In the ever-changing world of social media, there’s always a new feature or update that comes along that makes us readjust how we use the platforms for business. Facebook is no different, with the recent addition of Facebook Pixel shaking things up. So what is Facebook Pixel? Put simply, it’s a piece of code that allows you to measure and optimize your ad campaigns. Let’s jump in and see just how Facebook Pixel works and how you can apply it to your business on social media today!
What is Facebook Pixel?
Pixel is a tiny piece of code that registers every action that happens on your website. There are two basic parts to this code:
- The Pixel base code needs to be installed onto all pages of your website to provide a baseline for measuring events on your site.
- The event code only needs to be installed on the specific pages of your website where you’d like to measure events or actions that are important to your business goals.
An event is an action that a viewer takes on the site. For example, you could make an event code for your page with the “add to cart” button, so you can monitor the event of customers adding items to their shopping carts. You can specifically choose which page visits and actions should trigger the Pixel. It comes with some pre-programmed standard events to get you started, but you can fully customize the Pixel to your website.
Facebook Pixel allows you to better guide your lead generation, ad targeting, re-marketing, conversion measuring, and optimization strategies. The Pixel code can also help you track your customers’ actions through multiple devices.
What Can Facebook Pixel Do?
Once you’ve created your Pixel and attached it your website, there are many things this simple piece of code can do for your business. Let’s take a look at some of those features:
- Pixel can make sure your ads are shown to the right people, on the right devices, and at the right time. Knowing how people look at and use your website allows Facebook to use this data to target the ads at your customers at the optimal time and place.
- It can build effective advertising audiences. By using “custom audiences,” you can show your ads to people who have already interacted with your website. “Lookalike audiences” allows you to do the same thing with brand new customers who have similar habits to the customers already interacting with your site.
- Pixel can measure cross-device conversions on your website. This allows you to see how customers move between their devices while on your website. This data helps you see what devices they are most likely to use to make purchases or take other actions.
- You can also unlock additional Facebook advertising tools using Pixel. There are web conversion campaigns, custom audiences for your website, dynamic ad delivery, as well as metrics like cost-per-lead or conversion. These tools are only available for the business owners and advertisers who have installed Pixel onto their websites.
- Pixel allows you to better evaluate your return on ad spending. It does this by precisely pinning online behaviors to your Facebook, Instagram, Messenger, and Audience Network Ads.
How to Use Facebook Pixels
Once you have installed Facebook Pixel on your website, there are 3 core advantages it gives you:
- Customize audiences from your website.
- Custom conversions.
- Custom and standard events.
All three of those options can help Facebook and you use the data gathered to target the people who are most likely to convert on your website. Below are some examples:
- People who have visited your site in the last 24 hours.
- People who have visited your site in the last 180 days but have not been back in the last 30.
- People who have visited a specific page of your website.
- People who have visited one specific page but not another specific page.
- Thank you for shopping, your order is on its way.
- Thank you for signing up, you’ll receive your first email shortly.
Custom Categories within custom conversions include:
- Add payment info.
- Add to cart.
- Add to wishlist.
- Complete registration.
- View content.
- Initiate checkout.
Custom and Standard Events
Custom events are an advanced feature of Facebook Pixel. If you choose to use these, it’s a step that will have a big impact. You can track virtually any action that a customer might take on your website, such as:
- Add to cart
- Sign up for newsletter
- Go to Facebook page
How to Install Facebook Pixel
Now that you have a basic understanding of Facebook Pixel and how it can help your website, you’re probably wondering how to get it installed and working on your website. You first need to find your Pixel ID. This can be found in the "Facebook ads manager" dashboard by going to the navigation menu and clicking on "Pixels" under "measure and report."
Once you have that ID, you can create your Pixel by going to "ad manager" then clicking on the "Pixel" tab in event manager. There are two main ways that you can install Pixel onto your website:
- Use an integration or tag manager.
- Manually install the code.
If you’re unsure of how to do such an install, consult with a web developer and discuss setting it up for your website. At Virtual Market Advantage, we can not only install Facebook Pixel for you on your website, but also set up all of the tracking options you need.
Once your code is installed, you can then go back into your ad manager and get started on creating your custom audiences and custom conversions for your advertising. Facebook Pixel is a great tool for you to track data easily. It can also help you set up your ads to be the most efficient use of your time and money!