乍一看，Facebook 广告^{(Facebook advertising)}可能是一个非常令人困惑的遭遇。它的功能强大，但相当压倒性和复杂性。Facebook的广告分析工具Pixel是最令人沮丧和复杂的功能之一。

Facebook Pixels在大多数广告平台中都非常普遍。目前或计划使用Facebook广告的^(Facebook)任何人都会在^(Anyone)Facebook Pixels中找到一个很棒的工具。如果您希望从社交广告预算^{(ad budget)}中获得最大收益，那么您将想确切了解Facebook Pixel是什么以及它是如何工作的。

什么是 Facebook 像素？^{(What Is a Facebook Pixel?)}

Facebook 像素^{(Facebook Pixel)}是您可以放置​​在您的网站上的隐藏代码。该代码将收集数据，帮助您跟踪Facebook广告的转化，为您的^(Facebook)目标受众^{(target audience)}优化这些广告，为未来的广告建立受众，并向已经访问过您网站并在您的网站上采取行动的其他人进行再营销。

Facebook Pixels 通过顺序重定向^{(sequential retargeting)}操作。这意味着他们将放置一个 cookie，该信息以文本字符串的形式存储在您的计算机上，它将跟踪访问您网站的访问者，以便您可以制作有针对性的广告。一旦访问者看到广告，Facebook Pixel就可用于跟踪他们返回时的行为。

Facebook 像素有什么用？^{(What Is a Facebook Pixel Good For?)}

简而言之，Facebook Pixel是提高Facebook 广告^{(Facebook ad)} 转化率^{(conversion rate)}和获得更好投资回报 ( ROI ) 的好方法。收集到的信息对于创建更强大的Facebook 广告^{(Facebook ad)}至关重要，并有助于广告定位^{(ad targeting)}。这可确保您的广告被更有可能采取行动的访问者看到。

现在安装Facebook Pixel将为您节省大量额外的时间。无论如何^(Regardless)，无论您现在是否使用Facebook 广告^{(Facebook ad)}，Facebook Pixel都会开始收集数据以供以后使用，并在您准备好创建您的第一个Facebook 广告^{(Facebook ad)}后做好准备。

^(Prime)Facebook Pixel的^{(Facebook Pixel)}主要优势示例：

• 它允许您查看人们在查看您的Facebook 广告^{(Facebook ad)}后如何与您的网站互动。然后，您可以在所有设备上跟踪这些客户，从而优化您的广告策略^{(ad strategy)}并计算您的投资回报率^(ROI)。
• ^(Helps)通过允许Facebook使用收集的数据来建立更多与已经访问您网站的人有共同兴趣的受众，从而帮助扩大您的潜在客户群。^{(customer base)}
• 提供^(Provides)额外的工具和指标供使用，例如网络转化活动、动态广告，以及跟踪每个潜在客户成本和^{(lead and cost)}每次转化成本的能力。
• Facebook重定向，这只是Facebook的顺序定位。向新客户或现有客户展示^(Show)针对他们之前可能在购物车中放弃的内容的^{(shopping cart)}广告^{(ad specific)}。
• 针对您网站上举行的特定转化事件优化Facebook广告。
• 根据价值优化针对您的受众的Facebook广告，从而带来更高的^(Facebook)投资回报率^(ROI)。
• 允许您自定义网站事件以收集更多信息。

创建 Facebook 像素并将其添加到您的网站^{(Create And Add a Facebook Pixel To Your Website)}

一切都解释了是什么和为什么，这让我们知道了如何。

• 进入您的Facebook 事件管理器^{(Facebook Events Manager)}，然后单击主窗口中的蓝色大按钮^{(blue button)}连接数据源^{(Connect a Data Source)}。

• 由于更多的人可能拥有一个网站而不是他们自己的应用程序，因此我们将选择下一个窗口中提供的Web选项。^{(Web )}通过单击开始执行^{(Get Started)}此操作。

• 选择 Facebook Pixel 并单击连接^(Connect)。

• 通过给它一个名称和将要安装的网站的URL来提供您的^(URL)Pixel的详细信息。
  

• 接下来，您将选择安装像素代码^{(pixel code)}的方式。如果您碰巧使用Squarespace、WordPress或其他Facebook 合作伙伴^{(Facebook partner)}，建议使用使用合​​作伙伴集成^{(Use a Partner Integration)}选项。我们将在本教程中使用WordPress 。

• 从合作伙伴列表中选择WordPress后，您可以选择要启用的功能以及代码。

自动高级匹配^{(Automatic Advanced Matching)}将从您的访问者那里收集更多数据。这不是强制性的，但Facebook Pixel拥有的信息越多，广告的定制效果就会越好。

• 点击继续^{(Continue )}继续。
• 接下来，您将能够下载包含Pixel 代码的^{(Pixel code)}.zip 文件^{(.zip file)}。单击^(Click)绿色下载^{(Download )}按钮。
  

• 下载后，单击继续并按照屏幕上的说明将 .zip 添加到您的WordPress 站点^{(WordPress site)}。

• 在验证连接步骤^{(Verify Connection step)}中，安装后连接可能需要几分钟才能达到活动^{(Active )}状态。请耐心等待，一旦它变为绿色，请单击Continue。

• 您现在可以设置要在您的网站上进行的活动。在可用空间中输入您网站的URL ，然后单击^{(space and click)} 连接^(Connect)。

• 一个新选项卡应该会打开到您的网站，并随之打开一个弹出窗口。单击^(Click)以开始设置事件。

如果您现在不想设置活动，您随时可以在准备好后重新开始。

事件将跟踪访问者的操作并根据您设置的触发器创建反应。这可以是任何事情，从跟踪按下的某些按钮到当访问者将某些东西添加到他们的购物车时启动结帐提示。^{(checkout prompt)}

