Facebook Ads XXL Guide: Guide and tips for Ad Manager – Learn for free!

You want to use Facebook Ads? Then there is a central tool: The Facebook pixel. The Facebook Pixel helps you to optimally use your social ad budget. Here we have summarized everything you need to know about Facebook Pixel. Conversion Campaigns’, ‘Custom Audiences’ from your shop, ‘Dynamic Ads’? You can only do all this if you use the Facebook pixel. You also need the pixel to recognize certain metrics, like ‘Cost Per Lead’ or ‘Cost Per Conversion’.

What is the Facebook pixel? Definition and possibilities

The Facebook pixel is a small code that you insert into your website or online shop. The pixel collects information about your visitors and allows you to track and evaluate specific goals, such as selling a product or subscribing to a newsletter.

However, the pixel helps you to optimize your Facebook ads, you can create your own target audience for your ads (Target Audience) and you can remarket visitors who have visited your website or online shop. In this way, visitors who have already interacted with your offer can continue to be used for advertising. This works by placing the code snippet and using cookies to automatically recognize users.

  • Code snippets to insert into website and online shop
  • Conversion Tracking – Record, evaluate and use targets
  • Optimizing your ads
  • Create target audience (Target Audience)
  • Remarketing – Website and Online Shop visitors play out matching ads

Best Practice: Simple Facebook campaign

Here is a small example, a simple Facebook Ads without complex extras. Reached 8,758 people, with 109 sales and a spent budget of 59.09 Euros. A profit of 490,27 Euro was achieved. In this example 2 campaigns were tested against each other.

key figures:

  • 59,09 Euro Costs
  • 8,758 persons reached
  • 109 deals at 19.90 Euro (gross) / 18.59 Euro (net); margin 5.04 Euro (net)
  • 549.36 Euro profit
  • 490.27 Euro Net profit (excl. expenses for Facebook Ad)

Basically there are two types of pixels, Facebook’s ‘Conversion Pixel’ and the ‘Custom Audience Pixel’. More about this later!

At the end of the article you can:

  1. Create pixel
  2. Install pixel
  3. Create event
  4. Track and analyze conversions (screenshot)

What can the pixel do?

The pixel provides you with a lot of important information to create better ads and it allows you to play ads even more targeted to people.

This will improve your conversion rate (e.g. sales or newsletter opt-ins) and give you a more effective ROI.

When do I install the pixel?

Even if you don’t make Facebook ads yet, you should embed the pixel directly, so you can collect relevant data as soon as possible. This way you can use the first data directly when you start your first Facebook campaign.

  • Integration of Facebook pixel immediately (collect data)
  • Data basis (target group) available at startup

Conversion Tracking

Your Facebook pixel allows you to document the interaction of your visitors after they have seen your Facebook ad. But you can’t just track users on one device, the pixel works across multiple devices, regardless of the user’s device. For example, you may see users who have viewed your ad on their smartphone, but later purchase it from their desktop PC at home. This allows you to further optimize and improve your ads.

Your ROI will also benefit from the optimization.

  • Conversion Tracking tracks user interaction after viewing your Facebook Ad
  • Paths and behavior help to optimize ads


Retargeting allows you to reach users who have visited your website or online shop before. With Facebook ‘Retargeting Pixel Data and Dynamic Ads’ you can create very individual ads. For example, you can show users exactly the product they looked at in your shop. However, you can also explicitly display products from your own “wish list” or from the “remember” list.

  • Play ads specifically to visitors of your own online offering (website, online shop, etc.)
  • Individual offers for individual pages, ‘landing pages’ and products

Create Lookalike Audience

In Facebook Ads Manager you can use the data to create a ‘Lookalike Audience’. It contains Facebook users with similar interests, likes, and demographics to match your website’s audience. So you can increase your potential reach with relevant people.

  • Find people with similar interests and demographic characteristics
  • Enlarge the potential reach among relevant individuals

Optimization after Conversion

You can use the collected data of your tracking pixel to further optimize your ads through certain ‘events’.

