Discover what is the Facebook Pixel; this powerful ad tool to help you track your website visitors after they click on your ad and how to remarket to them based on their interests.

In short, the Facebook pixel is a line of code that you install on your website to measure the effectiveness of your advertising campaigns. It is a key tool to successful Facebook advertising as it tracks your visitors’ actions on your site after they click on your ad.

Here are some of the main key benefits of the Facebook pixel:

• Track people who have converted and the ones who haven’t
• Improve your ads based on the data collected
• Target specific audiences & remarket to them based on their interests and behaviors.

Ideally, you want to install the Facebook pixel as soon as you can, even if you aren’t planning on doing any Facebook ads just yet. The pixel will start learning and collecting your website visitors data, so you can target them when you do decide to run your first ad.

Let’s explore in more depth the different benefits that the Facebook Pixel offers.

The Facebook Pixel will help you track the traffic you send to specific web pages, so you can see whether or not your ads are performing well.

When you install the pixel, Facebook offers you to track up to 9 different events.

• ViewContent: Track-specific page views (blog article, landing page, product page)
• Search: Track the searches happening on your website
• Add to Cart: Track when someone adds a product to their cart
• Add to wishlist: Track when someone adds an item to their wishlist.
• Initiate Checkout: Track when people are ready to buy your product.
• Add payment info: Track when people add their personal payment information during the checkout.
• Make a purchase: Track when people have bought your product. (thank you page or confirmation page)
• Lead: Track when someone completes a form or sign up for your lead magnet.
• Complete registration: Track when people complete your registration form (name, last name, address, email, etc…)

The above 9 different tracking events are some of the most commonly used. However, you also have the ability to do custom tracking on your website by creating your own tracking events.

One of the key element of the Facebook Pixel is to help you understand how to improve your ads by simply looking at your ad’s analytics.

You may have a very high click-through rate on your ad, but when people get to your landing page, very few people actually convert. This kind of behaviors clearly indicates that your landing page requires some more attention and needs to be improved. It can be the messaging on your page, the image, or just simply the offer isn’t attractive enough. You will have to test with each of them to find out what is the actual drop off cause.

Once Facebook collects enough data from the people converting to your offer, the Facebook Pixel will ensure that your ads are shown to people who are most likely to convert.

In order to get the best results out of your ads, you must use the Facebook Audience tool with the Facebook Pixel. Just Installing the Facebook pixel alone isn’t enough. The Facebook Audience tool allows you to create a targeted audience based on demographics, interest, and behaviors.

The Audience tool offers you to create three types of audience:

Saved audiences:

Your saved audience is the audience you create before launching your ads. You choose the demographics, interest, and behaviors you want to target and save it to use today or/and reuse in your future ads.

Custom Audiences:

The custom audiences are where the magic happens. You can track your website visitor based on specific web pages they visited, products or services they have shown interest in.

Lookalike Audiences:

A lookalike audience is a copy of one your audiences, either saved, custom or imported with similar interest and behaviors.

You can use any of the three audiences whenever you want.

This Facebook Audience tool is exactly why you want to create your Facebook Pixel as soon as possible even if you aren’t planning to run Facebook ads.

When you decide to run your next ads, your pixel will already understand your website visitors interest and behaviors and optimize your ads. You will also have the capability to retarget them your past website visitors.

The Facebook Pixel is a very powerful tool and an essential one to your advertising campaigns. Most importantly this tool is free to use and is available to every Facebook business page owner. You must take advantage of it and install it as soon as you can.

In my next article discover how to create a Facebook Pixel and how to install the Pixel on your site.

Do you run a business and have a limited presence on social media? Do you need help setting up your social media accounts? Or help creating content and managing your online presence? We can help you. Contact us today