Setting up a FB pixel and related analytics is a must to retarget, build a custom audience, or a lookalike audience on Facebook, Instagram or the Audience Network. The setup is simple :
– Go to ‘Events Manager’ from your FB Business account or Ad account (set one up if you don’t have already)
– Set up a new ‘Data Source’ by adding your website name
– Copy the code and go back to your wordpress admin panel like for Google Analytics
– Paste it before the </head> tag in the Header template inside ‘Theme Editor’
– Go back to Facebook and test the code by directing a test traffic to your site
– You can also set up individual ‘Events’ for your site in Events Manager to further segregate actions on your website, for better custom audience creation
Alternatively, there is a plugin developed by Facebook, for wordpress, that integrates everything.
However, it is rated very poorly by users and was found to slow down the website by large amounts of time, and makes it buggy. So, our suggestion would be to avoid it and install the code manually.