Tracking site visitors and what actions they’ve taken is key to effective segmentation and ultimately leveraging the true value of your traffic using the 3 Pillars Of Profitability – ultimately, it’s the key to making more money from your website traffic.
With so many platforms needing their own tracking systems installed on your site, it can get a bit unwieldy to manage the tracking pixels and tags, let alone have an impact on you website page speed and overall user experience if you’re not careful.
There are plenty of web developers and agencies out there that will state you need to have these scripts and tags installed by a developer. Hell, even Pinterest, Google and Facebook offer the option to “email these instructions to a developer” – I get it, but you don’t NEED to be a developer to do this stuff.
You don’t have to be the person working with the code – and WordPress with WooCommerce is supported by such a great array of software companies who have just the right plugins to pull off awesome magic on your site without you touching a single line of code.
So if you’re scratching your heading wondering how to add a pixel to WordPress and WooCommerce, you’re in the right place as we look at WooCommerce and WordPress pixel plugins and what they actually do for your website.
Let’s get into it…
Pixel Tracking & Conversion Tracking for WooCommerce & WordPress With Pinterest, Facebook & Google
This article contains affiliate links which means we may earn a small commission if you purchase plugins and services we mention at no extra cost to you. We only recommend the best plugins and services – which we have used and can recommend.
When it comes to adding tracking pixels for Facebook, Pinterest, Google and any other Ads Platform to WordPress and WooCommerce, you can take largely 2 routes.
- Manually installing the Google, Pinterest and Facebook Pixels to WooCommerce and WordPress, or;
- Using a plugin to Install the Pinterest, Google and Facebook Tracking Pixels to WordPress and WooCommerce.
I’ll briefly mention manually installing the tracking pixels to WordPress as it also helps to demonstrate the difference between just installing the Google, Pinterest and Facebook Pixel “base code” vs adding Pinterest, Google and Facebook Conversion Events and Tracking events to specific pages and buttons on your site – such as “add to cart” events, “initiate checkout” or “purchase” events to the checkout and order thank you pages.
When I say Manually adding tracking pixels to WordPress, it might not actually be that “Manual”
Many themes (most good ones), like Divi by Elegant Themes come with built in input areas for you to input “global tracking pixels”. These typically allow you to track page visits, but not usually anything more advanced such as tracking visits to specific product pages, add to cart actions or checkout actions.
Manually adding Pixels to WordPress using the built in Theme options is therefore very limited in it’s usefulness – especially for pixel and conversion tracking for WooCommerce.
This will give you “page visit” levels of data, but not a lot more.
So if you’re wondering how to add the Facebook Pixel to WordPress without a plugin, you may want to think again!
So let’s look at using Plugins for inserting and managing tracking pixels.
As opposed to manually inserting Facebook pixels (and the rest of the pixels) to WordPress, using Plugins opens up a world of possibility in terms of the type of data that can be tracked and segmented – without needing to get into manually setting up data layers and individual website page pixel codes.
You get the power of a developer working on your site, but with the ease, speed and flexibility of simply installing a plugin.
Further to that, many of these WordPress Pixel Plugins encompass a multitude of features that enable even deeper integration with the Ads Platforms – enabling “standard events” and “eCommerce events tracking” with the click of a checkbox – as opposed to manually inserting code onto individual pages and buttons.
Another aspect of the integration between the likes of Facebook, Google and Pinterest and your WooCommerce store is via the Product Catalog Feed. The Facebook Catalogue, Google Merchant Centre Product Catalogue and Pinterest Product Catalog Feed Management is a separate but related form of integration between your website and the ads platforms.
The Product Catalog Feeds are powerful connections as it allows a significant level of data segmentation – tracking traffic by individual product (SKU) and enabling levels of laser targeted remarketing (retargeting) for enhanced conversion rates with your ads and an increase in ROAS. (See the 3 Pillars of Profitability article for some more detail on remarketing and it’s impact on ROAS)
There are a variety of WordPress and WooCommerce Plugins therefore that perform a variety of functions. But here’s a list of the functionality you’ll be looking for in terms of your WooCommerce store or WordPress website.
