Sep 07 2016
9 minute read

Implementing Facebook Pixels On E-commerce Platforms.

TL;DR Facebook pixels provide important feedback on which pages, content, products or services lead to conversions depending on how they are set up. They are invaluable for e-commerce brands because if used strategically, they can be used to feature the products that convert the best in your campaigns.

What is a Facebook Pixel?

A pixel is a small piece of JavaScript code that you copy and paste into your web page. It is especially valuable for e-commerce businesses for increasing conversions and showing different types of ads to relevant user groups. Facebook Pixel allows you to re-target ads to audiences of people who visited your website and re-market to users who have expressed interest in particular products, making sure your ads are optimized for events most valuable to your business.

How does it work?

The Pixel is activated every time someone opens a web page where the code is installed. When it is activated an event is sent to Facebook servers with general information about the browsing session including page URLs.

Facebook Pixel shares the data with browsers before matching events to users, deleting all matches within 48 hours, making sure no personally identifiable information is saved. It won’t provide information about particular users, but will help target groups of users based on their behavior.

Why do I need it for my shop?

Custom Conversions

You can create campaigns for different conversions that matter to you most, letting you set different prices for visits, leads or a purchases.

  • Visits: ViewContent & ViewCategory.
  • Actions: AddToCart, AddToWishList, InitiateCheckout, AddPaymentInfo, CompleteRegistration and Purchases.

Create custom conversions for ecommerce

Building Website Custom Audiences

The basic function of a Pixel is creating WCA’s for re-targeting. Once installed, it fires back information about user behavior on your website. Different events are fired if a user 1. Viewed a product and left, 2. Viewed a product and left after less than 10 seconds and is qualified as bounce traffic, 3. Viewed a product and added it to cart/saved but did not buy, 4. Bought one product but viewed several more in different categories.

Depending on this information, you can plan various advertising campaigns for each group and make sure your ads are relevant even for users that have already made a purchase.

Excluding Website Custom Audiences

The Pixel allows you to set particular events and exclude people from targeting:

A person views products A and B and purchases product B. If product A and product B belong to the same product group or category then that person will be excluded from the product audience because A and B are just two types of the same item. If products A and B are not in the same product group, the person will remain in the audience because he still has a “ViewContent” event for product A, meaning they will be more likely to come back to your website for categories they have not purchased from yet, while you will use the Pixel to exclude them from ad sets advertising products similar to the ones already bought.

Standard Events

These are optional Pixel events that you can add to track user behavior in more detail. Unlike the default Pixel that should be placed on all pages of your website, the code for standard events should be located only where the event is taking place. For example, “AddToCart” will go to the page where the button is located.

You can view and copy the codes and for different events from Facebook documentation here.

Where do I find it?

To create a Facebook Pixel, go to Ads Manager → Facebook Pixel Tab. Name the pixel and click “Create Pixel”, creating the code you can copy and paste later.

Create pixel code

And where does the Pixel go?

You should place the pixel code in your header section of the index page if you are advertising for actions on your website. When placed, the pixel will be responsible for actions on all other website pages beyond your homepage. If in doubt, bookmark the official Facebook Pixel Implementation Guide here.

If you are advertising an e-shop set up on one of the e-commerce platforms, you would need your Pixel ID at hand.

Getting the Pixel ID

Look for a string of 15 numbers – this is your Facebook Pixel ID.  

To make sure your Pixel is fully functioning, follow Facebook Pixel activation instructions.

Installing the Pixel for your E-shop

Pixel for e-shop


Download and install the New Facebook Pixel Plugin for WooCommerce – we found this free version you could use.

The pixel is installed in 3 steps:

  • Upload the .zip file via Your WordPress Dashboard/Plugins/Add new/Upload Plugin
  • Activate the plugin in the ‘Plugins’ menu in WordPress
  • Enter the Facebook Pixel ID

Got lost along the way? Have a look at the installation screenshots for further guidance.

Shopify pixel


Go to Settings → Online Store → the Facebook Pixel section → paste the ID → save

If you have already added the Pixel code or have previously installed the old Facebook Conversion Pixel, make sure to remove it before adding the new Facebook Pixel ID.

To install it in Shopify, you need to enter your Facebook Pixel ID in the admin and no other actions are required.

The trick is that the pixel is fired once users reach Shopify Thank You page and not when they view other pages or items. Users might come through and perform other actions but the conversion will not be attributed until the purchase has been finalized.  

For more installation instructions and ways of making sure your tracking is active on Shopify, go here.

Magento pixel


Download a Facebook Tracking Pixel Extension here.

Take your Pixel ID and enter it into the Magento admin via System -> Configuration -> Cadence Labs -> Facebook Pixel.

Here you can find further instructions for Magento.

Have more E-commerce questions? Sign up for our free trial and we will help you promote your e-shop today.


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