What is the Facebook Pixel?

Shopping trolley for online shoppingOK, first things first things first, what is the Facebook Pixel? I know it sounds like a little pixie that will do magic, and it sort of is.

You create the Pixel in Facebook, in your Facebook Business Manager, and then the code is added to your website. There are lots of plugins that can help make this an easier process.

So, the pixel is a little piece of code that sits in the background on your website. It just sits there, quietly in the background, gathering data. It works by placing and triggering cookies to track users as they interact with your website and your Facebook ads. Triggering these events is often referred to as ‘firing’ the pixel.

Just because it’s a Facebook Pixel, it doesn’t just track traffic from Facebook ads though, it keeps track of everyone who comes to your site and completes an action, like simply viewing a web page. They do have to be logged into Facebook, but let’s face it, who ever logs out?

Even if you’re not running ads now, it’s good practice to have a Facebook pixel installed so you’ll have all that data from the beginning.  Your pixel will get ‘seasoned’ and have lots of data that you can use at a later date when you do start running ads.

Why do I need the Facebook Pixel?

online shopping imageIf you are ever going to run Facebook Ads then you need the Pixel. It will take your Facebook Ads to the next level in targeting.

Even if you are not thinking about running Facebook Ads in the immediate future, it still makes sense to get your Pixel installed on your website. The Pixel will start gathering data straight away. This information will be ready when you are ready for Facebook Ads.

Getting the Pixel on your website and letting it sit in the background and start to collect data is sometimes called seasoning your pixel. It allows Facebook to start to understand your audience.

Facebook Ads needs to be in the marketing strategy of pretty much any business now if they use Facebook (or Instagram). Organic reach has been getting harder and harder for businesses to achieve. Adding Facebook Ads into the mix can make a huge difference.

How does the Facebook Pixel help with Facebook Ads?

Shopping trolley depicting online soppingIf you’re not using the Pixel, then your Facebook Ads are only tracking what happens while your customer is still on Facebook. Now that’s fine and dandy if you are running something like an Engagement campaign, where you are maybe looking to get more likes on your Facebook Page. They don’t need to leave Facebook to like your Page.

But when it comes down to getting what everybody is after- SALES , then advertising on Facebook without the Pixel is going to fall short. Without the Pixel, once those customers leave Facebook and pop over to your website, Facebook can’t track them.

Installing the Pixel will help you learn more about your customers’ activities while they’re on your website. You will be able to track what they do, so if they drop out and if you make a sale.  Having all this knowledge in your Facebook Business Manager can make your Ads more powerful, and maybe less costly.

How do I set up the Facebook Pixel?

small shopping trolleyThe Pixel code is generated in Facebook and then the code for the base pixel is put on every page of your website.

Facebook have some really good help on setting it up – Step by step guide for installing the Facebook Pixel

How can I use the data from the Facebook Pixel?

tiny shopping trolley for facebook adsWell with just the base pixel installed you will be able to build custom audiences such as lookalikes of your website visitors.  Because Facebook has data about the people who have visited your site, by creating a lookalike audience, Facebook will try and find people who are similar to your visitors. For example, you sell candles and the people visiting your website like Pages on Facebook about candles and interact with certain candle brands on Facebook. This means that Facebook has built a profile of these website visitors and can find more people who are similar them.

Now you can also set up what are called Pixel Standard Events. These are additional tags that you can put on specific pages to help you track what your customers do. For example, sticking with the candle sales, you can put ViewContent tags on  candle pages, and AddToCart tags on your add to basket page, and then a Purchase tag on your thank you page (which is displayed after the purchase is complete).

This lets you track how many people view the product page, then how many added to basket, and finally how many people purchased. You can then build custom audiences from this data too, for example people who added to cart but didn’t purchase – then you can run a Facebook Ad to this audience and offer them a discount.  You can also run Facebook Ads to purchasers after, say 60 days, to remind them that it;s time to buy more candles!

Pretty powerful stuff, eh?

Want to get started?

Plumb.Digital logo

At Plumb Digital we can guide you through the process or set up the pixel for you.

Once you’re all ‘pixeled’ we can work with you to use that data to build your Facebook Ads campaigns. Take a look at our Facebook Ads Services to see how we can get the right solution for you, your business and your customers.

You can contact us at Plumb.Digital for a chat about how we can help you – just book a free Discovery Call with us.

We will never over-sell and we will be completely straight with you about which options are best for you, your business and your customers.