Online marketers, rejoice! You can now fire a Facebook tracking pixel event when your readers interact with your Riddle.

If you want to use a different tracking pixel (aka not a Facebook pixel) to track lead form conversions, we also have you covered. Just skip the next paragraph and continue on below to learn about lead tracking.

Why is Facebook Pixel tracking important?

Imagine this: You are in the business of selling vacation packages. You have specialized in vacations to ocean resorts and vacations to mountain resorts. It will be pretty hard to run a Facebook ad campaign that targets people who prefer one of these over the other as their user profile usually will not contain their vacation preferences. Thus with traditional Facebook marketing you are stuck with either running ads for both of your vacation packages or making wild guesses, which demographic might prefer the Ocean over the Mountains.

This is where the Riddle quiz maker comes into play. Create a “which is your dream vacation” quiz or personality test and run that on your site. You can use Facebook ads to drive traffic to it or make it fun enough for people to share and get some viral traffic. Add your Facebook Pixel ID to the quiz and Riddle will add a ton of events to our Facebook Pixel. One of these events will be the result title – Ocean or Beach – assuming you have set up a quiz with these 2 results.

Now you can set up a Facebook ad campaign that only targets people who finished your quiz and got “mountain” as their result. This will allow you to create highly targeted ads that are bound to perform a lot better than a broadly targeted campaign. Combine the “mountain” result targeting with other demographic targeting like age, gender and location and you will be getting a lot more out of your Facebooks ads than ever before.

Monitor what is tracked

I highly recommend that you install the Facebook Pixel helper in Google Chrome.

How to find your Facebook Pixel ID

  1. Log in to the Facebook Business Manager
  2. If you have multiple business accounts, make sure to select to correct one before continuing
  3. Open the top left menu and select “Pixel”

4. This will open up the Pixel setup. If you do not have a Pixel created, follow the steps as advised by Facebook.

5. Find the Pixel ID in the top right corner, right below the pixel name. Copy that and paste it into your Riddle on the integrations tab.

locating the facebook pixel ID

Note: your Pixel ID is not private. Anyone can sniff it out using the Facebook Pixel Helper tool. But there is really no point in using someone else’s Pixel ID, so please don’t use ours — get your own 🙂

GDPR compliant tracking

If your content targets visitors from the EU, you should consider using the Facebook Pixel in a GDPR (General Data Privacy Regulation) compliant way.

This means:

  • do NOT track anyone before they agree to it
  • do NOT even initiate the Facebook Pixel before you have the users consent – the Facebook pixel starts tracking lots of user data even if a user does not even interact with your content
  • Provide users with a link to a relevant privacy policy and tell them why they will be tracked and what you will do with the data

Riddle gives you this option. Just enable the tracking opt-in overlay on the advanced page of your Riddle. When this option is turned on, users can take the quiz, but we will not load your FB pixel until the user has given his consent. If you do not want anyone to take your quiz unless they accept, you can also make acceptance mandatory (set “Require opt-in to FB tracking before quiz can be started” to “on”).

It goes without saying that Riddle is not placing any Facebook pixels of our own in your embed code. If you think that is the norm, check out our medium post on that topic.

To see the FB tracking option live, check out the quiz below

Quiz Maker – powered by Riddle

Information collected in a Facebook Pixel

Facebook Pixel tracking in action

Learn how to use the data you tracked with your Facebook Pixel.

The best way to learn how to utilize the tracking data is to set up a short sample quiz (one question, 2 possible results) and add a Facebook Pixel to it.

Publish the quiz and click through it after you installed the Facebook Pixel helper in Google Chrome. There is really no good way around using Facebook Pixel helper. It is an amazing little tool, without which you will have a very hard time making the best out of your Facebook Pixel.

Check out the screenshot to the left to see some sample data, tracked by the Facebook Pixel in a sample quiz. You can see that the result of this quiz was Mountain. This data is being passed to Facebook and can now be used in a new ad campaign.

You also get tracking data for how each question was answered, if the lead form was submitted and much more. If you want to narrow down your target audience on Facebook even more, you could combine all that data and create an audience that only includes people who answered question 1 of your quiz with “yes”, answered “red” in question 2, completed and submitted the lead form and got “mountain” as a result. Please note that you might need a few thousand quiz takers to make this audience big enough to run ads against.

Create an audience or ad with the pixel data

After your pixel has collected some data, Facebook will allow you to set up a custom audience using this data. Custom audiences can be used in your Facebook ad campaigns for targeting.

On the same screen where you grabbed your Pixel ID, click on the button “Create Custom Audience”. This will open a pop up window where you can define the audience.

Select the pixel you used in your Riddle and then on the next drop down box below the Pixel name scroll down to the section titled “From your events”

Riddle Events in Facebook Pixel

You will find all the Riddle events here (if you have at least gone through the Riddle with the pixel once and completed it).

Select the one you are most interested in (in our example, I want to target people who got “Mountain” as their result title).

One the next drop down box “URL or Parameter” select the Parameter “title” and “contains” and enter the title of your result here (in our case “mountain”)

This is where the pixel help Chrome add on comes in really handy as you need to check there how the title is transmitted to Facebook as you need to enter it here exactly as it is sent to Facebook by the pixel.

The full set up for the example is in the image to the right.

Facebook pixel setup

How to add a Facebook pixel to your Riddle Quiz

You can add your Facebook tracking pixel by entering the pixel ID on the advanced tab of your Riddle as shown in the screenshot below

Adding a FB Pixel to a Riddle Quiz

Riddle will send a wide range of events to the pixel such as questions answerd, lead form submitted or quiz completed. The kind of events Riddle sends, depend on the Riddle type you are setting up.

If you follow the steps above to install the Facebook Pixel helper, you can click through your quiz and easily monitor all the data we send to your pixel.

How does the process work?

Riddle will call the Pixel URL as soon as the Riddle is loaded – unless you are using our GDPR safe feature to load the pixel only once a user approves it.

Why should I use a conversion pixel? (It’s awesome!)

Facebook tracking pixels are pretty powerful if you are using Facebook’s ads to grow to your business. You can define events – then target your Facebook ads to people who initiated this event (like filled out a lead gen form). Even better, you can target people who are similar to your previous successful conversions – so your ad spend will be more efficient.

Configuring your tracking pixel, the most logical event to use with Riddle lead forms is the Lead Event. Sure, there are events ranging from “View Content” to “Purchase” but we think Lead Event is the most relevant in this scenario.

Next? Once your Pixel starts getting some traffic from completed lead forms, you can run an ad campaign on Facebook – targeting those people who filled out your lead form.

Effective online advertising with Facebook is all about targeting. And this is probably going to be the best targeting you could possibly get – you should see a big improvement to your conversions and ad spend effectiveness.

Has this pixel helped your marketing? We’re online marketing geeks and would love to hear from you. Just write us your success story to

Can I use other tracking pixels?

If you need additional tracking you can use the Riddle events and JavaScript to code your own tracking solution.

We have examples and documentation for you on how to fire off a Google Analytics event on your page, when something in the Riddle happens (like a completed quiz). Check out our Google Analytics example here. Using the Riddle event system and the Google Analytics example should enable you to fire any kind of tracking. If you need help setting this up, just reach out to us.