Facebook is one giant of the web. The social media has paved its way to help many online marketing businesses across many industries, by allowing marketers to reach its enormous user base using targeted data.
If you're using Facebook ads or have plans to use them, Facebook has a tool to help you in tracking conversion. Called 'Facebook' pixel', it should help you get the most out of your marketing budget.
Facebook pixel allows marketers to 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).
Sophisticated as it may seem, Facebook pixel works by you placing its codes on your website, which then triggers cookies to track users as they interact with your website and your Facebook ads.
The benefits of using Facebook pixel if you run a Facebook ad campaign is that you can collect data from users to refine your advertising strategy.
First of all, Facebook pixel tracks conversion. This allows you to monitor how people interact with your website, after viewing your Facebook ad.
Because Facebook pixel works across browsers, you can also track users across all of their devices. Like for example, if people see your ad on mobile but switch to the desktop version of Facebook before making a purchase, you can still track their behavior as you refine your ad strategy.
The next is remarketing. As Facebook pixel allows you to show targeted ads to people who have visited your website, you are given the insights about which of your product that really converts and which don't.
You can also use Facebook pixel to get data about lookalike audience. These people are those who have similar likes, interest and demographics to people who are already interacting with your website. This should help you in expanding your potential customer base.
And last but not least, Facebook pixel also allows you to create a better ad by you in improving the quality of ads you run, and improve the targeting of the people who see them. This will ensure that your ads are seen by the people who are most likely to take your desired action.
Using Facebook Pixel
You can use Facebook pixel to track and collect data on two different kinds of events.
First, is the nine standard events which Facebook pixel has predefined:
- View content: Someone visits your website.
- Search: Someone uses the search function on your site to look for something.
- Add to cart: Someone adds a product to their shopping cart on your website.
- Add to wishlist: Someone visiting your website adds a product to a wishlist.
- Initiate checkout: Someone starts the checkout process to buy something from your website.
- Add payment info: Someone enters their payment information to your website.
- Make purchase: Someone completes a purchase on your website.
- Lead: Someone signs up for a trial, or identifies themselves as a lead on your website.
- Complete registration: Someone completes a registration form on your website, or subscribed to your product.
There are also parameters you can add to give more details to the standard events. These allow you to customize the standard events based on.
The second, is to use custom conversions that you can set up yourself. This can give your the ability to collect even more details than what Facebook pixel's predefined events can potentially provide. For example you can conversion using URL rules.
But before you can use Facebook pixel custom conversions, you have to first give Facebook some details about the conversion event you want to track. You can do this by heading to your Facebook Ads Manager, go to the Custom Conversion, and Create Custom Conversion. Here you then define your custom conversion event using URL rules.
Using Facebook pixel custom conversion, you can tailor your strategy that better meet your specific business objectives.
Facebook also has Advanced Matching Pixel which gives advertisers the ability to connect their customer data - such as email addresses, phone numbers and other demographic data - to their Facebook campaigns. Advanced Matching Pixel is an enhancement to the advanced matching for Facebook pixel. This version is designed to help advertisers easily leverage their customer data to track more conversions and build larger remarketing audiences.
Facebook pixel is simply an analytics tool that measures the effectiveness of your Facebook advertising.
By adding the codes to your website, you can gauge your ads' performance because Facebook pixel tracks every visitors’ interactions on your website after they click on your ad. You'll know whether or not your ads work as intended, and know if people complete the desired action you've placed for the ad.
The Facebook pixel gives you deep insight into your marketing strategy because it measures your ad’s conversion rate, not just its click-through rate. This adds another layer of analytics that give your a clearer picture of your buyer’s journey from ad to purchase.
For example, if one of your ads' click through-rate is high, but the conversion rate is low, then your ad creative and landing page probably aren’t aligned.
You can also use website visitor and customer data collected from your Facebook pixel to refine your distribution strategy in several ways.
Facebook pixel works best if you have your own website. However, you don’t really need to have one on your own to use it. Many third-party websites allow users to install the pixel codes on their respective platforms.
While there are many benefits of advertising on Facebook, many brands are not taking advantage of Facebook pixel, perhaps because of the lack of awareness or confusion about its utility. By understanding what Facebook pixel really is, you can refine your advertising strategy in a way that is previously difficult.