How to Add Facebook Pixel to Your Shopify Store

  • Dilawar Hussain
  • Mar-08-2018

Most new Shopify store owners find it very difficult to set up Facebook Pixel on their Shopify store. Most of them run into problem like no tracking activity, pixel being inactive, and some other problems.

We understand how our new entrepreneurs might feel overwhelmed by the amount of knowledge available about Facebook Pixel.

You might have questions about how to add Facebook Pixel to Shopify, or how to add Facebook custom audience Pixel, or where you can find the Pixel ID.

Fret not, today we’re going to help you understand What Facebook Pixel is, what it does, and how you can use it on your Shopify store to optimize your Facebook Ad campaigns.

We will try our best to answer all our questions regarding Facebook Pixel and its integration with Shopify.

What is a Facebook Pixel? Why Should You Use it?

Facebook Pixel, in a nutshell, is a tool to track your Shopify visitors and audience. By integrating the Facebook Pixel on your Shopify store, you will allow Facebook to collect crucial data on your visitors, visitors’ interests, their behaviors, actions, and their demographic information.

In return, Facebook tracks people who are specifically interested in your offerings and your Ad campaigns will see much more success.

Pixel tracks specific group of visitors who perform certain actions, visit certain pages, look a certain products and gives you a targeted data that you can use to narrow down your target audience for an Ad campaign.

Facebook Pixel allows you to optimize your ads and increase your sales through automatic bidding which targets specific people who are more likely to place an order and reach the right audience by targeting only those people who actually visited/ordered from your store and their lookalikes (people who share their interests and likes).

Facebook is the go to social media platform to kick start the digital marketing campaigns for most of the new entrepreneurs.

Using Facebook Pixel with your Shopify store gives you the opportunity to learn more about your visitors, their behaviors, interests, and demographics. You can use this data to run targeted Facebook ad campaigns for multiple specific groups of people.

How to Create Facebook Pixel?

Before you add Facebook Pixel to Shopify, you need to create the Pixel in your Facebook Ads Manager. Here’s how you can do it.

1. Login to your Facebook account and Head over to Facebook Ads Manager.

Login to Facebook ads manager to create facebook pixel for shopify

2. Click the Navigation Panel and select Pixels under the Measure & Report section.

select pixels in navigational panel

3. Click Create a Pixel button on the new page. A new window will pop-up.

Create a facebook pixel

4. Enter a Pixel name. You can create one Pixel per ad account. However, Upgrading to Business Manager will give you up to 10 additional pixels. Click Create.

5. Now you can install the Pixel on your Shopify store. Since we’re using Shopify, click “Use an integration or tag manager” to automatically integrate the Pixel with your Shopify.

Install facebook pixel on shopify

6. Choose Shopify from the list of partners. You will see a list of instructions and videos to add Facebook Pixel to Shopify, but we will walk you through the process.

add pixel to shopify

How to add Facebook Pixel to Shopify

Now, that you have created an all new Facebook Pixel. It’s actually time you put it into action and add the Facebook Pixel to your Shopify store. Here’s how to do it.

1. You must know how to find Facebook Pixel ID. It’s quite simple. Head over to Facebook Ads Manager and navigate to Pixels.

select pixels in navigational panel

2. At the bottom, you will see your Pixel name and right beneath it, Pixel ID. Copy it.

3. Head over to your Shopify Store Dashboard. On the left, click Online Store > Preferences.

4. Scroll down to find Facebook Pixel section and paste your Pixel ID in the provided field and hit Save.

5. Go back to Facebook Ads Manager > Pixels to see if the Pixel is active. If it’s green then it’s working and you can start tracking your visitors. If it’s not working then follow the steps again, carefully.

Getting the most out of Facebook Pixel

Your Pixel is up and running on your Shopify store. Now’s the time to optimize it to get the most out of it.

Create a Custom Conversion

A Custom Conversion is created by choosing a final completion page and naming the conversion type. Normally, the completion page a kind of thank you page or something similar. For example:

  • Thank you for shopping with us, your product is on the way
  • Thanks for signing up with us, you will receive your first email shortly
  • Thank you for your comment, here’s a freebie

Because the new Facebook Pixel is active on all pages of your Shopify store, it tracks when anyone visits a completion page – especially visitors who clicked on one of your ads.

Here’s how you can create custom conversions to track your customers’ conversion.

1. Head over to Facebook Ads Manager > Navigation Panel > Pixels.

select pixels in navigational panel

2. Click Details, you will see a new page where all your tracking data is available.

3. Click Create Custom Conversion for a new pop-up bar.

Create Custom Conversion on facebook pixel

4. Now, you add keywords for the URL you want to track. At the bottom choose a Category that defines the events that you want to track. Congratulations, you can now track the specific conversion page.

facebook retargeting pixel shopify


Create Custom Audience

Facebook lets you retarget your audience by using the Custom Audience feature in the Pixel. The Pixel tracks the movements, actions, of your visitors.

The Custom Audience feature lets you target specific group of peoples that share some properties. Some examples of the type of visitors include,

  • Visitors who have visited your website in the past 24 hours
  • Visitors who have visited your website in the past 180 days but have not been back in 30 days
  • Visitors who have visited a specific page on your website
  • Visitors who have visited a specific page on your website but not another specific page.
  • Visitors who spent a specific amount of time on your website.

Audiences are independent from the ads. Once you create a custom audience, you can choose yourself when you want to advertise to it and what ads to show them.

Here’s how you can create a custom audience on Facebook Pixel.

1. Head over to Facebook Ads Manager > Navigation Panel > Pixels.

select pixels in navigational panel

2. Click Details, you will see a new page where all your tracking data is available.

3. Click Create Custom Audience for a new pop-up bar.

how to add facebook custom audience pixel to shopify

4. Now, set up the criteria that these visitors must meet to be tracked. Enter the number of days that you want people to remain in your audience and add a name for your audience. Hit Create Audience to start tracking.

how to add facebook custom audience pixel to shopify

Congratulations you are now tracking a custom audience on your Shopify store with Facebook Pixel.

If for some reason the Facebook Pixel isn’t activating on your store, not tracking properly, or not working as expected, you can read our Facebook Pixel Helper guide to troubleshoot your Pixel issues.

Final Thoughts

The beauty of Facebook Pixel lies in the fact that it can be integrated in your Shopify store within minutes. You can start creating custom events, audiences, etc within minutes to track your customers.

Hopefully, you now understand how Facebook pixel works, why you should use it, how it’s added to Shopify, and how it tracks different events. Feel free to share your thoughts in the comments below.

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Written by Dilawar Hussain

Dilawar Hussain is a professional blogger who loves gaming, technology, and ecommerce. He spends his time testing new strategies, hacks, and tricks to help the ecommerce community.

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