Understanding Facebook’s NEW Pixels Page

Understanding Facebook’s NEW Pixels Page

Until recently, the Pixels page was a rather dull and uninteresting interface with some basic data about your pixel activity. It wasn’t really of any great help, other than confirmation of your pixel being installed correctly.

But things have moved on in the Facebook Ads world, and the Pixels page has a new design and some additional features. Facebook is rumoured to have more updates on its way that will help advertisers make sense of their huge amount of data available.

 

7 Important Facts

1. You can find the Pixels Page in your Ads Manager top menu.

2. On the Events tab, if you move your mouse over the plus sign next to each event, you will see how Advanced Matching helped you reach more people with your ads. That’s the very first time Facebook shares this type of information!

3. On the Activity tab, you can see a list with your last 100 fired events.

4. On the Activity tab, if you click on each event’s name from the left menu, you will see a list with the last fired events.

5. If you move your mouse over the event’s parameters you will see all the parameters for that particular event.

6. If you move your mouse over the Referring URL, you will see the exact URL where the event was fired.

7. Order the events by Event Time doesn’t work properly and the events are not shown in chronological order. This is probably a temporary bug but can be misleading.

 

Digging Deeper

To dig deeper, click on each of the menu tabs: Events, Activity, Settings.

If you click on the Settings tab you will get a list with all your Custom Audiences and your Custom Conversions.

The place where you will find some very useful data is the Activity tab. You will get a list with the last 100 events fired by your pixel, and you can also select each event from the left side menu. In the events table you can find:

  • Event time: the exact time when the event was fired
  • Event Catagory: event’s name
  • Device: Desktop, Android, iOS
  • Parameters: all the parameters an event has
  • Referring URL: the URL where the event was fired

There is no doubt that the Purchase event is your most important event, and there are situations where you want to know what exact transaction was recorded by each distinct Purchase event. When you want to know what order is connected to a particular Purchase event, go to Activity, select the Purchase event from the event’s left side menu, and move your mouse over the event’s parameters. Among other parameters, you will also see the order_id:

This way you can have a better idea about what is really being tracked and you can check if there are any orders missing, or orders getting tracked multiple times.

 

Important: the pixel data that is shown in the Pixel’s page is global, with all events tracked regardless of the traffic source. However, this data will be different from your Ads Reports, where only ad-generated events are shown.

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