What is Facebook Pixel and why you need one?

I often come across clients or chats in Facebook groups about why they need Facebook pixel.

Another thing, that I have noticed with a few client Facebook ad accounts is that the pixel is either not set-up correctly or is not being exploited to its fullest.Do you need Facebook pixel? Yes! Of course, even if you are not advertising on Facebook immediately.

So, what is Facebook pixel?It’s a snippet code unique to an ad account. It’s supposed to be placed on the header of every page of a website.

This is how a Facebook pixel looks like:

If you have been boosting posts on Facebook, then perhaps you haven’t installed the Facebook pixel, yet.

So, what magic does Facebook pixel do?

The Facebook pixel collects data of the visitors, the pages the visitors are spending time on, the actions they are taking.

This helps in

  • Showing your ads to the right audiences
  • Build advertising audiences
  • Unlock additional Facebook advertising tools

You can start maximising your Facebook pixel through the following ways:

  1. Standard Events

With the Standard Events you insert a code on specific pages to tell Facebook that a general type of event happened. All these codes are unique to your ad account.

Standard Events include the following:

  • Search
  • View Content
  • Add to Cart
  • Add to Wishlist
  • Initiate Checkout
  • Add Payment Info
  • Purchase
  • Lead
  • Complete Registration

2) Custom Conversion Events

The pixel lets set-up conversion events. What this means is that you can track conversions for -sales or registrations or remarketing just by entering the URL you want to see directly into Ads Manager. Learn how to set up a custom conversion.

Now how does installing the pixel and creating these ‘standard’ or ‘custom’ events help us with better Facebook advertising:

  1. Website Custom Audiences

Through the pixel we get an opportunity to create something called Website Custom Audiences.

This helps you target

  • All of your website visitors during the past 1-180 days
  • People who visited a particular page or pages
  • People who visited a particular page but not others
  • People who visited during the past 180 days, but not lately
  • People who executed certain events X number of times or valued at X dollars
  • People who were within the top 5%, 10% or 25% of most active visitors

You can target website visitors for blog posts, purchases. These visitors have already interacted with your website at least once and can now be reached again. For ecommerce, you can target customers who have abandoned carts and exclude people who have purchased.Custom audiences help you create a number of strategies that make Facebook advertising effective.Through custom audiences you can also create- lookalike audiences. These are audiences who are similar to your website visitors/ buyers. This is super useful if you are targeting multiple countries.

2.  Track Conversions: The Pixel allows you to track results. From the number of clicks to your Facebook ad, the device and platform they’ve used- whether it’s mobile or desktop, the pixel is a gold mine of data. This tracking can help you improve your ads and results.

3. Retargeting: We don’t buy the first time we see an ad. It’s said you need 17 touchpoints with a potential customer to convert. The Pixel data allows you to show targeted ads to people who have visited your site or engaged with your Facebook page event posts and ads.

Get the most out of your Facebook ads and install the Facebook Pixel.

The Facebook pixel can seem quite daunting, especially if you are just starting with Facebook ads. In case, you need support installing Facebook pixel, feel free to contact us.

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