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According to Social Media Examiner, 94% of marketers use Facebook and 59% plan on increasing their use of Facebook ads this year. Plus, 71% of American adults use Facebook; that’s 150 million people you can reach by advertising on this platform. If you’re planning to leverage this powerful platform, consistently improve your results and tailor your ads for specific audiences, you need to understand what a Facebook pixel is.
A Facebook pixel is a tool that generates data for assessing the effectiveness and improving upon your Facebook advertising. It consists of code that you place on your website enabling you to track each visitors’ activities on your website and landing pages after they click on your Facebook ad.
Although Facebook pixels have changed over the last few years, they have become easier to use. Where there used to be two different types, there is now one powerful version available to fulfill all your requirements.
This code is used to collect data for tracking conversions from Facebook ads,
optimizing ads to improve their performance, building targeted audiences for future ads and remarketing to people who have already taken an action on your website. More specifically, you can use Facebook pixel data for:
Conversion tracking to learn more about your customers’ journeys and see what types of actions they take when visiting your website after clicking through on your Facebook ad. It also allows you to track what types of devices they use when visiting your site or see if they switch devices after clicking through.
Leveraging this information helps you finetune your advertising strategy and calculate your return on investment.
Retargeting to show dynamic and targeted ads to people after they’ve visited your site. For example, ads for products they viewed, put in their shopping cart or added to their wishlist without completing a purchase.
Creating look-alike audiences with targeting data gathered by Facebook pixels, helping you attract more potential customers based on the likes, interests and demographics of people who have already interacted with your website.
Optimizing Facebook ads for specific actions based on Facebook tracking pixel data for specific conversion events on your website. Without this data you’d only be able to optimize for link clicks, but pixel data enables you to optimize
for conversion events more closely tied to your business goals, such as purchases and sign-ups.
Optimizing Facebook ads based on previous spend is also an option since Facebook tracks who buys from your site and how much they spend. This makes it possible for you to automatically show your ads to those most likely to make specific
value range purchases.
Leveraging additional Facebook ad tools and metrics. Installing the Facebook pixel on your site is the only way to advertise to custom audiences of site visitors and initiate web conversion campaigns or dynamic ads. Cost per lead or cost
per conversion are among the additional metrics you can track with the pixel.
The Facebook pixel enables you to gather data relating to 17 predefined events plus custom events you set up yourself. The standard Facebook pixel events (actions taken by your website visitors) include:
You can capture additional details about standard events by adding extra code to your pixel, called parameters, to customize standard events. These parameters include:
These additional details enable you to gain deeper insights about each site visitor.
If none of Facebook’s predefined standard events meet your requirements, you can create your own custom events to track. These can be used to define custom audiences for ad optimization. You can also select the same parameters for your custom
events you’d add to any of the standard events.
You don’t need to be a high-tech wizard to create your own Facebook Pixel(s)! Here’s what you need to do:
Now you’re ready to start using a Facebook pixel! Set your goals, plan your strategy, create your pixel, create your ads, measure your results and adjust as needed.