- Base Code Pixel Insertion
- Adding Enhanced Data to the Pixel for specific pages such as “Product SKU” for Product pages
- Standard Conversion Tracking events for Ecommerce
- Enhanced Conversion Tracking events for Ecommerce
- Product Catalog Feed Management
Stay with me here as this topic is actually far bigger than just inserting tracking pixels into your WordPress and WooCommerce website.
As with many plugins on WordPress and Extensions for WooCommerce, there are some that have more functionality than others and some that are highly specialised. It’s no different when it comes to tracking pixel management plugins for WooCommerce.
“Specialised Plugins” come with a fair warning.
Having too many plugins on your WooCommerce store is a sure fire way of making your life a living hell when it comes to code clashes between plugin providers.
More plugins, more chance that you’ll have a plugin clash with EVERY single update you run (especially if some of the plugins aren’t updated VERY frequently to stay in line with WooCommerce code developments).
Using a “one trick pony” plugin to install plugins and conversion events for each ad platform is an example of how you could install too many plugins on your website and end up with lots of clashes.
If however, you ONLY need to handle a specific ad platform there may be benefit in installing a plugin that JUST does that one thing. This also reduces the chance of clashes, as the plugin has such a narrow focus, it’s less likely to impact other plugins with duplicated plugin functionality.
My advice – as a WooCommerce store owner, a reliable all-in-one bundle of plugins from the SAME plugin developer is the best way to strike the perfect balance between “too many plugins” and “too much overlap in functionality”.
Our recommendation is therefore the Pixel Your Site Plugin Bundle deal
It’s the class leading solution and integrates really well with other class leading plugins for other key enhancements to the functionality of your store.
Or continue reading on and find out a bit more about Pixel Your Site later on in this post!
Here’s an example of a specialised plugin specifically for Pinterest with WooCommerce
It literally does what it says on the tin – goes very deep in the integration of Pinterest with WooCommerce, even offering some specific functionality around being able to pin from directly within WordPress (a bit overkill for my liking).
This plugin also offers the core functionality we’re talking about here; the handling of the Pinterest base code AND the conversion tracking events a standard eCommerce store would want.
Setting Up Facebook Pixel & Conversion Events directly with WooCommerce
There are a couple of Facebook Pixel WordPress Plugins for Pixel Installation on WordPress with WooCommerce, allowing you to not only install the Facebook pixel but configure WooCommerce Conversion Tracking Events for Facebook, such as Checkout, Add to Cart, View Content and Purchase events.
Both are developed by Facebook, but only the “Facebook for WooCommerce” plugin is jointly developed by Facebook AND Automattic – the gals and guys behind WordPress and WooCommerce.
The beauty of these plugins is that they allow you to drop in the Facebook Pixel code and a lot of the “standard events” for your eCommerce store will be readily set up without any manual intervention from you.
Both of these plugins come in with a poor rating on the WordPress plugin repository.
Reading the reviews, you’ll see that a lot of the complaints people have are as a result of having TOO MANY SPECIALISED PLUGINS that don’t work well together.
Ultimately things on your site break and it’s a case of playing whack-a-mole.
If I was looking for a specialised plugin JUST for installing the Facebook Pixel for WooCommerce eCommerce event tracking, I would opt for any plugin that is jointly developed and also hosted on the WooCommerce Extensions marketplace (there are free plugins on there too, even though it’s called a marketplace).
I’d opt for plugins supported by WooCommerce not because the plugins have superior functionality, but because plugins within the WooCommerce marketplace are all compatibility tested against every major WooCommerce software release.
This is a level of testing you WON’T GET if you go with a plugin that ISN’T on the WooCommerce Extensions (plugins) Marketplace.
If you’ve been using WooCommerce for more than 10 minutes, you’ll know how much value there is in this compatibility testing BEFORE you hit update on your plugins.
The alternative: Using the Facebook Events Setup Tool
Of course there’s always more than one way to do things, and most of the time Plugins are actually just automating something that can be done relatively manually.
