A pixel, it doesn’t sound like a social
media term does it? A pixel is what an image is made up of right? Technically, yes,
but in terms of Facebook advertising it is a very important element – read on
and I will explain it all in plain English…
is the Facebook Pixel?
In short it’s a piece of code that is added to your website, it works in conjunction with Facebook Advertising. It is an analytics reporting tool that allows you to measure the effectiveness of your advertising by tracking and understanding what actions your customers perform on your website.
does it do?
The pixel tracks all users that visit your
website and references the data collected to social media accounts if the information
matches. These website visitors are then added to an ‘audience’ for future advertising
purposes. By collecting this information, you can track conversions, build
target audiences and remarket your engaged audience.
how does it track users?
The pixel works by triggering cookies in
your browser as customers visit your website.
really need to install the Pixel?
Your ads will still run without installing
it, but by completing this simple step it will give you a wealth of information
about your customers and audience. Without it, you will be able to see
Facebooks metrics like reach (how many people seen the ad) and impressions (how
many times the ad was shown) however by adding Event tracking from your Pixel
you can see how many people bought or enquired on your website and if setup
correctly the value of the transaction.
mentioned an audience – what is this?
An audience is the target group of people
you are going to show your ads to. Although it may be fantastic to think you
can show your ad to everyone in Ireland with minimal effort, is this really
what you want? By creating audiences you are defining exactly who your ideal customers
are by location, age , gender, interests & even job title to name just a
few. There are 3 types of audience types:
Custom Audience – these are
audiences created from your pixel or through interactions on your
Look alike Audience – create a
similar larger audience to your custom audience, Facebook will use their algorithm
to determine an audience with similar characteristics to the custom audience
you are copying.
Saved Audience – this is a manually
created audience based on demographics, interests and behaviours.
can I remarket to my customers?
There are several ways to remarket once the
pixel has been setup. You could create an audience of website visitors for any
period up to a maximum of period of 180 days and show them ads with a discount
to bring them back to your website and purchase. You could add rules when
creating the audience including and excluding certain people such as website
visitors who have visited your post transaction thank you page, as this would suggest they have already completed a
transaction on your website.
it hard to install on my website?
There are three ways to add the Facebook
pixel to your website:
Use an integration or Tag Manager – This can be used in conjunction with platforms such as Spotify, WordPress or Woo Commerce
Manually install the code – the code needs to be added to a global Header of the website.
Email instructions to a developer – Simply email the pixel and the instructions directly from Facebook to your website developer.
do I do then?
Make sure your code works. You can do this by installing the Facebook Pixel helper on your browser which will help you highlight if it is present and if there are any errors.
I see the Facebook Pixel Data?
Yes within the Event Manager of Facebook Adverts you can see what information is
coming from your pixel. Some of this information includes:
URLs – from this you can
exactly what pages your pixel is firing from
Domains – This is helpful if
you have the pixel installed on more than 1 domain.
Devices – See what device your
customers are using, you can tailor your ads in the future to reflect this