How To Add Facebook Pixel to Your Restaurant Website
Learn how to influence your prospects and turn them into paying customers.
What is the Facebook pixel?
The Facebook pixel is code that you place on your restaurant website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.
It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.
Why is Facebook Pixel important for a Restaurant?
The Facebook pixel provides important information you can use to create better Facebook ads, and better target your ads. Facebook tracking pixel data helps ensure your ads are seen by the people who are most likely to take your desired action. This allows you to improve your Facebook ad conversion rate and get better ROI.
For example, if someone visits your website, you can track them via Facebook cookies and retarget them with ads to attract them to your restaurant.
Even if you’re not using Facebook ads yet, you should install the Facebook pixel in your website now. It will start collecting data right away so that you don’t have to start from scratch when you’re ready to create your first Facebook ad.
Use Facebook retargeting
Facebook retargeting pixel data and dynamic ads allow you to show targeted ads to people who have already visited your site. You can choose to get really granular here. For example, you can show people an ad for the exact page they have visited like looking at the menu page, initiating to contact through contact page or just visiting around your site. The best thing is? All of it has their own pixel data which you can track based on their activity.
Create lookalike audiences
Facebook can use its targeting data to help you build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website. These people are highly likely to visit your restaurant once they see your Facebook ads. This can help expand your potential customer base.
Optimize Facebook ads for conversions
You can use Facebook tracking pixel data to optimize your Facebook ads for specific conversion events on your website. Without a pixel, the only conversion you can optimize for is link clicks. With the pixel, you can optimize for conversions that align more closely with business goals, like reservations and contact your restaurant.
Optimize Facebook ads for value
As Facebook collects data on who visits your site and browse through your restaurant menu, it can help optimize your ad audience based on value. That means it will automatically show your ads to the people who are most likely to make high-value actions like making reservations or call your restaurants.
Gain access to more Facebook ad tools and metrics
Want to use web conversion campaigns, custom audiences from your website, or dynamic ads? You can only do so if you’ve installed the Facebook pixel. You also need the pixel to track metrics like cost per lead or cost per conversion.
How to create a Facebook pixel and add it your website
Now that you know what you can track, and why you would want to do so, it’s time to create your pixel and put it to work on your website.
To manually add Facebook Pixel to your website, you have to complete two steps:
- Create a new Facebook Pixel at the Facebook website (if you haven’t already)
- Insert the tracking code from that Facebook pixel into the section of your site
Step 1: Create your pixel
- From your Facebook Events Manager, click the hamburger icon (≡) in the top lefts and choose Pixels.
- If you haven’t already created a Pixel (you can only create one Pixel per account), you can click the green button to Create a Pixel:
- Name your pixel, enter your website URL, and click Create.
When choosing the pixel’s name, keep in mind that with Events Manager, you only get one pixel for each ad account. The name should represent your business, rather than a specific campaign.
Step 2: Install at Website
After that, you should see some options for how to add Facebook pixel to your website. Choose the Manually Install the Code Yourself option:
That should display the Facebook Pixel tracking code:
Keep this code handy because you’re going to need it in the next step.
Add Facebook Pixel tracking code to your website section.
While there are a number of different ways that you can add code snippets like this to your website, we think the simplest method is a free plugin called Insert Headers and Footers:
Here’s how to do it:
- Install and activate the free Insert Headers and Footers plugin
- Go to Settings → Insert Headers and Footers
- Paste the Facebook Pixel tracking code into the Scripts in Header box
- Save your changes
And that’s it! You just learned how to add Facebook Pixel to your restaurant website.
Step 3: Confirm your Facebook pixel is working
You already tested your Facebook Pixel installation by sending test traffic. But before you start relying on the data from your Facebook pixel, you should confirm that it’s also tracking properly.
- Add the Facebook Pixel Helper extension to your Google Chrome browser. (It’s only available for Chrome, so if you use a different browser, you’ll need to install Chrome to use the Pixel Helper.)
- Visit the page where you have installed the Facebook pixel. If the extension finds the pixel, the </> extension icon will turn blue, and a popup will indicate how many pixels it finds on the page. The popup will also tell you if your pixel is working properly. If not, it will provide error information so you can make corrections.
Bonus Step: Creating Custom Audiences Using Facebook Pixel
Now that you have successfully installed and tested the Facebook Pixel on your restaurant site. The next step is to create custom audiences for your retargeting campaigns on Facebook.
Custom Audiences allow you to target potential customers you already know for your Facebook ads. These users will come from visitors of your website.
Here is how you can create custom audiences on Facebook.
Simply visit Facebook Ads Manager dashboard and go to Tools » Audiences section.
This will bring up a popup where you need to choose the kind of audience you want to target on Facebook.
You can choose a customer list, website traffic, or app activity. For the sake of this tutorial, we are going to choose website traffic.
Now Facebook will ask you which website audience you want to target. You can choose all website visitors, people who visit specific pages, people who don’t visit specific pages, and so on. You can also create custom combinations.
For restaurants, we recommend you to retarget audiences that have visited your menu page on the website with meal photos to amplify their interest on coming to your restaurant.
Next you need to choose a duration in number of days. Lastly, you need to provide an audience name. Use something that helps you easily identify this audience in your insights.
Once you are done, click on the create audience button to finish creating your first custom audience.
Repeat the process to create more custom audiences by Facebook retargeting.
Showing Your Ads to Custom Audiences Using Facebook Retargeting Pixel
The real fun begins with engaging your custom audiences by using Facebook ads.
Start by creating a new ad on Facebook. You can run different kinds of ads for different objectives. Like boosting your page posts, sending traffic to your website, increase conversion, and so on.
Depending on what objective you choose, you will be able to select the target audience at some point during the ad creation.
In the same audience selection, Facebook will show you a custom audience, and you can select it to be targeted with your ad campaign.
We hope this tutorial helped you install Facebook remarketing/retargeting pixel to reach higher quality prospects for your restaurant.
If you have any question, please do not hesitate to contact us.