How to Embed Your Facebook Pixel into an Ontraport Page

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If you have a website or direct traffic to landing pages from a Facebook ad, you need to embed your Facebook pixel on every page. A powerful analytics tool, the Facebook Pixel enables you to look at your website visitors’ online behavior while they browse through your website.

The insights you can glean from your visitors’ actions enable you to measure how well your Facebook ads perform. When you combine those insights with the power of personalized landing pages, you can:

  • Show your ads to people who are likely to convert
  • Discover new customer segments
  • Provide them with effective, personalized messages that convince them to take the next step in their customer journey
  • Choose your business name: Enter your business name. If your official business name doesn’t state the type of work you do, you might add a word or two to help people find you when they search. For example, if you’re a law firm named “Johnson & Deere,” you might want to choose “Johnson & Deer Legal Services.”
  • Write your business description: Next, write a short description of the services and products you provide to your customers in the “About” section. Keep your description focused on your customer, not yourself.
  • Post your business profile photo and cover photo: If you have an eye-catching logo, you can use that as your profile photo. For your cover photo, think about displaying your products, a photo of your storefront, or a photo of your employees at work.
  • Click on “Get Started”.
  • Name your pixel.
  • Enter your website’s URL.
  • Click “Continue.”
  • If the visitor’s action takes them to a specific landing page, choose “Track Event” on Page Load.
  • If the action requires the visitor to click on a link, such as a “Purchase Now” or “Add to Cart” button, choose “Track Event on Inline Action.”

After your Facebook pixel is in place, it will begin tracking when a visitor takes an action on your page, whether it’s dropping an item into their cart, downloading a report, signing up for your newsletter, or purchasing something. The pixel reports these actions in the Events Manager section of your Facebook pixel page.

This tool is so powerful that we advise all our clients never to publish an Ontraport page until they’ve installed their Facebook pixel – even if they don’t run Facebook ads. All you need is your company’s Facebook page.

Since the Facebook Pixel operates on your website and landing pages, you don’t need Facebook ads to track their actions. However, having the pixel allows you to schedule Facebook ads and show them to those who have taken specific actions on your page.

Learning to leverage the power of the Pixel to your full advantage is essential to getting the most out of your investment in Ontraport. In this step-by-step guide, you’ll learn how to create your Facebook Pixel, embed it in your Ontraport page, and use it to its full potential.

Before You Start: Creating Your Facebook Page and Pixel

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  1. To begin, you need to have your website up and running. Check to make sure that you can update your site’s code.
  2. Next, if you haven’t created your business's Facebook page, you’ll need to create one. It only takes a few minutes to access one of the most powerful tools for your business. Statistics show that six out of ten businesses, particularly those with a brick-and-mortar location, say that having an easy-access online presence has proved essential for their long-term success.
  3. Log into Facebook, and then go to Choose “Business or Brand,” and then follow the directions on the screen.
  4. After you have your page up, create your Facebook Pixel.

Here’s how:

Go to the Facebook Pixel: Track Website Activities section, located in your page’s Events Manager feature. That’s it. You’ve generated your pixel.

Next, Add Your Facebook Pixel to Your Ontraport Page

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Now that you have your Facebook Pixel, it’s time to add it to your Ontraport page.

  1. Use the menu under “Add the Facebook pixel to your website” on Facebook’s “Create and Install a Facebook Pixel” page.
  2. On that menu, there are several choices for your setup option. Choose “Manually add pixel code to the website.”
  3. Next, go to the Ontraport landing page where you want to embed the pixel code on. In the page editor, click on “Settings,” on the left-hand side of the editor. Click “Custom Code,” and then click ‘Header.” Paste on your pixel code – and that’s it.
See also
How to Use Zapier Paths

It’s easy-peasy. In fact, we never publish a page without it because, in today’s competitive environment, data is the key to better business performance.

Set Up Facebook Standard Tracking Events

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Setting up standard tracking events allows you to measure visitor actions that are important to your business, such as submitting their names and email addresses in exchange for an e-book, making a purchase, or subscribing to your newsletter.

With your Facebook Pixel, you can measure these critical events to see which consumers are taking these specific actions. You can use this information to target these people in ads, identify emerging customer segments, and evaluate the effectiveness of landing page copy for various customer segments.

To set up your standard tracking event codes:

  1. Return to the Pixels section in Facebook’s Events Manager. Click on “Set Up Pixel.”
  2. Next, on the “Add Event Code” screen, click on “Install Events Using Code.” Click on the event you want to track. Choose “Track Event on Inline Action” or “Track Event on Page Load,” depending on what the desired action does.
  3. Then, add specific event parameters, such as currency, conversion value, purchased item ID, etc., that you also want to measure. That way, you can track these key metrics as well as the events themselves.
  4. Once you’re done, copy the event code and paste it onto your Ontraport page. Make sure that you don’t change the main pixel code that you’ve already embedded in your website’s header.

For quick reference, here is a list of the standard events and the parameters they support:

Standard Events

Supported Parameters


content_category, content_ids, contents,
currency, value


content_ids, content_name, content_type,
contents, currency, value


content_name, content_category,
content_ids, contents, currency, value


content_name, currency, status, value










content_category, content_ids, contents,
currency, num_items, value


content_category, content_name, currency,




content_ids, content_name, content_type,
contents, currency, num_items, value

Required parameters: currency and value




content_category, content_ids, contents,
currency, search_string, value


currency, predicted_ltv, value




currency, predicted_ltv, value


content_ids, content_category,
content_name, content_type, contents, currency, value

For a deeper dive into all the standard events and parameters that you can measure, visit Facebook’s detailed treatment of the topic in Facebook for Developers. There, you will find a complete list of standard events and parameters, plus an explanation for each.

Ensure that Your Facebook Pixel Works Properly

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Before you make your Ontraport page live, you need to check to make sure that your code works properly. Fortunately, Facebook has several tools to help you get it right the first time. Here are our favorites:

  1. Test events tool: This tool allows you to confirm that you have set up your standard events properly. If there are any problems, this tool can also help you to troubleshoot them.

  2. Diagnostic tab: Located in the Events Manager section, the diagnostic tab helps you track down and resolve any event setup issues. The tool also provides recommendations to fix those issues.

  3. Facebook Pixel Helper: This downloadable tool helps in case you can’t access your ad account. This tool provides a pop-up that tells you which events and pixels are on the page and whether they loaded correctly. If the standard event loads properly on the page, you’re good to go.

Finally, you can add the page view event to all your Facebook Pixel codes on your Ontraport landing pages. This detail allows you to double-check to see if you have installed the pixel properly. Simply navigate to the web page itself, and then check your Events Manager analytics to make sure that the event that your page view trigger shows up in the numbers. The pixel on the page will also show as “active.”

Conclusion and Closing Thoughts

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Adding a tracking pixel to your Ontraport pages is a wise use of your resources, even if you don’t plan to advertise on Facebook. The data a Facebook Pixel can provide can give you incredible insights into your visitors’ data, including their Facebook accounts.

These data make it possible for you to launch retargeting ads to reach website visitors. Retargeting ads add another touch to the personalization that you can get when you use Ontraport, increasing your conversions without pouring a ton of money into “spray and pray” ads.

If you’d like to make the most of your investment in both Ontraport and your social media strategy, embedding a Facebook Pixel on every page you publish is a great place to start. If you haven’t leveraged the power of personalization that Ontraport gives you, today’s the time to start. Try your free, no-obligation Ontraport test drive today!

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