How to Enable Facebook Pixel on Easy Digital Downloads

If you have EDD active on your site, once you enable PixelYourSite plugin (first tab) it will automatically activate EDD default settings. 

We recommend that you open ED tab and review the default settings, to see if they fit your particular situation.

If you want to disable EDD events, scroll down up to the “Activate Easy Digital Downloads Pixel Settings”, uncheck the box and Save Settings.

Down on this page, we are going to explain what each option does and how can be used for better ads performance.

Facebook Dynamic Product Ads Pixel Settings

Free and Pro Option

It activates all the default events and pulls content_ids and content_type, the necessary  parameters for FB Dynamic Ads to run.

  • ViewContent Event on Product Pages
  • AddToCart Event on add to cart button click
  • InitiateCheckout Event on Checkout Page – is not mandatory for Dynamic Ads
  • Purchase Event on the Default EDD Thank You Page

Options:

Content ID: You can select what value will be used for the content_ids parameter. The default is ID, but you can also select product SKU. In this case, you must have SKU for all your products. This has to be identical to the option that you have for the products IDs in your Product Catalog.

Custom Audience Optimization

Pro Option – click to update

This option adds important parameters for each EDD event, like content_name, content_category. Those parameters are very useful in creating highly targeted Custom Audiences  that will help you boost your ads profitability.

Tracking Product Tags: product tags will be tracked for the EDD events. If an event is related to multiple products (a Purchase event with a number of products, for example), all products tags will be tracked.

Tax Options

Pro Option – click to update

This is a global option for all the EDD events, and you can decide whether the value will include tax or not.

ViewContent Event

ViewContent is added on Product Pages and it is required for Facebook Dynamic Product Ads.

You can disable this event if you want, but we highly recommend to keep it ON.

Delay the ViewContent Event

Pro Option – click to update

If you don’t want to retarget bouncing users, you can delay the ViewContent event. Simply add the desired time in seconds in the dedicated field:

delay-woo-view-ev

TIP: It is better to add a lower time that the desired one because the pixel code will not load instantaneously. The loading time will vary depending on the internet speed, browser, computer and so on, but you better take that into consideration. For a desired 20 seconds delay you can add something like 15-18 seconds.

ViewContent Value

Pro Option – click to update

This option ads Value and Currency to the ViewContent Event and is important for correct ads performance tracking.

There are 3 distinct ways you can pull value:

  1. Product Price –  the product price will be used
  2. Percent of Product Price – a percent of the product price will be used
  3. Global Value – it will be used regardless of the product price

AddToCart Event

AddToCart event will be added on add to cart button click. It is required for Facebook Dynamic Product Ads.

In some cases it makes sens to disable the event from the cart page, but this is up to you.

AddToCart Value

Pro Option – click to update

This option ads Value and Currency to the AddToCart Event and is important for correct ads performance tracking.

There are 3 distinct ways you can pull value:

  1. Product Price –  the product price will be used
  2. Percent of Product Price – a percent of the product price will be used
  3. Global Value – it will be used regardless of the product price

InitiateCheckout Event

InitiateCheckout event will be enabled on the Checkout page. It is not mandatory for Facebook Dynamic Product Ads, but it is better to keep it on.

InitiateChekout Value

Pro Option – click to update

This option ads Value and Currency to the InitiateCheckout Event and is important for correct ads performance tracking.

There are 3 distinct ways you can pull value:

  1. Product Price –  the product price will be used
  2. Percent of Product Price – a percent of the product price will be used
  3. Global Value – it will be used regardless of the product price

Purchase Event

Purchase event will be enabled on the Thank You page. It is mandatory for Facebook Dynamic Product Ads.

This is the most important event and we strongly recommend you to keep it always ON.

Important: The event only works on the default EDD Thank You page

You can use it for:

  • Ads optimization – Select Increase Conversion on Your Website as objective, then select the Purchase Event as your objective
  • Conversion Tracking
  • Custom and Lookalike Audiences

Purchase Value

Pro Option – click to update

This option ads Value and Currency to the Purchase Event and is very important for correct ads performance tracking.

Purchase Event Value Options:

  1. Total –  the transaction Total value will be used
  2. Percent of Total– a percent of the transaction Total will be used
  3. Global Value – it will be used regardless of the transaction value

Best Value Strategy for The Purchase Event

Once you have decided upon tax inclusion or exclusion, we recommend you to use the Total value of the transaction. At this point, the user have bought the products, and you know for sure what  is the value for this particular conversion.

Advanced Matching

Pro Option – click to update

This is a new feature from Facebook, and according to their own experiments and tests it results in over 10% increase in attributed conversions and 20% increase in reach of retargeting campaigns.

