If you’re using Facebook ads or you plan to use them in the future there’s one key tool you should start using right away to get the most out of your social ad budget: the Facebook pixel.
What is a Facebook pixel?
A Facebook pixel is code that you place on your website. It helps you track conversions from Facebook ads, optimize ads based on collected data, build targeted audiences for future ads, and remarket to qualified leads people who have already taken some kind of action on your website.
It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.
Also read: Facebook starts testing a Groups tab on its mobile app
Benefits of using a Facebook pixel -
There are several ways you can use data collected from Facebook pixel tracking to refine your Facebook advertising strategy.
Track conversions-
The Facebook pixel allows you to monitor how people interact with your website after viewing your Facebook ad.
You can even track customers across their devices so you know, for example, if people tend to see your ads on mobile but switch to a desktop before making a purchase or maybe it’s the other way around. This information can help you refine your ad strategy and calculate your return on investment.
Remarket -
Pixel tracking data allows you to show targeted ads to people who have already visited your site. You can choose to get really granular here for example, you can show people an ad for the exact product that they abandoned in a shopping cart or added to a wishlist on your website.
This capability is why you should create a Facebook pixel now, even if you’re not using Facebook ads yet so you have retargeting capabilities from your very first Facebook ad.
Create lookalike audiences-
Facebook can use its targeting data to help you build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website, helping you expand your potential customer base.
Run effective ads -
Using a Facebook pixel can make your ads more effective by improving the quality of the ads you run, and by improving the targeting of the people who see them.
In addition to improving your ads based on tracking their effectiveness, you can use Facebook pixel data to ensure your ads are seen by the people who are most likely to take your desired action.
For some examples of companies using the Facebook pixel effectively, check out our post 5 Surprising Ways to Optimize Your Facebook Ads.
How to use a Facebook pixel-
You can use Facebook pixel tracking to collect data on two different kinds of events: a set of nine standard events that Facebook has predefined, or custom conversions that you set up yourself. An “event” is simply a specified action that a visitor takes on your website.
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Standard events-
The nine standard Facebook pixel events for which you can simply copy and paste standard Facebook event code are:
View content: Someone lands on a page on your website.
Search:Someone uses the search function to look for something on your site.
Add to cart:Someone adds a product to their shopping cart on your site.
Add to wishlist: Someone adds a product to a wishlist on your site.
Initiate checkout:Someone starts the checkout process to buy something from your site.
Add payment info:Someone enters their payment information in the purchase process on your website.
Make purchase:Someone completes a purchase on your website.
Lead: Someone signs up for a trial or otherwise identifies themselves as a lead on your site.
Complete registration:Someone completes a registration form on your site, such as for a subscription product.
Custom conversions
You can use custom conversion events in place of standard events, or to collect more details than Facebook pixel standard events can provide.
Custom conversions use URL rules based on specific URLS or URL keywords. So, for example, you could use Facebook pixel tracking to record views of a specific category of merchandise on your website, instead of tracking views of all content using the “view content” standard event perhaps to separate dog owners from cat owners based on which sections of your pet supply website they viewed.
Before you can use Facebook pixel custom conversions, you’ll need to help Facebook understand the details of the conversion event you want to track. To do so, head to your Facebook Ads Manager, then go to Custom Conversions and click Create Custom Conversion to define your custom conversion event using URL rules.
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