Social Media Monday: What is a Facebook Pixel?

Lately, you might have heard the term ‘Facebook Pixel’ floating around the office, amongst a group of fellow marketers, or in the news. A Facebook Pixel is a crucial new tool implemented into the Facebook platform that you will want to understand if you are trying to track social media effectiveness: A Facebook pixel is an analytics tool that measures the effectiveness of your Facebook advertising. By installing it on your website, you can truly gauge your ads’ performance because the pixel can track every visitors’ interactions on your website after they click on your ad.

This article from HubSpot does an excellent job of explaining just exactly what a Facebook Pixel is and how it works. Here is what you need to know:

Optimization

Your Facebook pixel helps you bid specifically for conversions on Facebook. After collecting enough Facebook lead and customer data, Facebook will only show your ads to users who are most likely to convert or buy something from your website.

Remarketing

You can set up remarketing campaigns to past customers who’ve converted through a Facebook ad or users who have visited your website or certain web pages by clicking through one of your Facebook ads.

Create lookalike audiences

Once your pixel tracks a minimum of 100 conversions, you can create a lookalike audience of your website visitors and past customers on Facebook and advertise to them.

What Actions Can a Facebook Pixel Track?

When someone takes an action on your website after clicking on an ad, your Facebook pixel records it as an event. Facebook can track 9 of them:

  • View content – Track key page views (article, landing page, product page)
  • Search – Track searches on your website (product searches)
  • Add to cart – Track when items are added to cart
  • Add to wishlist – Track when items are added to wishlist
  • Initiate checkout – Track when people enter your checkout flow
  • Add payment info – Track when people add payment information during the checkout flow
  • Make purchase – Track purchases or checkout flow completions (landing on purchase confirmation page)
  • Lead – Track when someone becomes a lead (form submission, sign up for trial)
  • Complete registration – Track when someone completes a registration form (complete subscription, sign up for a service)

How to Create a Facebook Pixel

On February 15, 2017, Facebook combined the conversion tracking pixel and the custom audience pixel into one Facebook pixel, which means they no longer support the old conversion tracking pixel for ad creation. If you installed a conversion tracking pixel before then, you need to install the new Facebook pixel. Here’s how you do it:

Step 1) Open Facebook Ads Manager.

Step 2) Click on the hamburger icon and click Pixels, which is under the Measure & Report tab.

Step 3) Click Create a Pixel

Step 4) Name Your Pixel

 

Having a Facebook Pixel on your website will be crucial if you want to track the success of your Facebook advertising efforsts. Read the full article on HubSpot today and get started effectively tracking your Facebook efforts.

 

Source: HubSpot, What is a Facebook Pixel? [Easy Guide]

Kaitlyn Ivancic

Kaitlyn Ivancic

Director of Consumer Marketing for SHOP.COM
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