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.
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.
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
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
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.
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
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.
You can use custom conversion events in place of standard
events, or to collect more details than Facebook pixel standard events can
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.
You can also create Facebook pixel custom events by adding more details to standard events using additional bits of code called parameters. These allow you to customize the standard events based on:
How much a conversion event is worthProduct name, category, or IDThe number of items someone adds to their shopping cartA specific search stringThe status of a registration
How to create a Facebook pixel and add it your website-
Now that you know what you can track, and why you would want
to do so, it’s time to create your pixel and put it to work on your website.
Step 1: Create your pixel
1. From your Facebook Ads Manager, click the hamburger icon
(≡) and choose Pixels.
2. Click Create a pixel