Do You Have Facebook Pixel Installed on Your Website?
Written by Stephen Scammell on Oct. 1st 2021
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If you’re using Facebook ads—or you plan to use them in the future—there’s one key tool you should start using right away. The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. The Facebook Pixel will help you get the most out of your social ad budget. Here’s some background to help you understand the value of this powerful tool and how it works.
What is the Facebook pixel?
The Facebook pixel is code that you place on your website. It collects data that helps you track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to people who have already taken some kind of action on your website.
It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads.
Why you need to set up the Facebook pixel?
The Facebook pixel provides important information you can use to create better Facebook ads, and better target your ads. Facebook tracking pixel data helps ensure your ads are seen by the people who are most likely to take your desired action. This allows you to improve your Facebook ad conversion rate and get better ROI.
Even if you’re not using Facebook ads yet, you should install the Facebook pixel now. It will start collecting data right away so that you don’t have to start from scratch when you’re ready to create your first Facebook ad.
How can you use the Facebook pixel? Here are just a few ways the pixel can help improve your Facebook marketing results.
Use Facebook conversion tracking
The Facebook pixel allows you to see how people interact with your website after viewing your Facebook ad.
You can even track customers across their devices. This lets you see if people tend to see your ads on mobile but switch to a desktop before buying. Or, maybe it’s the other way around. This information can help you refine your ad strategy and improve your ROI.
Use Facebook retargeting
Facebook retargeting pixel data and dynamic ads allow you to show targeted ads to people who have already visited your site. You can choose to get really specific here. For example, you can show people an ad for the exact product that they abandoned in a shopping cart or added to a wish-list on your website.
Create lookalike audiences
Facebook can use its targeting data to help you build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website and significantly increase the reach of your ads. This is so powerful.
Optimize Facebook ads for conversions
You can use Facebook tracking pixel data to optimize your Facebook ads for specific conversion events on your website. Without a pixel, the only conversion you can optimize for is link clicks. With the pixel, you can optimize for conversions that align more closely with business goals, like purchases and sign-ups.
Optimize Facebook ads for value
As Facebook collects data on who buys from your site and how much they spend, it can help optimize your ad audience based on value. That means it will automatically show your ads to the people who are most likely to make high-value purchases.
When it comes to understanding your audience, data is your best friend. Because there is no one set of data that is relevant to every individual business, gathering your own data is crucial to developing successful marketing strategies.
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