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Transition to the Facebook pixel with the Migration Dashboard

Elad Kolet
August 3, 2016

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Last year, we released the Facebook Pixel to make it easy for advertisers to unlock conversion tracking, optimization, advanced matching, and more. Given the Facebook Pixel's success, we are deprecating the Conversion Tracking Pixel to help ensure you are using the best solutions to drive your business. Today, we are announcing the deprecation timeline, providing guidance on how to migrate your website to the Facebook Pixel, and releasing the Pixel Migration Dashboard - a visualization tool that provides you the insights you need to verify you've successfully migrated to the Facebook Pixel.

Timeline

  • August 3: Pixel Migration Dashboard released to advertisers with active conversion tracking pixels
  • September 15: Advertisers will no longer be able to create new conversion tracking pixels
  • October 15: Facebook will no longer support conversion tracking pixels
  • February 15: We will disable ads measurement and optimization with conversion tracking pixel

Migrating your pixel code

Add the Pixel base code

If you use the Custom Audience Pixel or Conversion Tracking Pixel to track conversions, you'll want to migrate to the Facebook Pixel. To start, get the new pixel code here.

The old JavaScript code for the Conversion Tracking Pixel looks like this:

<script type="text/javascript">var fb_param = {};
fb_param.pixel_id = '<CONVERSION_TRACKING_PIXEL_ID>';
fb_param.value = '<value>';
fb_param.currency = 'USD';(function(){
var fpw = document.createElement('script');
fpw.async = true;
fpw.src =[asset:228742824187887] '//connect.facebook.net/en_US/fp.js';
var ref = document.getElementsByTagName('script')[0];
ref.parentNode.insertBefore(fpw, ref);})();</script><noscript><img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/offsite_event.php?id=1234567890&amp;value=10.00&amp;currency=USD" /></noscript>

Or like this, using the Custom Audience Pixel:

<script>(function() {
var _fbq = window._fbq || (window._fbq = []);
if (!_fbq.loaded) {
var fbds = document.createElement('script');
fbds.async = true;
fbds.src = '//connect.facebook.net/en_US/fbds.js';
var s = document.getElementsByTagName('script')[0];
s.parentNode.insertBefore(fbds, s);
_fbq.loaded = true;
}
_fbq.push(['addPixelId', '<PIXEL_ID>']);})();
window._fbq = window._fbq || [];</script><noscript><img height="1" width="1" alt="" style="display:none" src="https://www.facebook.com/tr?ev=<PIXEL_ID>&amp;amp;cd[value]=0.00&amp;amp;cd[currency]=USD&amp;amp;noscript=1" /></noscript>

Go through your pages that contain the above code and add in the below Facebook Pixel base code. Make sure to replace FB_PIXEL_ID with your real Facebook Pixel ID:

<!-- Facebook Pixel Code --><script>!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version='2.0';n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,'script','//connect.facebook.net/en_US/fbevents.js');// Insert Your Facebook Pixel ID below. 
fbq('init', 'FB_PIXEL_ID');
fbq('track', 'PageView');</script><!-- Insert Your Facebook Pixel ID below. -->
<noscript><img height="1" width="1" style="display:none"src="https://www.facebook.com/tr?id=FB_PIXEL_ID&amp;amp;ev=PageView&amp;amp;noscript=1"/></noscript>
<!-- End Facebook Pixel Code -->

Note that we recommend you place the Facebook Pixel base code on all the pages of your website, while you may have only placed previous pixels on just a few pages.

Add Facebook Pixel event code

When you upgrade to the Facebook Pixel you also need to update the code used to track events on your website that matter to you.

With the deprecated Conversion Tracking Pixel, you tracked conversions as follows:

Old JavaScript Pixel

_fbq.push(['track','CONVERSION_TRACKING_PIXEL_ID', { 'value': 0.00, 'currency': 'USD' }]);

Old Image Pixel

<img height="1" width="1" style="display:none"src="https://www.facebook.com/tr?ev=CONVERSION_TRACKING_PIXEL_ID&amp;cd[value]=0.00&amp;cd[currency]=USD/>

Where CONVERSION_TRACKING_PIXEL_ID is the deprecated Conversion Tracking Pixel ID that you wanted to track and the {...} contained the information you wanted to log when the event occurs, such as the conversion value.

You should map the old Conversion Tracking Pixel IDs to equivalent Facebook Pixel standard events. The code for tracking standard events with Facebook Pixel look like this:

JavaScript Pixel

fbq('track', 'Purchase', { value: 0.00, currency: 'USD' });

Image Pixel

<img height="1" width="1" style="display:none"src="https://www.facebook.com/tr?id=<FB_PIXEL_ID>&amp;ev=Purchase&amp;cd[value]=0.00&amp;cd[currency]=USD"/ (https://www.facebook.com/tr?id=%3CFB_PIXEL_ID%3E&amp;ev=Purchase&amp;cd[value]=0.00&amp;cd[currency]=USD)>

In this example we use the track parameter to indicate we're logging a standard event of type Purchase.

Use the Pixel Migration Dashboard

Verifying your Facebook Pixel Installation

The Pixel Migration Dashboard (released to advertisers with active conversion tracking pixels) can help you ensure you're receiving at least the same quantity and quality of data from your Facebook Pixel

First, navigate to the Migration Dashboard in Ads Manager. Then, make sure you have selected the right pixels. Automatically, the Pixel Migration dashboard will populate all the pixels that are shared to you but you may need to remove pixels to filter on only the pixels that matter to your current installation.

Start by choosing the most important event to you. In the example below, we show a retailer looking at:

  • Their Checkout Conversion Pixel (old).
  • Their Purchase Standard Event via the Facebook Pixel.

Click on the two checkboxes to the left of the Pixel name to filter the graph above for these specific events.

In this sample case, we can see there's a significant discrepancy between the old pixel and the new pixel's total volume of checkouts. This would indicate that we need to investigate further.

It is expected that conversion pixels and Facebook pixels, placed identically, could still report values that vary by 1% due to the way they are logged in our system. If you notice a difference smaller than 1%, then move on to the next event.

There could be lots or reasons causing this difference. We have created breakdowns by day, URL, Domain, and Device to make sure you have the all the information you need to troubleshoot your installations.

After you're comparing purchase events, move on to the next most important event to you like AddToCart until you've verified all the events that you've installed.

Verifying and Troubleshooting Parameters

If you pass back parameters to use custom conversions, Dynamic Ads, or Advanced Matching, then you may want to verify you are sending the right data. Use the Pixel Migration Dashboard to make sure you are passing back data as you intended by exposing the last 100 pixel fires for specific events. You can use the breakdown buttons above to further refine the data you see here.

Once you click on the event names, a pop-up will come up with the following view:

You can hover over the cells in the Data JSON and Referrer URL to get more data, like this:

Use this data to ensure the URLs and parameters are coming back and in the format you expect.

Next steps:

When you feel confident in your pixel installation, you may want to start transitioning your ads to using your new Facebook Pixel. Learn more here in our transition guide about how to do that.

Resources:


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