The problem it solves: Some of the users and clients on your website are not logged into their Facebook accounts. Because of this, Facebook skips them completely when it creates Custom Audiences or Retargeting Campaings (Dynamic Ads included).

This new feature sends the data that you have about the client (like name, email, phone, city, ZIP) and lets Facebook to identify the user correctly. It only works for the Purchase event and it will improve the Custom Audiences that you make using it, or the results of Dynamic Ads matching (or any ads that involve the EDD Purchase Event).

If Advanced Matching is enabled and an existing Easy Digital Downloads client visits the site, its data will be send to Facebook for a better match.

Purchase Event Advanced Matching – once a transaction is completed, the client data will be used for Advanced Matching. This is how the code will look like:

fbq(‘init’, ‘xxxxxxxxxxxxxxxx’ , { email: ‘JohnSnow@ilovechristmas.com’, phone: ‘1234567890’, fn: ‘John’, ln: ‘Snow’, ct: ‘Castle Black’, st: ‘Winterfell’, zip: ‘321winteriscoming’, country: ‘KN’ } );

Read more about Advance Matching

Custom Audience Optimization for the Purchase Event

Pro Option – click to update

Creating Custom Audiences and Lookalike Audiences based on the EDD Purchase event is a key element of Facebook Ads campaign success, and because of that, we’ve added a few very useful features.

Add Town, State and Country Parameters – the name is pretty explanatory. It will add this data as Purchase parameters that you can select when creating Custom Audiences

Add Payment Method Parameters – You can use payment parameter for Custom Audiences

Add Coupons Parameters – It will add 2 distinct parameters: coupon_used (yes or no) and coupon_name

TIP: Using this parameters for audience segmentation can be a great strategy. You can create an audience of clients who didn’t used a coupon on your website in the last 30 days and target them with an add offering one, for example. Or you can offer a coupon with your ad and exclude the clients that have already use it.

Facebook Pixel and Software Licensing for Easy Digital Downloads

PixelYourSite integrates with Software License and pulls important parameters for each Easy Digital Downloads Event.

  • license_time_limit: the license expiration time
  • license_version: license number
  • transaction_type: paid or free

How to use it:

You can create Custom Audiences based on these parameters and retarget them with specific messages (showing upgrades, license renewals, related products etc).

PixelYourSite Events and Parameters for Easy Digital Downloads

Here are the events and their parameters PixelYourSite ads on an EDD site:

ViewContent Event

every product page
*content_name: product title
content_ids: product ID
*category_name: product category
content_type: product
*tags: product tags
*value: value
*currency: currency
*traffic_source: traffic source
*UTM: URL tags
domain: domain name
*license_time_limit: the license expiration time
*license_version: license number
*transaction_type: paid or free

AddToCart Event

add to cart click/page
*content_name: product title
content_ids: product ID
*category_name: product category
content_type: product
*tags: product tags
*value: value
*currency: currency
*traffic_source: traffic source
*UTM: URL tags
domain: domain name
*license_time_limit: the license expiration time
*license_version: license number
*transaction_type: paid or free

InitiateCheckout Event

initiate checkout page
*content_name: product title
content_ids: product ID
*category_name: product category
content_type: product
*tags: product tags
*value: value
*currency: currency
*traffic_source: traffic source
*UTM: URL tags
domain: domain name
num_items: number of products
*license_time_limit: the license expiration time
*license_version: license number
*transaction_type: paid or free

Purchase Event

Thank You page
*content_name: product title
content_ids: product ID
*category_name: product category
content_type: product
*tags: product tags
*value: value
*currency: currency
*traffic_source: traffic source
*UTM: URL tags
domain: domain name
num_items: number of products
*town: client's town
*country: client's cuntry
*payment: payment method
*coupon_used: yes/no
*coupon_name: coupon name
*license_time_limit: the license expiration time
*license_version: license number
*transaction_type: paid or free

Pixel Error

When testing the events with Pixel Helper it is possible to see an error saying something like “Facebook Pixel can’t match products” (here is an article about Pixel Helper)

pixel-error-match

This means:

  1. You don’t have a Product Catalog uploaded
  2. You have a Product Catalog, but the product ID is not in it. In this case, make sure you are using the same rule for content_ids (ID or SKU)

If you are not doing Dynamic Ads, then you can ignore this error.

Why do you need a Product Catalog?

You need a Product Catalog if you are doing Facebook Dynamic Ads. We strongly recommend you to try Dynamic Ads, because they are highly efficient and run on auto-pilot.

With out dedicated Product Catalog Feed Plugin you can create 100% FB Dynamic Ads Feeds with just a few clicks: You can Click Here to Download The Product Catalog Feed Plugin for a Discount.