Facebook Pixels let you follow up visitors of your site. Conversion pixels aid you make targeted offers to individuals who have visited your website. For example, retargeting people who read your article by using special lead magnets will be more profitable than making them some kinds of offers. Pixel is one of the most important components of Facebook Advertising. About its new pixel, Facebook says-
“You can now use the Facebook pixel to measure, optimize and build audiences for your ad campaigns, and no longer need to implement the conversion pixel and Custom Audience pixel.”
In case you do not run Facebook Ads, still you will get advantages of deeper audience insights by using Pixel. However, Facebook Conversion Pixels can be quite confusing as marketers who try to use it for Facebook Advertising ask tons of questions about the exact technique to use conversion pixel for effective Facebook conversion tracking.
In this article, I will explain everything related to creating and implementing Facebook Pixels, the difference between new & old Facebook Pixel, techniques of Facebook conversion tracking and many more.
Let us firstly understand what Facebook Pixel exactly is-
What is Facebook Pixel?
Functions of Facebook Pixel
The Facebook Pixel can be used for following functions:
- Pixels are effective in Building Custom Audiences from your website for result-oriented re-targeting.
- It helps marketers in tracking conversions and attributing them back to their Facebook ads.
- Pixels help in measuring cross-device conversions. By using pixels, you can see how your customers are moving between devices before they get converted.
- It is very powerful in optimizing Facebook ads for conversions.
- It optimizes delivery to visitors who are likely to take action. This ensures your ads to get displayed in front of visitors most likely to take the actions such as fill out a form or make a purchase, according to your wish.
- Pixels automatically build audiences that can be retargeted. It creates custom audiences by providing details of individuals who take specific actions on your website.
- Details regarding people who visited a product page, purchase a product or added a product to cart are accurately provided by Facebook pixels.
- Pixels create lookalike audiences for you and by using it; you can find more people who are similar in tendencies to your best and loyal customers.
- By using Pixels, you can run dynamic product ads. Pixels help you create relevant and timely ads on Facebook that are fully based on the products your potential buyers have visited on your website.
How Facebook Pixel Works
Pixel allows marketers follow up with audiences who have visited their website. Pixels let you know about the visitors who visit the specific page on your site like sales pages, landing pages, etc. It is like a snippet of codes that let you track activities of users on your site.
Steps related to the working of Facebook Pixel are-
- When a visitor visits your site, Facebook pixel sends data to Facebook’s ad servers.
- Facebook uses that data to match the website visitor to its database that has all the information about active Facebook users.
- Different activities that a visitor performs are then combined with all of the other related information like interests, demographics, etc., which aid you target your Facebook Users with advertisements.
- Pixels also assist you in tracking the success of your advertising campaign. Through Pixels, Facebook lets you know end-to-end details of your visitors, e.g. if one visits your site, Facebook can tell you if he or she ended up completing your business objective or not.
Difference between New Facebook Pixel & Old Facebook Pixel
Recently, Facebook announced its new Facebook Pixel that combines both its Conversion Pixel and Remarketing (custom audience) Pixel. Earlier, remarketing pixel was used to keep an eye on your visitors while conversion pixels helped you know about the conversions of those visitors. Now, in new pixel, Facebook does not have separate pixels to handle those 2 separate tasks. There are many who may wonder why such an extreme change in Pixels, and the reasons are-
New pixel offers more flexibility and you can use one pixel to track conversions, build audiences, retargeting and other related functions.
New pixels offer more power to conversion scoping and you can optimize ads for one or many possible outcomes.
With new pixel, you will enjoy easier conversion and better audience management. Better tag management, custom audience segmentation power and Facebook Conversion Tracking are other features of new Facebook Pixel.
The new Facebook pixel is powerful and very effective in enhancing your ability to track ad performances and target your audiences with utmost accuracy. Accuracy in Facebook Conversion Tracking is must to make or break a business and new Facebook pixel does this with absolute precision and certainty. Facebook marketing measurement has to be made on reliable numbers as it is must to not optimize your ad campaigns on pile of incorrect data that leads on wrong path.
How to create a Facebook Pixel
To create Facebook pixel for your site-
- You need to go to Facebook Pixel tab in Facebook Ads Manager.
- Then, there you just click on Create a Pixel.
- Now you need to enter a name for your pixel. (For one ad account, you can have only one pixel, so it is important to choose a name that accurately represents your business; however, you can change the name later from the Facebook Pixel tab.)
- Now, you need to check the box for accepting all the terms.
- In the last step, just click on ‘Create Pixel’ and your Facebook Pixel will be created.
Two main elements of Facebook Ad Pixel
- Pixel base code
- Event code
- Pixel Base Code- The pixel base code is used to track activity on your website. It provides a baseline for measuring effectiveness of specific events. It is important for you to install base code on every page of your site.
Follow these instructions to install the pixel base code:
- In Ads Manager, go to the Pixels.
- Click on ‘Actions’ and then in Actions click on ‘View Code’.
- Then, you need to copy the base code and paste that in between the <head> tags on each of your web pages or in your website template that will install it on your entire website.
- Event Code- Events can be understood as the actions that happen on your website. These actions can occur as a result of either Facebook ads (paid) or organic reach (unpaid). By using event code, you can track those actions and leverage them for effective Facebook advertising.
Two types of events that you can send in Facebook Pixel are:
- Standard Events
- Custom Events
Conversion Optimization by Using Facebook Pixels-
The real power of Facebook Pixel exists in its Conversion Optimization power. When you run ads, you can quite easily use Facebook’s conversion optimizer.
With the help of pixels, Facebook knows everything about visitors who click on the ad and convert. Pixels guarantees absolute certainty in Facebook conversion tracking. After doing this, Facebook ad engine auto-optimizes the Facebook Ads and shows them to only those people who are likely to convert.
