How to Set Up Facebook Pixel for WooCommerce Store
What is the most popular social media platform?
Well, there’s no doubt on anyone’s mind, whether they like it or not, Facebook is still the king of social media sites. Although its popularity has waxed and waned over the years, Facebook still boasts close to 3 billion monthly active users, making it the most popular social media site overall.
Besides being a social media platform for its users to socialize, Facebook is an exceptionally potent advertising platform. If you have a WooCommerce store and have not yet jumped to advertising on this platform, then you better check these statistics,
- Facebook is the third most visited website in the world.
- A whopping 2 billion people log into Facebook every day.
- More than a billion people visit Facebook shops where merchants like you display their products.
- 57% of brands have found success using Facebook stories to promote their products.
- Nearly nine out of ten U.S. marketers use Facebook to reach their target audience.
- There are 250 million Facebook shops globally.
- More than a billion people use Facebook’s shopping features every month.
- About half of Facebook users say the social network has some impact on their purchasing habits.
- Over 160 million businesses utilize Facebook to connect with their customers.
- Over 10 million businesses run ads on Facebook.
Therefore, you need to consider using Facebook’s product marketing features to grow your sales.
However, how do you know who visited your WooCommerce site from Facebook promotional ads or pages? How will Facebook reach your target audience who is interested or looking for the exact products you sell?
That’s where Facebook Pixel, now known as Meta Pixel, comes into play. In this article, we will discuss what WooCommerce Facebook Pixel is and how to set up Facebook Pixel for WooCommerce.
What is Facebook Pixel?
A Facebook pixel is a piece of code that you add to your website to help you track the effectiveness of your Facebook ads. It does this by collecting data about the actions people take on your website, such as visiting a specific page or making a purchase.
You can use the Facebook Pixel for WooCommerce code to track events on your website, such as:
- Page views: This event tracks visitors when they view a specific page on your website.
- Add to cart: This event monitors users as they place an item into their cart on your website.
- Initiate checkout: This event observes individuals when they start the checkout process on your website.
- Purchase: This event captures instances when users complete a purchase on your website.
- Lead generation: This event registers actions when users submit a form on your website, helping you track potential leads.
- Signup: This event notes instances when users sign up for your email list or subscribe to your newsletter.
- Video views: This event is recorded when users watch a video on your website.
- Custom events: You also have the flexibility to create custom events, enabling you to track any other specific actions on your website.
This data can then be used to create custom audiences for your ads, optimize your ad campaigns, and measure the results of your ads. For example, let’s say you want to know which visitors have added products to your cart after being redirected from your Facebook ads.
Or you want to know who abandoned the cart after adding some products to the cart. Or which visitors spent time on which product pages and never purchased anything.
You can find out all of this data through Facebook conversion pixel for WooCommerce. After that, you can efficiently retarget, remarked, and reconnect with your customers.
How can you use Facebook Pixel data?
There are many ways to use Facebook pixel data to improve your Facebook advertising campaigns. Here are a few examples:
Create custom audiences
You can use your pixel data to create custom audiences, which are groups of people who have visited your website or taken a specific action on your website. This allows you to show your ads to people who are more likely to be interested in what you have to offer.
For example, you could create a custom audience of people who have visited your product pages but haven’t made a purchase. You could then show them ads for products they’ve shown an interest in.
Optimize your ad campaigns
You can use your pixel data to optimize your ad campaigns by tracking the results of your ads and seeing which ones are performing the best. You can use this information to adjust your bids, targeting, and creatives (the visual and text elements of your ad) to get better results.
Measure the results of your ads
You can use your pixel data to measure the results of your ads by tracking the number of people who visit your website, make a purchase, or take another desired action. This information can be used to see your ads’ effectiveness and make changes to improve your results.
For instance, you could see that your ads are driving a lot of traffic to your website but not a lot of sales. You could then adjust your ads to make it more clear what you want people to do, such as “buy now” or “sign up for our newsletter.”
Track conversions across devices
With a pixel, you can track conversions across devices. This means you can see how people who see your ads on Facebook eventually convert to your website, even if they don’t make a purchase right away.
Utilize this data to assess the effectiveness of your advertisements in boosting sales and implement necessary adjustments for enhanced outcomes.
Create lookalike audiences
You can use your pixel data to create lookalike audiences, which are groups of people who are similar to your existing customers. This allows you to reach new people who are likely to be interested in your products or services.
For example, you could create a lookalike audience of people who have purchased from your website in the past. You could then show them ads for new products or services you think they might be interested in.
