Facebook pixel is one of the most powerful arrows among Facebook advertisements. Some even consider it the instrument for advanced Facebook advertisers. That is why there is a separate spotlight for it. 

In a nutshell, Pixel targeting allows the company to win back those prospects who have faded after walking over the portal without buying something or leaving an inquiry. How? Let us reveal the secrets of Pixel.

LEARNING FACEBOOK PIXEL

Facebook pixel is a part of code that is placed on the website to track the visitors, and then to retarget them with advertisements on Facebook.

The whole approach creates a circle to bring back individuals who are most likely to buy the product or service. Let us check the whole process with an example.

Let us go for some shopping. How about purchasing some new shoes from the Nike online store? The pair looks great. An individual adds it to the card and then changes his mind. So he or she will close the tabs and go away. While all this time pixel was waiting at the back, tracking the actions. So it can perform its magic once the individual gets back to Facebook later.

Soon after the shoes were left in the cart, Facebook retargeted the person with the specific advertisement. 

In addition to retargeting, pixel also allows tracking modifications by the retargeted advertisements, forms a better lookalike audience, and reaches the same client with future advertisements.

Simply said, “Facebook pixel is an analytics instrument that lets to measure the efficacy of the advertising, as the platform stated, ” by knowing the actions individuals make on the web page”.

 It is possible to create the pixel code! Though, before starting to off on the own pixel code, let us have a glance at how it will develop in the Facebook marketing game.

HOW DOES PIXEL HELP TO CREATE BETTER ADVERTISEMENTS?

  1. Keep an eye on the Facebook conversions

Owing to pixel now it is accessible to track the efficiency of the conversions effortlessly. Pixel lets the company to track the individuals who have communicated with the website and taken the preferred action after going forward on the Facebook advertisement. This conversion tracking is performed in two ways:

 * Customised conversion tracking: In this method, it is possible to put in specific URL parameters to the “Final” page or Thank you” page. Customer reaching that phase will be counted as a conversion. For instance: Someone clicking on the Facebook advertisement and going the landing page will not be considered as a conversion but filling out the form and arriving to the ”Thank you” page, which is the assigned URL, will be.

* Basic events tracking: Here, rather than adding a URL, it is necessary to make some changes in the pixel code. Do not be afraid as anyone can make it – no special coding knowledge is required. Facebook has added 18 standard events that correspond to the standard – conversion goals, such as adding payment info, purchase, and getting the lead. So in the occasion tracking context, whenever a user gets to the desired page, Facebook considers it as a conversion.

  1. Create specific and lookalike audience

With the data gatherers of pixel, it is accessible to create different sets of custom audiences to better retarget the advertisements depending on the activity they have performed on the website.

For instance, visitors who left with the product in their cart, can be targeted with the advertisements offering the same product. It is possible to also attract those users with discount advertisements. But that is not all. It is possible to utilise pixel data to also set up lookalike audiences who have matching interests, demographics, behaviours as the audience already communicating with the website. This optimizes the advertisements to get more prospects who are more likely to convert.

Tip: Build a group of audience who have made the desired action (subscription, purchase, etc) and exclude them from retargeting. This will save company’s funds and will not irritate the leads, suggesting them to do something already done.

3. Optimize advertisements to increase conversions

What can be done in a world without extensive data tracking through pixel? Optimize advertisements for clicks and that is it. 

On the other side, with pixel, it is feasible to create advertisements that are particularly aligned with the conversion targets such as email subscribers, inquiry forms, or purchases. Also, optimizing advertisements for conversion costs the company a lot less than optimizing for clicks the link.

HOW TO DESIGN AND ADD FACEBOOK PIXEL TO THE WEBSITE?

Now that it is known how important pixel is for Facebook advertisement marketing, it is time to place it on the website. If there is already the base code embedded. Move on to the following part.

This section is going to navigate the  through Facebook advertisements manager to set up pixel on the website.

1. Select in Advertisements Manager > Events Manager

2. Choose the + labelled ‘ connect a Data source’ and select ‘Web’

3. Choose ‘Facebook Pixel’ and smash the ‘ connect’ button

4. Name the pixel and add in the website URL you want the Facebook pixel to occur on and go through the provided setup possibilities.

5. Choose ‘continue’ and ‘set up the Pixel Now’

There are three possibilities to set up the pixel:

I. Link to a partner platform

Particular software such as Google Tag Manager or WordPress integrates with the website to handle pixels and website tracking.

Benefits of utilising a partner to handle the pixels include:

• Do not require to mess with the code of a website

• Automatic tracking of user actions over a website visit (e.g., completing a page registration, viewing the content)

• Automatic reporting when building advertisements (no necessity to set up advertisements by hand)

II. Email pixel to a developer

The next method of adding the pixel on the website is to just send it to a developer. Select ‘Email Instructions to a Developer’ in the pixel menu. Add the developer’s email and copy the codes from any website action, which will be necessary to include using the ‘Get event code for conversions’.

Make sure that the pixel created is ‘Active’ ahead of hitting ‘end.’

III. Install the pixel by the hand

Proceed to advertisements Manager > Events Manager > Pixels and select ‘ setup.’ Choose ‘Install code manually’ and follow the suggestions included in the popup. Adding the pixel created to the site can be done in 3 steps:

Add the base code: Simply copy the base code and then paste it to the bottom corner of the header of every website page necessary to be tracked.

Make sure to paste between and tags.

Once the code is installed, verify whether the pixel is active. Proceed further to leverage additional functionality of Facebook pixel.

Add advance matching: In this stage, it is possible to turn on the automated advance sharing. This will let the business match the website visitors, based on their phone numbers and email addresses, to individuals who are on Facebook.

Turn on the toggle to ‘reveal’ and select the type of hashed information intended to be sent to Facebook.

 Advance auto sharing allows the business to:

• Attribute better conversion

• Grow the custom audience size

• Reduce the cost per click

Specify even code: Here, it is applicable to use the Event Setup Tool to add standard parameters and events and parameters that are necessary to track without the requirement of code.


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