The Facebook Pixel – what does it track & how can it help?

by Chris Yadv | Jan 30, 2018

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Facebook Pixel is a piece of code that is embedded into your website and tracks various statistics through using cookies.

Why embed code?

The Facebook Pixel code permits you should get facts regarding your website Also paid advertisements that you Overall might not bring access.

Toward embedding those code inside your website, those “pixel” knows the thing that will track (with a little help starting with you alternately your coders!) and takes after this information for you.

  1. Track conversions:

‘Conversion tracking can help your business measure the return on investment of Facebook Ads by reporting on the actions people take after your ads are viewed’

A “conversion” is an finished movement that you might similar to view on your website. This incorporates subscribing will an emailing list, finishing an on the web purchase, or filling out an contact type. These finished activities load on an webpage, for example, such that a “thank you” screen.

Let’s say you sell widgets for a living, and you charge $25 for each widget.

You spend $200 on advertising each month on Facebook, and this generates 100 clicks to the website (so your cost per click is $2). At the same time, you’re also getting 60 clicks per month from Google searches. That month you made 5 widget sales.

Problem: How do you know which of those clicks are converting to sales?

This is where the Facebook pixel comes into action. By tracking how many people have completed a conversion compared to the number of people who have clicked the links, pixel can track the “cost per conversion” per advert. From the above scenario, the direct cost of the conversion would be $50 (with a net loss of -$25 per sale). With Pixel tracking, it shows that you’re spending more money for people to buy your services than you are receiving in return!

  1. Optimize ads for conversions:

The conversion information that the Pixel captures demographic details of those who have completed that action when clicking through from Facebook. This allows us as advertisers to use the bidding option of ‘Optimise for Website Conversions’. Facebook will then show our adverts to those people who are most likely to convert.

With the demographics data, Facebook can advertise on their website to those who are more likely to be interested in your product than the general public. For instance, a man between the age of 25 and 30 who is in a long-term relationship (ah, so that’s why they want that information!) is much more likely to buy an engagement ring than a 50-year-old married man with three children.

pixel demographics details

  1. Create retargeting ads:

This is a form of marketing in which those who have already interacted with your website but perhaps haven’t converted, are targeted. This is perfect for businesses who have a product or service that traditionally has a higher path to purchase, or where a purchase decision isn’t immediate. Think new home builders, cosmetic dentistry, financial planners, airlines and the like.

So how does it work? In simple terms: A potential customer visits your website, they leave without purchasing a widget. Your widget and is served to them the next time they’re on Facebook, hopefully drawing them back to your website so they can buy a widget (or two!).

Retargeting has been proven to increase the likelihood of purchasing. These re-targeted customers – or “low hanging fruit” – have a higher click-through rate and on average spend more.

How can I create my Facebook Pixel?

To create your Facebook pixel:

  1. Enter your Facebook Advertising account
  2. Click Adverts Manager at the top left
  3. Select ‘All Tools’
  4. Under the Assets column, select ‘Pixels’
  5. Follow the prompts, accept the terms and conditions.

create facebook pixel

How do I set up the Pixel?

In an ideal world, this is where you should rely on your trusty web designer to help. The pixel needs to be placed in the code of your website, and certain events need to be tied to certain lines of code which requires a certain level of expertise. For example, a conversion may be someone clicking to call on your website, therefore the pixel tracking needs to be tied to this button or line of code. Best leave this one to the experts!

setup facebook pixel

Even if you are not ready to start spending with Facebook ads, implementing the Pixel can still help you gain a better understanding of your website visitors. It can be used to help conduct valuable audience research that can be used for campaign targeting and business intelligence.

If you’re still not convinced of the importance of the Facebook Pixel, check out some of these case studies from Facebook, or if you’re ready to get started with it yourself—reach out to us!

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