Tracking Facebook Conversions

If you are using Facebook ads to promote your store on social media, you'll want to measure how effective your advertising is by measuring how many purchases come from Facebook ads. This guide covers how to set up the Facebook pixel to measure these conversions.

Creating a Facebook pixel

These steps show you how to create a Facebook Pixel in the Facebook Ads Manager. If you've already created a pixel, skip ahead to Setting up your Facebook pixel.

1. Go to the Facebook Ads Manager and click on your account.

2. Select Increase Conversions on your Website.

3. Enter your store's URL in the form to the right.

Enter store's URL

4. Under Choose a conversion event, select Set up a custom conversion.

5. In the pop-up that appears, enter the following details. Reference the image below.

  • Rule: Include traffic that meets the following
    • URL Contains: finishorder.php
  • Category: Purchase

Custom Conversion - set URL parameters

Click Next when done.

6. On the following pop up, enter the following details:

  • Name: Enter a name to help you keep track if this tracking code.
  • Ignore the "Set a conversion value" field.

Custom Conversion - Name pop-up

Click Create when done. 

7. You will be brought to a pop-up with a success message. Click Check Pixel status. You will be brought to the Facebook Pixel tool in the Ad Manager area.

You have now successfully created your Facebook pixel. If your store is using a Blueprint theme, continue on to Adding the Pixel to BigCommerce (Blueprint). If your store uses a Stencil theme, go to Adding the Pixel to BigCommerce (Stencil).

Adding the Pixel to BigCommerce (Blueprint)

These steps allow you to use the Facebook Pixel for tracking without needing to enter any code. This method will let you track both visits and conversions.

1. Go to the Facebook Pixel tool in the Ad Manager area if you are not there already.

2. Copy the Pixel ID from the pixel summary area on the right.

Facebook pixel ID

3. In your BigCommerce control panel, go to Advanced SettingsWeb Analytics.

In some versions of the control panel, this is located under Setup & ToolsWeb Analytics.

4. Enable Facebook Pixel by selecting it and saving. Then select then Facebook PixeL tab.

Enable Facebook pixel

3. Paste the pixel ID into the Pixel ID field, then save your changes.

Facebook Pixel ID

Going forward, you will be able to track how many sales are made as a direct result of your Facebook ads.

Adding the Pixel to BigCommerce (Stencil)

These steps show you how to enter the Facebook pixel onto your storefront. Adding the pixel will help Facebook track any activity on your Facebook ads, but will not specifically track sales unless you follow the steps in Conversion Tracking as well.

1. Go to the Facebook Pixel tool in the Ad Manager area if you are not there already.

2. Go to ActionsView Pixel Code and copy the code provided. This code is different for each store, so cannot be provided in this article.

View Pixel

3. In your BigCommerce control panel, go to Advanced SettingsWeb Analytics.

In some versions of the control panel, this is located under Setup & ToolsWeb Analytics.

4. If you haven't previously enabled Google Analytics, do so now by selecting it and saving. Then select the Google Analytics tab.

5. Paste the pixel code into the Tracking Code field. This will insert the pixel code onto every page of your store.

Facebook Pixel in Google Analytics area

6. Follow the steps under the Conversion Tracking section to measure how many sales are made directly from your Facebook ads.

Conversion Tracking (Stencil)

1. Go to SettingsAdvanced SettingsAffiliate Conversion Tracking.

In some versions of the control panel, this is located under Setup & ToolsConversions.

2. Copy the following code and paste it into the Conversion Tracking Code field.

<script>
fbq('track', 'Purchase', {value: '%%ORDER_AMOUNT%%', currency: 'USD'});
</script>

Code in Affiliate Conversions area

3. Save your changes.

Going forward, you will be able to track how many sales are made as a direct result of your Facebook ads.

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