How to Run More Effective Ads With Facebook Pixel in Your Online Store

Jan 12, 2017 by Jesse Ness, Ecwid Team
How to Run More Effective Ads With Facebook Pixel in Your Online Store
Posted Jan 12, 2017 by Jesse Ness, Ecwid Team

As an e-commerce store owner, you already know that Facebook is vital for your business.

If you want to get the most out of Facebook, however, you will eventually need to invest in advertising — and to get the most out of Facebook advertising, you will need to use the Facebook pixel to track conversions and analyze your performance.

In this article, we will show you how the Facebook pixel can help improve e-commerce performance and how you can add it to your store.

A Beginner's Guide to Using the Facebook Pixel for E-Commerce

Get the most out of Facebook advertising, track your conversions and analyze your performance

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Why use the Facebook pixel?

You might be wondering: why use the Facebook pixel at all? After all, you can start a Facebook campaign without ever touching this bit of code.

You’ll find that using the Facebook pixel will help you get a lot more from your campaign.

You can use it for:


Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously “follow” your audience all over the Web, so you can advertise to them later.

Ever looked up for a product on Amazon and then saw it on Facebook later? That’s retargeting.

Retargeting is one of the most effective display advertising tactics around.

According to a study by ComScore, retargeted ads lead to a 1046% increase branded search and a 726% lift in site visitation after four weeks of retargeted ad exposure.

As WebsiteSetup shows, adding cross-device retargeting significantly increases reach and CTR globally, while reducing CPC by as much as 35%.

Facebook cross-device retargeting impact on ad performance

If you want to cut down on your ad spend while also dramatically increasing conversions, you’ll have to invest in retargeting.
And to use retargeting, you’ll have to use the Facebook pixel to build custom audiences.


Before you set up any advertising campaign, Facebook asks you the objective of the campaign:

choosing the objective

When you have the Facebook pixel installed on your page, Facebook will continuously optimize ad delivery to meet your stated objective. Your ads will be seen by more relevant audiences. This, in turn, will cut down your CPC and improve your CTR.


By using Facebook pixel you can track how many times a particular action occurs. For instance, you can track how many products were sold from a specific ad.

This is achieved through the use of “Custom Conversions”.
Custom conversions

Facebook pixel can easily track the completion page because it already fires on all your website pages.

This feature helps you to figure out how profitable your ad campaigns are and if the pricing of your products is right.

Adding the Facebook pixel to your store

To add the Facebook pixel to your store, you only have to:

    • Generate the pixel
    • Copy-paste the pixel code into your store

Follow these steps below to learn how:

Step #1: Log into your Facebook account. Then click the drop-down menu and select “Create Ads” (if you’ve never logged into Facebook ads before), or “Manage Ads” (if you’ve used Facebook ads before).

log in to your ad manager

Click “Close” on the next screen to show the dashboard.

Ad Manager interface

Step #2: In the dashboard, click on Ad Manager in the top left menu and select “Pixels”.

Ad manager dashboard

On the next screen, select “Create Pixel”.

Set up your pixel pop up

Facebook will ask for a name for your pixel. You are limited to one pixel per account, so make sure that this is something easy to identify and related to your business name.

name your pixel

Click on “Next”. You’ve now successfully created a pixel.

Step #3: When you click on “Next” above, Facebook will ask you to install the pixel code. You have two options here:

      • Use Facebook’s tag manager or built-in integrations
      • Install the code manually by copy-pasting

For now, choose the second option.

adding pixel to the store

Facebook will then show you your pixel code. Hover over the code to copy it.

copying and pasting the pixel code

The numbers highlighted in blue above is your Facebook pixel ID. This is unique to your account; the rest of the code is the same for every other user.

By default, the code tracks views (i.e. page opens). Facebook offers a number of standard events to track basic actions. You can view a full list here.

Step #4: Your next step is to add the Facebook pixel code to your store.

Normally, the code goes into the…section of any web page.

Ecwid, however, offers an easier way to add this code. Log into your Ecwid control panel then click on Settings → General → Cart.

Ecwid Control Panel

On the next screen, scroll down to the “Tracking code on…” section and select “Enable”. You will need a premium Ecwid account to do this.

Tracking code in Ecwid

After clicking “Enable”, you’ll see a pop-up box. Paste your code into this box and click “Save”.

Edit tracking code screen in Ecwid

Your Facebook pixel is now live!

This code will trigger when a customer reaches your store’s order confirmation page. Ecwid will take data from the customer’s browser and relate it to Facebook, which will count this as a conversion.

You can then use this data to create custom audiences.

Step #5: As a final step, you’ll want to check whether the pixel is active.
To do this, log into Ad Manager then click on “Pixels”. Look for a green light next to your Facebook pixel code in the right pane:

active Facebook Pixel

Facebook will also show any “Pixel fires” (i.e. number of times the pixel was triggered) on this screen.

Facebook Pixel tracking history

You’ll also see a list of actions for which the pixel was triggered — content views, add to cart actions, etc.


The Facebook pixel can take a while to understand, especially after Facebook merged all tracking pixels into one. But once you start using it, you’ll realize its effectiveness, especially if you use retargeting.

Adding the Facebook pixel to your Ecwid store is dead easy, and once you’ve set it up, you can run all sorts of interesting promos to your best customers.

Go ahead and give the pixel a try and let us know the results in the comments below!

About The Author
Jesse is the Marketing Manager at Ecwid and has been in e-commerce and internet marketing since 2006. He has experience with PPC, SEO, conversion optimization and loves to work with entrepreneurs to make their dreams a reality.

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