Tracking with Facebook pixel

Retarget campaign visitors and track conversions by adding your Facebook pixel to Playable

Jacob Kolding avatar
Written by Jacob Kolding
Updated over a week ago

Facebook Pixel is a piece of code that you place on your website.

You can use Facebook Pixel to track users as they interact with your Playable campaign. This will help measuring the effectiveness of your campaigns and creating custom audiences for retargeting purposes.

To comply with Facebook’s terms (and, in some cases, the law), you need to make sure visitors know you’re collecting their data.

This means you need to provide clear notice that you’re using the Facebook pixel and that visitors' information may be collected through cookies or other methods. You also need to let visitors know how they can opt out of having their data collected.

To know more about how to add cookies to your campaign, read this article.

In this article you will learn about:

No matter in which way you use Facebook Pixel in Playable, you can install this Chrome extension to test whether the Pixel is working correctly or not.

Facebook Pixel in Playable

In Playable, you can add Facebook Pixel both globally (account settings) or on single campaigns, depending on which data you would like to collect.

You can track Playable as your traffic source by using Facebook Pixel globally. When you add the pixel to your account, you can track every time players load one of your active campaigns.

When you set up Facebook Pixel at the campaign level, you can either measure how many times players view your campaign (page view) or track who actually registered and/or completed the game (events tracking).

Be mindful that if you track page view both for a specific campaign and at the account level , the pixel will fire twice and your statistics will report double the amount of page views.

Facebook Pixel on your campaign: Event tracking

When you use Facebook Pixel on your campaign flow pages, you can gain insights on players' behaviours and actions throughout the game.

Add Pixel integration

First, you need to add the pixel tracking integration to your campaign (Integrations > Statistics).

Adjust Pixel settings

In this example, we are going to use Facebook Pixel to track who won the quiz to then create lookalike audiences.

1. Event

Because we want to know who won the game, the pixel should track which players loaded the winner page.

To do that we will first choose "Flow page opened" as an event. This means that the pixel will be triggered when a flow page of the campaign is loaded.

Secondly, we will specify which flow page should trigger the pixel.

Important! When choosing the page that triggers the pixel we should always select the flow page comes after the action you would like to track. In this case we want to track who won the game, so we will set the pixel on the winner page as it is comes after the game itself.

2. Insert pixel script or ID

Thirdly, we insert the pixel script or the pixel ID.

3. Select event type

Finally, we create the custom event that should be tracked in Facebook Business Manager and give it a name.

Add additional conditions

You can add additional conditions that must be met in order for the pixel to fire. Conditions could for example be related to the registration form or to player perfomance in the game, as seen below.

Add Facebook pixel globally

If you simply want to track the traffic to your Playable campaign, you can enable Facebook Pixel in account settings.

If you do that, the pixel will track every time someone visit your Playable campaign landing page.

To set it up go to Account Settings > Developer > Scripts.

Here you can insert your pixel script directly into Playable or connect to your Google Tag Manager, if that is where you have your script. Just be aware not to have both as it can mess up the data in your Facebook Business Manager.

Troubleshooting

You cannot add Facebook Pixel to your account settings unless you have created a custom domain in your account.

To know more about how to set-up a custom domain, read this Help Center article.

You also need to make sure your domain is verified in Facebook Business Manager. If if you have already verified your main domain, you don't need to add your custom subdomain.

If you haven't verified your main domain yet, you can see how to do that here: https://developers.facebook.com/docs/sharing/domain-verification/verifying-your-domain

You should not need to do anything extra in Playable to make sure your custom subdomain is accepted by Facebook, but if you experience issues with the connection, you can manually add your verification code from Facebook Business Manager to your Playable account settings.

Get the verification code from business manager and insert it under Account Settings > Global Administration > Sharing Information (Facebook Verification ID).

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