Facebook pixel tracking

Facebook Pixel Tracking

If you're using Facebook ads or are planning on using them, you should set up a Facebook Pixel as soon as you can. This valuable tool provides key data to optimize your ads and your ad spend. 

Before we get into the "how-to" of setting up FB Pixel for your Gumroad, here's something to be aware of:

We don't support FB Conversion API (server side). For now, one possible way is to do it through our Gumroad Ping. With Gumroad Ping, you'll receive product_permalink (among other payload) to your specified endpoint when you make a sale. You can handle that permalink from your backend and send the appropriate FB Conversion API. The same product_permalink is sent client-side as part of FB Pixel's content_ids.

For a full in-depth view into how to use the Facebook Pixel, check out this interview with Gumroad creator Jimmy Xia:

Step 1: Set up a pixel

- Go to Facebook Ads Manager

- Click Ads Manager in the top left corner and select Facebook Events Manager 

- Hit " Add New Data Source," select "Facebook Pixel" and give it a name

- Another pop-up will appear, just click cancel

- Copy your Pixel ID that's in the top left corner 

Step 2: Paste your pixel

- Go back to your Gumroad page

- Click on your profile in the top right of the page and select Settings

- Choose Advanced Settings and scroll down to Third-Party Analytics

- Paste Facebook ID in the Facebook Pixel box 

Step 3: Go back to Facebook Events Manager...

The Facebook Events Manager provides valuable information such as who's viewing your products, who's initiating a checkout, and who's making purchases (the most important!). It records every interaction between your ads and Gumroad pages.

The purchase data is incredibly valuable and can be used to optimize the audiences you're targeting and how much money you're spending on ads.

Audience Menu

Click on the navigation on the top left and select the Audience Menu. This is where you can segment your audience (which is good if you have multiple products). If you're just starting out on Gumroad and have a few products, you should begin segmenting your audience in Facebook audience as soon as you can.

Lookalike Audience

The most important value is the Purchase event. With this event you can create a Lookalike Audience. Lookalike audiences simulate people who are closest to those who have already purchased the product. 

Step 4: Create a Campaign

You can create campaigns and goals based on where you're as a business, whether you've been around for a long time and are looking to reach new audiences or are just starting out. Go to Ads Manager and select Create under Account Overview to create a campaign. Based on your business' goals there are three different sections: 


Select this if you need to build awareness for your business. This is helpful if you've been around for a long time and are looking to reach new audiences. 


If you don't have that many customers, you need to find them and need your Pixel to get more data you can set up a Traffic campaign. This optimizes your campaign for link clicks. Once you have more buyers, you can create a conversion campaign. See below. 


These are the most powerful campaigns you can do with the Facebook Pixel. Whenever a new person purchases your product, that data is stored and your ads will be shown to people with similar interests, needs, habits on social media, and way more. 

Here's a table to show how we map Gumroad events with FB Pixel:

Gumroad Event FB Pixel
viewed ViewContent
iwantthis InitiateCheckout
purchased Purchase

The status of your Conversion ID will remain Unverified until someone actually clicks your product link on Facebook and buys your product. If you run a test purchase of the product through Facebook, this will verify and activate the pixel.

Learn more about Facebook Conversion Pixels at Facebook's dedicated page.

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