Getting Started with Facebook Pixel

If you advertise your business using Facebook ads – or if you’re thinking about doing so – then there’s one tool you should consider using, Facebook Pixel. Take a look as we explain all you need to know to get started with the analytics tool.

What is Facebook Pixel?

Facebook Pixel is an analytics tool that enables businesses to measure the effectiveness of their advertising by understanding the actions people take on their website.

Facebook Pixel

A piece of code is added to your website that works by placing and triggering cookies to collect information about users as they interact with your website and your Facebook ads. It gathers data that helps businesses to:

  • – Track conversions
  • – Optimise ads
  • – Build targeted audience
  • – Remarket to previous users

Once the pixel has been set up, it will activate when a user takes an action on your website – like completing a signup form or making a purchase. The pixel collects these actions – known as events – and feeds the data back to your Facebook pixel page in Events Manager. From there, you will be able to discover the actions that your website visitors take, and you have the option to reach those users again through future Facebook ads.

How to Use Facebook Pixel

The Pixel can collect data on two different kind of events:

  1. 1. The 17 predefined events by Facebook
  2. 2. Custom events

Remember an event is simply an action completed by a user on your website. Facebook’s standard events are:

Facebook Pixel
  • Adding Payment Information: Adding payment information in the checkout flow
  • Adding to Cart: Adding an item to a cart
  • Add to Wishlist: Adding an item to a Wishlist
  • Complete Registration: Submitting a registration form
  • Contact: A form of contact between the consumer and business (telephone, email, SMS)
  • Customise Product: The customisation of products through a configuration tool or application the business owns
  • Donate: Donation of funds to an organisation or cause
  • Find Location: A web or app search for a business location
  • Beginning Checkout: When someone begins the checkout flow
  • Lead: When someone indicates interest in your offering
  • Purchase: Buying a product
  • Schedule: Booking an appointment with you
  • Search: Browsing on your website or app
  • Start Trial: Beginning a trail or a product or service
  • Submit Application: Completing a registration form
  • Subscribe: Beginning a paid subscription for a product / service
  • View Content: Page view

What Can Facebook Pixel Do?

Make sure your ads are appearing to your targeted audience: you can discover new customers or people who have visited a certain page or completed a desired action on your website.

Increase sales: set up automatic bidding to reach users who are most likely to complete an action, like downloading an eBook.

Analyse the results of your ads: deepen your understanding of the impact of your ads by reviewing what happened as a direct result.

The Benefits of Facebook Pixel

The Facebook Pixel provides valuable information you can use to create better optimised and targeted ads in the future. The tracking helps your ads to be seen by people who are most likely to convert – which improves your conversion rate and generates a greater return on investment.

1. Better Facebook Conversion Tracking

Facebook Pixel

The Pixel enables you to see how web visitors are interacting with your website after they view your Facebook ad.

Monitor visitors across their devices to see if people tend to view your ads on their mobile before switching to their desktop to convert (like buying a product). Or perhaps it’s the other way around. Information like this will help you to optimise your ad strategy.

2. Retargeting Past Users

The Pixel enables you to show targeted ads to people who have previously visited your website. For example, you can take the opportunity to show users an ad for the product that they abandoned in a shopping cart on your website.

3. Building Lookalike Audiences

Create a lookalike audience of people who have similar interests and demographics to people who are already interacting with your website to grow your potential customer base.

Optimise Your Ads for Specific Conversions

You can use the Pixel tracking data to improve your Facebook ads for specific conversions on your website. Without implementing a Pixel, the only conversion you can optimise your ads for is link clicks. But with the pixel, you can optimise for conversions that correlate closely with your business goals.

Ready to Start Growing Your Business with Facebook Ads?

We’d love to have a chat about how we can make Facebook, Instagram and Messenger ads work for your business.

Contact Different Gravy Digital today for a free, no obligation consultation:

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Telephone: 0161 706 0004