Facebook Pixel

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  1. Install the Facebook Pixel Helper

Set-up Facebook Pixel, if necessary

  1. Navigate to business.facebook.com, and log-in with an email address that has business admin privileges for the {CLIENT} Facebook Business Account.
  2. In the Business Manager Menu in the header, select Pixels under Measure & Report > Events Manager
  3. Click Create a Facebook Pixel
  4. Enter {CLIENT} Pixel for the pixel name.
  5. Check the box to agree to the Facebook pixel Tools Terms. Click Next.
  6. Click Next and email the Facebook Pixel code to {ACCOUNT MANAGER} and {ANALYST}

Map out current and planned usage of Facebook Pixel on {CLIENT} site

  1. Open the Facebook Pixel Event Tracking sheet.
  2. Open Screaming Frog to run a crawl of the {CLIENT} site. Under the File menu, select Configuration and load the SEO spider configuration
  3. Under the Configuration menu, select Custom > Search. Enter the information for Custom Search 1 and Custom Search 2 from the Info tab in the {CLIENT} Facebook Pixel Tracking sheet. Click OK.
  4. Under the Configuration menu, select Custom > Extraction. Select Regex from the drop-down menu next to Extractors 1 - 9. For each row, enter in the applicable expression from the Info tab in the {CLIENT Facebook Pixel Tracking sheet. Next to each expression, replace the default name with the name of the pixel event corresponding to each Regex. For example, Extractor 1 becomes Pageview / Regex / fbq\('track', 'PageView'\) . Click OK.
  5. Enter the {CLIENT} URL into the header text box in Screaming From and click Start.
  6. When the crawl is complete, click on the Inlinks tab. Click Export, and move the exported file into the Temp. XLS Files folder to open the file in Google Sheets. Delete the first row, and sort the Address column A > Z. For all pages returning a status of 200 or 0, copy the URL into the URL column on the {CLIENT} Site tab.
  7. Add all form submission confirmation pages to the list of URLs ("thank you pages") in the {CLIENT} Site tab. Also, add these URLs to the "Thank You & Paid Traffic Landing Pages - {CLIENT} section in the Info tab. The Custom > Filter: Contains: \/thankyou\/ report can help with finding these confirmation pages.
  8. Repeat the previous step for paid traffic landing pages.
  9. Bring the Custom Tab into view if necessary, and select Filter: Extraction. Click Export, and move the exported file into the Temp. XLS Files folder to open the file in Google Sheets. Delete the first row, and sort the Address column A > Z.
  10. Paste the extraction data for each page into the {CLIENT} tab.
  11. Please note that all pages blocked by robots.txt will need to be inspected manually using the source code. Using the source code of each page blocked by robots.txt, search for "fbq". For each instance that you find, mark (present).
  12. Begin the process of adding notes to each Facebook Pixel Event Tag cell. Use the guide on the Info tab to categorize. For example, if fbq('track', 'Lead') is present on a blog post, you would want to replace fbq('track', 'Lead') with (remove). Conversely, if fbq('track', 'Lead') is missing from a /thank-you confirmation page, you would enter (add).
  13. For all cells that are empty following the previous step, add the note (n/a).

Update {CLIENT} site to match desired Facebook Pixel event tag coverage

  1. If the {CLIENT} site is build in Webflow, confirm Facebook Pixel snippet is being implemented using the Facebook Pixel Integration. To confirm, select Project Settings for the {CLIENT} site, and click on the Integrations tab. Scroll down to the Facebook Pixel section to review settings. In necessary, paste the Facebook Pixel ID, click Save. The integration will become live after the site is re-published.
  2. Using Facebook Pixel Event Tracking map, add specific event tags to each page. For Webflow sites, the Facebook Pixel Event code can be added to the <body> section of the Custom Code setting on a page-by-page basis.
  3. After each tag is added, update the individual cell to read (present) or (present) - WF Integration. When you confirm that a page has all of the requite tagging, click the checkbox in the corresponding row.

Additional Resources