Retarget people who have visited your website
You can use your pixel data to retarget people who have visited your website but haven’t made a purchase. This is a great way to remind people about your products or services and encourage them to come back and buy.
These are just a few of the many ways you can use Facebook pixel data to improve your advertising campaigns. By using this data wisely, you can make better decisions about your ads and get more out of your Facebook advertising budget.
How to create Facebook pixel for WooCommerce
If you are trying to find out how to add Facebook pixel to WooCommerce in 2023, you must be seriously confused. Facebook is gradually upgrading all tools and platforms to its new mothership, Meta.
Also, the platform is always changing/updating its features and user interface. Almost all other articles we found on this have backdated data.
Anyway, let’s add Facebook pixel to WooCommerce the right way.
You need to go to Meta Event Manager, not Facebook Business Manager. Previously, you had to log in to Business Manager, and there was a dedicated menu item called Pixel under Measure & Reports.
Click on the Connect Data button. Now you need to select Webs, but you may find it not selectable.
If none of the options except the App is working, then make sure you have selected your Meta Business account. From the top right corner, select your business account.
After you select that, your Event Manager will reload. You should be able to select Web now.
Click on Connect to proceed to the next window. Enter the name of your Facebook Pixel for WooCommerce and click Create.
Next, enter your website URL.
You have various options to link your data with Meta.
Get guidance: Answer questions for Meta to find a suitable setup method based on your resources.
Do it yourself: You have the technical expertise and want to do it manually.
If you are new to this, simply go with the guided option.
Guided process for connecting Pixel to WooCommerce
Select the appropriate answer based on your team members. If you are doing it yourself, then select the first option.
Select the appropriate option if you have an in-house developer or hired one. Or, go with the first option.
Select your estimated budget, or skip it for now.
You can answer whether you use Amazon’s cloud service or not.
Finally, Meta will suggest you the preferred method for your expertise level. Based on our answers, Meta suggested using the Conversions API and Meta Pixel through partners like Shopify, Google Tag Manager, WordPress, or Wix. It’s an easy way to connect your data.
After you click the Get Started button, Meta will display the partner channels for you to choose from. In our case, it’s WooCommerce.
Select the Facebook Pixel for WooCommerce you created earlier.
On the Next screen, Meta will provide you the Facebook pixel for the WooCommerce plugin to download and install on your site. Download the file.
In the next couple of screens, Meta will guide you on installing Facebook pixel on WooCommerce and connecting your pixel. Let us guide you with actual screenshots.
Installing the Facebook Pixel for WooCommerce plugin
Log in to your WordPress site, where you have your WooCommerce store. Go to Plugins and then click on Add New. Click on Upload Plugin.
Browse your computer and select the Facebook Pixel for WooCommerce plugin you just downloaded.
Click Install to install the plugin.
Activate the plugin after it finishes installation.
Now, you need to complete the setup. Click on the Get Started button.
It will redirect you to your Facebook account.
Accept and grant all permission to proceed.
Select your details, including Facebook Pixel for WooCommerce you created earlier. Otherwise, Facebook will create new ones for you. If you have an existing catalog on Facebook with your WooCommerce product feed, select that one.
Check to make sure what WooCommerce integration is allowed to do.
Finally, Facebook will complete the integration process.
Facebook will authenticate and redirect you to your WooCommerce site.
Testing your Facebook Pixel for WooCommerce
Return to Meta/Facebook Event Manager and click on Partner Integration and click on WooCommerce. You will see your Woo site is now connected and active.
You can test your events from the Event Manager.
Enter your website URL in the Test Events tab and perform some actions on your site.
It will appear in the activity window of this tab. If everything is working perfectly, you will see a screen like this –
You will find the connection details if you go back to your WordPress admin panel and visit the Connection tab of the plugin settings.
You can also install a Chrome extension called Meta Pixel Helper to check your Facebook Pixel for WooCommerce connection.
Now, browse any page or take any action, and the extension will immediately show you the activity.
If everything in your Pixel setup is working, you will see actions/events on the Overview tab.
Here’s how it may display your visitor’s actions.
You can also manually add events right from your website’s front end. You won’t need to insert manual codes.
From the Overview tab, click on Add Events and select From the Pixel.
Click the Open Event Setup Tool button.
Enter your website URL and open the website.
On your website, you will now see the event tool. Click Track New Button.
The tool will highlight trackable places on the page, and you can set your event by clicking on any of those.
Select what type of event it will be and confirm to finish.
