What is A Facebook Pixel & How To Install It

You may have heard of the Facebook Pixel, but are you aware of the extent of its role?

It plays an important one in the success of your store.

In a nutshell, the Pixel is a snippet of code that’s placed on your site. It helps you track, record, and optimize your ads based on customer behavior.

Facebook created the Pixel with a few marketing objectives in mind:

  • To ensure the right people are viewing relative ads
  • To build audiences that are primed to buy
  • To unlock advanced Facebook advertising tools such as custom audiences

The Pixel recognizes the steps a person takes on your store. These steps include specific pages viewed and actions taken on those pages. It collects data to help analyze traffic and help you optimize your store for sales.

As mentioned previously, you can use the data collected to unlock advertising tools that will help you scale. You can create lookalike audiences from a custom audience list, you’ll learn the specifics in just a few chapters. The main idea behind these specific audiences is that you can lower the cost of acquiring new customers while scaling.

Setting Up & Installing Your Facebook Pixel

I know that messing around with your store’s code can be intimidating. I personally feel like a bull in a china shop, one wrong move can lead to a disaster.

Luckily, Facebook and Shopify make it easier than ever to install your Pixel – code-free!

All you need is access to your Business Manager and Shopify admin dashboard.

Steps To Create Your Pixel

Step 1: Head to your business manager

Step 2: Click on the ‘Events Manager’ tab on the left side-bar navigation

Step 3: Click the ‘Add New Data Source’ button and select ‘Facebook Pixel’

Step 4: Give your Pixel a name. Something descriptive such as “[Your Website’s] Conversions” then click ‘Continue’

Step 5: Select the option to ‘Add Code Using Partner Integration’ and select Shopify

Installing Your Pixel On Your Shopify Store

As I mentioned earlier, you don’t have to get elbow-deep coding in your store.

Shopify makes it easy for you to install your Pixel.

Step 1: Copy your Pixel ID, which is the string of numbers in the ‘Data Sources’ section in your Events Manager

Step 2: Head to your Shopify admin dashboard and go to your ‘Preferences’

Step 3: Paste the Pixel ID into the Facebook Pixel field

Andddd that’s it!

The set up for your Pixel is almost finished.

Testing Your Pixel

The final phase of your Pixel set up is making sure that it’s working.

Head back to your Business Manager and use the ‘Test Events’ tool to confirm that it’s installed.

All you have to do is go to your Events Manager and select your store’s Pixel.

Select the ‘Test Events’ tab on the left side-bar navigation.

Enter your store’s URL to make sure your Pixel is ‘firing’. Firing means that the specified action is triggering the Pixel to record the data.

You can also make sure your Pixel is installed and working by looking at the status. It should be green and ‘active’.

Pixel Best Practices

The Facebook Pixel Helper

There’s a handy troubleshooting tool called the Facebook Pixel Helper that lets you know if your Pixel is working.

It’s a free multifunctional Chrome plugin that checks for errors and interprets data.

The tool also offers suggestions for optimizing your Pixel’s performance.


The Diagnostics tab in your Events Manager is another lifesaving tool when it comes to troubleshooting your Pixel.

Use it to find and resolve event setup related problems.

Facebook even offers recommendations for best uses within the tool.

Tying It All Together

Congratulations! You have just finished Section One of the knowledge hub!

In these chapters, you’ve learned:

  • How to setup and navigate your Business Manager
  • The backstory and anatomy of a Facebook ad
  • How to create and set up your Facebook Pixel

This section is the foundation of your future marketing strategies on Facebook, so give yourself a nice pat on the back for getting everything set up properly.

The next section is an exciting one, you’ll learn how to launch your first ad!