Facebook Dynamic Product Ads – The Ultimate Guide Part 2 – Pixel and Product Feed Setup

Facebook Dynamic Product Ads Pixel & Feed Setup

In Part 1 of the Facebook Dynamic Product Ads Ultimate Guide we covered the basics of dynamic ads – what they are and why you should be running them.

In part 2 we’ll show you exactly how to set them up like a pro.

So roll up your sleeves and follow along, we’ve got work to do!

The two primary components you need in place to run Facebook Dynamic Product Ads are:

  1. Facebook Pixel
  2. Product Feed

Let’s tackle the Facebook Pixel first.

The pixel is a snippet of code you install on your site that anonymously tracks visitors on your site and the actions they take.

The three primary advertising features the pixel enables are:

  • Conversion Tracking – See how your ad is performing by seeing what actions website visitors took as a direct result of your ads
  • Optimization – Automatically optimize your ads toward people more likely to convert on your site
  • Remarketing – Serve highly targeted ads to people on Facebook after they leave your site without converting and get them to come back

The pixel setup has three main parts:

  1. Create your pixel
  2. Install your pixel
  3. Customize your pixel for dynamic ads

Create your pixel

If you haven’t created a Facebook Pixel or don’t know if you have one or not, follow our step-by-step instructions.

Install your pixel

The next step is to install the Facebook pixel on your website. Find out what ecommerce platform you’re using before going to the next step. If you’re using one of the more popular platforms, the pixel installation will be a snap. Just follow our easy instructions for the platform you’re using:

  1. Shopify
  2. BigCommerce
  3. WooCommerce
  4. WordPress

If you are not using one of those four platforms, don’t worry! Follow the steps below, send them to your web developer, or reach out to us for a custom pixel installation.

  1. Locate the header code of your website. You’ll be looking for the <head></head> tags.
  2. Copy your entire Facebook Pixel code and paste it in the header of your website. The code should go on every page of your website.
  3. Install the Facebook Pixel Helper plugin and ensure that the code is working properly

If you aren’t using one of the four ecommerce platforms above with a direct integration, go on to the next step where we’ll customize the pixel code on your site.

Customize your pixel for dynamic ads

In order for dynamic ads to work properly, your website needs to send info about your website visitors’ actions on your site so that Facebook knows whether to show them an ad or not and what content to include in the ads. These actions are sent using what Facebook calls Standard Events. You’ll notice that the base pixel code you installed earlier includes the line:

fbq('track', 'PageView');

This is the ‘PageView’ event that logs page views for every page across your site. You can use this to build Custom Audiences and track Custom Conversions throughout your site.

In order to run Dynamic Ads, you need to add 3 more standard events that correspond to 3 types of website visitor actions:

  1. ViewContent – when a visitor views a product page
  2. AddToCart – when a visitor adds a product to their cart
  3. Purchase – when a visitor completes a purchase on your site

Each of these standard events need to be sent with additional dynamic parameters giving Facebook more detail about the action the user completed. There are specific details for each event

  1. ViewContent
    1. content_ids (required): the product ID or product group ID of the page the visitor is on
    2. content_type (required): either “product” or “product_group”. Use “product” for an individual product or SKU. Use “product_group” when you have a product page with multiple variations – for example, a shirt that includes multiple SKUs for the various shirt sizes.
    3. value (highly recommended): send the product price as a number without currency info
    4. currency (required if passing value): format as the currency abbreviation. Example: ‘USD’

    Facebook ViewContent Parameters

  2. AddToCart
    1. content_ids (required): the product ID or product group ID of the page the visitor is on
    2. content_type (required): either “product” or “product_group”. Use “product” for an individual product or SKU. Use “product_group” when you have a product page with multiple variations – for example, a shirt that includes multiple SKUs for the various shirt sizes.
    3. value (highly recommended): send the product price as a number without currency info
    4. currency (required if passing value): format as the currency abbreviation. Example: ‘USD’

    Facebook AddToCart Event Parameters

  3. Purchase
    1. content_ids (required): the list of product IDs or product group IDs in the purchase
    2. content_type (required): either “product” or “product_group”. Use “product” for an individual product or SKU. Use “product_group” when you have a product page with multiple variations – for example, a shirt that includes multiple SKUs for the various shirt sizes.
    3. value (required): the total amount of the items purchased
    4. currency (required): format as the currency abbreviation. Example: ‘USD’

    Facebook Purchase Event Parameters

 

Once these events have been installed on your site, check them using the Facebook Pixel Helper plugin to ensure that the code is working properly. You should see something like this on a product page:

ViewContent Pixel Example

Now that the pixel is set up and passing dynamic events, let’s create the Facebook Product Feed.

Now let’s create your Facebook Product Feed

The product feed setup consists of a Product Catalog, Catalog Feeds, and Product Sets.

The catalog is a structured data file containing details on all the products in your store that you’d like to advertise on Facebook. Facebook uses this data to insert the dynamic fields like “product name” and “product image” into your ads. The supported feed formats are:

For the sample feeds above, right click and select Save Link As in order to download and view the sample feeds.

Your feed can be formatted in any of the above formats but must include all of the following fields:

Facebook Product Feed Required Fields

Optional fields we recommend using if you have them available:

Facebook Product Feed Optional Fields

Once you have your feed created, it’s time to upload it to Facebook and sync it with your pixel.

Go to the Product Catalog Settings page of Facebook Business Manager.

Click Add New Product Catalogs > Create Catalog:

Create Facebook Catalog

Associate the catalog with your newly customized Facebook Pixel:

Associate Facebook Pixel with Product Catalog

Click Add Product Feed

Add Facebook Product Feed

Option 1: If your feed was manually created and is in CSV or TSV format, choose “Single Upload”

Facebook Feed Single Upload

Upload your file

Choose Facebook Feed

Check for issues and if none are present, click Create Feed

Check for Facebook Feed Issues

Option 2: If you have a feed in RSS or XML format and it gets automatically updated by your ecommerce platform, choose “Schedule Recurring Uploads” to add your feed.

Facebook Feed Recurring Uploads

Advanced: If you have multiple categories of products and you want to advertise them separately, use Product Sets to distinguish them in your feed

Facebook Product Sets

Whew, are you still with me? Well then pat yourself on the back! That was the most technically challenging part of the Facebook Dynamic Product Ads setup and if you made it through this, you’ll have no problem with the rest of the setup.

Keep your eye out for Part 3 of the series – Campaign Creation and Optimization.

Chris Root is a co-owner of eBoost Consulting and works out of our Boulder, CO location. He writes primarily about social advertising and gets overly excited when Facebook releases new targeting capabilities.

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