Installing the Facebook Pixel on WordPress

Facebook Pixel

Level: Easy
Time: 5-10 minutes

Facebook Pixel WordPress Goal

To add the Facebook pixel to your WordPress site.

Ideal Outcome

The Facebook pixel is properly installed without any technical issues.

Prerequisites or Requirements

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Why Facebook Pixel is Important

Facebook Pixel is essential if you want to use Facebook advertising. With this pixel, you can create remarketing audiences and set up conversions for your campaigns.

Note: If you are using Shopify do not follow this guide, but instead follow Guide How to add a Facebook Pixel to a Shopify Store.

Where this is Done

In Google Tag Manager and your Facebook Ads manager.

When this is Done

Only once—the first time you install the Facebook pixel.

Who Does this

The person responsible for website management, analytics, or paid advertising.

Environment Setup


Before you start

Installing the Facebook Pixel on WordPress

1. Log in to Facebook.
2. Go to your Facebook Business Manager.
3. Make sure to select the right Business Manager account from the dropdown:
facebook pixel setup
4. Next, click on “Events Manager”
facebook pixel Events Manager
5. If a Pixel has already been created but hasn’t been installed yet, select it from the list on the left and click “Continue Pixel Setup” (then follow jump to step 7)
facebook pixel continue pixel setup
6. If this is the first time creating a Pixel for this business:

a. Click on “Connect Data Sources”

connect data sources

b. Select “Web” from the list, and click “Connect”

facebook pixel select web
7. Select “Facebook Pixel” from the list, and click “Connect”
select facebook pixel and connect
8. Give the Pixel a name and provide the website’s URL

9. You will be presented with a few options to install your pixel on WordPress. If Google Tag Manager is’t listed, click on the “Select Another Integration” option

10. Select “Google Tag Manager” from the list

Google Tag Manager

11. You will be asked If you want to turn on “Advanced Matching”. If you are an advanced Google Tag Manager user you might want to configure it now. If not, leave it “Off” and click “Continue”:

Advanced Matching

12. Next, you will be prompted to sign in to the Google Account you use for Google Tag Manager and will need to allow Facebook to make changes.

13. Back in the Facebook Ads Manager interface, pick the Google Tag Manager account and container you would like to use, then click “Finish Setup”
14. Next, you can choose to add events using the Event Setup Tool. Since you just want to add the Pixel Base Code, for now, you will just need to click “Next”.

a. You might see a warning that mentions that the pixel hasn’t received any events. This is normal since you’ve just installed it-we’ll verify the installation later in this SOP.

Event Setup Tool

15. Finally, you’ll see a screen confirming that the setup is complete.

screen confirming

QA-ing the Facebook Pixel

1. Open your website using Chrome.

2. Go to your Facebook Business Manager.
facebook pixel helper chrome extension

3. You should be able to see your Facebook Pixel installed. The extension should be able to find at least one pixel, and it should match the Pixel ID on your Facebook Business Manager.