Sometimes that “manual” work is skilled development, other times there are other tools available for the “non-coders” of us in the world. It is possible to manually setup the necessary WooCommerce Facebook Pixels and conversion events using the Facebook Events Setup Tool.
This enables you to add Facebook Events to your website without the need to touch code – you can “teach” Facebook what events it needs to track, such as page views, button clicks and more.
Once you’re done setting up your conversion events you’ll want to verify things are setup correctly, and there’s a great Chrome Extension for that called “Facebook Pixel Helper”.
Every time you load a web page, the chrome extension will check the Facebook pixel installed on that page of your WooCommerce site and tell you exactly what information it’s gathering and sending back to Facebook.
The Facebook Pixel with WooCommerce Conversion Events is an essential setup requirement for an eCommerce store.
Without the ability to track specific events, whether that’s conversions or just product page visits, optimising your paid ads funnel from Facebook and Instagram will be an uphill task.
Armed with Facebook Conversion Event data you can retarget customers, alter ads based on behaviour and refine your messaging with huge levels of personalisation AT SCALE.
So think beyond just installing the “base code” for the Facebook Pixel for WooCommerce and make sure you deeply integrate your online store with Facebook to maximise the potential of your paid campaigns and minimise your ROAS.
Setting Up Google Ads Pixel & Conversion Events directly with WooCommerce
Google, with it’s extensive suite of tools including Google Analytics has multiple ways in which the page view tracking and conversion tracking can be implemented.
There are still dedicated plugins in the WordPress plugin repository that are dedicated to WordPress and WooCommerce Google Ads Conversion Tracking.
All that being said, it still takes a combination of 2 plugins (from the same developer) to provide you with not only the conversion events, but also the necessary “data” you’ll want to capture about the behaviour of your WooCommerce store visitors.
Google have something called Dynamic Remarketing Ads which automatically uses data it collects about your user’s behaviour to optimise ad delivery to them once they leave your site. This data needs to be structured in a way that Google can understand it – and therefore the plugin is necessary to allow your WooCommerce website to run Google Dynamic Remarketing Ads.
Setting Up the Google Pixel & Conversion Events on WooCommerce through Google Tag Manager
If you opt for using Google Tag Manager, which ultimately helps to implement a bunch of product data in the data layer of your pages then there’s a plugin that can also simplify that process significantly called Google Tag Manager For WordPress.
Despite being called “for WordPress” it could easily have also been called Google Tag Manager WooCommerce as it’s built to integrate with WooCommerce seamlessly with very little effort and configuration.
It massively simplifies the process of implementing the relevant containers, variables and attributes across your WordPress Website.
The key point here is that conversion tracking on Google once again goes WAY beyond just “installing a pixel”.
With Facebook you’ve setup ‘events’ on web pages and actions such as add to cart, abandoned checkout, successful checkout, page view etc. (whether manually or using a WordPress plugin)
With Google you once again need to define these website visitor actions – in a way that Google understands.
Installing the Google pixel to WooCommerce is just the start.
Configuring your on-site events based on user navigation and behaviour is what allows you to unlock the power of the audience data being gathered for use in successful retargeting, remarketing, up selling, cross selling and other sales funnel related marketing of your offer.
I’ll be honest, all of these pixel plugins, event setup tools, tag manager tools etc. – they make setting up and running an eCommerce store REALLY challenging.
If you take this piece by piece specialised plugin approach you’re going to have to get up to speed with the requirements for EACH of the ads platforms you’re using (and every new one that comes along!)
There is a BETTER WAY…
As I’ve already highlighted managing pixels is actually only part of the puzzle we’re trying to solve when trying to gather data on website visitors to enhance your paid advertising campaigns.
There’s also Product Catalog Feeds, Conversion Events and transmitting page specific data such as “Product SKU” for Product Page visits or “Basket Value” for Purchase events.
Why do you want to install the pixel? So you can do segmentation and serve specific ad campaigns to specific audiences – abandoned cart remarketing for example.
