Creating a new unified Facebook Pixel
Note: Each Facebook ad account can only have one unified Facebook Pixel that it owns. You can share Facebook Pixels across accounts so that other ad accounts can have access to these, but they are still owned by the original ad account. Sharing of account pixels must be done in Business Manager directly.
Only perform the creation step if you do not already have a unified Facebook Pixel set up — else you can skip ahead to creating custom conversion events.
1. Navigate to Library > Tracking Pixels
2. Click on New Tracking Pixel and select Facebook Pixel from the drop down.
3. Select the Facebook ad account the pixel will be created against, and enter the Pixel Name. Click Save when you're ready to go.
For more on Standard Events, check out the Facebook help guide.
Creating new Custom Events
Note: Each Facebook Pixel can have a maximum of 20 custom events configured. Custom events can be configured based on URL rules or Event rules.
1. Navigate to Library > Tracking Pixels. Next to the pixel you want to create a custom event for, click on the drop down menu item as shown.
2. Click on Create Custom Event.
3a. Defining Rules for URL-Based Custom Events
Rules can be defined for custom events based on the content of the URL that users reach on your website. You can choose to include or exclude keywords, with exact match, case insensitive match, or partial match. Multiple conditions can be combined for a particular custom conversion event.
3b. Defining Rules for Event-Based Custom Events
Rules can also be defined for custom events based on the parameters passed back when any of the Standard Events or custom events are recorded e.g., purchase value, purchase type, id of content viewed. Your website administrator will need to configure a script to dynamically inject these values to be returned when such an event is fired.
To configure an event-based custom conversion, first select an event (this can be a Standard Event or a custom event)
Then, select from the list of additional values passed back from that event. This list is dynamically generated and can be customized for each pixel. For more information on Standard Events, check out the Facebook documentation for this feature.
As with the URL-based rules, you can also combine multiple conditions.
4. You can edit any of your rules by clicking on the pencil icon as shown.
5. You can also duplicate any of your rules by clicking on the copy icon as shown. This enables you to create multiple, similar conditions, quickly and efficientyl.
6. Finally, select the category of event this custom conversion belongs to.
Editing or Deleting Custom Events
Custom Events can be edited or deleted from the main screen as shown.
Rules or event categories cannot be edited for custom events — however you are able to modify the event name, conversion value, and provide a description.
Viewing Event Activity
To see if your events are being recorded correctly, navigate to the Event Activity modal by clicking on the menu item as shown.
"Traffic" denotes the number of times the event was recorded by Facebook within the date range selected at the top right (choose from today, yesterday, last 7 days, and last 14 days). The date range is applied to the time zone of the ad account that the pixel belongs to.
The coloured bars on the left hand side denote pixel activity: green indicates that activity was recorded for that event in the last 7 days, where red indicates that no activity was received in the last 7 days. This is not dependent on the date range applied.
If no event activity has been recorded in the last 7 days, check with your website administrator to ensure that the pixel was correctly placed. For help verifying your pixel, refer to this guide.