Hey, it’s Deividas here!

Pixel is the single most important thing to get right if you want to be succesful with Facebook ads.

Reason?

Ads optimize according to data and the so called algorithm is machine learning, so you have to feed it with highest quality data.

1. What is the Facebook Pixel?

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The Facebook Pixel is a small piece of code you add to your website that helps track user actions and interactions with your site.

It's basically a tracker which fires when a certain action has been taken. Then it's used to make assumptions and decisions by the algorithm in the ads manager.

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2. How to Set Up the Facebook Pixel

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Setting up the Pixel is simple, and here’s how you can get started:

• Create a Pixel: In your Facebook Ads Manager, go to the Events Manager and click on “Pixels.” Follow the steps to create a new Pixel.

• Add the Pixel to Your Website: You’ll be given a piece of code to add to your website. If you’re using platforms like Shopify or WordPress, there are plugins to help you install it easily. If you’re using custom-built websites, you may need to add the code to the header of your website manually.

• Test Your Pixel: Use Facebook’s Pixel Helper tool to make sure it’s firing correctly on your website. This will help ensure that your Pixel is working properly and tracking the right events.

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3. Leverage Pixel data

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Once your Pixel is set up, you can use it to create custom audiences for more precise targeting:

• Custom Audiences: Use data from your Pixel to create custom audiences based on actions people take on your website.

• Lookalike Audiences: Once you have a solid custom audience, you can use Facebook’s Lookalike Audiences feature to target people who are similar to those who’ve already interacted with your site.

Tip: Use high intent custom audiences like top 25% AOV or LTV users.

Also, make sure you setup audience segments for Advantage+.

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4. CAPI Setup

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CAPI is a server side tracking which was created after the infamous iOS privacy update.

Setting up a pixel is no longer enough, a good CAPI connection is a must if you want to have somewhat accurate tracking.

Most advertisers use the regular Shopify CAPI setup, but the problem is that it's quite poor and it will report only up to 70% of data.

To get it right you can either: - Use platforms like https://stape.io/ to setup yourself.

- Done for you premium CAPI with https://popsixle.com/

Invest into a good CAPI because data quality = optimisation quality.

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