how your audiences engage with and interact with them. However, it can also be used as a standalone platform even if you are NOT looking to advertise on Facebook or Instagram.
Now the tricky bit with the Facebook pixel is that because Facebook only allows one pixel per Facebook account, most people assume they have to set up multiple Facebook accounts to get multiple Facebook pixels in order to track multiple websites. But you actually don’t have to do anything like that!
All you need is the Facebook pixel you already have. In fact, it’s actually insanely simple to set this up for yourself! This tutorial is perfect for those of you who are looking for a way to use Facebook’s ad platform for all of your different websites, without the need to create multiple Facebook accounts and pixels. Let’s get started!
Adding your Facebook Pixel to all websites
The first step is to simply add your Facebook pixel code on all of your websites. It doesn’t matter if these websites are in completely different niches, all that the pixel does is capture all of your audience data.
If you don’t have a Facebook Pixel yet, you can get it via your Facebook Ads Manager.
If you use Squarespace or WordPress, simply follow the installation instructions provided. If you don’t use any partner platforms, simply add the pixel code within the
<head> </head> tags in your website template. And that’s it!
Your code is added correctly if the status next to your pixel is shown in green.
The next sections of this tutorial assumes you have already had the pixel code installed on your websites for at least a couple of days so we have data readily available to analyze.
Using Facebook Analytics
Facebook Analytics is a powerful tool for analyzing the optimizing the customer journey across your websites as well as Facebook Pages. I have practically replaced this tool with Google Analytics when it comes to understanding who my audiences are and how they engage with my content.
The reason why it is so good is due to the nature of Facebook having direct access to the data of its users. When a user who has a Facebook account also visits your website, that user is automatically profiled based on the information they have shared on their Facebook profile. Things like their demographics (ex. age range, job title, relationship status), page links (ex. what do they like?), household (ex. income, size), and purchase behavior (ex. what do they buy? How do they buy? What’s their lifestyle like?). These are all extremely insightful metrics that can help you understand and better serve your ideal target audience.
Populating reports by website
When you log into Facebook Analytics, your dashboard will display the cumulative metrics from all of the websites that your Facebook pixel is on. In order to break down your data into each individual website, click on the Add a Segment button at the top. A popup will come up where you can define the condition. Follow the prompts until you have something like this, except with your own domain:
If all looks good, click on Apply — and violà! Now only analytics related to the domain you have specified will show.
To save this view for the next time you log into Facebook Analytics, I would recommend saving the segment.
Targeting ads based on website audience
Now, let’s say you want to create Facebook ads and target them only to visitors of one of your website. To do this, we first have to go into our Audiences Manager, and Create a Custom Audience.
Select Website Traffic, and enter your information like the below:
Feel free to adjust the days field as you see fit, I left mine as the default (30 days) since I feel my website is likely still fresh on the minds of visitors who have visited in the last 30 days.
Enter a name and description for this audience if you prefer, and click on Create Audience.
With your custom audience created, you can now set up your ads to only target those visitors via your Ad Set configurations.
That’s it! I hope this tutorial was easy to follow and hopefully you’ll find some good uses in this in your business. As always, if you have any questions, please ask them in the comments and I will be happy to help!