In our previous post, we already talked about what the Facebook Pixel is and how to set it up. This post will delve deeper into why it’s important to use this tool.
Benefits of using the Pixel
Here are some things that make the Facebook Pixel so powerful and what it can do for your business.
At its core, the Pixel is a tracking tool. But it doesn’t just track clicks. The Pixel can measure how someone interacts with your site after they click your ads — and tells you whether they’ve converted.
With the Pixel, you can track all sorts of things. For example, you can track which device someone
The Pixel’s ability to measure conversion rates — not just click-through rates — will give you deeper insight into your overall marketing strategy.
Once you have enough data gathered, you can set up campaigns that focus on people who have interacted with you in the past.
For example, you can run one ad for users who have completed a purchase. You can also run a separate ad for users who abandoned their carts. You can even focus on people who left your site without buying. The Pixel can track all of this.
Not only that, you can even place your ads where your potential customers are most likely going to see
Once you have a minimum of 100 conversions, you can create a new audience that is most similar to your website visitors and past customers. Then, you can deliver your ads specifically to this audience.
Instead of running your ads randomly, the Pixel allows you to use measurable data on your customers so that you can expand your potential base even further.
What can the Facebook Pixel track?
Once you’ve installed it on your site, the Pixel looks at specific actions people take after they click through your ads. Facebook calls them Standard Events, and here are all nine of them:
- View content: Someone lands on a page on your site.
- Search: Someone uses your search button to look for something.
- Add to cart: Someone adds your product to their cart.
- Add to wishlist: Someone adds your product to their wishlist.
- Initiate checkout: Someone proceeds to the checkout page.
- Add payment info: Someone enters their payment information in the purchase process on your site.
: Someone completes a purchase on your site. purchase
- Lead: Someone signs up for a trial product on your site.
- Complete registration: Someone completes a registration form on your site.
If the Standard Events aren’t enough for you, or if you want to collect more data, the Pixel allows you to create custom conversion events to track.
Custom Conversions are great for you if you’re running an ad that is seasonal or for a specific objective. For example, you may want to run specific ads over the holidays to see your purchase volume. Rather than configuring your site manually, you can create a custom conversion instead. Then, the Pixel will automatically track the data for you.
Before you create Custom Conversions, however, it’s important that get used to using the Pixel first and see how your ad campaigns are performing.
Ultimately, the reason why you’d want to use the Facebook pixel in the first place is so that you can run your ads more effectively. This means delivering them to the right people, at the right place, at the right time.
To figure that out, you need to know who is most likely going to see your ad, click on them, and perform the desired action you want from them. You would need large amounts of data on your potential customers, which would be tedious to collect. That is, before the Pixel existed.
Fortunately, the Pixel not only tracks the data. It also specifically helps bid for conversions on your ads. With enough data, Facebook will show your ads to the most relevant people — the people who are most likely going to convert and buy something from you.