Facebook Pixel in your Meta account now will track this event and show it on the events board.
How to Create a Custom Conversion and Custom Audience
Custom conversions are a type of conversion tracking in Google Ads that allows you to measure the interactions that matter to your business. This can include things like website page views, form submissions, or purchases.
Custom conversions can be used to:
Measure the success of your advertising campaigns
By tracking custom conversions, you can see which ads are driving the most conversions and make adjustments to your campaigns accordingly.
Create more effective custom audiences
Custom audiences are groups of people who have already taken a specific action on your website, such as making a purchase or signing up for your newsletter. You can use custom audiences to target your ads to people who are more likely to convert.
Optimize your ad delivery
Custom conversions can be used to show your ads to people who are most likely to take a specific action. This can help you improve your click-through rate (CTR) and conversion rate.
Custom conversions are a powerful tool that can help you improve the performance of your Google Ads campaigns. By tracking the interactions that matter to your business, you can make better decisions about where to spend your advertising budget and how to target your ads.
Here are some additional benefits of using custom conversions:
- You can track conversions that Google Ads, such as phone calls or app downloads, do not natively support.
- You can track conversions across multiple devices and platforms.
- You can use custom conversions to create more granular reports and insights.
- You can use custom conversions to optimize your ad delivery for specific conversion goals.
If you are serious about improving the performance of your Google Ads campaigns, we highly recommend using custom conversions. They are a powerful tool that can help you make better decisions and achieve your business goals.
How to create custom conversions
Here are the steps on how to create custom conversions:
Go back to the left menu on the Event Manager and click on Custom Conversions.
Click on the button in the middle.
Input a name and select your Facebook Pixel for WooCommerce. Select an event that you want to track, or you can select all URL traffic.
You can let Meta select an event category for optimization or select one yourself.
You’ve got three choices: URL Equal or URL Contains or doesn’t contain.
For URL Equals, you can put in the whole web address, including the “https” and the domain (like https://abcstore.com/page-name).
With URL Contains you can just use a part of the web address (for example, “/order-confirmed.php” for a page that comes up after a purchase).
You can set a monetary value for this conversion so that you can track your ad spend. If you don’t set any numbers, the default will be zero.
How to create a custom audience and lookalike audience
A custom audience on Facebook is a group of people who have already taken a specific action on your website, such as making a purchase or signing up for your newsletter. You can use custom audiences to target your ads to people who are more likely to convert.
To create a custom audience using the Facebook Pixel for WooCommerce on the Facebook event manager, you will need to:
Go to Event Manager>> Data Sources and click on Create. Click the Create custom audience option.
Select your Ad account.
Select the event condition for which you want to create the custom audience.
For example, you can create a custom audience for all the visitors you received on your website in the last 30 days.
Click on Create Audience when you are done.
After you create a custom audience, you can create look alike audience. A lookalike audience is a group of people who are similar to your existing customers or event attendees.
You can create a lookalike audience based on your custom audience. To create a lookalike audience, you will need to select a custom audience as the source audience.
You can then choose the size of the lookalike audience and the location. Facebook will then use its machine learning algorithms to find people who are similar to your custom audience.
You can use lookalike audiences to target your ads to people who are more likely to be interested in your business. This can help you improve your click-through rate (CTR), conversion rate, and return on ad spend (ROAS).
Upload and update Facebook Pixel for WooCommerce Catalog with a feed
As we have seen, when you integrate your WooCommerce in the Pixel partner integration, the system generates a number of things automatically. It can create a Facebook page, a Pixel, an Ads account, and a Catalog.
You can manually create all of these items and assign them during the integration process. The Catalog holds all your WooCommerce product data.
The automatic update feature for the Catalog is limited to specific countries or accounts. You will have to upload the catalog again to update your product listings manually.
For example, let’s say, you have updated shipping information, or running occasional discounts, or ended your discount offer. You need to update this information on your Facebook Pixel for WooCommerce Catalog almost immediately.
Otherwise, your visitors will see wrong information on the Facebook posts and ads and lose trust when visiting your Woo pages.
You can upload a Facebook / Meta product feed to update your product listings on the Pixel.
Go to Commerce Manager and jump to Catalog >> Data Sources and select your feed. Go to the Settings tab.
You can add a supplementary feed or upload a new single feed. You can also enable the automatic update option from here and schedule frequency for Facebook to fetch data from this new feed.
The best option for you is to create a catalog with an appropriate product feed and connect it to the Facebook Pixel for WooCommerce. When you create a new Catalog with a product feed, you can include all the necessary attributes Facebook requires.