To optimize your Ads for Conversion-
- Facebook does mega split test inside the system that lets you understand the behavioral tendency of visitors of same kinds of characteristics towards your Ad campaigns. This helps you check the conversion.
- With the help of such testing, Facebook understands what type of audience is more favorable towards your ads and then it shows ads, only to those visitors.
- Now Facebook knows who will convert if targeted, and hence, it will help you target your potential customers in more result-oriented manner.
- To run such ad campaigns, you need to select ‘optimize for conversion’ when you set up your Facebook ad in power editor.
To let your ad perform extremely well, you should run ads that are targeted at conversions and not just at clicks to your landing pages. This will not only let you get more clicks from the ad but will also aid Facebook to try to get more conversions for you. Facebook ads are all about the right targeting and Pixels ensure this in the most accurate manner. Best marketers target right people and pixels let them know the right audience for their ad campaigns that ensure high conversions at low ad cost. For effective Facebook Marketing, you cannot ignore targeting, which can only be done by knowing your audiences that are effectively used by Pixel to ensure conversions.
Types of Audiences in Facebook-
- Saved Audiences
- Lookalike Audiences
- Custom Audiences
This is the simplest form of audiences in Facebook used for targeting. However, for such audiences, you do not need Facebook Pixel. In this, you can easily categorize your audience according to the specific data points and then Facebook allows you to save it for future use. For example, a baby product store can target new parents whose kids are in between 0 to 4 years.
You can easily save your audiences inside ‘Saved Audiences’ tab. This is very effective in marketing simple campaigns like digital marketing courses. However, ‘saved audiences’ is the basic kind of segmentation that can also be done with Twitter, Google and LinkedIn.
Here, Facebook Pixel plays an important role. Facebook has algorithm that lets marketers come up with the list that includes things like demographics, age, psychographic and so on. This will let you target audiences who are similar on different grounds. People know all this through Pixels and different ways through which Pixels know all this is-
- Website Custom Audiences to know users who visit your website
- Conversion Pixels to know users who convert
Pixels play significant role in creating custom audiences, and for this, you need to click on ‘Create Audience’ and then click on ‘Custom Audience’.
There are three types of custom audiences in Facebook-
- Customer List- In this, you upload a list of emails, Facebook User IDs, phone numbers, etc.
- Website Traffic- Details related to people who visit your site and other web pages
- App Activity- It is used to create a list of people who have taken specific action in your Games or Apps.
Three Ways to Use Facebook Pixel-
- Tracking- Pixels can be used for tracking the performance of a campaign. You can quite easily track how many leads or sales are generated from a particular Facebook Ad through Facebook Pixel. Noticeable features of tracking are-
- Pixels are used to track how many times a particular action occurs, how many leads are generated from a particular Facebook Ad campaign, how many products are sold from a specific Ad, etc.
- Facebook conversion tracking is done through custom conversions that you can find in the Business Manager menu of Power Editor.
- To create the custom conversion, you need to click “Create a Custom Conversion” button. Once you do this, you should enter the URL of your web page.
- Optimization- Facebook pixels can be used for creating higher converting Facebook Ad campaigns that are focused on a specific action. Custom conversion lets you tell Facebook what you exactly want. Facebook not only does what you want it to do, but also collects data for you.
- You can ensure optimization while setting up your Facebook Advertising campaign. Facebook asks you ‘What your marketing objective?’ and there you can set ‘increase conversion on your website’.
- You need to use custom conversion on the pages where visitors land. Pixels help you optimize your campaign for the people who are similar to those who have already opted for your Ad Campaigns.
- Optimization feature of Pixels is very powerful in scaling your advertising campaign.
- Retargeting- Facebook pixel is powerful in retargeting people who have visited your website. You can set up your retargeting audiences in ‘Audiences’ tab of Business Manager.
- In audiences, you will get options to create and custom audiences and then you can configure website traffic.
- You are allowed to target anyone who has visited the site. Pixels also give options to target people who visit only specific web pages.
- Retargeting optimizes your Social Media Marketing in the most effective and result-oriented manner. Once you are trained in social media marketing, you can quite easily customize your Facebook Pixels as per your specific targeting requirements.
I hope this article lets you understand one of the most important and powerful parts of Facebook Marketing i.e. Facebook Pixels.
I have tried to cover most of the important details related to pixels in this post, but still some technical and practical aspects related to Pixel Events, App Activity Audience, Dynamic Product Ads, etc. need practical understanding. However, most of the things related to Pixels are thoroughly covered that aid you understand the importance of Facebook pixels in Social Media Marketing, and for more details, you can refer to Facebook Resources.
Facebook is one of the most impactful, omnipotent and equally convincing social media platforms that can grow any business, but you need to understand particular idiosyncrasies of Facebook Ads that can work for you. Certification programs like Facebook Blueprint Certification provide you resources that help you learn everything about Facebook Marketing and get certified for better recognition and career opportunities.
While talking about Facebook Pixels, Ryan Deiss, CEO and Founder of DigitalMarketer says-
“Soon all display advertising will be retargeted advertising and the pixel will become even more valuable than the click itself. As larger advertisers continue to buy up ad inventory (and create their own retargeting audiences) those that fail to ‘pixel’ their site visitors won’t be able to afford to advertise.”
Facebook pixels are going to be more and more pertinent to channelize Facebook marketing campaigns. If you wish to optimize your Social Media Marketing in 2017: – Try to get certified in Facebook Marketing.
Our Social Media Marketing Course helps thousands of professionals clear the Facebook Certification Exams and excel in their marketing career.
Feel free to contact Digital Vidya for any queries related to social media training.
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Image credits: digitaldeepak, digitalmarketer