How to Set Up Facebook Pixel Events (Meta Pixel)

Did you know that you can track and send events to your website using Facebook Pixel Events?

In short, Facebook Pixel Events are actions that Facebook Pixel recognizes as conversions when someone takes a particular action on your website.

In this guide, we’ll learn to set up and send a conversion to Facebook Pixel by installing it on a WordPress landing page. 

An overview of what we’ll cover: 

So let’s dive in! 

Adding an Event from a New Website

Let’s open Facebook Business Manager. We’ll add an event from the events manager section. 

Go to the Menu → Events Manager

Accessing the events manager section from the menu of Facebook Business Manager

Click on Add Events. You’ll get three different options to add a new event. 

Click the option to add an event From a New Website

Configuring an event from a new website in Facebook Business Manager

After connecting to a new website, we’ll also be sending events. 

There are various methods to send events. However, we’ll be using the most beginner-friendly method of sending data. 

In this method, you won’t be required to code or even use any other third-party software like Google Tag Manager. 

However, this method is potentially limited to just sending the data. 

Once you’ve chosen the method to add events, we’ll need to choose the method to install the pixel code. 

Choose the method to Use a partner

Using a partner integration method to configure a new event to your website

Next, you’ll be able to see a list containing all the various partners for adding events to the new website. 

Click on WordPress.

Choosing WordPress as the integration partner for a website to add a new event

Next, if you don’t already have one, you’ll need to install a plugin called Facebook for WordPress. 

Open your WordPress website, and go to the Plugin section. Click on Add New

Adding a new plugin to the WordPress portal of the website

In the search bar, type Facebook, and navigate to the plugin named Facebook for WordPress. Install it, and click on Activate once done.

Configuring Facebook for WordPress extension to the WordPress portal of the website

After activating it, go to the Settings section of the installed plugin. 

Modifying the settings of the Facebook for WordPress extension

Click on Get Started to start the integration process for adding an event to a new website. 

Starting the integration process of a new plugin to the WordPress portal of the website

You’ll need to enable the integration of WordPress for Facebook. Enable all popups and click on Continue. 

You’ll need to verify your Business Manager, Ad Account, and Facebook Pixel account. 

🚨 Note: Make sure to verify all your account IDs while choosing to integrate WordPress for Facebook. 

Usually, we’ll keep the option for Automatic Advanced Matching off. 

This is because this option enables us to send additional information to Facebook like their names, email IDs, contact numbers, and other information if the user permits. 

It will allow Facebook to match the correct user profile with the corresponding information. 

This will potentially increase the accuracy of your data and will also allow you to use metric-based filters for sorting and analyzing your data. 

However, since this is a demo guide, we won’t be selecting the Automatic Advanced Matching option. 

Once done, click on Continue

Confirming the settings and account information for configuring a new plugin to the WordPress portal of the website

Click on Done once the process is complete. 

Finishing the configuration of a new plugin to the WordPress portal of the website

Let’s also verify and see if the integration was successful. 

Go to Visit Site from the WordPress portal.

Visiting the webpage from the WordPress portal of the website

This is a real landing page that we solely created for Valentine’s Day.

Facebook Pixel Helper Extension

We’ve installed the chrome extension of Facebook Pixel Helper to verify whether the website is firing Tags to the link clicks. 

We can see that the website is firing a PageView event. 

Verifying PageView for a newly added event to the Facebook Business Manager

However, this setup will only enable the website to send page view events. We’ll need to modify the process if we want to have any lead events for Facebook. 

Adding an Event from the Pixel

Let’s open our Facebook Business Manager account. 

Go to Add Events → From the Pixel

Adding a new event from the Pixel in the Facebook Business Manager account

Click on the option to Open Event Setup Tool

Accessing the Event Setup Tool for adding and modifying events from the Facebook Business Manager account

Add your website URL. Once done, click on Open Website

Configuring the website URL to set up an event in the Facebook Business Manager account

If the installation is correct, you’ll be able to see the popup of Facebook Event Tool Setup when you open the website. 

You’ll see two options to fire events on your website. You can either track a new button to trigger your event, or you can directly add a URL that triggers the event. 

We’ll use the option to Track a URL

Using the Track a URL method to set up a new event from the Facebook Business Manager account

This is because we’re using a HubSpot form to collect responses from the audience. Usually, these forms use embedded methods. 