When Facebook Pixel imports your products, it doesn’t include all the necessary attributes. Also, WooCommerce doesn’t have all the fields built-in in its system.
As a result, it can impact your ad performance and conversions.
What is a product feed?
A product feed is a file that contains textual data about your products. For example, a product feed contains your WooCommerce product title, description, SKU IDs, price, etc.
You can use a product feed to create listings on Facebook Shop and marketplaces and create dynamic ads on Facebook and Instagram. Dynamic ads are ads that show products that are relevant to the person who is viewing the ad.
Here’s an example of a product feed –
Did you notice the column headers?
Those are your product’s different characteristics, such as title, price, availability, etc. In a product feed, they are called attributes.
Different channels have different attribute requirements. Here’s what Facebook looks for in a product feed.
Facebook product feed attributes for Facebook Shop
- Brand, MPN, or GTIN (include at least one)
Attributes for Marketplace (Facebook USA only)
- Brand, MPN, or GTIN (include at least one)
Attributes for page shop, dynamic ads, Instagram shop
- Brand, MPN, or GTIN (include at least one)
You need to learn these attributes and guidelines and merge them in a spreadsheet file. After that, copy-paste Woo product data underneath them.
However, manually doing so wouldn’t serve our primary purpose: automating the product listing for Facebook Pixel for WooCommerce. Also, there are specific fields like Brand, MPN, GTIN, etc., you won’t find on Woo product pages.
To solve all your problems, you will need a woocommerce product feed plugin such as CTX Feed.
CTX Feed – WooCommerce product feed plugin
CTX Feed is a powerful WooCommerce product feed plugin that can help you create product feeds for over 130+ marketing channels, including Google Shopping, Facebook, Amazon, Pinterest, Instagram, Snapchat, Bing smart shopping Ads, eBay, PriceRunner, and many more.
The plugin offers a number of features that make it easy to create and manage product feeds, including:
Unlimited product feeds
You can create unlimited feeds regardless of the size of your store.
130+ pre-configured templates
It comes with over 130 pre-configured templates for popular marketing channels, so you can quickly and easily create a product feed that meets the requirements of your chosen channel.
Automatic feed updates
The plugin offers automatic product feed updates at your set interval. For example, if you set 5 minutes interval, CTX Feed will update all your feed every 5 minutes. Any changes you make within this time will be updated on the feed.
Support for any product feed file type
CTX Feed can create product feeds in XML, CSV, TSV, XLS, TXT, and JSON format, so you can easily upload your feed to any channel.
The plugin has a user-friendly interface that makes it easy to create and manage product feeds, even if you don’t have any technical experience.
Support for variable and variation products
CTX Feed can create product feeds for variable and variation products, so you can easily promote all of your products to your chosen channels.
Supports URL connection
CTX Feed supports FTP/URL/SFTP/HTTP connections.
The ability to create custom templates
If you need to create a custom template for a specific marketing channel, CTX Feed makes it easy to do so.
Support for all WooCommerce product types
CTX Feed supports all WooCommerce product types, including simple products, variable products, grouped products, bundled products, and subscription products.
Creating a Facebook product feed using CTX Feed
Install and activate the free version of CTX Feed from your Woo admin panel.
Click on Make Feed.
Select the Facebook Catalog/Instagram option from the Template field.
Select your preferred file type.
The plugin will automatically populate Facebook’s required attributes at the bottom.
You can also set some custom filters from the dedicated settings.
When you press the generate button, the plugin automatically collects and inserts your WooCommerce product information into a feed.
You can find your feed on the Manage Feed page. The plugin also allows you to set your update settings from here.
You can download, view, edit, delete, or copy feed URLs from its settings.
CTX Feed comes with specialized configurations tailored for all the distinct custom fields that various channels might demand. Go to CTX Feed >> Settings >> Custom Fields.
Toggle to enable the ones you need. After that, go to your product pages and jump to the Product data section. You will find the custom field on the Inventory tab.
Insert your value, and the CTX feed will automatically include it in the Facebook product feed.
How to create a Facebook catalog and upload a feed
Return to your Commerce Manager, click Catalog >> Data Sources >> Add New, and select Data Feed option.
Copy and paste the Facebook Pixel for WooCommerce feed you created in CTX Feed.
On the next screen, you will be able to set your feed name and update frequency.
Let’s explain how the automatic update will work. Suppose you have launched a Black Friday discount offer on your store and set special discounts on some products.
