Track Website Shopper Activity with a Meta Pixel

Want to create highly-targeted Meta ads based on shopper activity? You'll need to install a Meta Pixel to do it!

A Meta Pixel (formerly Facebook Pixel) collects data on conversions from Facebook ads and actions taken on your website (e.g., product views, product added to cart, etc.). You can use this data to build targeted audiences for future ads, such as retargeting ads for shoppers who have visited your webstore but haven't made a purchase.

CommentSold simplifies the process of installing Meta Pixel code in your webstore. Follow the below instructions for our recommended setup!

Step 1: Create a Meta Pixel

Pixels live in Meta Events Manager because they track shopper events (e.g., add to cart events, purchase events, etc.). Head there for the first step.

1. Select All Tools in the side menu of your Meta Business Suite.
2. In the Advertise section, select Events Manager.
3. Select Connect Data Sources in the side menu.
4. In the pop-up, select Web, then Connect.
5. Enter a name for the Pixel in the Name your Pixel field, then select Next.
6. Enter your verified domain URL, then select Check, then Next.
7. On the Choose how to connect to your website page, select Meta only.
   • What about Conversion API? Don't worry, you can set this up later! Let's focus on getting your Pixel set up first.
8. Select Next.

Step 2: Add Your Pixel ID to CommentSold

Next, you'll need to add your Meta Pixel ID to CommentSold. Think of this as adding Meta's Pixel tracking code to your CommentSold webstore—it's a key step in order for the Pixel to access webstore events.

1. Select Data Sources in the side menu of your Meta Events Manager.
2. Locate and select your newly created Pixel in the column on the left side of the page.
3. Select the Settings tab on the right side of the page.
4. Locate and copy your Pixel ID. Simply select the ID to automatically copy it to your device.
5. In CommentSold, select Setup in the side menu.
6. Select Embed from the options listed at the top of the page.
7. Paste your Pixel ID in the Facebook Pixel Code field at the top of the page, then select Update Pixel.

Step 3: Add Your Pixel to Your Meta Ads Account

Next, you'll need to add the Pixel to your Meta Ads Account. This is the necessary connector that will allow you to create highly-target ads using data gathered by the Pixel.

1. Select Data Sources in the side menu of your Meta Events Manager.
2. Locate and select your newly created Pixel in the column on the left side of the page.
3. Select the Settings tab on the right side of the page.
4. Under Ad accounts, select Share with an ad account.
5. Select Add Assets.
6. In the pop-up, select your Business Ad Account, then select Add.

Step 4: Tell Facebook Which Events to Prioritize

Apple's iOS 14 privacy update impacted Facebook's ability to track and report all events shoppers take. Instead, retailers like you will need to choose which events are most important and communicate that to Facebook using Aggregated Event Measurement.

Essentially, you're telling Facebook, "If you're only going to send me a limited number of events, I want them to be purchase events."

1. Select Data Sources in the side menu of your Meta Events Manager.
2. Locate and select your newly created Pixel in the column on the left side of the page.
3. Select the Overview tab, then select the Aggregated Event Measurement tab toward the bottom of the page.
4. Select Configure Web Events.
5. Select your Primary Domain so it expands.
6. Select Manage Events, then on the pop-up, select Edit.
7. To add an event, select Add Event in the top-right corner.
8. Complete the following fields:
   • Pixel/Custom Conversion. Select your newly created Pixel from the drop-down.
   • Event. Choose an event from the drop-down. Recommendations include Purchase, Add to Cart, and View Product.
9. Repeat Steps 7-8 to add additional events. 
10. Use the dots to the left of the Pixel name to drag and drop event order.
11. Select Apply in the bottom-right corner.
12. Confirm your events by selecting the corresponding checkbox, then select Apply.

Step 5: Confirm Pixel Tracking (Optional)

Once you've created your Pixel, it will start tracking webstore activity. Your Overview tab should begin to display event data. If you don't see events populating, wait 10-15mins, then refresh your Pixel page.

Some retailers choose to install the Facebook Pixel Helper for Chrome to confirm their Pixel is connected and working. We walk through how to below.

1. Install the Facebook Pixel Helper on your Chrome Browser.
2. Navigate to your webstore, then select the Pixel Helper icon in your browser bar. You may need to pin it for easy access. Learn how to here. 
3. Confirm that the Pixel ID listed in the Pixel Helper matches the Pixel ID for your Meta Pixel.
4. Test viewing a product and adding it to your cart.
5. Expand the Pixel Helper and you should see these events populate.

What's Next?

• Facebook Ads with CommentSold. Learn how to create Meta ads for your webstore and mobile app.
• Retarget Engaged Instagram Users with Ads. Learn how to create an audience of users who have engaged with your Instagram account so you can target them with ads.
• Drive Mobile App Downloads with Deep Link Redirects. Learn how to drive engaged customers to products in your mobile app (or to download the app itself) using ad links.