• 您可以返回Facebook 事件管理器页面查看您的^{(Facebook Events Manager page)}Pixel是否以及如何运行。

您的页面应该看起来类似。您可以跟踪所有事件，测试它们以确保它们正常工作，并根据您认为合适的方式调整设置。为了遵守 Facebook 的条款，您的访问者也必须知道您的网站正在收集数据。

^(Avoid)通过向访问者提供您正在使用Facebook Pixel的明确通知，^{(Facebook Pixel)}避免法律上的复杂性和道德困境。如果用户选择退出，则^(users)允许^(Allow) 他们有机会退出，因为在当前的数字时代，人们总是对他们对在线安全和隐私^{(security and privacy)}的需求保持警惕。

OTT Explains : What Is a Facebook Pixel?

At first glance, Facebook advertising can be a pretty confusing encountеr. Its feаtures are powerful but rather overwhelmіng and complеx. A Pixel, Faсebook’s advertising analytics tool, is one of the more рarticularly frustrating аnd complex features.

Facebook Pixels are incredibly common across most advertising platforms. Anyone currently or planning to use Facebook ads will find an amazing tool in Facebook Pixels. If you’re looking to get the most out of your social ad budget then you’re going to want to know exactly what a Facebook Pixel is and how it works.

What Is a Facebook Pixel?

A Facebook Pixel is a hidden code that you can place on your website. The code will collect data that helps you track conversions from Facebook ads, optimizes those ads for your target audience, builds that audience for future ads, and remarkets to others who have already visited and taken action on your site.

Facebook Pixels operate through sequential retargeting. This means that they’ll drop a cookie, information stored as text strings on your computer, that will track visitors who visit your website so that you can produce targeted advertisements. Once a visitor sees the advertisement, the Facebook Pixel can be used to track their behavior upon return.

What Is a Facebook Pixel Good For?

In short, a Facebook Pixel is a great way to improve your Facebook ad conversion rate and achieve a better return on investment (ROI). The information gathered is vital for creating stronger Facebook ads and helps with ad targeting. This ensures that your ads are seen by visitors who are more likely to action.

Installing Facebook Pixel now will save you a lot of extra time down the road. Regardless, whether you’re using Facebook ads now or not, the Facebook Pixel will begin collecting data for use later and be ready once you are, to create your first Facebook ad.

Prime examples for what a Facebook Pixel is good for:

• It allows you to see how people interact with your website after viewing your Facebook ad. You can then track these customers across all of their devices allowing you to refine your ad strategy and calculate your ROI.
• Helps expand your potential customer base by allowing Facebook to use the collected data to build a larger audience with shared interests to those already visiting your site.
• Provides additional tools and metrics for use such as web conversion campaigns, dynamic ads, and the ability to track cost per lead and cost per conversion.
• Facebook retargeting which is just sequential targeting for Facebook. Show new customers targeted ads or current customers an ad specific to what they may have abandoned previously in their shopping cart.
• Optimize Facebook ads for specific conversion events held on your website.
• Optimize Facebook ads targeting your audience based on value leading to higher ROI.
• Allows you to customize website events to collect additional information.

Create And Add a Facebook Pixel To Your Website

With everything explained about the what and the why, that just leaves us with the how.

• Head into your Facebook Events Manager, and click the big blue button in the main window Connect a Data Source.

• As more people are likely to have a website as opposed to their own app, we’ll be selecting the Web option provided in the next window. Follow this up by clicking Get Started.

• Select Facebook Pixel and click Connect.

• Provide the details of your Pixel by giving it a name and the URL for the website it will be installed.
  

• Next, you’ll get to choose how you want to install the pixel code. If you happen to use Squarespace, WordPress, or other Facebook partner, the Use a Partner Integration option is recommended. We’ll be using WordPress in this tutorial.

• After selecting WordPress from the list of partners, you can select which features you’d like to enable along with the code.

Automatic Advanced Matching will collect additional data from your visitors. It’s not mandatory but the more information Facebook Pixel has, the better tailored the ads will be.

• Hit Continue to proceed.
• Next, you’ll be able to download the .zip file containing your Pixel code. Click the green Download button.
  

• Once downloaded, click continue and follow the onscreen instructions to add the .zip to your WordPress site.

• At the Verify Connection step, it may take a few minutes post installation for the connection to reach Active status. Be patient and once it turns green, click Continue.

• You can now set up events to take place on your website. Enter the URL of your website into the available space and click Connect.

• A new tab should open to your website and with it, a pop-up window. Click through to begin setting up events.

If you have no desire to set up events now, you can always come back to it when you’re ready.

Events will track the actions of visitors and create a reaction depending on the trigger you’ve set up. This can be anything from tracking certain buttons pushed to initiating a checkout prompt when a visitor adds something to their cart.

• You can see if and how well your Pixel is working by heading back to the Facebook Events Manager page.

Your page should look something similar. You can track all of your events, test them to ensure they’re working properly, and adjust the settings to however you see fit. It’s also imperative that your visitors know your website is collecting data in order to comply with Facebook’s terms.

Avoid legal complications and ethical dilemmas by providing your visitors with a clear notice that you’re using the Facebook Pixel. Allow users the opportunity to opt out should they choose to do so as in the current digital age, people are ever wary of their need for online security and privacy.

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