Using pixels to track your visitors through cookies has been an advertising standard for a long time.
You could then use the information you gather from your users to advertise something to them later, which is commonly known as retargeting.
Another use of pixels is that they can help you measure the effectiveness of your posts and ads, by helping you track your users’ behaviors once they return to your website.
However, the thing is that in the past most platforms used multiple pixels, some for retargeting, some for tracking sales, etc.
But in 2015 Facebook launched a new tool called Facebook Pixel, with the idea being something like One Pixel to rule them all.
Today, you only need Facebook Pixel to do all the things a plethora of pixels used to do, from retargeting to optimization, and this guide will show you just how you can use it to its full potential.
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Facebook Standard Events
The first thing you’ll want to do (after installing Facebook Pixel) is setting up various way of conversion tracking.
Standard events can help you with this immensely, as they’ll give you valuable data about which ads are converting and which aren’t, which can help you modify your ad campaign.
Some of the most popular standard Facebook pixel events are…
When a user:
- lands on your page.
- used a search option to find something on your page.
- added something to their shopping cart.
- added their payment info in the checkout window.
- completes a purchase.
There are other standard events that you can use too, all of which can give you some valuable info about your users, which can help you a lot when it comes to targeting and retargeting your audience.
One of the most important tools for running a successful Facebook ad campaign is Facebook Custom Audiences.
Not only will this tool let you retarget the visitors from your website, but combined with Facebook Pixel it will also track any users that are at the same time logged into their Facebook accounts.
Knowing exactly what pages they choose to visit, as well as the pages that they avoid, can be extremely important if you’re looking to advertise your products to a highly targeted group of users.
Keep in mind that Facebook pixel won’t track a specific user, but rather split them into groups of users which depend on their behavior.
Whether it’s a group of users who visited your website in the last 24 hours or a group of people that explored a specific page on your website.
With custom audiences defined, you’ll have an easier time reaching the right users with the right ads.
With Facebook Pixel you’ll be able to create Custom Conversions in a similar fashion that you do with Custom Audiences.
More often than not a custom conversion is created by choosing a completion page and giving the conversion a custom name.
Completion pages are usually thank you pages, whether it’s a thank you for a registration, shopping, signing up, or applying for a trial.
Pixel will then easily track when someone lands on a completion page, which is especially important for people who landed on your website through your Facebook ads.
You can also use the data to figure out at which point some of the users abandoned the website.
This is usually a shopping cart, which is why web developers from Webwings recommend having a simple and clean checkout process.
Optimization With Custom Conversions
When you start an advertising campaign, Facebook will ask you to enter the goal of your campaign.
You’ll see three columns: Awareness, Consideration, and Conversion, with a lot of sub-sections under each.
You can go for promoting your page, getting more traffic, increasing conversions on your website, or anything else that suits your needs.
However, if you’re looking to get the most out of this feature, you should check the “Increase Conversions” for the most part.
In order for Facebook to really optimize for conversions, you need to tell it to optimize for people who are most similar to the groups that already converted.
There’s no better way to target an audience than this.
Use Facebook Ad Reports to Check Your CPC
Once you’ve got an ad up and running, you should always check out the reports to know all the data about your ads and how they convert.
This is especially important for knowing the cost of each and every conversion.
You don’t want to be selling a product for 20$ when the conversion itself is costing you 21$.
To make sure you’re looking at the right stats in your Ads Manager – customize columns in a way that suits your needs by choosing just which stats you want to see.
Advertising on Facebook has become a whole lot of easier with Facebook Pixel, so don’t shy away but rather give it a shot.
It’s easy to setup and it can improve your advertising efforts immensely if you just figure out what suits you the most.
Targeting people that visited your website from Facebook is a sure way to increase conversions, but an even better feature is targeting people who are most alike the groups of people that already converted.
By improving your ad strategy, you’ll also save some money by decreasing your cost per conversion, as better targeting leads to better overall ROI.