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Facebook Pixel: What, Why, & How For Physical Therapists
Written by Christine Walker, PT, DPT, PYT, PES
Welcome to the Legend Of The Mysterious Facebook Pixel….
If you're like many PT business owners, you've heard the term "pixel" floating around the internet, but many people still have no idea what it is. I get this question all the time…so I wanted to give you a primer on what a Facebook pixel is and how to use it to improve your PT business.
The bottom line is this: even if you are NOT doing internet advertising right now, you want to have a Facebook pixel on your website so that when you decide to jump into internet marketing, you already have a group of people to show your ads. 
*Note: I made this tutorial in January of 2018. Facebook has this nasty habit of changing their platform frequently. I will try to keep these instructions updated, but if changes have occurred, I apologize as Facebook can be sneaky.*
What is a Facebook Pixel? 
A pixel is a simple bit of code that you put on your website. It tracks the track actions people are taking on your website (stay with me…don't freak out if you start to shake in your boots at the mention of "code"). 
What does a Facebook pixel do? 
It basically puts a sticker (also known as a cookie) on people so you can identify and advertise to them at a later time. 
What would you want a Facebook Pixel? 
Facebook pixels typically keep track of people who have visited your site within the last 180-365 days. There are many reasons you would want to show advertisements to people who have previously visited your clinic's website. Here are reasons I use Facebook pixels in my business:
Many people visit your site but never take action (fill out of a form, request a freebie, or pick up the phone and call) the first time. By showing ads to these people, you can remind them about you and your services, or show them new offers.
Past patients, even if they love you, sometimes forget to call when they have a new problem. By running ads to your website visitors you'll likely re-active past patients when they have a new problem. 
There are plenty of other ways to engage past visitors to your website. All of these strategies are called "re-targeting". They allow you to "re-target" a past lead that has been to your website. 
Have you ever been shopping on Amazon and then later that day seen the same product being advertised in your browser? That's because you were re-targeted with a pixel. Pretty neat, right? (Side rant: Amazon needs to improve their re-targeting because I keep seeing ads for stuff I've already purchased…come on Amazon! Be better than that!)
Where do I get a Facebook pixel? 
Each Facebook Ads account has 1 pixel. Keep reading to figure out how to find yours and get it on your website…
So, how do you get started with putting a Facebook pixel on your clinic's website? 
An overview of the process looks like this:
#1 Make sure you have a Facebook business page.
#2 Go in Ads Manager and copy your Facebook pixel. 
#3 Install the pixel on your website (if you're part of the PT Website Secrets Workshop the step-by-step instructions on where to install the pixel is in Module 6!)
#4 Check to make sure your pixel is working. 
#5 Look at your marketing plan and decide if you want to run Facebook ads now, or wait till a later time.  
Now, without me knowing what website platform you're on it's impossible for me to run you through step-by-step how to install the pixel on your website. BUT I have put together detailed instructions on how to find your Facebook pixel and the general instructions for installation. 
If you want these instructions then just click below! 


Christine Walker is a physical therapist, cash PT practice owner, wife & mom of 2 in Charlotte, NC. She helps other PTs find financial and professional freedom by tackling the technology needed to build their business websites to bring in MORE new patient leads from the internet. She loves the Tar Heels, hot tea, and chasing her kids around the house as they dribble soccer balls.  Connect with her on Facebook by clicking HERE.

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