Facebook Pixel: How to master it
Morvan Le Borgne
What is Facebook pixel?
The Facebook pixel is a piece of code that you place on your website. It will allow you to track the conversions generated by your Facebook ads, optimize the ads based on the data collected, build targeted audiences for your future ads, and retarget qualified leads, i.e., people who have already acted on your website.
The Facebook pixel places and triggers cookies that track users who interact with your website and Facebook ads.
Previously, there were two different types of pixels: the Facebook conversion pixel and the Facebook Custom Audience pixel. Facebook ended the conversion tracking pixel in 2017.
Pixel gives you the ability to track conversions of your Facebook ads and create retargeting audiences based on who visited your site or specific pages. These are called personalized audiences.
When someone visits your website and takes action (for example, buying something), the Facebook pixel will flag and report that action. This way, you know when a customer has taken action after seeing your Facebook ad. You can also reach that customer again using a Custom Audience. As more conversions occur on your website, Facebook can serve your ads more effectively to the people who are most likely to take certain actions. This is called conversion optimization.
Why is it important for your business to install a Facebook pixel?
The Facebook pixel provides crucial information that you can leverage to create optimized and better targeted Facebook ads. Facebook pixel data helps you make sure your ads are visible to those users who are most likely to respond the way you expect them to. You can thus improve the conversion rate of your Facebook ads and get a better return on investment.
Thanks to the pixel, you can show ads on Facebook and Instagram to everyone who has visited your website. This is the added value of the Facebook pixel.
You should know that nearly 90% of visitors to a website leave it and never come back. With the Facebook pixel, you have a second chance to convert your visitors into prospects or buyers.
The Facebook pixel does nothing other than collect data about visitors to your website.
You can use this data to:
- Track conversions
Since Facebook can track who has visited your website and find them on its platform, you can show an advertisement to people who have visited your website. For example, you could show a prospect the same product they added to their cart but didn’t buy!
What are the disadvantages of not having a Facebook pixel?
It’s simple. If you don’t use the Facebook pixel, you’re missing out on the best Facebook has to offer for your ads: finding people who are likely to convert for you. The more data your pixel compiles, the better for your business and your ROI!
How can Empower help you install your Facebook pixel?
We have been supporting SME owners in their digital strategy for more than ten years. One of the most common mistakes we find with our customers, day in and day out is the lack of a Facebook pixel.
In particular, we can help you:
Install your Facebook
on your website and on your Facebook ads
across different devices
to reach people likely
to take action
Create personalized audiences
from your website visitors