What is a Facebook Pixel | Improve Facebook Ad Performance
Facebook pixel is basically a short piece of code. that you can put onto your website.Create effective and better Facebook ads here I’ll explain to you exactly how it works ,
Today in this article I’m going to explain what Facebook pixel is. the three functions of your pixel. how it works and then how to activate yours.
If you’re currently running Facebook ads or you’re thinking about running Facebook ads then you really need to be using your pixel. your pixel is basically a short piece of code now this is what it looks like here
Facebook is providing you. that you can put onto your website. now I don’t want you to get scared off by this you don’t need to be a developer and you don’t need to know code to use your Facebook pixel or to manage it.
Now there’s really three things your Facebook pixel is going to do for you I’m going to go into these in a bit more detail now and then I’ll explain to you exactly how it works
So the first thing that your Facebook pixel is going to help you achieve it’s going to help you track conversions a conversion is a completed action that you want someone to take on your website. so this could be someone making a purchase it could be someone subscribing to your email list and even a lead or inquiry.
why is this so important?
If you’re like a lot of people you’re probably tracking how much is costing you for each new like or each click to your website but does this really matter to you?
No Actually you care about sales and you care about leads and how much those are costing you. I’m going to give you a bit of context with this let’s say you’re a copywriter and you’re selling blogging services for $50. now let’s say you’ve been running Facebook ads to drive people to your site and those are costing you around $2 per click and then let’s also say you receive 200 clicks to your site.
You spent a total of four hundred dollars for 200 clicks which may or may not be good but then you start using your Facebook pixel and you discover that with the ads you only sold three of your blog post services so that’s a total revenue of one hundred and fifty dollars
So it’s costing you 400$ to make 150$ worth of sales. you’re losing money and you probably need to change your ads and the targeting. so one to start using your pixel to track conversions what you’ll see in your ads manager is there’s actually going to be a new tab called conversions. so here’s just an example of what that will look like inside your ads manager
So it tells you how many people converted and the cost for each conversion as well as your total spend.
Optimize for Conversions
The second reason you want to be using the Facebook pixel is that it’s going to help you optimize for conversions. so what does this mean well it’s quite simple really Facebook is basically going to automatically improve your ads. so that it can show them to more people that are likely to convert or create a conversion.
So that could be your email subscribers people making a purchase or an inquiry on your website for example.
Facebook retargeting ads
The third reason you want to be using your Facebook pixel is that it’s going to help you create what we call Facebook retargeting ads
Retargeting is when you show ads to someone that has already interacted with your brand or visited your website a really common example I think that we’re all familiar with is say you’re checking out flights to Australia online and then, later on, you notice that there are ads about travel deals and packages to Australia
That’s retargeting in a nutshell. but here’s where it gets really good not only can you target people that visited your website or are on your email list but you can also use your pixel to retarget people based on specific actions that they took on your website.
Such as submitting an inquiry form or subscribing to a list or adding a product to a wish list and even searching for something specific on your site
I’ll show you another example so let’s say someone adds a product from your website to their cart but they don’t end up purchasing the reality is that 68 percent of people that add items to their cart don’t actually end up purchasing. so what you can do with retargeting is you can actually show them ads to remind them to come back and complete their purchase it’s what I like to call advertising magic.
Retargeted customers are 70 times more likely to buy from you and the ads have a 10 times higher click-through rate so the percentage of people that click through and also retargeted customers spend an average of five times more than the normal customer so this is really going to be the oracle to your sales to your advertising
Here’s how the pixel helps you to create retargeting ads
Basically, once the pixel is on your website and someone visits your sites or performs an action that you’ve specified such as adding an item to their shopping cart. it’s going to trigger the pixel which will then feed that information back to Facebook
That means it’s basically tracking that person’s Facebook ID so that later on you can show them ads in facebook.
So really those are the three crucial parts of your Facebook pixel and why you need to be using it?
Let’s go ahead and have a look into how it actually works
So each advertising account has one pixel so you only have one pixel. now this is where most marketers are going to get stuck because when you think about it how can you target different people who perform different actions on your site when there’s only one pixel? so the answer is in the way that the pixel is structured it’s basically made up of two parts what we call a base code and what we call a standard event code.
Your base code is what identifies your advertised account so this part will never change it’s also placed across every page on your website.
The second part of your pixel is what Facebook calls standard event code this is the part that specifies the action that you’re tracking for so those are the purchases the leads the registrations there’s a total of nine standard event actions that you can track for
Now this part of the code is the part that you’re going to have to change based on the action you want to track
The standard event code is placed on specific pages of your site that’s because you only want this code to be triggered when someone completes the action that you’re tracking for
For example, if you’re tracking sales you would add that purchase standard event code to the confirmation page or the thank-you page and the logic is that only people that have completed a purchase are going to see that thank-you page.
Let me give you a bit of an example using up the lab so if we’re tracking for people that are enrolling in this free Pixel course. we would add the standard event to the confirmation page so that’s the thank you for enrolling page so you can see in the URL of that page
It says purchased so we would find that page in our website’s CMS management system. so the backend of the website and then we would add the standard event to that code
That means that we can then track everyone that enrolls in that free course and we can then show them ads later on saying hey you did the Pixel course good on you ooh now it’s time to do the retargeting course again when someone sees that page the pixel that now has that standard event is going to be triggered. it will send this information back to Facebook and then you can automatically show ads to that individual
I hope this is all making sense but if not just leave your questions below
So how do you create your pixel?
Well, you’re not actually creating anything you’re just activating it to do this you’re going to need to access your Facebook advertising account from the tools tab then click on the pixel.
And then if this is your first time using your pixel a Facebook is going to prompt you to create it,
You have to give it a name and no one sees this except yourself so usually I suggest you just use your business name and then You have to accept the terms and conditions and that’s it really so it’s really not that bad so now that you’ve got your pixel really go it’s time to get it set up on your website correctly.