So our Tag Manager tool can’t identify the button unless it’s coded in HTML. 

For example, let’s click on the Track New Button option. 

Using the Track  New Button method to set up a new event from the Facebook Business Manager account

Notice that only a few buttons are actually HTML coded and embedded for tracking. These buttons are the ones we manually added to our website, like our homepage logo. 

However, the Submit button isn’t available to track. 

Using the track a new button method to set up a new event from the Facebook Business Manager account

Therefore, this setup won’t be useful to trigger our lead event. So we’ll go ahead with the option to track a URL. 

Track a URL

  1. Fill out the form to generate the URL you’ll need to track. 
Filling the information of the website to generate the lead event

You’ll land on a thank you page upon completion of the form. 

Generating a lead event on the website by clicking on the thank you gift page

This is because the thank you page acts as an intermediate page before the products and tools page. 

This is the page we use to track and trigger our events because this page marks the success of our campaign. 

If you mark the final product and tool pages as your launch, you might get multiple events for the same user when they reopen the tools page in the future. 

However, this page is only opened once. So, we’ll use it to trigger our events. 

Let’s click on Track a URL. 

Using the Track a URL method to set up a new event from the Facebook Business Manager account

Next, we’ll choose the event type. 

In this case, go ahead with the Lead event. 

However, if you have an eCommerce website, you can use the Purchase event. In this case, you can directly track the order confirmation page to verify and trigger the event. 

But in this example, we’re having a Lead event type as our event. 

Next, you’ll have two options to track a URL. URL equals, and URL contains. Choose URL contains

This is because we know that this website contains the terms /happy-valentines/. We don’t have any other pages containing these keywords. 

So we can successfully trigger the events based on our keyword /happy-valentines/. 

Additionally, you can also choose to add the value of the lead event or the purchase of the product. You can also add a currency. 

However, since this is a demo guide, we won’t be adding those parameters. 

Once done, click on Confirm

Configuring event information to track using a URL method in Facebook Business Manager

Now that our trigger is created, when someone lands on our thank you page that contains the keywords /happy-valentines/, it will send a lead event to our Facebook account. 

Click on Finish Setup once done. 

Exiting the set up of a new event that tracks the URL from the Facebook Event Setup tool

You may be asked for frequent surveys from the Event Setup Tool if you’re installing it for the first time. 

Next, we’ll learn to test the events. 

Let’s see how! 

Test Events

Let’s open our Facebook Business Manager account. 

Navigate to the section of Test Events. Here is a tool that helps you to test the browser events. 

We’ll paste the page URL in the URL section, and click on Open Website

Testing the created event by entering the URL of the website

On this page, we’re not sending any events, but as we have the Facebook pixel installed we’ll receive a page view event in the tool.

Let’s open our Facebook Business Manager again. We can see that a PageView event has been fired. 

Verifying the fired PageView event on the Facebook Business Manager account

Let’s also submit the form to verify whether we receive a lead event. 

After filling out the form, let’s reopen the Facebook Business Manager. 

We can see that a Lead event is also triggered. 

Verifying the fired Lead event on the Facebook Business Manager account

This is because we successfully installed the Track a URL method to track lead events for pages containing the keywords /happy-valentines/. 

Moreover, we’ll be able to see two different page view events because we actually visited two different pages.

🚨 Note: If you’re receiving errors in your Meta Pixel, check out our handy guide on how to fix Meta Pixel errors.

Summary

So that’s all you need to know about creating and sending conversions to the Facebook Pixel by installing it on a WordPress landing page. 

This method is especially useful when you want to track the data from your Facebook Ad results. 

Additionally, once you collect the data into your account, you can analyze the Facebook Ads campaign data to modify your website performance even further! 

Were you able to create new events for your website? Which method did you use to create the events? Let us know in the comments below! 

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Brandon
Brandon
6 months ago

Looking for some help, at a loss since I can’t seem to find any documentation about this online. Currently we are trying to track custom events in Facebook events manager through GTM– we’ve installed the Facebook pixel on our site via GTM, and have also verified our domain with Facebook. We have also created a set of custom events that we want to track in Facebook Events Manager through GTM in the following format (names are trivial here and made up): <script> fbq('trackCustom', 'form_submission'); </script> In this case, we should expect an event to fire when a form is submitted… Read more »

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