How to Set Up Events for the Facebook Pixel

Once you have your pixel set up, you can use it to capture specific events or actions that happen on your website.

If you are CMS/eCommerce platform such as Shopify or WooCommerce etc. Many of these have automated plugins to install the facebook pixel and all purchase/conversion events required to track an online store.

View our brillea guide on how to setup the Facebook Pixel on Shopify

There are different types of events you can set up:

1. Standard events

Standard events are actions that Facebook recognises and supports across ad products, such as: Complete registration, Search and Add to wishlist. You can use events to capture Conversions (such as Sales) if you add the appropriate code to your website.

2. Custom events

Custom events are actions that fall outside those covered by Facebook's standard events. You can create and capture custom events by adding them to the website code, just like standard events. Custom events can be named anything other than standard event names.

3. Custom conversions

Custom conversions allow you to segment your event information based on values, event types, custom information fields and other characteristics. This can be used for more detailed reporting in Ads Manager. You can create a custom conversion by building rules that define the unique, high-value activities that are important to your business. The most common custom conversion is a URL-based custom conversion. This means that you can create a custom conversion that tracks people who visit a specific page on your website. For example, the thank you page.

brillea tip!: For brillea, we only need you to make sure you have set up your Standard Events.

How to Set Up Standard or Custom Events

You may have chosen the option to set up standard events when you created your pixel. If you chose not to set up events at that time, you can still add them now. Note: The process to set up custom events is the same as standard events, except you add your own name or code instead of the standard event codes.

To add an event code, follow these steps:

Step 1. Go into the code of your website.

Step 2. Copy the event code you'd like to add. Or, if it's a custom event you'd like to set up, add the custom code. FB pixel diagram

  • The blue section represents your website's original code. Paste the Facebook pixel code between the <head> and </head> tags of your web page. You may already have other existing code between the tags. Make sure that you place the pixel code underneath that, but above </head>.
  • The red section is where you should insert your Facebook pixel base code.
  • The green section is where you'll insert the standard event code (or custom code) that's relevant to your page. This code will go within your Facebook pixel code, above the tag. You'll need to do this for every page you want to track.

The important thing here is that each page of your website needs the base code (red), but different pages will have different lines of code for the standard event code (green).

Step 3: Once you've added the code on the relevant pages, you’ll start to gather information on these specific events - the sooner the better on this, as the more information the pixel has the better!

If your conversion point is a Sale, you should also make sure that the Value and Currency of your event is correct. You can check how to do this here.