Are you looking into retargeting ads on Facebook? Do you want to install remarketing/retargeting Facebook pixel in WordPress? In this article, we will show you how to install Facebook remarketing/retargeting pixel in WordPress.

In short, Facebook Pixel is like Google Analytics for Facebook ads! It lets you better target your ads and sees how effective they are at turning clicks into sales.

But if you’re not super tech-savvy, it can be a little difficult to actually figure out how to get Facebook Pixel up and running with WordPress, right?

To help you out, I’m going to give you a beginner-friendly tutorial for two different methods:

  • With manual code – this is a lightweight option that helps you add the Facebook Pixel code and nothing else.
  • With a plugin – the advantage of this method is that you can create custom audiences and conversion goals from inside your WordPress dashboard. This plugin is especially great for eCommerce stores because it has dedicated WooCommerce and Easy Digital Downloads integrations.

If you’re planning to use custom audiences and conversion goals, I recommend that you use the plugin method. But if you just want to use Facebook Pixel to create Lookalike audiences and other more basic features, the manual code implementation is the simplest solution for your needs.

Facebook Pixel to WordPress – manually

WordPress Facebook Pixel Implementation Guide
WordPress Facebook Pixel Implementation Guide


To manually add Facebook Pixel to WordPress, you have to complete two steps:

  • Create a new Facebook Pixel at the Facebook website (if you haven’t already)
  • Insert the tracking code from that Facebook pixel into the <head> section of your WordPress site

It’s nothing too complicated – I promise! Let’s get started…

Pixel Creation

To get started, go to the Pixels tab in Facebook Ads Manager. You can go straight there by clicking this link. If you haven’t already created a Pixel (you can only create one Pixel per account), you can click the green button to Create a Pixel: A box should appear that asks for a name – then all you need to do is click Create.

After that, you should see some options for how to add the Facebook pixel to your website. Choose the Manually Install the Code Yourself option:

That should display the Facebook Pixel tracking code: Keep this code handy because you’re going to need it in the next step.

Tracking Code

Adding Pixel To WordPress
Adding Pixel To WordPress


While there are a number of different ways that you can add code snippets like this to WordPress, I think the simplest method is a free plugin called Insert Headers and Footers:

Insert Headers and Footers

Here’s how to do it:

  • Install and activate the free Insert Headers and Footers plugin
  • Go to Settings → Insert Headers and Footers
  • Paste the Facebook Pixel tracking code into the Scripts in the Header box
  • Save your changes

And that’s it! You just learned how to add Facebook Pixel to WordPress. I’ll show you how to test if your new Facebook Pixel is working at the end of this article. But first, let me cover the plugin method, quickly.

Pixel Caffeine WordPress plugin

Pixel Caffeine is a free plugin from AdEspresso, a popular Facebook Ads Manager tool.

The advantages of using Pixel Caffeine over the method outlined above are that you can:

  • Create custom audiences based on actions related to WordPress right from your WordPress dashboard.
  • Create Facebook Dynamic Ads for WooCommerce, assuming you’re using a WooCommerce store.
  • Easily track conversions, including dedicated integrations for WooCommerce and Easy Digital Downloads.

If you’re using WordPress to power an eCommerce store, this functionality is especially helpful. But even if you’re just running a regular website, the custom audiences functionality can be helpful for more advanced Facebook advertisers.

Before you can use the plugin, you’ll need to have already created a Facebook Pixel in the Facebook Ads Manager (you can follow the same instructions I outlined in Step 1 of the previous section if you need help).

Setup Pixel Caffeine

To use the Pixel Caffeine plugin, install and activate it like you would any other plugin.

Pixel Caffeine


  • Go to the new Pixel Caffeine area in your WordPress dashboard sidebar
  • Go to the General Settings tab
  • Click the FACEBOOK CONNECT button (this is necessary if you want all the bonus functionality)

Once you click that button, you’ll see a prompt saying that “Pixel Caffeine would like to manage your business”. Click OK: Then, you’ll be taken back to your WordPress dashboard, where you can select your Ad account and Pixel ID: And that’s it! Your Pixel is now up and running.

To take advantage of Pixel Caffeine’s more advanced features, you can use the tabs for Custom Audiences and Conversions/Events:

Check It Out

After you add the Pixel to WordPress, you need to do one more thing: Make sure Facebook Pixel is actually working!

To do that, you install the Facebook Pixel Helper Chrome extension. Once you have the Chrome extension activated, visit the site where you installed Facebook Pixel. If your Pixel is working, you should see something like this when you click on the extension:

And there you go! That’s all you need to do to add Facebook Pixel to WordPress. Enjoy your remarketing, conversion tracking, and custom audiences!
Is there anything else that you’d like us to explain when it comes to advertising your WordPress site on Facebook? Let us know in the comments!

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