Over the years, marketing has expanded through different media, making it much easier for brands to be visible and reach their target audience. Along with the trends of social media, using multi media has become one of the most effective and easiest ways to market. To help users get the most of their social media platforms, there are now tools and resources available from the same developers of the platforms to help to market businesses, products and services better.
With Facebook being a social media giant, many marketers and brand owners have been using its functions for business to connect with their market too. This is why Facebook came up with Facebook Pixel – an analytics tool that helps you measure the effectiveness of your advertising. If you are using Facebook ads, this tool will definitely help you better manage your ads and how they work.
Similar to most analytics tools available in the market, Facebook Pixel works mostly based on the actions of your website’s visitors. Pixels, in general, are used to track visitors on your website so you can send them your advertising later. For example, if you run an online store, pixels track your visitor’s actions. Now, if a visitor keeps coming back to check your ongoing promos and hovers over a few similar items, Facebook Pixel collects that data and helps you send that visitor more of your ads that show promotions and discounts, with hopes of eventually getting them to take action and purchase from your store. This explains why the ads on your Facebook newsfeed show you products or services similar (if not the exact) to what you have recently been browsing.
Facebook Pixel provides information that is necessary for you to be able to produce better ads and help better target them. There are functions that help ensure your ads are reaching people who are most likely to take action, and improve your conversion rates. Facebook Pixel is basically a better, consolidated version of the different pixels that used to be available for Facebook Business a few years back. They have combined the functions and worked on making the interface better and easier for everybody to use. It consists of a code that can be placed on your website. That code waits for your visitors and gets triggered by their actions while browsing your content. This data is what helps you identify your targets and make the most out of your advertising.
How to Use Facebook Pixel
Among the many benefits that Facebook Pixel offers, it has three core functions that will help you better utilize your ads:
1. Custom Audiences
Custom Audiences help you retarget your website visitors. Facebook Pixel tracks the actions of your website visitors, record the pages they visit, what they do not visit, and when they visit. This helps you narrow down your list to the people you should be advertising to. Facebook Pixel’s Custom Audiences will help you filter your audience between people who have interacted with your brand in the last 180 days, helping you increase your conversion rates and better return on investment.
Facebook Ads generally do not allow you to choose specific website visitors to advertise to, but it allows you to select your audience by groups based on different criteria. You may choose among those who have visited during a specific time frame (i.e the last 24 hours, 30 days, 60 days, etc.), visitors who clicked on specific pages, visitors who return to your website, and many more.
To better understand Custom Audiences and learn the many ways to set it up on your website, Shopify has created a complete and detailed list you can follow!
2. Custom Conversions
Creating Custom Conversions on Facebook Pixel is fairly similar to how you would create Custom Audiences. The main difference is on the triggers for the two functions – Custom Audiences are grouped based on the times they visit and which pages they click on, while Custom Conversions typically group your visitors depending on the completion pages they land on. These completion pages usually are results of actions they take on your page, such as confirmations for their purchase or sign-ups for your newsletters and promotions.
Since Facebook Pixels already track your visitors’ actions, the completion pages they land on are easily determined by the tool too. Aside from grouping your visitors for better and more effective reach, you can also choose the category for each conversion. Custom Conversion has categories such as, Add Payment Info, Add to Cart, Add to Wishlist, Complete Registration, and many more, helping you better see the results of your advertising efforts.
The Custom Conversions function lets you create rules for these categories, measuring more specific actions from your visitors. You have the ability to optimize your ad delivery, targeting the visitors who are most likely to take actions that will benefit your brand (i.e Purchase your products, subscribe to your services, etc.)
Facebook for Business has a pretty detailed step by step guide to help you incorporate Custom Conversions on your website. Check out this article they have from their Help Center.
3. Custom and Standard Events
Similar to the old Facebook Conversion Pixels, Custom and Standard Events are a more advanced feature of the Facebook Pixel. If you want to include it in your website, you will need to work on the code a little bit more.
While Custom Conversions give you a limit of 40 custom conversions per ad account (previously 20), Custom and Standard Events will help you move beyond that. The wider range that this function offers helps you get better analytics and reporting for greater accuracy.
Being a more advanced function, not many websites use Custom and Standard Events. If you are using Facebook Ads and do not have this, do not worry too much. If you are already planning to get your Custom Audiences and Custom Conversions set up, your results should be effective enough to help you increase your sales and ROI.
To help you learn how to setup Custom and Standard Events on your Facebook Pixel, you may check out this help article from Facebook for Business.
These are just some of the many wonders of Facebook Pixel for your business. Once you have decided on adding Facebook Pixel to your website to enhance your advertising results, there are many resources for step-by-step guides on how to add it to your website. Here are a few you could check out:
If you need help setting up your Facebook Pixel, send The Conscious Agency a message today!