4.07 – Optimise Your Events

Once the base pixel code is installed, you can set up events. An event is simply an action a visitor takes on your website. It might be filling out a form with their email address, adding to your shopping cart, or completing a purchase. Facebook has the ability to optimise for any event you set up. The easiest way to set up an event is to use a partner integration. They include the most common events that advertisers need to track or optimise for.

To set up events yourself, go into your pixel and choose Set Up New Events from the Setup menu in the top right corner and choose Use Facebook’s Event Setup Tool. The tool will allow you to set up events without modifying any code. See Figure 3-3.

Next, add a URL to a page you’d like to track events. It could be a landing or product page. Then you’ll see your page with a Facebook Event Setup Tool on top of the page, as seen in Figure 3-4 on page 28.

Choose any buttons or links you’d like to track and they’ll be added to your event list. Any events you add here will be available to build a Retargeting Audience and optimise your ads.

If you have a catalog website like Shopify or WooCommerce, you can connect it here. That will allow you to automatically show ads for products your visitor looked at but might not have purchased or even cross sells or upsells for buyers.