CTX Feed will collect the updates and update the feed file at your set interval. And Facebook will fetch those updates from the feed URL at your set frequency.
Thus, you can display accurate and updated data across your platforms. You can now assign this catalog to your Facebook Pixel for WooCommerce.
Benefits of using Facebook Pixel for WooCommerce store
Here are some of the benefits of using Facebook Pixel for your WooCommerce store in more detail:
Facebook Pixel can help you increase sales by retargeting customers who have visited your website but haven’t made a purchase yet. This is because retargeting ads are shown to people who are already familiar with your brand and have expressed an interest in your products. This can be a very effective way to remind people about your products and encourage them to make a purchase.
Let’s say someone visits your website and adds a product to their cart but doesn’t complete the purchase. You can then use Facebook Pixel to create a retargeting ad that shows this person the product they added to their cart. This ad will be shown to the person on Facebook, and it may remind them to come back to your website and complete the purchase.
Improved marketing campaigns
Facebook Pixel can also help you improve your marketing campaigns by providing data on how your customers interact with your website. This data can be used to optimize your campaigns and get better results.
For instance, you can use Facebook Pixel to track the following metrics:
Pageviews: This metric shows you which pages on your website are the most popular. This information can be used to create more targeted landing pages for your ads.
Add to carts: This metric shows you which products are the most popular. This information can be used to create more targeted product ads.
Checkouts: This metric shows you which customers are actually checking out. This information can be used to identify potential areas for improvement on your website.
Purchases: This metric shows you which products are actually being purchased. This information can be used to track the success of your marketing campaigns.
By tracking these metrics, you can get a better understanding of how your customers are interacting with your website and make adjustments to your marketing campaigns accordingly. This can help you improve your results and get more conversions.
A better understanding of your customers
Facebook Pixel can also help you better understand your customers by providing you with data on their demographics, interests, and behavior. This data can be used to create more targeted marketing campaigns and improve your customer experience.
You can use Facebook Pixel to track the following demographics:
Age: This information can be used to target your ads to people of a certain age group.
Gender: This information can be used to target your ads to men or women.
Location: This information can be used to target your ads to people in a specific geographic location.
You can also use Facebook Pixel to track the following interests:
Interests: This information can be used to target your ads to people who are interested in certain topics or products.
Behavior: This information can be used to target your ads to people who have taken certain actions on your website, such as adding a product to their cart or making a purchase.
By tracking this data, you can get a better understanding of your customers and what they are interested in. This information can be used to create more targeted marketing campaigns that are more likely to resonate with your audience.
Increased brand awareness
Facebook Pixel can also help you increase brand awareness by showing your ads to people who have visited your website or taken certain actions on your website. This can help you reach a wider audience and generate more leads.
For example, you can use Facebook Pixel to create an ad showing your website’s logo and a short business description. This ad will be shown to people who have visited your website or taken specific actions on your website.
This can help to remind people about your brand and encourage them to revisit your website.
Frequently Asked Questions (FAQs)
Here’s a concise list of the types of data you can track with Facebook Pixel for the WooCommerce store:
Add to Cart events
Initiate Checkout events
User engagement metrics
Dynamic ads for retargeting
Conversion tracking for ad effectiveness
Here are some steps you can take to ensure that your Facebook Pixel is working correctly –
Install the Facebook Pixel code on your WooCommerce website.
Use the Facebook Pixel Helper to check if the pixel is firing and if there are any errors.
Test the tracking of key events from Event Manager>>Data Sources>>Test Events.
Troubleshoot issues found on Event Manager>>Data Sources>>Diagnostics.
Review the data in your Facebook Event Manager Manager regularly.
Page Views: Monitor specific page visits like product and category pages.
Add to Cart Events: Track when users add products to their cart.
Initiate Checkout Events: Understand user progress in the checkout process.
Purchase Events: Capture completed purchases and order details.
Search Events: Track product searches on your store.
Lead Events: Measure the success of lead generation forms.
Custom Events: Set up unique events for actions like sign-ups.
User Engagement: Monitor time, scrolls, and clicks.
Dynamic Ads: Retarget users with products they’ve viewed.
Conversion Tracking: Measure ad effectiveness for actions on your store.
Overall, Facebook Pixel for WooCommerce is a powerful tool that you can use to track customer behavior on your WooCommerce store and improve your marketing campaigns.
Hope this article will guide you in creating and connecting Facebook Pixel to your WooCommerce store. Let us know if you have any questions or suggestions.
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