Power of the Facebook Pixel
What you are missing if you’re missing your Pixel!
If you either don’t advertise on Facebook yet, or if you advertise on Facebook and you don’t use a Facebook pixel you’re missing out on a very powerful tool that can amplify your business by 10 times. In this blog, I’m going to talk about what exactly a Facebook pixel is. Also, about how it can benefit your business and how it can help you grow. Lastly we’re going to talk about some different ways you can implement your pixel to make sure that you’re using it as effectively as possible.
So what is a Facebook pixel. Sounds like something from a Disney movie but in face a Facebook pixel is essentially a small piece of code that you can embed in your website in one or more locations. When visitors go from an ad to your website, the Facebook pixel can fire depending on where they go on your website. Essentially the pixel is a very simple small piece of code.
Now, if you are somebody who doesn’t write code, don’t worry about it. Facebook makes it very easy to just copy and paste their code into your website. Even if you’re using a web site like Wix or WordPress or even Shopify, they also make it very easy to implement these pixels. A Facebook pixel can be extremely useful when you’re not only trying to optimize your ads or track traffic on your website, but also when you’re trying to create audiences and look-alike audiences, which we will get to in a minute.
First, let’s discuss tracking conversions. If you have a Facebook pixel in ten different ads, you can track the conversion rates of all of those ten ads and see not only how many clicks you get to your website from those ads, but you can also track to see how far they go within your website. What pages did they hit? How many end up in sales or leads? Or maybe, they don’t they don’t buy at the end, but you’ll be able to track a lot of those conversions and optimize your ads based on that information. You can evaluate which ad worked well, then go with that ad and make some variations and optimize continually by iterating your ads. You can do some tweaks, experiment and track those conversions.
Secondly is remarketing. By using a Facebook pixel you’re able to remarket to the same user Although, Facebook doesn’t actually provide you an email or a phone number or any information about the actual user, they do have a user ID that is unique to that user. Because Facebook is one of the largest databases in the world, and they know a lot about a person, they will be able to remarket to that person as well as create an audience similar to that person.
Suppose somebody going through your site went to Add to Cart but didn’t get to the “Thank You” page, that would indicate that they added an item to their cart but didn’t actually finish the purchase. There could be one for many reasons for that. Maybe a fire alarm went off; maybe their laptop died, maybe their child fell and started crying or they got a phone call. It doesn’t matter what it. Maybe they just wanted to think a little bit longer about it. There are so many situations out there where people are thinking about buying from you and then, for some reason, they shy away from it at the last minute. Maybe all they need is one or two more ads showing up in their feed to remind them that they are interested in your product or your service and they’ll return and actually make that purchase. So remarketing is extremely powerful and it’s something that Facebook pixel allows you to do.
As I alluded to before, another way you can use the Facebook pixel is to make look-alike audiences. Essentially a look-alike audience that Facebook is going to target that is similar to the people that already went to your website, or already purchased from you. This targeting is based on Facebook’s algorithm using their AI learning capabilities.
For example, if you have a hundred people visiting your website and a hundred people then make a purchase on your website, you can instruct Facebook to find other people that are similar to those hundred that purchased. The more visitors you had the more accurate their targeting will be. It will look through all of those hundred. It will sift through all of their files in their Facebook database. They’ll find people that match them in some way. This could be extracted from demographics; it could be from their religious affiliation; this could be from what they like; it could be literally anything about them that matches according to their algorithm. It can place ads in front of people that are more likely extracted to be similar to that group and therefore are more likely to make purchases on your website.
Several things to clarify.
First: A Facebook pixel is different from a cookie. Essentially a cookie located on your browser, so for example, if you’re using Google Chrome or Firefox or whatever the cookies going to be on there. On the other hand, the Facebook pixel is going to be on your website. Although they work very well together to track users as they browse through the Internet.
Secondly, one thing that’s very powerful about Facebook is it can track you across devices. so if you are on your phone, and you go to my website and click through everything and then to “add to cart” but you don’t purchase it, the Facebook tracks that data. So let’s just say that you go to your laptop and on your Facebook page, you’ll see one of my ads because you are being remarketed from your visit on your phone to my website.
Let’s discuss the different kinds of events that can trigger a Facebook pixel. The obvious one is anytime they visit on any page of your website Facebook pixels triggers detects and remembers that. A Facebook pixel can also detect if you’re searching on a website; they can detect if you’re adding things to cart; adding things to a wish list; if you are initiating checkout or if you add payment information. A Facebook pixel can detect if you complete a registration or somehow sign up for a website, as well as if you actually make a final purchase. Of course, there are other things that it can detect and more specific examples, but you can also do custom conversions.
Custom Conversions allow marketers to track and optimize for conversions without you adding anything to the Facebook pixel code that is (hopefully) already on your site. This replaces the conversion pixels you’ve been placing on individual success pages.
I will do another blog post on “Custom Conversions” Stay tuned. Make sure you add your info and I will inform you of it and all other informative posts.
You can see how important having a FB pixel installed on your site. If you do not want to go to the trouble and figuring out how to get your Facebook pixel and add it to your site, let us know. We’ll do it for you, and won’t charge you very much. Fill out the form below, and we’ll get right back to you.