Facebook Pixel is a code that, when placed on a website, allows us, among others, to track the conversion of our advertising campaigns or to create remarketing campaigns. Based on the data collected through Pixel, we can properly optimize our advertising message and even content on the site.
However, to be able to take full advantage of the Facebook tracking code, you must use so-called Facebook Pixel events.
These events are designed to inform Facebook about some specific activity performed by the user of our website, for example, about making a purchase, adding a product to the basket, submitting an inquiry, about signing up for a newsletter and many other conversions.
Tracking events can be divided into two types: standard events and non-standard (custom) events.
Facebook Pixel Standard Events
This type of events is predefined by Facebook and it gives you the ability to monitor and optimize conversions and create audience groups. We can distinguish 17 standard events. The full list is presented below.
1. Payment information: the user enters the necessary information to complete the purchase.
2. Add to basket: adding a product / service to the basket on your website.
3. Add to wish list: the user adds the product to the wish list / favorites.
4. Registration completion: sending necessary information, eg to receive newsletters.
5. Contact: the user undertakes actions related to establishing contact.
6. Product personalization: the user uses the configuration tools.
7. Donation: payment of funds to a given undertaking.
8. Finding a location: finding a specific place with the intention of visiting, for example, a showroom in a given city.
9. Initiating the transition to the cash register: starting the finalization of the transaction, e.g. clicking the ‘go to payment’ button.
10. Lead: completing the form with the data, eg to use the trial version.
11. Purchase: finalization of the transaction.
12. Schedule: schedule a meeting.
13. Search: searching for specific information on the site.
14. Start of the trial period: completion of formalities in order to benefit from the trial period.
15. Sending the application: completing the form to obtain specific solutions.
16. Subscribe: start subscription.
17. Content display: the user visits, for example, a specific subpage on the site.
These events should be added to the website and programmed so that they only start when the event occurs. So, for example, the “purchase” event should be added to the “thank you for the purchase” page, the “Lead” event to the “thank you for the inquiry” page or for leaving contact.
Of course, such events can also be hooked to click on a particular button, a specific video, to the visibility of a given element on the page, etc. All these things can be programmed and saved directly in the page’s code, however, the easiest way to do it is using Google Tag Manager.
We also distinguish so-called custom events. These are events that we can easily define using a unique URL that appears depending on the conversion. For example, if on each “thank you for the purchase” page, the URL of this page contains “/ thank-for-purchase” then we can define a standard event of the type ‘purchase’ for such URL. Thus, we will not have to implement any more code on the page or on our Google Tag Manager account. It’s enough that we have already implemented the most ordinary Facebook Pixel. Thanks to this Pixel and the URL and event type we define, Facebook will be able to track and monitor purchases for us in our store or, for example, subscriptions to our newsletter.
To sum up, defining Facebook Pixel events is incredibly important. If you can code or you want to create more complicated Events (events/conversions) use standard events and connect them to your website in the way that is most suitable for you.
However, if you do not know how to code and you want Facebook to be able to track conversions for you and optimize campaigns, you can use custom events and easily define conversions based on the URL, without having to add any additional codes.