The Facebook pixel is a code that you can place on the backend of your website to track website visitors. This enables you to run Facebook ad campaigns to promote your business.
The code is made up of two parts: the pixel base code and event code. The pixel code track all the traffic of your website and the event code is a code that can be used under the pixel code specific pages of your website that allow you to track certain actions on those pages.
Eventually, these pixel codes also help in measuring the ROAS of Facebook ad campaigns.
Return on ad spend (ROAS) is like the return of investment (ROI). It measures your Facebook ad campaign result and its success or failure.
In the Mathematical equation, ROAS is the total revenue generated from your Facebook ads divided by your total amount spent on the ad.
Now let’s look at how to Setup and Install Facebook Pixel
Set up Facebook Pixel and Conversion Tracking
You need to install the Facebook pixel on your website and relevant conversion events in order to measure the ROAS.
To install – Open Facebook Ads Manager and click the top menu button and select Pixels from the Assets column. Or you can directly go to the pixel page.
Tab Create a Pixel to start the process > Add name and click next > Install the Facebook Pixel Base Code.
Now choose an option for installing your pixel code. Use the tag manager plugin to install the code or you can manually copy and paste the pixel code.
Click Next to get another snippet of code you install on specific web pages to track actions taken on those pages.
Select the event code you want to track, copy it and place it on the relevant pages of your website.
The next and final step is to test the pixel status. Go to your Ads Manager’s main menu and select Pixels. If the pixel status is installed correctly, it will show active.