One of the most powerful aspects of using Facebook for your brand’s marketing is the ability to track behavioural data. Read this article to find out how you can use the Facebook Pixel tracking tool to do just that, and most effectively use Facebook Advertising to grow your brand.
What the heck is the Facebook Pixel?
The Facebook Pixel is used to collect behavioural data. This data is collected from websites off Facebook such as your brand’s website and the sites your website visitors have spent time on. This data is then stored in Facebook’s Ads Manager. Facebook’s clever tool can be used for building audiences that can then be applied to ad targeting campaigns.
For example, you can create audiences on Facebook of people that have visited specific pages on your website within a certain time frame. Or, capture the data from those that have completed particular actions on your website.
The Facebook Pixel is incredibly beneficial for two main reasons:
1. It allows marketers to measure the ROI of their Facebook Advertising Campaigns by measuring traffic and conversions.
2. You can create highly optimised Campaigns by building custom and lookalike audiences due to the data gained from the people who are visiting and converting on your website.
Is the Facebook Pixel easy to use?
Yes! Facebook has done a brilliant job at simplifying the Facebook Pixel set-up so that those who aren’t experienced coders (like me!) can easily set-up, install and use the tool without any coding knowledge.
Later on in this article, I will provide a step-by-step approach for installing the Facebook Pixel on your website. But first, I want to explain just how powerful the tool is and how you can use it to optimise your social media marketing strategy.
Why is the Facebook Pixel called the “Facebook Pixel”?
The Facebook Pixel’s name, when broken down, is actually quite clever. The “Facebook” part is obviously due to it being linked to the social network; Facebook. However, the “Pixel” is part of the name because it refers to a teeny weeny image (1px by 1px) and the idea is that the code can be placed on your WordPress website but isn’t visible to the end user so it is transparent (like Google Analytics).
Every time a user lands on your website or takes an action on your site, the Facebook Pixel, if set-up properly, will send the data back to your Facebook Ads Manager account. This is as a result of the Java Script that is in your brand’s unique Facebook Pixel code.
This data includes the demographics of the user (gender, age, location), the webpage that the user came from, as well as the length of time and actions that the user took on your website.
Facebook Pixel for Tracking Data
If you’re familiar with Google Analytics, you’ll be aware that the Google tool is used to track the user’s journey on your website, whilst providing information on who that user is, what device they are browsing your site on, the location they are browsing from, the journey they take on your website, and how they got to your site in the first place. Now, Facebook has been able to replicate a similar model to optimize campaigns and track performance of Facebook Ads. pretty nifty, right?
How can you use the Facebook Pixel?
Well, there are four main ways for you to use the Facebook Pixel for your Facebook Advertising. These are:
- Creating “Custom” and “Lookalike” Audiences
- Running Retargeting Campaigns
- Tracking Conversions
- Measuring Return on Investment (ROI)
If you’d like to find out more about this, you’re welcome to book a free 20 minute 1:2:1 Discovery Call and we can chat about how you can optimise your Ads campaigns. Alternatively, keep reading to find out how you can install the Facebook Pixel onto your website.
Step-by-step Guide to Installing the Facebook Pixel
Okay, so let’s get started on the exciting part of this blog article; the implementation of your Facebook Pixel on your website.
Step 1: Head to your Business Manager account and click on “Events Manager”
Step 2: Click on the bright green “Set up Pixel” button
Step 3: Hit the blue “View setup Instructions” button
Step 4: Choose how you want to set up your Facebook Pixel
Please note: If you’re operating a WordPress site (like me) then the easiest option is to “add code using a partner integration”.
Step 5: If using WordPress, download your unique Facebook Pixel code and then head to your site to upload the .zip folder under “Plugins”
Simples! Then, once you’ve installed the Facebook Pixel onto your website, you will be able to set up your standard events and custom conversions.
What are “Standard Events” and “Custom Conversions”?
Facebook Pixel events fall into two broad categories.
- Standard Events
- Custom Conversions
If you’re using WordPress to set up your events, you can use Facebook’s easy to use, on-page website tool to help you plot out where you want your standard events to take place.
Standard events will allow you to track specific events, build audiences and optimise your ads for conversions.
For example, you can add the below standard events to certain buttons and actions taken on your site:
- View content
- Add to cart
- Add to wishlist
- Initiate checkout
- Add payment info
- Make purchase
- Complete registration
You can add your standard events to your website by following Facebook’s instructions:
Step 6: Add the URL of your site to verify your connection by sending test traffic to your site
Step 7: Then add your site’s URL again and click “Open Website”
Step 8: Have a play around with the top left hand box that appears. Here, you can start adding your desired Standard Events to your page
The above example shows how I’ve added the Event “Lead” as someone who has viewed the “Services” section of my site.
We’ve covered standard events, so let’s chat about custom conversions (or otherwise known as “custom events”. These events are the actions that aren’t covered by standard events. So, they’re used to track something that isn’t “standard”.
See the below screenshot to see how you can easily set up these events:
And voilà! If you’ve followed all of the steps above, you should now have your Facebook Pixel installed and your standard events and custom conversions set up and ready to allow for you to optimise your ads to reduce ad spend and boost your conversions!
Top Tips for Making the Most out of the Facebook Pixel
To sum up, here are my top tips for getting the most out of your Facebook Pixel.
Harnessing the power of the Facebook Pixel is critical for maximizing the performance of your Facebook ad campaigns. Here are my top three tips for getting the most out of using the Facebook tracking tool:
1. Get the Facebook Pixel set up as soon as possible
Even if you’re not yet using Facebook Ads as part of your brand’s Marketing Strategy, I’d still recommend setting up the Facebook Pixel on your website so that you can collect data for future use. If you want to keep things simple, stick to setting up standard events only so that you can keep a log on Facebook of who’s spending the most time on your site.
2. Build Custom and Lookalike Audiences to generate high performing campaigns
If you’re already running Facebook Ads to meet your marketing goals but want to get more technical, visit your Ads Manager account and under the “Audiences” section, start creating your Custom and Lookalike audiences for use in your strategic marketing campaigns.
3. Use Retargeting Campaigns to increase conversions
Generate more sales for your business by re-targeting your ads to those that have already show an “intent” to buy. Target those custom audiences who have spent a considerable amount of time on specific pages on your website, or “added to cart” but not purchased a product. This will allow you to push those who are aware, interested and have the desire to buy your product or service, to actually purchase it. In turn, helping your business to increase conversions and reduce its marketing costs.
Are you ready to take your Social Media Marketing to the next level but want extra guidance and help to do so? Visit the “Services” section of my website to find out how I can help you to use Social Media to grow your business.
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