What is Facebook Pixel?
Facebook Pixel is a piece of code that you or your web developer can install on your website and track visitor actions, measure ad performance, & improve Facebook ad targeting. There are many benefits of using Facebook Pixel when running your advertising campaigns.
In this blog post, I’ve shared some of the most common benefits & usage of Facebook Pixel.
Benefits of Using Facebook Pixel
#1 Track Visitors' Actions
The most important benefit and common usage of a Facebook Pixel is to track the actions that visitors take on your website. Whether a user has visited the ‘Contact Us’ page and never filled out the form, or added products to their cart but never paid to complete their order, Pixel records all.
Most Facebook Ads experts use Facebook Pixel to create events, such as AddToCart and Purchase, and retarget or exclude users for their remarketing campaigns (discussed later). Essentially, with the Facebook Pixel, we can track a user’s actions, and if they don’t align with our desired actions, we will retarget them to take the necessary action.
#2 Create Custom Audience
The Facebook Pixel also helps to build a custom audience list of users who have already interacted with the website. A professional Facebook Ads service provider will create a custom audience to run “reminder ads” for people who visited your webpages but didn’t buy.
How to create custom audiences?
Go to Ads Manager > Audiences > Create Custom Audience.
Choose “Website” as the source and define audience rules.
#3 Create Lookalike Audiences
This is one of the best features (Lookalike Audiences) available in Facebook Ads Manager, which helps advertisers maximize conversions by serving ads to a wide yet highly targeted audience. With the “Lookalike Audience” feature, Facebook enables us to find new people who resemble our most valuable customers. To create a “Lookalike Audience”, your web pages must have Facebook Pixel installed everywhere.
One of the best ways to utilize “Lookalike Audiences” for an e-commerce website is to build an audience of users similar to those who have purchased on your site. This will help you serve your ads to a wide range of audiences who are most likely to buy your products.
#4 Optimized Ad Delivery For Conversions
As I mentioned above, you can create multiple Custom Audiences with the help of Facebook Pixel. When you do that, you can easily instruct the Facebook Ads machine to focus on the kind of conversions you are more interested in for different ad sets.
For example, if you want to target your ads to increase sales, you can optimize them for “Purchase” actions. However, if you aim to run an ad to generate more form submissions, you can optimize it for “Leads” actions.
#5 Retargeting
Retargeting is one of the most effective ways to serve your ads to the same users who visited your website but didn’t take the desired action. As the name suggests, retargeting involves targeting the same users repeatedly until they take the desired action on your website. Again, to retarget users, you will need to create a custom audience. To do this, you must install Facebook Pixel on the relevant pages.
A professional Facebook Ads expert knows how to use retargeting most efficiently. For example, most advertisers will show testimonials or discounts in retargeting ads to encourage users to buy the products.