Facebook Pixel: measure and improve your Facebook and Instagram ads

If you run ads on Facebook or Instagram, the Meta Pixel tells Meta which ads led to orders. Meta then shows your ads to more people like your buyers, and you see what each dollar of ad spend brought back.

Connecting it

  1. In Meta Events Manager, create a Pixel (a "dataset") for your website, and copy its Pixel ID, a long number.
  2. In your admin, go to Manage Site > Integrations and click Manage Facebook Pixel.
  3. Paste the ID, tick Active, and click Update.

The change needs a site publish; the page tells you, and the publish runs on our side. Refresh your site afterwards and check the Test Events tab in Events Manager.

What your site reports to Meta

The Pixel loads on your customer pages, not on your admin pages, and reports these standard events:

  • PageView: a visit, sent once when the first page loads. Moving between pages of your order page does not send another.
  • AddToCart: a new meal added to the cart, with its name and price. Raising the quantity of a meal already in the cart does not send it again.
  • InitiateCheckout: a customer clicks the button to submit their order, or to save a plan order.
  • Purchase: an order goes through, with its total and currency.

Because these are Meta's standard events, you can use them straight away as ad goals and in reports. No setup in Events Manager beyond the ID.

Ideas

  • Set your campaign goal to Purchase so Meta optimizes for orders, not clicks.
  • Build a custom audience of people who added to the cart but did not buy, and show them this week's menu.
  • Build a lookalike audience from your purchasers to reach new customers like your best ones.

Keywords: facebook ads, retargeting

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