Without the tracking pixel you can only optimize by clicks. With the pixel (and the data generated from it) you can follow your goals even more closely. So a certain event could be a product sale or the registration in the newsletter.

  • Tracking pixel for further data on user behavior
  • Definition of Events (Single Actions)

Optimization according to value

Facebook collects a lot of relevant data. The information on who buys and, above all, on what sales helps you further optimize your ads. Facebook will automatically improve the ads and play them out more and more specifically to people who match the price and sales level.

Use Facebook pixels: How to do it

With the pixel of Facebook you can track two types of events. The listing is from Hootsuite (English). Here you can find our software tip: Hootsuite for advance planning of postings.

  • 17 Prefabricated Standard Events
  • Individually definable events

Standard Events

  • Purchase: Someone completes a purchase on your website or in the online shop
  • Lead: Someone registers on your website (newsletter, survey, free PDF, etc.) or otherwise identifies as a lead for you
  • Registration (complete): Someone fills out a registration form on your website or registers as a user
  • Payment information added: Someone enters their payment information in the purchase process on your website
  • Add to shopping cart: Someone adds a product to their shopping cart
  • Add to wishlist: Someone adds a product to a wishlist
  • Checkout: Someone starts the checkout process to buy something in the online shop
  • Search: Someone uses the search function to search for something
  • Show content: Someone lands on a certain page of your website
  • Contact: Someone contacts your company
  • Customize product: Someone selects a specific version of the product, e.g. a specific color
  • Donations: Somebody donates for your cause
  • Find location: Someone is looking for the physical location of your company
  • Schedule: Someone makes an appointment with you or a sales representative
  • Trial version: Someone registers for a free trial version of your product.
  • Application: Someone applies for the use of a product, a service or one of your programs
  • Subscribe: Someone subscribes to a paid product or service

Individualize events

If you still want to pursue certain, individual goals, you can do that by a little extra code, so-called parameters. These parameters allow you to refine the standard events, based on:

  • How much yield does a certain conversion event bring
  • Currencies
  • Content types or ID
  • Shopping Cart Items

Dog, cat or mouse? Example:

For example, you can track the visitors of a certain category instead of all visitors. In addition, you can separate dog fans from cat fans, depending on which category they have looked at.

To be able to use such individual events, you work for the ‘Custom Events’ with the URL, which is based on specific URLs or URL keywords.

More about custom conversions can be found on the Facebook Help page.

Create and embed Facebook pixels

Now that you understand how to work with Facebook Pixel in tracking, it’s time to create your own pixel and embed it into your website or online store.

Step 1: Create a pixel

To create a Facebook pixel, you need to add it to your Facebook Ads Manager. There you will find your menu in the upper left corner.

Step 2: Select pixel

You now have 3 basic pixels to choose from.

  1. Online Events – “Add the Facebook pixel to your website to enable conversion tracking, improve targeting, and maximize your return on advertising spend.”
  2. Offline Events – “Miss how your Facebook ads affect your actual results such as store purchases, bookings, sales leads, etc.”
  3. App Events – “Set up actions in your app that people in your app can perform, measure and manage. Learn more about your app users and see how your apps contribute to conversions.”

Step 3: Connect website to pixel

Choose a name for your pixel and enter the URL of your website or online shop.

Note the name: Each account has only one pixel. So the name should represent the project rather than a specific campaign.

If you need more than one pixel, use Facebook Business Manager. For more information, see Facebook: Business Manager.

Step 4: Include pixels

In the next step you will find two options:

  1. Automatic code setup by Facebook
  2. Manual setup

Here in the example you can see that our fashion magazine with the URL https://fivmagazine.com uses a WordPress system. With a click on “Set up partner” the automatic integration of Facebook Pixel into your website starts.

If you choose manual setup, you will automatically place the code on your website. This gives you the possibility to personalize events and parameters.

Step 5: Integration (Manual)

Click on “Set up manually”, directly afterwards you will get your individual code snippet, your Facebook Pixel Code. Now insert the code into your website or online shop with copy and paste.

