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According to the official stats, there are more than 7 million active advertisers on Facebook, and 59% of marketers said they planned to increase usage of Facebook ads.
Facebook advertising is a key marketing channel. However, not all store owners are aware of how powerful it is.
That’s what we’ll be getting into today. In this article (updated for 2021), we’ll find out how to integrate Facebook Pixel to Shopify. We’ll also give you 3 killer hacks to earn more conversions using Facebook pixel.
(Don’t forget to also check out how to integrate Google Analytics with Shopify if you haven’t done so)
Let’s dive in!
How to add Facebook Pixel to Shopify?
Here we will go through the entire process of connecting your Shopify account with your Facebook Ads account and setting up a Facebook pixel on your store.
Step 1: Create a Facebook Ads account
Before getting started, you need to have a Facebook Ads account and a Facebook business page. If you don’t yet have those, check out this guide on how to set up your Ads Manager account.
Step 2: Access Events Manager
Go to the Facebook Business Manager then go to Events Manager.
Step 3: Adding an Event
Click Add Events. Choose the first option: From a New Website.
Step 4: Click on Install code manually
Alternatively, you can choose Use a partner, so Facebook will guide you through the next steps, but it will also take longer to finish.
Step 5: Copy Code
Click on the Copy Code button.
Step 6: Head back to Shopify’s admin panel
On the right hand side panel, choose Online Store then choose Preferences.
Step 7: Click on Set up Facebook
Right under Google Analytics, you will find the Facebook Pixel section.
Step 8: Hit the green Add sales channel button.
Take a look and notice what Facebook will be get access to before clicking the Add sales channel button.
Step 9: Connect your Facebook account to Shopify
Last but not least, connect all your Facebook accounts including Business Manager, Facebook Page, Data Sharing, etc. and then click Finish setup.
Congratulations! Now your Facebook Pixel ID has been added to all the pages on your Shopify website.
🔥 Tip for you: In the drop-down menu Data sharing, you will see three levels to choose from. Make sure you enable the Maximum level. Therefore, customer data will allow for much better attribution.
How to test Facebook Pixel in Shopify?
How to make sure Shopify is connected to Facebook Pixel or not? The simplest solution to check is by utilizing Google Chrome’s Facebook Pixel Helper extension.
Once you’ve installed it, on the top of the web browser, you can see the extension icon as such. If you click on it, the Facebook Pixel Helper plugin will pop up a notification on the specific page.
In other words, you can easily test whether the Facebook Pixel is firing by either clicking through from a Facebook Ad you’re running or from anywhere on your Facebook page to your Shopify site.
Additionally, if the Facebook Pixel is not working on Shopify, an error notification will appear. At this point, you might see error messages such as No pixels found.
This means you haven’t successfully installed Facebook Pixel to Shopify. Go back and install the Facebook pixel again, and make sure you’ve saved the pixel on Shopify before navigating away.
How to get more sales with Facebook Pixel?
Now, before wrapping up, let’s see how Facebook Pixel can improve your targeting, expand your customer base, and gain more conversions.
The best part about adding Facebook Pixel to Shopify is the amount of data it gives you. Specifically, it allows you to create Custom Audiences for your ads, which you can use for retargeting.
Retargeted Facebook ads are 76% more likely to get clicked on than other ads.Source: SocialMediaToday
That’s why retargeting is a powerful method for increasing traffic to your Shopify store. And the Facebook Pixel makes it easier.
1. Get creative with Custom Audience
So to add Custom Audience pixel on Facebook, follow these steps:
#1. Click on the top-right menu and select Audiences in Ads Manager.
#2. Navigate on Create Audience > Choose Custom Audience.
#3. Create a Custom Audience.
From there, you can narrow your audience down and create ads specifically for:
- Your email list.
- Existing customers.
- People who abandoned the cart.
- The pool of potential customers who has been to your Shopify store.
- Or those who have spent a certain amount of time on your website.
2. Play around with Lookalike Audience
An common issues of stores running ads is seeing lots of traffic but not enough sales. Why?
The answer is they’re possibly not targeting the ideal audience. That’s where Lookalike Audience comes into play. It allows you to target specifically the people similar to your existing customers, increasing the chance of conversions.
To create a Lookalike Audience, follow these steps:
#1. Create a Custom Audience to tell Facebook what type of users you want to reach.
#2. Next, select the Lookalike Audience from the audience creation menu.
#3. Choose a target country.
#4. Finally, select a percentage (1%-10%) of the targeted location from Facebook users.
🔥 Tip for you: If your store is new or small, you should focus on audience-building ads. Because retargeting with the Facebook Pixel is only effective when you’re tracking 1,000 or more actions per month.
For the best result, we recommend going even more in-depth and segmenting your visitor’s buying intent when they visit your store.
To get the most out of your Facebook Pixel, let’s take a look at the image below!
To make full use of Facebook Pixel, we are going to create more in-depth audience segments and target each set of visitors throughout this journey.
Imagine if a visitor spends a lot of time on a particular product page, you can show them an ad of that exact product and remind them to purchase.
Now, move to Facebook Analytics then follow these steps:
#1. From Facebook Pixel, select Create Custom Audience.
#2. Next, create a super segmented audience to target our buyer persona.
#3. Target “Social Networks,” exclude “New Web Users” and target those visitors who are visiting a particular page.
#4. Add in the URL to that page from our Shopify store.
A final word
Congratulations, you’ve successfully added Facebook Pixel to Shopify. You might feel a bit overwhelmed, it’s okay. The key is that you need to take time and do it correctly.
Here are the top examples of high-converting one-product stores for you to learn from and start building a great Shopify store yourself.
Explore more from successful case studies and you will find other great strategies. For example, did you know that a task as simple as removing Powered by Shopify may be a key to drive more sales?