Facebook Pixel: come usarlo - Antonino Scarfì - WPCatania

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1. FACEBOOK PIXEL SU WORDPRESS
2. HELLO! I am Antonino Scarfì I am a WordPress Developer You can find me at @antoscarface 2
3. AGENDA » Cosa è Facebook Pixel? » A cosa serve? » Come si integra in un sito WordPress? 3
4. 1. COSA È FACEBOOK PIXEL? 4
5. “The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.” 5
6. <img width=”1” height=”1” style=”display: none” src=”https://www.facebook.com/tr?id=1 234567890&ev=PageView&noscript=1” /> 6
7. È UTILE PER » Essere sicuro che le campagne pubblicitarie su Facebook vengano indirizzate a persone ben precise » Costruire custom audience avanzati » Misurare le azioni svolte dagli utenti nel sito 7
8. COSA SERVE PER INSTALLARLO » Configurare un Pixel ID nel proprio Ad Account » Aggiungere lo snippet necessario 8
9. 2. CONFIGURARE IL PIXEL 9
10. Place your screenshot here CREATE PIXEL » Vai su Events Manager > Pixels » Clicca su “Create a Pixel” 10
11. Place your screenshot here DAI UN NOME 11
12. Pixel ID pronto Da integrare sul sito 12
14. 3. STANDARD EVENTS 14
15. Events are actions that happen on your website, either as a result of Facebook ads (paid) or organic reach (unpaid) STANDARD EVENTS Standard events within the Facebook pixel code enable you to track specific events, optimize for conversions and build audiences. 15
16. STANDARD EVENTS LIST Add to cart Track when items are added to a shopping cart (ex: click, landing page on Add to Cart button) fbq('track', 'AddToCart'); Add payment info Track when payment information is added in the checkout flow (ex: click, landing page on billing info) fbq('track', 'AddPaymentInfo'); Add to wishlist Track when items are added to a wishlist (ex: click, landing page on Add to Wishlist button) fbq('track', 'AddToWishlist'); Complete registration Track when a registration form is completed (ex: complete subscription, sign up for a service) fbq('track', 'CompleteRegistration'); Contact A telephone/SMS, email, chat or other type of contact between a customer and your business fbq('track', 'Contact'); Search Track searches on your website, app or other property (ex: product searches) fbq('track', 'Search'); 16 Source: https://www.facebook.com/business/help/402791146561655
17. STANDARD EVENTS LIST Initiate checkout Track when people enter the checkout flow (ex: click, landing page on checkout button) fbq('track', 'InitiateCheckout'); Lead Track when someone expresses interest in your offering (ex: form submission, sign up for trial, landing on pricing page) fbq('track', 'Lead'); Purchase Track purchases or checkout flow completions (ex: Landing on "Thank You" or confirmation page) fbq('track', 'Purchase', {value: '0.00', currency: 'USD'}); Start trial Track the start of a free trial of a product or service you offer (ex: trial subscription) fbq('track', 'StartTrial', {value: '0.00', currency: 'USD', predicted_ltv: '0.00'}); Subscribe Track the start of a paid subscription for a product or service you offer fbq('track', 'Subscribe', {value: '0.00', currency: 'USD', predicted_ltv: '0.00'}); View content Track key page views (ex: product page, landing page, article) fbq('track', 'ViewContent'); 17 Source: https://www.facebook.com/business/help/402791146561655
18. Place your screenshot here PUBBLICIZZARE UN POST Selezionando il traffico dal tuo Pixel 18
19. Place your screenshot here PUBBLICIZZARE UNA CREATIVITÀ Selezionando il traffico dal tuo Pixel 19
20. Place your screenshot here CREARE UN PUBBLICO Selezionando il traffico e le azioni dal tuo Pixel 20
21. 4. INTEGRARE SU WORDPRESS 21
22. Manualmente Integrando il codice manualmente nelle pagine, aggiungendo un hook su wp_head via codice PHP per integrare il codice prima della chiusura di </head> DUE SCELTE Automaticamente Tramite plugin auto-installante super tutto fare! Come: Pixel Caffeine 22
23. 5. PIXEL CAFFEINE 23 A 100% free WordPress Plugin for Facebook Pixel
24. Place your screenshot here A FREE WordPress Plugin The easiest, most powerful, 100% free, WordPress Plugin to manage Facebook Pixel, Custom Audiences and Facebook Product Catalog. 24
25. Place your screenshot here Instant Installation Get the Facebook pixel site-wide without typing a line of code – just a simple click. 25
26. Place your screenshot here Facebook Dynamic Ads with WooCommerce Automatically track visitors based on what they viewed (product name, product category and product tags) and then dynamically re-target them with advertisements on Facebook or Instagram 26
27. Place your screenshot here Advanced Custom Audiences Create audiences based on standard/custom events, referring sources (i.e. Twitter, Facebook, Google, etc.), categories/tags of content, specific URL parameters…literally almost anything you’d like! 27
28. Place your screenshot here Advanced Custom Audiences Add filters easily selecting what you have in your WordPress site, like: » product from WooCommerce » a specific blog post » posts from a specific category » so on… Without knowing anything about IDs or particular code. 28
29. Place your screenshot here Custom Conversion Events Add a specific event in a specific case focused on user behaviour, like a page visit, link click or click into a specific element by selecting them with a CSS like format (#element). 29
30. Place your screenshot here Create a Product Catalog In one click generate a Product catalog for your store and upload it to Facebook or let Pixel Caffeine constantly sync it with Facebook. Advanced filters let you create your product catalog with exactly the products you want to promote. 30
31. THANKS! Any questions? You can find me at » @antoscarface » antonino.scarfi@gmail.com 31