WHAT IS THE FACEBOOK PIXEL AND WHY DO YOU NEED IT?

The Facebook pixel is code that you add to your website to track your website traffic. You use this code to learn who your customers are. Once installed to your Shopify store, you will now be able to learn the demographics of your customers. You will also be able to retarget to them and track the effectiveness of your Facebook video ads marketing campaigns.

To really have a successful Facebook marketing campaign, it is important you install the Facebook pixel. In this section we will show you how to install the code to your Shopify store and the many ways you can use it to understand your customers and grow your business.

Very Important: In 2015, Facebook introduced their new Facebook pixel. The new Facebook Pixel is simple and great for you. You can use the new Facebook pixel to track conversions, retarget to your customers, and monitor all your campaigns with the one pixel. Before this new pixel, you had to use different pixels to achieve the same goal. The new pixel simplifies working with Facebook. If you have being using the old Facebook pixel code, you should switch it now. Facebook will stop using it on February 15, 2017.

How to Create Your Facebook Pixel
To create your Facebook pixel:

Step 1
Go to your Facebook Pixel tab in Ads Manager.Now that you have added your Facebook pixel to your Shopify store, it is time to start tracking your traffic. You will be able to track how customers use your Shopify store and their conversions. To do this, you will use Facebook's three ways to track. They are

1- Custom Audiences

2- Standard Events

3- Custom Conversions

Custom Audiences
Custom audiences uses the Facebook pixel to track your store visitors who are on Facebook. The power of custom audiences is that you can customize your audience based on what pages people visit. For example, you can create an audience based on:

◉ Anyone who visits your website
◉ People who visit specific web pages
◉ People visiting specific web pages but not others
◉ People who haven't visited in a certain amount of time
◉ Or even a custom combination

These types of actions you are tracking are called standard events. There's nine available standard events to choose from. You can see the nine events and their description below

You only need to add the standard events code on the page you are tracking.

Custom Conversions
To track specific actions people take on your Shopify store, use custom conversions. Custom conversions are great because you can use them with or without standard events. Especially, when you can't add standard events to your store. Lastly, you can also use custom conversions to optimize and track your Facebook video ads.

USING CUSTOM CONVERSIONS INSTEAD OF STANDARD EVENTS
The first way to use custom conversions is if you've added the Facebook base code without standard events. Just leave the code as is and create custom conversions using URL rules instead.