When using Facebook ads, there’s only one tool you should start using right away to get the most out of your marketing budget, and that’s Facebook Pixel. This tutorial is for WordPress websites only. If you use a different website platform, here’s a Facebook tutorial for how to install Facebook Pixel.
Have you ever wondered what people look at when they visit your website after seeing your ads? Facebook Pixel is an analytics tool that will help you track and measure your advertising efforts by gathering information on how potential patients are interacting with your website. By doing this, Facebook Pixel will help ensure your ads running on Facebook are seen by the people who are most likely to take your desired action and that will ensure higher new-patient conversions.
How Does Facebook Pixel Work?
The Facebook pixel is a line of code that you place on your dental website. We are going to be covering how to do that in this task. This can be done without a website developer, so don’t stress.
What this code will do is help you collect data to track conversions from Facebook ads, build targeted audiences for future campaigns, and remarket to people who have been to your website before. The function is similar to Google Tags as It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads. If you then study all the steps along their journey, you can measure and optimize your ads for the conversions that mean the most to your dental office.
The Benefits Of Facebook Pixel
- Better Understanding of Your Audience. Probably the most valuable insight Facebook Pixel provides is garnering insights for both your current and potential audience. Specifically, you have the benefits of Facebook Analytics to identify the browsing habits of your patients.
- Ensures Relevant Engagement and Retargeting. If you are a pediatric dentist, you wouldn’t want your ads going to 21-year-old college kids as it would not be effective, right? You want to make sure you are marketing to a relevant audience. Facebook Pixel helps you retarget relevant audiences by tracking what they’ve previously browsed or expressed interest in online. By doing this you will better market to high-value visitors who are more likely to use your dental services.
- Conversion Tracking with Events and Custom Conversions. The Facebook Pixel will allow you to define a conversion using Pixel events. With Pixel events, you can track specific actions on your website that can be used for targeting, reporting and optimization. The pixel allows Facebook to identify when a conversion happens (e.g, if somebody books an appointment) so that your ad reports can reflect them.
- Saves You Money! By helping you target your audience, Facebook Pixel will ensure that you spend less money on reach. Remember, it’s not about how many people see your ad, it’s about the right people seeing it. You’ve heard it before… Quality > Quantity. Therefore, optimizing your ads will help cut out those who are not of interest to you and focus on those who matter.
How To Set Up Facebook Pixel
To start this process you are going to need 3 things:
- A website for your dental office
- A Google Business page
- Google Tag Manager (The Marketing Box 1)
Ready? Let’s do this!
First, you will need to go to the “Events Manager” page on your newly created Facebook Ads Manager account. Your screen should look like this when you arrive:
If you have more than one dental practice with different ad accounts/billing information, make sure you are logged into your preferred ad account in the top right corner before setting up your pixel.
Select “Connect a Data Source”.
Seeing as we are setting up the pixel to track the activity on your website, you will need to select “Web” and click “Get Started”.
Select the “Facebook Pixel” option and click “Connect”.
Next, you will need to give your pixel a name. Easiest would be to just name this pixel your practice’s name (e.g., Bob’s Dentistry). If you would like to “Check your website for easy setup options”, you can do this here too, but this is not required as we are going to help guide you through the setup process, step-by-step. Next, click “Create”.
You will then be asked how you would like to install the pixel code. Now, this might sound complicated at first, but don’t worry! We are going to help you finish in no time at all.
We are going to provide you with an insider tip to save you both time and provide a more organized approach to Facebook Pixel. While most tutorials will just follow the generic steps provided to connect your website directly, we are going to use Google Tag Manager to install your Facebook Pixel. We set up Google Tag Manager in Box 1, so if you haven’t done this, (tsk, tsk) please go back and create an account before we continue. If you have Google Tags Manager installed, click on the “Use a partner” button to continue.
Select “Google Tag Manager” as a partner.
From here Facebook provides you with a guided setup. Read carefully to understand what you are doing for each step.
- The first step explains that you are about to set up Facebook Pixel via Google Tags Manager. Click “Continue”.
- You are asked whether you would like to turn on “Advanced Matching”. Enabling advanced matching will offer you the following: better match for your website visitors to people on Facebook, an increase in the size of your custom audience, a decrease in the cost per conversion, and an increase in the number of attributed conversions. So, if you didn’t pick up on it, it would be best to turn this on. ; )
- Next, you will need to provide Facebook access to your Google Tags Manager account. When signing in to your Google Tag Manager Account, double-check that you sign in with the same Gmail account you used to set up your tag manager account originally. Click “Allow” to continue.
- You are then given another opportunity to verify that you are logging in to the correct Google Tag Manager account. The name displayed here should be your practice name. Click “Finish Setup”.
- You will now be asked to set up “Events”. At this point, you don’t need to do this as things will become a bit complicated. We are going to cover how to set up custom events in Facebook Pixel for more detailed tracking in a future Marketing Box, so be sure to stay tuned. For now, simply click “Continue”.
Finally, we are going to verify that your pixel is working by taking it for a test drive. Click “Test Events in Events Manager”.
Enter your website URL into the “Test Browser Events” section and click “Open Website”. Click on a few buttons and book an appointment. If the Facebook Pixel is working correctly, it will record your activity and show it on the same screen.
Extra Awesome Pain-Free tip: If you want to double-check that Pixel was successfully installed to your website, install the “Facebook Pixel Helper”. The Facebook Pixel Helper is a troubleshooting tool that helps you validate your pixel implementation. Once you are on your website via Google, in the top right corner you will see a puzzle piece for “Plugins”, click on this and you should see “Facebook Pixel Helper”. Once you click on it, a panel will expand to show a detailed overview of the page’s pixels, including warnings, errors, and successes.
And that’s it! We know Facebook Pixel can be a tricky one, so if you’re having issues be sure to discuss it with one of our experts in your monthly meeting.