In reality however, if you’re running these campaigns with Google, Facebook or Pinterest – they’ll all need a catalogue feed too. This is how these platforms can match the traffic and segmentation data on your site, with the segmentation on their ads platforms. At the end of the day, if someone has abandoned cart with “Product A” you don’t want to just remarket any product to them, you want to get them back to purchase “Product A” as they were almost converted and may just need a nudge.
So, you also need a plugin to manage the communication of your product catalog to these platforms (of course you can do things like uploading .CSV files and connecting Google Sheets to Google Merchant Centre but then you’ve got to manually manage updates on those channels. Not the end of the world. But we didn’t get into eCommerce to drive a spreadsheet all day long!
So a more complete solution would provide not only “Pixel Management” but also the product catalog feed for each of the ads platforms you’re working with.
Pixel Your Site is an example of one of those all-in-one plugins that covers off the whole problem-solution across the multi-channel marketing mix of your paid ads strategy.
Pixel Your Site takes care of everything including:
- Installing the Facebook pixel base code
- Installing the Google Ads Tag (Google’s version of the tracking pixel)
- Installing the Google Analytics tracking code
- Installing the Pinterest Pixel base code
- Installing the Microsoft Bing Ads Tag
- Integrating with your Cookie Control plugin so pixels aren’t fired without consent
- WooCommerce product catalog feeds for Facebook
- WooCommerce product catalog feeds for Google Merchant Center
- Setting up standard conversion events with Facebook
- Setting up standard conversion events with Google Ads
- And the feature list is growing!
If Pixel Your Site doesn’t Automatically setup the configuration you want for a particular advertising channel, they also provide the ability to insert whatever scripts and tracking codes you want on a page by page basis.
It’s an all-in-one solution for managing all of the tracking pixels, conversions and product catalog feeds for your WooCommerce store that simply works.
Avoid the technical challenge.
Get straight to profiting from your eCommerce store.
Hopefully I’ve emphasised how useful it is to identify what pixel management plugins actually do so you don’t duplicate functionality or cause errors with WordPress plugins clashing with one another.
Yes, they allow you to install the “base code” for these ad platforms easily – but to be honest, most WordPress Themes have a dedicated input box that literally says “tracking pixels” for you to use to insert your ad platform pixels.
This is where you can literally paste the base code for each of the ads platforms and you have the “basics” in place – but the basics won’t do for an optimised WooCommerce website.
Beyond the basic installation of the Pixels on WooCommerce
Automatically configuring your site so it’s processing data like the WooCommerce product data and basket values for purchases and passing this information to each of the ad platforms seamlessly is where a plugin like Pixel Your Site is invaluable.
Then there’s tracking conversions and ‘events’ whilst armed with this product data so that you can target website visitors and see profitability on a product by product basis on each ad platform.
Then there’s handling your product catalog feeds – something the Product Catalog Feed plugin from Pixel Your Site handles automatically and ties in with your pixel and conversion data.
The Pixel Your Site Bundle Deal takes care of everything
So the Pixel Your Site Plugin bundle allows you to take your pixel tracking from “basic” tracking of visitors to your website, to HIGHLY advanced tracking of behaviours and actions and the capturing of key data that will allow you not only to segment you marketing campaigns for highest Return on Ad Spend (RoAS) but also allow you to track conversion VALUE so you can truly understand your RoAS at the individual customer level.
Some sites are already there, but this is the next level for most eCommerce entrepreneurs who are getting started with WooCommerce.
The opportunities for segmentation become literally ENDLESS once your pixels, product data, product catalog feed and conversion events are setup correctly – and therefore the opportunity to drive RoAS up is huge.
If you’re still left wondering at the end of this; that’s great but I still don’t have enough traffic… You should checkout our extensive list of traffic sources for eCommerce websites and Amazon Listings.
Checkout this ultimate guide to conversion tracking by Kinsta for some in-depth stuff on conversion tracking for your WordPress site.
Frequently Asked Questions:
what is a Facebook conversion pixel?
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