What is a Facebook pixel?

The Facebook pixel is a snippet of code that is loaded on your site that helps Facebook track its users. This is required to help Facebook track how well your ads perform by seeing what a user does on your site after viewing your ad.

Each ad account has a pixel associated with it and when an ad is created, the pixel is associated with that ad. When an event is fired to the pixel on your site, Facebook can correlate the event triggered on your site back to your ad account and its ads.

How does Nosto manage the pixel?

When the Nosto script loads on your site, it checks if we are connected to your Facebook account. It then loads the ad account's pixel and fires the appropriate event to the pixel, depending on which page the script has loaded. Below is a listing of the events the Nosto script fires.

  • All pages: PixelInitialized
  • Product page: ViewContent
  • Cart page: AddToCart
  • Order confirmation page: Purchase

Depending on your implementation, the Nosto script may fire the AddToCart event when a product has been added to the cart instead of when the cart page loads.

The Nosto script also sets the current visitor's segment when it loads the pixel. This enables you to target your site's segments with Facebook ads.

Can Nosto use my pre-existing pixel?
We recommend creating a separate ad account to use with Nosto. While this is not recommended, it's possible to use Nosto with your pre-existing ad account. If you wish to use this option, it is essential that you first remove your existing placement of the pixel from your website code or platform settings in order to avoid tracking issues. Steps are the following:

  • Stop ongoing campaigns
  • Remove pixel from the target website
  • Connect Nosto to ad account (adds pixel through Nosto)
  • Re-enable campaigns

In case you want to use only Nosto's Segments as a source for custom audiences, you need to let Nosto to add the pixel nevertheless. Alternatively you can connect pixel related to another ad account and then share audiences across ad accounts.

What are tracking issues?

Tracking issues occur when something interferes with the Nosto script's management of the pixel on your site. There are two types of tracking issues:

  1. The Nosto script cannot fire pixel events, which means Facebook cannot track conversions on your site.
  2. Another script is firing the same pixel events as the Nosto script, which means Facebook counts the same event multiple times (e.g. two purchases when only a single purchase was made).

How do I know if I have tracking issues?

The pixel should only be placed by the Nosto script on your page. If you have any code or a third party plugin running on your site that manages the same pixel, this should be removed.

You can use Facebook's Pixel Helper plugin to check which pixels are running on your site and which events are being fired to the pixel. If the pixel helper shows an event has been fired to the pixel, which is not one of PixelInitialized, ViewContent, AddToCart or Purchase, then something other than the Nosto script is firing events to the pixel.

Below is a screenshot of the Pixel Helper plugin showing that 3 events have been fired. The Nosto script only fires the PixelInitialized event, so this site has something else firing events to the pixel.

How can I find what's interfering with the Nosto script's pixel management?

You can use Chrome's developer tools to look through your site's code to find out what piece of JavaScript is also managing the pixel. These steps are quite technical, so you may need help from your web developer to complete them.

Open Chrome's developer tools

Click the three dots on the right hand corner of the developer tools and choose search.

Paste your pixel id in the search box and hit enter. You should only see results for connect.nosto.com in the search results. The screenshot below shows results for connect.facebook.net and www.googletagmanager.com, so in this example, Google Tag Manager has been configured to manage the pixel.

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