  1. Copy the code
  2. Insert it on your website (after and before ) – Tip: With most content management systems you can insert the code directly globally, e.g. in the “Theme Options”

Step 6: Automatic data synchronization

In the next step you can activate the automatic advanced matching.

Here, the information is brought together to link website visitors to people on Facebook. All this with information that your customers have already provided to you. This includes your email address, for example, but also your phone number.

This allows you to assign more conversions to your Facebook ads and reach even more relevant people through remarketing campaigns.

Step 7: Pixel Integration Test

Now you come to step 3 of the pixel installation, test your base code. Connect your desired website and run the test.

Facebook will now send you to your website (see URL). Execute your desired conversion (in our example, contact us).

After you have executed the conversion, your test will be confirmed. Your pixel is now checked active.

Tip: Embed Facebook Pixel in WordPress Theme

Here you can see how to embed the Facebook pixel in the theme globally. Almost all themes for WordPress (like Jupiter, X or here in the example Enfold) have “Theme Options”, here you can embed codes. Not only Facebook, but also Google Analytics or Google Adsense.

Conversion Tracking: Set up events

After your Facebook pixel is active and your website or online shop is linked to Facebook, you can create your own events. Automatically or manually – start now with your first events.

Create events

Even without HTML knowledge, you can directly use the Event Setup Tool to record your desired or to be analyzed actions that are important for your company. No additional code is required.

Alternatively, you can add the event code manually.

Add events automatically with Setup Tool (recommended)

With the automatic add you can do your actions directly in the browser. Facebook registers the interaction and sets it up automatically. The system is very simple and intuitive. After manual setup, I’ll show you even more about automatic event setup.

Add events manually with code and parameters

Adding the code manually is a bit more demanding, you need some basic HTML knowledge. But even without it, you can quickly get the principle out.

First choose an event from the list (see screenshot) to add parameters but also to see code. Then copy the individual event tags and paste them into the header area of your website under </head>.

Tip! Select a company category. Facebook will then give you directly filtered and matching events.


Continuing: Automatically add events

If you decide to add automatically, you can easily show your interaction in the browser. Facebook registers the clicks and the corresponding elements and stores the action as a single event.

  • Purchase of a product from our shop
  • Storage of products in shopping cart
  • Contact us via form
  • Uvm.

After you have selected “Add automatically”, you have to enter the URL of the corresponding website. There you will then perform exactly the interaction you want to track (like selling product XY).

In the next step your website opens in the new day, from here you start directly with the interaction you want to track. In the example, we go to the menu item “Contact” and track the people who make contact with our project.


By clicking on “Track New Button” you can select a page element to be watched by the pixel.

At the top right of the screen, you can directly assign a type of conversion to the particular interaction, here for example “Contact” from the standard events.

The Facebook Pixel in the Advertisements Manager then directly grabs the people (from the entire pool of visitors) who have contacted us.

From this group you can now create your own target group for campaigns.

Facebook Analystics

Happy birthday! You have created and embedded your first own pixel. You’ve also created your first Facebook event, which allows you to create a more selective audience.

Even better, the pixel now records all users on your website. If they are also logged in to Facebook (Instagram, Whatsapp, etc.), they will be registered and saved. This will soon result in a large data treasure for you with information about your visitors.

Events and Custom Conversion

If you want to add your code manually, you have a lot of freedom. But first you have to track events.

fbq('track', 'ViewContent');

Replace the content between <script> and </script>


Specifications for Standard Events

Events are individual interactions on your website and in the online shop. Using Facebook’s pre-defined standard events, you can capture conversions (like sales) and then optimize conversions and build audiences.

For a complete list of standard events and the parameters they support, see Facebook for Developers.

All available codes and possibilities can also be found at Facebook.

