If you currently use Facebook Ads Manager to create advertising campaigns or plan to do so in the future, it is important to know what the Facebook Pixel is and what it is used for .
In digital marketing, everything must be done with a view to measuring results, even more so when you are investing a certain amount of money in promoting a particular content, product and/or service. Otherwise, how can you analyze how effective your strategies are?
Facebook understands this principle perfectly and, in addition to providing statistics and metrics to know the reach of a post, allows its users to see the results that the ads are generating in Google Analytics.
In this article we will explain what the Facebook Pixel is , and why it will be your greatest ally when measuring the effectiveness of your ads and optimizing the budget of your campaigns.
The Facebook Pixel is a code that you can create automatically and at no additional cost within the ad manager: Facebook Business Manager.
The idea is that you place this code on your website and it serves as an analysis and tracking tool for your advertising campaigns.
It is worth noting that there is only one Facebook Pixel per advertising account, the code of which will be customized according to the specific actions you wish to track.
Generally, Facebook and Instagram ads are made with the objective of directing traffic to a web page, which can be a landing page, a blog post, an online store, among others.
So every time a person enters your website through that ad to the destination URL, the Facebook Pixel will count it. Thanks to this, you can know within Google Analytics the number of people who entered your website through the advertising campaign, and calculate the real conversion cost.
This is a great way to measure the success of your campaigns . Remember that depending on the objective you selected when creating the campaign, your results metrics will be different and not everyone will convert in the same way.
Let's put the following example so you can see it better:
If you create an ad with a destination URL that points to a landing page, Facebook will only count the number of people who clicked on the ad, not how many people filled out the form itself.
Also, Facebook will count every click on the ad as a result, even if the link has an error and people are not going to the link.
However, when you insert a Facebook Pixel , the conversion results are more accurate because this code, configured for example to track completed registration forms, allows you to know exactly how many people registered and successfully converted into leads.
This is possible because, in order for you to get the most out of this tool, Facebook allows you to select standard events or create them in a customized way to count much more specific actions carried out by users who enter your website.
Such actions may be:
Add payment information
Add a product or service to the shopping cart.
Complete a registration or log in.
Find your business location.
Buy something in your virtual store.
Start free trial or demo.
Subscribe to your blog
View or download a particular content offering
How do these standard event codes actually work?
When you create your Facebook Pixel and add it to your website, you can add other, more specific tracking commands within that code.
On this Facebook page you can find all the codes that correspond to each action within your website that you want to measure. Here is an example:
Facebook Pixel Codes
The number 1 that is identified with the blue color is the code of your website.
The red number 2 is the Pixel code itself.
The green number 3 is the standard event code, that is, the specific taiwan cp number action you want to measure within that page, which in this case is “add to shopping cart.”
In this sense, Facebook assigns you a single Facebook Pixel and according to the specific actions you want to measure on each page of your website, you will have to add the standard event code.
What is the Facebook Pixel for?
Creating a Facebook Pixel serves to:
Facebook Pixel Uses
More accurately measure the conversions you want
Thanks to the Facebook Pixel and its codes for standard and custom events, you can more accurately measure the actions of users who visit your website.
This will help you understand people's behavior, whether your calls to action are attractive and visible enough for people to click on them, and how effective your ads are in encouraging users to take those actions.
Do remarketing
Remarketing means showing an ad to an audience that has previously interacted with your website, profile, or posts.
When you use a Facebook Pixel to identify the specific actions you want to measure, you'll be able to know both the number of people who carried them out and the number of people who didn't.
For example, imagine you sell a product through your website and you run a campaign to get more sales. A person visits that website and adds a product to their cart but does not complete the purchase.
In this way, you can obtain the data of those people who did not buy and create advertising campaigns exclusively for them, thus increasing the chances that these people will buy a second time.
The chances of making a purchase increase because people who visited the shopping section of your website are familiar with the product and have shown interest in it, and it will surely be much easier to boost the purchase with a remarketing campaign.
Better segment your target audience
Facebook may use the tracking data collected through the Pixel to help you create custom audiences made up of people who share similar tastes, interests and demographics, based on audiences already engaging on your website.
This will allow you to expand your potential customer base and create increasingly precise ads.
Optimize advertising campaigns