The Facebook pixel is a snippet of JavaScript code that enables a wide range of conversion tracking and re-marketing capabilities. Don't worry—you won't need to understand how it works; you'll simply copy and paste it.
To create your pixel:
- Navigate to the Datasets section (under Data sources)
- Click "Add"
- Give it a name
- Select Meta pixel & Conversions API
- Close the popup
You will see it appear along with it's ID. Make sure to Assign people to this pixel, so they can create audiences and use the pixel for conversion and traffic campaigns.
Meta makes it easy to integrate your pixel with popular platforms like Eventbrite, WordPress, Squarespace, or Shopify. You'll only need to manually copy and paste the HTML code into the <head> section if you're writing or accessing your website's code directly.
Many e-commerce and ticketing platforms set up the Meta pixel to target specific on-site events, such as Page Views, Adding to Cart, or Purchases. This ability to target users who've entered the purchase flow can yield a high ROI on your ad spend.
For large-scale events like festivals or conferences, promoters who don't use the Meta pixel are missing out on potential easy ticket sales that competitors could snag.
My best ROI from a retargeting campaign came a week after an event launch. A small-budget ad with the Traffic objective, targeting those who visited the ticket page but hadn't purchased, resulted in over £2,500 in ticket sales from a £30 spend—an ROI of 85.96.
The pixel's great advantage is that it tracks conversion value when properly integrated. You'll know exactly which ads perform best in terms of ROI—feedback you could only dream of with physical marketing.