  • Website Action – Standard Event Code
  • Add payment information – fbq(‘track’, ‘AddPaymentInfo’);
  • To the shopping cart – fbq(‘track’, ‘AddToCart’);
  • Add to Wish List – fbq(‘track’, ‘AddToWishlist’);
  • Complete the registration – fbq(‘track’, ‘CompleteRegistration’);
  • Contact – fbq(‘track’, ‘Contact’);
  • Customize product – fbq(‘track’, ‘CustomizeProduct’);
  • Donations – fbq(‘track’, ‘Donate’);
  • Search location – fbq(‘track’, ‘FindLocation’);
  • Start purchase process – fbq(‘track’, ‘InitiateCheckout’);
  • Lead – fbq(‘track’, ‘Lead’);
  • Purchase – fbq(‘track’, ‘Purchase’, {value: 0.00, currency: ‘USD’});
  • Appointment – fbq(‘track’, ‘Schedule’);
  • Search – fbq(‘track’, ‘Search’);
  • Use trial version – fbq(‘track’, ‘StartTrial’, {value: ‘0.00’, currency: ‘USD’, predicted_ltv: ‘0.00’});
  • Send request – fbq(‘track’, ‘SubmitApplication’);
  • Subscribe – fbq(‘track’, ‘Subscribe’, {value: ‘0.00’, currency: ‘USD’, predicted_ltv: ‘0.00’});
  • Display content – fbq(‘track’, ‘ViewContent’);

Facebook Marketing Plan

The next step is to define your own Facebook Marketing Plan.

Step 1: Target group and goals

  • How old is your target group?
  • What jobs does your target group pursue?
  • What are their daily challenges and needs in everyday life?
  • When and how / why do they use Facebook?

Knowing Facebook demographics helps you to realistically assess your potential. Two regularly updated sources can be found here.

Important here are, for example, values on age, occupation, income and much more. But first of all the use is central: Who uses Facebook? Here are statistical figures for 2018 for the distribution of age groups on Facebook and Instagram:

Facebook: Age and usage

  • 51% of 13-17 year olds use Facebook
  • 81% of 18-29 year olds use Facebook
  • 78% of 30-49 year olds use Facebook
  • 65% of 50-64 year olds using Facebook
  • 41% of over 65s use Facebook

With Facebook Ad Manager you not only have the possibility to place ads on Facebook, you can also manage Instagram ads with the tool.

Instagram: Age and usage

  • 72% of 13-17 year olds use Instagram
  • 64% of 18-29 year olds use Instagram
  • 40% of 30-49 year olds use Instagram
  • 21% of 50-64 year olds use Instagram
  • 10% of people over 65+ use Instagram

Next, take a first look at the Facebook Audience Insights. This tool gives you access to a lot of interesting information about your target group. Information such as age, relationship status, gender, education, location and language. The Audience Insights also refer to purchases already made by users.

Determine goals

Your goals are to generate the greatest possible success through social media activities. That means not only ‘collecting Likes’. It’s about leads, i.e. interactions like sales and registrations.

A good method to define goals as precisely as possible is the SMART method. As a professional trainer I heard about the method for the first time, but also in social media marketing the method has proven itself to create measurable and clear goals.

SMART consists of 5 elements:

  • S as Specific – A goal should be as precise and concrete as possible. Example: “Our community will grow to 1,200 fans by the 2nd quarter, our group to 300 members” instead of “Community building”.
  • M as measurable – Quantitative (i.e. measurable) key figures are important here: A quantity, a time or any other measurable criterion. Unfavourable formulations are, for example, “low costs”, “more communication” or goals such as “expansion of market share”. These formulations lack a concrete and measurable criterion. Example: “Social media budget limit for Q1 and Q2 must be limited to EUR 20,000” instead of “low costs”.
  • A as Accepted – Goals that are considered unacceptable by the customer have little chance of success in the end. Example: “Bright colors, many effects and large fonts on the thumbnails” can meet with skepticism and rejection from the customer, in contrast to “contemporary design of the thumbnails with activating elements”
  • R as realistic – acceptance is often closely linked to feasibility. This means that realistic goals are more easily accepted and motivate customers and teams much more than those that are seen as unrealistic in advance. Example: “15 Facebook Postings (photos) per month, with regular publication” instead of “Postings every day on all networks”
  • T as Terminierbar – The naming of a time is simple but central and essential. Of course, only for scheduled goals, like “completion of the fanpage until 01. März″ instead of “completion of the fanpage as soon as possible”

