The Facebook Pixel: What It Is and How to Use It
Digital marketing is evolving every day and enabling marketers to find new customers through tech-driven solutions. Since Facebook is the undisputed king in the social networks arena, it has grabbed the attention of all business owners looking for a share of the target market. Consequently, Facebook Ads have become an essential part of social media marketing and SEO in Gold Coast.
When advertising on the platform, using Facebook Pixel offers the most advantageous information. The data accumulation tool tracks the online buying behaviour and media consumption trends of users to help in retargeting customers. It is required to improve the success rate of the ad campaign and achieve the required return on investment. So, let us help you to understand what it is and how it can be used by small businesses for exceptional results.
What is Facebook Pixel?
The tool created by the tech giant allows marketers to add a code to their website, which helps them to identify the conversions taking place through the Facebook ads, gather data to optimise the ads, create a targeted customer base for the ads and retarget those customers who have displayed an interest in your products and services by visiting your website. It aids in gauging the effectiveness of the ads that are created on Facebook to attract buyers.
The tool uses cookies to track the users coming to the website, Facebook, and Instagram pages of the business, so that they can be targeted again for future ads. It collates data related to page views, the extent of scrolling, purchasing actions, adding items to the cart, abandoned carts, time spent on each page, etc. It helps in creating relevant ads for a targeted audience so that the advertising budget is not wasted.
For example, a customer views a Facebook ad and clicks on it to land on the website. He scrolls through the merchandise and clicks on some of them to view them closely and read the customer reviews. He puts them in the cart but then does not go ahead with the purchase. Facebook Pixel tracks all this information and uses it for retargeting the interested customers and makes them complete the purchase by showing them the items they want to purchase. All the actions that the consumer takes to purchase are called events and help in optimising and targeting ads in the future.
The tool is capable of tracking conversions that take place across devices, such as mobile phones, laptops, tablets, and desktops. With so many screens at the disposal of consumers, it has become common for them to look at an ad on one device and make a purchase from another one. Facebook Pixel tracks all the movement that gives an insight into conversions and buying behaviour. It can also create lookalike target customers for the business by helping you find people who share likes and dislikes with your existing customer base. Thus, you can find new buyers without any effort.
How to Use Facebook Pixel?
It is easy to install Facebook Pixel on your website. You can either do it yourself or ask your developer to add the code. Here is a step-by-step guide to getting started with this vital tool of digital marketing.
1. Get Your Facebook Pixel
The first step of starting with Facebook Pixel is to create the pixel for your website. For this, you will have to log into the Facebook Events Manager and click on ‘Connect a Data Source’ and then tick the box on ‘web’. Click on the ‘get started’ button, which will ask you to select a connection method. Here click on ‘Facebook Pixel’ and then on the ‘Connect’ button to continue.
2. Add Details for your Pixel
In the next step, you must provide a name for the pixel. However, make sure that the name should be associated with the business and not the ad campaign because there is only one pixel available per ad account. For more than one pixel, you will have to use the Facebook Business Manager.
3. Install the Code in Your Website
For manual installation, you need to make sure that it is present on every page of the website for the best results. However, it does not mean that you will have to add the code to every page. So, click on ‘Install Code Manually’ and then on the ‘copy code’ button. You can simply paste it to the global header in the middle of </head> and <head>, then save it.
You can choose partner integration instead of manual installation if you are using WordPress or SquareSpace. You will not have to install the code by choosing this method. You can also email the instructions to your developer if you want to outsource the task.
4. Choose Settings
Turn on Automatic Advanced Matching, which aids in matching the customer data gathered from the website with the Facebook page so that you can keep track of the conversions more profoundly and create an extensive database of clients.
5. Add Events with the Setup Tool
Facebook Pixel events can be installed by selecting the Facebook Pixel ID and clicking on ‘Settings’. You will find the option of the Open Events Setup Tool. To set up events, you will have to provide your website URL and then click on the ‘Open Website’ button. You will get a list of events suggested by Facebook, here you can click on ‘Review’ to ‘Confirm’ or ‘Dismiss’ them. Complete the setup by clicking on the ‘Finish Setup’ button.
6. Check the Status
Facebook Pixel offers valuable data, but you must be certain that it is accurate. For this purpose, including the Facebook Pixel Helper extension to your Google Chrome browser. Now go to the page where you added the pixel code. It will display a pop-up to showcase the number of pixels on the page. If it is not tracking information, then the pop-up will display an error. You can correct it to set it straight.
7. Put Up the Facebook Pixel Notice
Following the terms and conditions for using Facebook Pixel, you must put up a notice that informs the users of your website that their browsing data is being tracked. The customers should know that the website is using Facebook Pixel to collect this data through cookies.
Endnote
If you are using Facebook ads, you must get Facebook Pixel to tap into the full potential of your ad campaigns and make them highly successful. All SEO experts in Gold Coast suggest using the tool because it is easy to install and can help in generating returns for every dollar spent on the adverts.
