I see Facebook marketers who are new in conversion tracking, set up tracking real conversions incorrectly. Tracking real conversions takes more work than calling a specific web page view, a conversion, and tracking it. Tracking how many times a page is visited is simple and can be accomplished in Google Analytics. In Facebook Ad Manager, you would not require Conversion tracking for that type of campaign. Yes, you can set up FB to call that a conversion but, in my opinion, it is a waste of everyone’s time.
Here are some basic website details to help understand what this pixel thing is all about and how it works in WordPress and how conversions work in conjunction with Facebook.
The next few paragraphs are simple but please be sure to understand what each is saying and if you don’t, please ask.
The <Head> section of a website is not referring to what you call the ‘header’ section that contains the menu and logo of a website. The <Head> section contains code that is not only for a specific page but also can be for the entire website. (we are not talking about the menu)
A HTML based website provides the developer with complete control of every section of a website. Therefore, the developer has control of what code can be in a header for every page and the header can be customized.
A WordPress based website provides you with complete control of the content on every page but the <Head> section is not really part of the content, it is more ‘instruction’ for the program that is viewing the webpage. The individual <Head> section of a WordPress website page is limited and with most WordPress themes, is nil.
This is significant because the FB instruction (step 3) of https://www.facebook.com/business/help/402791146561655 (depending on the type of conversion you request) instructs the developer to put code into the <Head> for the specific page that you want to track, while step one instructs the developer to add the base code to the <head> section for every page.
Since step three instructs the code to be added to the Head for an individual page, you will have to recreate your ad and adjust your goal. If your goal is simply to track the visits to a webpage, a ‘Standard Event’ has to be used and to complete the Facebook tracking, you simply add the website page URL to the Facebook Ad.
See this resource:
A website conversion is when a desired result is complete. The most effective conversion to track is a purchase or sign up. If you are tracking a sign up or purchase, you can get the URL of the thank you page (even if that url is on a different website) and input it into the FB ad configuration as noted on this page:
Some Facebook ads use the pixel and other ad types do not. If all you want is traffic to a page, the pixel is not necessary. The FB ad configuration settings for most ad types will ask for it but if it is not set up, the pixel really does not matter if your goal is traffic. However, it is best practice to choose the proper type of Facebook ad or possibly reconfigure an existing ad so it will not ask for the pixel.
Tracking how many visits a web page has is automatic in Google Analytics. Therefore, setting up ‘conversion’ in Facebook is a bit useless if it is only tracking whether the page was visited. If the only goal for a FB ad is to send people to a page, you can record the # of clicks as recorded in Facebook and double check that number with Google Analytics to see if both match for confirming the ad is working. There will be a discrepancy because Facebook clicks do not always load the website page. But that is another story.