What the pixel is and how to use it
Have you ever wondered how your Facebook ads are working, and what people do when they click to visit your website? If you could track that, you could optimize what information you offer.
Actually, you can track it, using the Facebook Pixel. This tool allows you to track what people do on Facebook and your website, and to monitor return on investment.
The pixel is the most important, and most commonly incorrectly installed, aspect of guiding a cold audience (people who don’t know your business) through a series of steps to become customers.
The Facebook Pixel is a snippet of code unique to your Facebook ad account that must be properly installed on every page of your website and landing pages. It is this snippet of code that allows you to access the full power of Facebook’s algorithm. It is also the mechanism that allows us to track return on investment and then optimize for it.
The pixel uses Standard Events to track actions such as:
- View Content – when someone views a webpage
- Lead – when someone takes action that makes them qualify as a lead
- Complete Registration – when someone moves to the next step and completes a sign up
- Add to Cart – when someone adds an item into the shopping cart on your website
- Initiate Checkout – when someone starts the checkout process
You can also set up Custom Conversions. This type of pixel tracking ensures that no leads/prospects fall through the cracks. It allows you to create custom audiences and improve the accuracy and relevance of your ads by optimizing your targeting to people who took certain types of action on your web pages.
Top tips when using the Pixel
- Only use one pixel per business. The pixel collects information about all the past people who have interacted with your account. It creates what is called the ‘seed audience’ and if it gets mixed signals, you get mixed results.
- Add different Standard Events to the different pages on your website. If you have a landing page, use one standard event for that, and another for another landing page. This means you can group people by which page then visited. You can then follow up with another ad, to remind them they visited that page, and offer something else of value.
- Create custom audiences within Facebook to bucket people who took specific actions. For instance, if you have a product/service webpage, you can create an audience of all the people who visited in the last 30 days. You can then create an ad just for them, reminding them of that produce/service. In the ad, include a Call-to-Action, such as Call for a Free Estimate or Get a % Off.
Where to put the Pixel
Add the pixel to every page of your website. Use the Chrome Pixel Helper to check that it is installed correctly.
Need help with tracking your success on Facebook with the Pixel? Contact Danielle on 760-440-5494 or firstname.lastname@example.org
Tip of the Week: Use the Facebook Pixel to track your audience on and off Facebook to track return on investment.