The Power of the Pixel

April 25, 2019

by: Binary Star Digital

If you’re planning to, or already are, running ads on Facebook or Instagram – you need to know the about the Facebook Pixel.  This will be one of the most important tools that will help you maximize your social promotions.

What is the ‘Pixel’?

The Facebook Pixel as defined by Facebook is “A piece of code for your website that lets you measure, optimise and build audiences for your advertising campaigns.”  But what does that actually mean?

It’s an analytical tool that establishes how effective your advertising is. When someone interacts with your advert and then goes to your website, the pixel records this as an event and sends the results from that action back to the Facebook Ads Manager. This data helps you to retarget ads, optimise your conversions across devices, and build targeted relevant audiences.

Benefits

  • Retargeting

Using the Facebook Pixel data enables you to show targeted adverts to previous website visitors. The pixel allows you to target people who have viewed your entire site, a specific page or even a product they had in their cart before leaving the website.

  • Creating lookalike audiences

Facebook’s lookalike audience feature is very powerful and with the pixel installed on your website, you can build an audience that is based on the characteristics of people who have already visited or taken an action on your website.

  • Optimization

Once you have collected enough data, you can use the Facebook pixel to optimize your ads for conversions outside of the standard ‘link clicks’ option. This means you can only target people who are likely to purchase or sign up.

How to create a Facebook Pixel

Step 1:

Open Facebook Business Manager and click on the ‘Pixels’ option in the menu

Step 2:

Click Add new data source and select ‘Facebook Pixel’

Step 3:

Name your pixel and enter the URL of your website… then press ‘create’

Step 4:

Install the pixel into your website

You have three install options to choose from.

  • You can choose a Facebook website partner to install your pixel. With these partner sites there is a quick install option to check to see if it is working.  You can follow this Facebook articles instructions for a more in-depth ‘how to guide”.
  • You can manually install the code yourself. For this, you would need to copy the entire pixel code and paste it into the website header. Then test that the traffic is being sent through by using Facebook’s active status bar.
  • Finally, you can choose to send details on to your website developer in order for them to do this for you. At Binary Star Digital, this is something we could do for you to make sure your website and social ads are achieving their goals.

Step 5:

Set up what you are tracking:

To ensure you are tracking the actions that best fit your goals, you will need to add code snippets to specific pages on your website. These snippets will feed back the data to Facebook when a specific action has been taken on those pages.

There are 17 standard events you can track:

  • Purchase
  • Lead
  • Complete registration
  • Add payment info
  • Search
  • Add to wishlist
  • Initiate checkout
  • View content
  • Add to cart
  • Contact
  • Customize product
  • Donate:
  • Find location
  • Schedule
  • Start trial
  • Submit application
  • Subscribe

Facebook will give you suggested events for certain business categories and for each event you will need to choose if this is a track ‘on page load’ or ‘inline action’ type of event. 

An “on page load” event could be something like landing on a thank you page from a form, whereas an example of an “inline action” would be when someone triggers the pixel from clicking on a button.

Once you have chosen your event, your tracking type, you will need to finalise the configuration with some event parameters and values before placing the code on the website page.

Step 6:

Check everything.

The last thing to do is to make sure your pixel is working. You would have already tested the pixel by sending traffic, but before you start running your ads, we recommend running a thorough test via the Facebook Pixel Helper. This is a Google Chrome extension that can identify any errors and give you a supporting event log to explain the issues.

That’s it! Your Facebook Pixel should now be installed and be helping you optimise your ads and budget. But if you need any assistance with this or any other part of your Digital Marketing, just get in touch.

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