Content Mix

Maybe you’ve heard of the famous Paretoprinciple, the famous 80-20 rule. The Pareto principle (also known as the Pareto effect or 80 to 20 rule) states that 80 % of the results are achieved with 20 % of the total expenditure.

It is also used in social media marketing – slightly modified. Here the golden rule is: 80% of your content should inform, entertain, educate and 20% should be used for advertising.

In the content mix it is always advisable to include foreign content. This means contributions, photos and videos from other channels.

Competitor’s advertisements

You’re spying on the competition’s ads? That works? Yes! There’s a little trick for that. Here you can see for example which changes have been made (e.g. name, cover picture) but also – and much more exciting – which advertisements are currently running!

Why does Facebook show the ads? This is all about transparency. This is how you find the ads of your competitors:

  1. Go to the fanpage of the competitor (Desktop)
  2. In the menu you find “page info & advertisement”, here you find all advertisements

Tip. You will see the text “Offers and prices of these advertisements may not be valid for you”. – this is about remarketing. Scroll down and you will see the active ads.

Define target groups

There are three different types of target groups:

  1. Customer Audience
  2. Lookalike Audience
  3. Saved target groups

Saved target groups

Why do you create target groups? For future ads you must (can) permanently define target groups. With your own, previously saved target groups, you can quickly and easily access your predefined target groups.

Create pre-defined target groups

This is about refining your target groups (Lookalike Audience and Custom Audience [e.g. people who have interacted with your site]) and predefined target groups that you can reuse at any time.

You can create target groups directly during the campaign or in your “object library” in the upper left corner by clicking on the button “Create target group”, then in the dropdown menu “Saved target group”.

  1. Open “Object library”
  2. Click on button “Create target group” top left
  3. Click on “Saved target group” in the drop-down menu

As soon as you create your target audience, you have the possibility to refine the Custom Audience or Lookalike Audience.

Example: You take the lookalike of your customers and refine it through the language. In this way you can reach relevant people with a certain language with an advertisement.

You can also exclude groups accordingly. For example, customers you don’t want to reach a second time with the same offer. First of all you have to create a custom audience of people who have already bought the product.

Geo Targeting

We have reported on Geo Targeting more than once. Anyone planning an event or a trade fair appearance in the near future can of course define the target group according to location. Choose “People who have recently been to this location” as the location. Then choose the corresponding city as the location.

In this way you can reach people who are on site at the time.

You can even select certain locations or places and go down to a range of 1 kilometer. Tip! Select “People who live in this place” if you want to reach regional customers for business. If you already have several branches, you can also select and combine several locations.

Define target groups


In addition we have our own big chapter in the article.

In short, the target group definition is about filtering and excluding characteristics (demographics, interests or behaviours).

Here you can also exclude people “who like your site”. In particular, you can go to new people in the speech, “friends of people who like your site”.

A tip in advance: when naming target groups, you should proceed in a structured manner such as: “USA + 18-30 + restaurant specialist | YT Video”.

Done! Your target group has been created.

Lookalike Audience

What is the Lookalike Audience and how do you create this special target group? Lookalike Audience is a powerful tool that allows you to easily reach a larger, relevant audience.

What is the Lookalike Audience?

The Lookalike Audience is created on the basis of a core target group. For example, the core target group consists of people who have bought something in your online shop. We or Facebook summarize all these people. The next step is to collect similarities. For example, a large part is interested in “pop music of the 90s” or “Mercedes”. A large part is perhaps between 35-42 years.

The highlight of the Lookalike Audience is a 1% comparison with all German Facebook users.

Your Lookalike Audience consists of 1% of the German Facebook users who are most similar to your core target group. You can now promote these people perfectly, as they are more likely to lead to a conversion.

A good core target group are former buyers, users who have signed up for the newsletter, etc.

How to create the Customer Audience?

How do I create the Customer Audience? This is how it works:

  • Go to your “Ad Manager”
  • Go to “Target groups” – if you don’t see “Target groups” directly, go to “All Tools”
  • Search for a good base target group (in the best case a custom audience, like people who have interacted with your Facebook page)

Now we create the lookalike based on the existing target group:

  • Select the desired base target group
  • Click “Actions” button – here you can directly create the Lookalike Audience
  • Click on “Lookalike Audience” in the dropdown menu – The Lookalike Audience will be created automatically
  • Select the location – for example Germany
  • Target group size – Variable from 1-10% of country
  • Set the “number of target groups” high, then lookalikes with different % values will be created.

Experiment and see what works best for you and your goals. How do you refine the Lookalike Audience? Segment even more by dates such as age to make your group even smaller.

Define target groups


In short, the target group definition is about filtering and excluding characteristics. These are:

  1. Demography
  2. Interests
  3. Behaviour


The A&O in remarketing are your customer audiences.

  • Facebook pixel must be installed
  • Consider privacy when remarketing campaigns on Facebook
  • Change to “Target groups”
  • “Create target group”
  • Pop Up opens “Create a Custom Audience” and saves

Now you can “create an ad”. When you do, you switch back to the ad manager.

  • Select destination (bpsw. Conversion)
  • Custom Audience is automatically implemented
  • Now you can segment further, for example by gender. You can address us like: “You have visited us, now -50% for women”. But there are also interests (also parents who have become parents), etc. possible.

Tip! You should also create a customer audience with users who have already done a conversion. This group will then be excluded, e.g. “Persons who have already bought” (name of the Customer Audience).

Like I said, the A&O in remarketing is your customer audiences.

Create a Customer Audience with 30 days, one with 60 days. Then create an ad for the users who were on your site 60 days ago and exclude those who have been on your site in the last 30 days. Experiment and play around.

Interaction on your own website

Facebook comments make homepages, blog and online shops much more lively. Users are no longer forced to enter their data or register. By placing or exchanging the WordPress comments with the Facebook code, the interaction, user loyalty and also the visiting hours of your website, blog or shop increase. For embedding there are of course also WordPress plugins. With a little copy & paste you can also do everything yourself. Today not with a video tutorial, but with screenshots, because it is really fast, even without an advertising agency.

Questions and Answers

As a Facebook Agency reach many questions weekly! From very simple like “What is a Facebook Ad?” to “How much does an advertisement on Facebook cost? Here we have the most important answers to the most important questions of our community.

What is a Facebook Ad?

Facebook Ads are ads that are displayed within Facebook and its subsidiaries such as Instagram and Whatsapp.

How can I turn off ads on Facebook?

Advertising on Facebook can be placed via the Advertising Manager.

How much does advertising on Facebook and Instagram?

On social networks, you always pay for reach. That is, the more people see your posting, the more expensive it becomes. The more specific your target group is, the less wastage you have. That’s why it’s so important to constantly optimize your ads.

Especially Facebook Pixel helps to improve ads to minimize costs.

How do I block ads on my mobile phone?

Advertising cannot be blocked within the Facebook app. For the browser on your PC, you can use Adblocker.

How do I delete my Facebook account via mobile?

If you’re tired of Facebook, the question is, how do I get rid of Facebook again? This will permanently delete your account:

  1. Click on the menu at the top right (goes from any Facebook page)
  2. Click on Settings and then in the left column on “Information”
  3. Click “Deactivate and Delete”
  4. Select “Delete Account” and then click “Next and Delete Account”.

After that you have to wait 14 days until your account is finally deleted. During this time you can reactivate it by logging in. If you do not log in for 14 days, your account will be permanently deleted.

For more information on deactivating and deleting your Facebook account, see Facebook.